Visual means of artistic expression of Italian social advertising

Abstract

This article is devoted to the consideration of visual means of artistic expression in visual and cinematic social advertising in Italy. The research material was videos from the Internet archives of non-profit organizations and advertising agencies. The relevance of the research is due to the high significance of social advertising in modern society, and the novelty is due to the lack of works devoted to the study of visual means of artistic expression within the socio—advertising discourse of Italy. Within the framework of the study, methods of analyzing visual artistic images used in Italian social advertising were applied. An analogy was drawn between stylistic figures related to the field of philology and artistic and pictorial forms of the material under study. As the analysis has shown, the most popular visual means of artistic expression is metaphor; the author has identified a number of models of metaphorical transfers, on which most of the plots of social advertising are based, among which a special place is occupied by models of color and zoonymic metaphors. In a significant part of the videos, such means of visual artistic expression as allegory, personification, depersonification, hyperbole, allusion are also involved. Important conclusions are drawn about the cultural peculiarities of the use of these visual stylistic figures. A special contribution of the author is the development of a classification of metaphorical models of Italian social advertising, some of which may be applicable in Russia due to their universality.