PSYCHOSEMANTICS PARADIGMATIC TEXTS IN ADVERTISING (BASED ON CLASSICAL MUSIC)

Abstract

The article presents the results of the comparative study of psychosemantic of precedent-related texts: Chaikosky’s music from the ballet «The Nutaracker» (the dance of fairy Dragée), a choreographic fragment from the ballet, as well as commercials which use the mentioned musical fragment. The hypothesis, verified in the process of research, was that it was supposed that the perception of the television advertising which use a precedent-related musical text is determined by the degree of semantic affinity of the initial messages (visual and audio). It is shown that the effectiveness of an advertising text is connected with the semantic co-ordination of musical, linguistic and visual texts.