Intervisuality as a strategy for constructing meanings in modern advertising communication

INTRODUCTION. Intervisuality as a strategy for creating and transmitting meanings in modern advertising discourse has been investigated. The genesis of the concept, which emerged as a development of intertextuality theory in the context of the “visual turn”, is considered. Intervisuality is defined as a strategic creative technique based on the inclusion of recognizable visual elements in advertising that refer to art precedents. The aim of the study is a comprehensive analysis of intervisuality as a strategy for constructing meanings and emotional connections with the audience in the context of an oversaturated visual media space.

MATERIALS AND METHODS. The research material consisted of a corpus of 105 visual texts from modern advertising, selected based on the presence of intervisual references. The methodological basis includes semiotic, intertextual, discourse analysis, comparative, and cultural-historical methods, which ensured a comprehensive study of the strategy based on intervisuality.

RESULTS AND DISCUSSION. The main types of visual precedent phenomena used in advertising have been identified and systematized: precedent names, texts, situations, and artistic techniques (surrealism, pop art, cubism, etc.). The functions of intervisuality are demonstrated: attracting attention, meaning-making, forming brand identity, and targeted impact on the audience. Particular attention is paid to the risks associated with ethical violations, the desecration of cultural heritage, and the possibility of misinterpretation. Examples of advertising campaigns demonstrate both successful and controversial applications of intervisuality.

CONCLUSIONS. Intervisuality has been found to be an effective tool for creating multidimensional messages, but its success depends on the appropriateness of choosing a visual pretext and the literacy of its integration into an advertising message.