Scientific journal
Название журнала на английском
ISSN 2500-0802
ПИ №ФС77-61154

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PENETRTION OF THE ADVERTISING SYMBOL IN THE BRANDING OF CITIES

Ananeva E.V. 1
1 Saint-Petersburg University of Humanities and Social Sciences
The problem of researching this particular topic is determined by the contradiction between the increasing significance of a symbol in advertising in the urban space, defined by the informatization, and deflation of the value-normative variable of the cultural space of a city. The purpose of the research is to define the role of a symbol in advertising in the cultural space of a city; its penetration and modification; proof of existence of the symbol in advertising in urban space. Brand the city as a social and symbolic construct is a specific field life personality, which is carried out within its symbolic communicative activity, while having a standard way of implying an associative choice of a certain position of the individual in the urban social space. Symbols do not line up arbitrarily, outside, their formation is due to the social interaction: symbolizing a tool that converts geographic space in social.