The Commercial Appeal of Communism. Semiotic Tensions in the U.S. Stoli Advertising Campaign.

Natasha Tolstikova, University of Maine, Orono, USA
Matthias Bode, University of Hannover, Germany
Postmodernism made a strong impact on the visual analysis of advertising. Still, it tends to confine visual analysis, as this article demonstrates through a case study of a print advertising campaign for Stolichnaya vodka in the USA in 1994. A new visual figure of speech, "semiotic tension," is introduced. Semiotic tension is structurally related to the concept of resonance, with its focus on a positive syntactic relationship. However, semiotic tension extends this theory by incorporating syntactic relationships that bind two elements in their negative relationship to each other. The aim is to contribute to a more diversified, semiotically informed methodology for a visual approach to advertising.
[ to cite ]:
Natasha Tolstikova and Matthias Bode (2007) ,"The Commercial Appeal of Communism. Semiotic Tensions in the U.S. Stoli Advertising Campaign.", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 624-626.