Advertising and theatre

The book is devoted to the analysis of theatrical and advertising communications, identifying their similarities and significant differences that define the directions and forms of advertising and theatrical interaction in contemporary culture. The study defines the specificity of advertising communication, peculiarities of advertising as a "rhizome" in the communicative space of culture, the essence of the brand as an ideology and simulacra. The features of theatrical communication, forms of theatrical realization in the social life and its universal functions are revealed. The directions of mutual penetration of theatrical and advertising communications on the basis of the analysis of theatrical advertising types and also the processes of "advertizing" of modern theatre are designated. The comparative analysis of the structure and functions of theatrical and advertising communications, revealing the basis for the unity of theatre and advertising in the coincidence of a number of their communicative properties. The book is intended for philosophers, culture specialists, specialists in advertising and design, as well as for researchers studying the issues of semiotics, communication theory and philosophy of theatre and advertising. It is of interest to a wide range of readers.