AUTORITETO FIGŪRA GROŽIO PRIEMONIŲ REKLAMOJE /

Notion of authority has been prevailing and well functioning in society, like symbol of influence, power, and absolute confidence and advantage over others. Authority is an attractive example widely admired at, and thus consciously or not wanting to equal it – to acquire the respect featured by the authority, to enjoy its success, and so on. In the current society, traditional forms of religious authority is only one of the most dominant authorities, which no longer exists as a comprehensive, all knowing and claiming, but specializes in a number of differently defined, understood and valued areas. The concept of authority in modern society is more associated with the specialist, the expert definitions. Authority is understood as a leader in some field, which by his/her advantage attracts followers and, based on his/her success, forms others’ strivings. Authority figure appearing in advertisement becomes an integral part of popular culture. Such authority no longer belongs to him/herself, his/her image is created by image makers, who turn authority into the right image and words: in this way authority becomes simulacra, the mirror, reflecting not a near-going life, but showing the reality desired to create by image makers. Thus, authority, acting in advertising, for a fee agrees to surrender a part of his/her popularity to the product being advertised, as it is likely that abiding and confident people in the same way will trust the value of the product being advertised, a process known as the sharing of symbolic capital. The object of the Bachelor‘s work is various advertisements of beauty products, where authority functions. The advertisements being analysed are taken from popular Lithuanian journals since 2004-2009: Panele, Laima Mini, Edita, Cosmopolitan, Zmones. Using scientific literature analysis, descriptive, and interpretative methods, this paper analyzes the figure of authority, acting in beauty product advertising. It explores and defines function of authority-star in verbal and visual part of beauty product advertising: how authority is represented and how his/her personality is associated with the product advertised. Keywords: the figure of authority, leadership, verbal and visual plane of advertising, popular culture.

Grantor dc:publisher

Institutional Repository of Vilnius University

Year dc:date

2010

Author dc:creator

• Norkevičiūtė, Kornelija,

Contributors dc:contributor

• Maskuliūnienė, Džiuljeta

• The figure of authority ; popular culture ; verbal and visual plane of advertising

Statement dc:rights

• info:eu-repo/semantics/openAccess

Language dc:language

lit

Repository record dc:identifier

https://repository.vu.lt/VU:ELABAETD2051438&prefLang=en_US

OAI identifier oai:identifier

oai:vu.lt:elaba:2051438