Lingual, audio and visual analysis of a character in Kazakhstan TV advertising

The article aims to study the features of an advertising character as a lingual and audiovisual image. According to the hypothesis of the authors' research, one of important methods when choosing a character and its characteristics is the method of propositional and frame modeling. To confirm this hypothesis, the authors offer an analysis of national advertisements broadcast on the Kazakhstan TV channels Channel One Eurasia, Channel 31, KTK. The frame becomes a tool for communicative interaction with audience. The producer of advertisements uses a world picture fragment significant for the target audience, reaching a certain pragmatical aim in a concrete stereotypic situation (proposition). Within a proposition, markers indicating the time and the place of a situation, the purpose and means of its achievement, the subject, the object, the result of the subject's action, etc. are specified. The main lingual and audiovisual features of characters are their image, speech and voice, body and models of corporal sign behaviour, clothes and accessories, the colour palette, the narrative situation in which characters act, the music, etc. The situation presented in advertisements of a product or service assumes actualisation of various frames important for the target audience. A narrative situation developing in time and space is made up around an advertising character; propositionally related associations reflecting the interpretation of the advertising message by the target audience are formed. The addressee - the polycultural Kazakhstan audience -becomes a significant factor for the choice of an advertising character. Characters with Oriental appearance are presented in national advertisements; however, the polycultural space of the advertisement content distribution causes the use of characters of various nationalities. Communication in advertisements is nationally marked, which is reflected in the speech of characters, gestures, features of sound and music. Advertisements give the audience a chance to easily distinguish a situation and to see the coded generalised knowledge of which the producer of an advertising project reminds to people. The categorisation of objects of the surrounding reality is based on a proposition constructed on the relationships of cause and effect. When perceiving advertisements, the target audience ideally understands the relationships of cause and effect contained in their texts, which increases motivation to purchase the advertised goods. The specific propositions functioning in propositional structures represent characters of a narrative situation in which the advertising message is developed. Thus, the frame structure and its content within which an advertising character is connected with the consumer is formed, and the coded narrative situation reveals certain values characteristic of the target audience.

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