THE HIDDEN MEANING OF ADVERTISEMENTPuiu Iu.V.
In the article the author attempts to describe the phenomenon of the hidden meaning of advertisement as the object of understanding, special attention is paid to cognitive and information aspects. The author treats the term ‘implicitness’ as components that are not explicated in the external structure of the advertised message, but they embody the inner essence of the advertised message. The author identifies the components of implicit information comprising the advertised message: presupposition and implication. It was concluded that the hidden meaning of the advertisement may be goal-oriented (when it was purposefully generated by the subject of the advertising) and spontaneous (when it occurs independently of the will and desire of the subject of promotional activities, including the effect of associated and inducible images, which emergence in the minds of consumers has been unplanned). Another important feature of the advertised message, in addition to having a hidden meaning, is its repetitiveness. These features contribute to the fact that the recipient in the process of perception and decoding of the advertised message will generate new meanings because of the subjectivity of perception. In other words, due to the combination of these properties, it becomes possible to realize the full potential, concluded in advertising communication.