The Communication Paradigm of Modern Advertising: From Goods to Emotions

The digital age is shaping a new type of society: analog technologies are being replaced by digital technologies, and analog society is turning into a digital society. However, a person's need to experience a unique experience in the process of communicating with a brand can only be realized in an analog world. The paradigm of experiential marketing is based on the emotional impact and formation of unique consumer experiences using: experience, exchange, extension, emphasis, empathy capital, emotional touchpoints, emic / etic process. Audiovisual communication products use the language of cinema, which has in its arsenal such an emotive element as a movie plot. By emotion genic elements of a communication product, we mean those units of the form and content of a communication product endowed with a special meaning, capable of evoking an emotional response from the viewer, projected onto the advertised object. Sensory communication products affect all the senses: sight, hearing, taste, smell and tactility. Immersive communication products allow the brand's audience to be not just its end recipient, but its accomplice and co-creator. The purpose of the research is to actualize the ways and technologies of forming a unique consumer experience and emotions in a new marketing paradigm. The authors adhere to a semiotic approach to the study of brand communication with consumers, the analysis of audiovisual communication products is based on the semiotics of cinema. According to Y. Lotman, the analysis of sensory and immersive communication products is based on the non-verbal semiotics of G. Kreidlin. The method of semiotic analysis is used as a method for investigating the empirical base.