The dynamic development of the field of promotion and the growing rejection of traditional rational advertising by the audience lead to the search for new ways of emotional engagement. In this context, it becomes relevant to study the potential of the film language as a ready-made system of emotionogenic elements for creating effective communication products. The purpose of this article is to identify the emotionogenic potential of film language elements in the production of communication products. The theoretical basis was the semiotic concept of the film language by Yu.M. Lotman. The focus group became the main research method. The research material consisted of 13 commercials and brand content made by award—winning directors at international film festivals (Oscar, Cannes, etc.). As a result of the study, it was found that the film language has an emotionogenic potential, and the dominant emotionogenic element is the film plot, which generates complex mixed emotions. The musical accompaniment and the visual solution perform a semantic and amplifying function. A critical condition for effectiveness is the consistency of the plot with the brand's values. The scientific novelty consists in substantiating the effectiveness of the film language as an emotionogenic system, as well as integrating it into the field of advertising communications and specifying the conditions under which its elements become effective emotionogenic. Practical significance. The results can be used in the planning and production of communication products to increase their emotional impact and memorability, as well as to integrate elements of the film language into brand communication strategies.
advertising communication, film language, emotionality, audiovisual communication product, emotionogenic elements, emotional reactions
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