VISUALIZATION OF THE IMAGE OF A WARRIOR IN ADVERTISING POSTERS OF THE 2020S

Abstract

The article examines militaristic-oriented social advertising of the 2020s. A widely replicated visual feature of such advertisements is shown: the image of a serviceman in them is depicted with his face completely or partially covered. It is noted that this trend is reflected both in civilian fashion and in social advertising related to the pandemic and the mask regime. It is shown that the corresponding visual series is implicitly connected with the culturally significant texts of A.S. Pushkina, F.M. Dostoevsky and N.S. Gumilyov, in which the image of a male warrior with a covered face is read through Christian symbolism and refers to the semantic complex of selfless service, selflessness and nobility. Appeal to this image in modern advertising creates positive motivation among the target audience and makes it possible to clearly separate the pattern of covering the face for “noble” purposes from the pattern of covering the face by criminals and antisocial elements.