The specifics of creolized text in VTB Bank commercials based on works of Russian literature: "Dowerless girl", "Mumu"

The subject of the study is the structural, species features of the creolized text of video advertising based on the transformation of plots of Russian literature ("Dowry", "Mumu") and their interpretation in the context of modern economic realities. The object of the study is the creolized text in the bank's commercials from the cycle: "VTB is a classic!" The authors consider in detail such aspects of the topic as the transformation of the source code in the creolized text, emphasize its importance as a means of multimodal transmission of information that enhances the emotional and cognitive impact on the audience. Particular attention is paid to the analysis and methods of interaction of semiotic signs (based on the second trichotomy of Charles Pierce: iconic sign and symbol) within the creolized text. Their contribution to the structure and general understanding of the advertising message is emphasized. Research methods include: semiotic analysis, content analysis, systematically studying the content of the selected advertising videos, identifying typological, iconic, visual components; cultural analysis, which studies the integration of Russian literary plots into advertising, their impact on the audience; multimodal analysis, which considers the interaction of textual and audiovisual elements to build multilayered messages. The main conclusions of the study are the proof of the identity of the concepts of creolized and polycode text due to the integration of various media formats (linguistic, audiovisual), which makes it universal in transmitting multilayered messages, and allows it to be effectively used for advertising and communication purposes. This combination creates a message with several hidden layers, which enhances the emotional impact of advertising and makes it more convincing. A special contribution of the authors to the research of the topic is the highlighting of the two-dimensionality of the composition in the videos ("Dowry", "Mumu"), which forms culturally relevant associations with the brand. Accordingly, the use of plots from Russian classics in video advertising increases the degree of audience trust in the company. The novelty of the study lies in identifying semiotic links within the creolized text, creating on their basis an advertising space in which the transformation of iconic and symbolic signs occurs, which has not been studied before. The interaction of the original plot with modernity within semiotic links forms complex, fascinating narratives, increasing interest in advertising and creating a more attractive image of the bank in the eyes of the consumer.

creolized text, polycode text, promotional video, advertising, symbol, iconic sign, semiotic connections, ambiguity, creolization, semiotics