Theoretical foundations of a semiotic approach to the development of advertising communications for film production

The article examines theoretical approaches to the analysis of advertising communications of film products within the framework of the semiotic approach. The authors give a brief description of semiotic analysis as an important tool for the development of the film industry and promotion of a film product, which, if used correctly, can not only increase the semantic and cultural value of the product, but also increase its commercial success. Knowledge in the field of film semiotics, the ability to conduct a semiotic analysis at the stage of developing a film product and implementing a strategy for its promotion becomes an advantage for film producers and their advertising in today's highly competitive environment. The authors present the main approaches to using this method and the possibilities of its application in developing a strategy for promoting films.