Kratki rezovi: antropološko proučavanje savremene reklame
Short cuts: Anthropological study of contemporary comercials

Summary/Abstract: The anthropological study of commercials is based on the meaning of the entire content of the commercial, in order to contextualize the time and space in which the commercial is made and used. On the basis of this analytical step it can be determined which values the commercial contains and what its relationship to the value system in its surroundings is. The analytical steps of the semiology of commercials, as the most important methodological approach in the anthropological analysis of commercials, is generated from the general semiological approach but can also be “borrowed” from the semiology of visual images, especially the semiology of film.

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