ГАСТРОНОМИЯ КАК КУЛЬТУРНЫЙ КОД В ИТАЛЬЯНСКОЙ РЕКЛАМЕ И КИНО

Аннотация

This article explores gastronomic imagery as a cultural code in Italian advertising and cinema. It examines how food is visually and semiotically represented as a symbol of national identity, emotional value, and an instrument of soft power. The study applies semiotic, content, and cultural analysis methods. Based on advertising campaigns by Barilla, Lavazza, and The Extraordinary Italian Taste, as well as the films La grande abbuffata, Il pranzo di Ferragosto, and La Dolce Vita, the article identifies key mechanisms of gastronomic representation. The findings show that food imagery performs not only aesthetic but also symbolic, social, and ideological functions, contributing to the construction of a cohesive image of Italy in popular consciousness. Keywords: gastronomy, cultural code, Italy, advertising, cinema, semiotics, visual culture, identity, soft power