SEMIOTICS OF NATIONAL IDENTITY: CODES AND MYTHOLOGIES IN ADVERTISING COMMUNICATION IN THE REPUBLIC OF BELARUS

The article conducts a semiotic analysis of the representation of national identity in the advertising communication of the Republic of Belarus. The study identifies three key cultural codes that shape the image of “Belarusianness”: the code of patriarchal idyll (“Savushkin product”), appealing to traditional values and natural authenticity; the code of Soviet heritage (“Beltelecom”), based on nostalgic memory and the myth of stability; and the code of European modernization (High-Tech Park), presenting an image of a technologically advanced and open country. Particular attention is paid to the processes of hybridization and semiotic conflicts arising from the interaction of these codes. Using specific advertising campaigns as examples, the article demonstrates how commercial brands participate in the construction of collective identity by offering society different, sometimes competing, versions of national consciousness. The study reveals the ideological component of advertising messages and their role in shaping the symbolic field of the nation.