The topic of this article is the concept “chronotope”, created by the great Mikhail Bakhtin, andits use in advertising.

The semiotics and the theory of archetypal appeals are the main tools used here to analyse the advertising and the other marketing communications of luxury goods. The semantic field of the phenomenon “luxury”, based on the Anglo-Saxon thesaurus, is introduced at the beginning. The archetypal appeals of the power, light, youth, beauty and the centre in the marketing communications of luxury goods and their intercultural and postmodern interpretations are studied on the basis of this semantic filed. The concept of "beauty" from the theory of marketing narratives is examined in the next part of the article. The reason is that the admen actualise predominantly beautiful celebrities in the marketing communications of the luxury goods. The archetype of beauty is related closely with the communicative strategy "endorsement". The marketing communicators use the endorsement communicative strategy in the advertising of luxury goods very often.

This chapter examines the characteristics of artificial intelligence (AI)-generated art through the semiotic and linguistic concept of redundancy. Its purpose is to define AI art, evaluate its advantages and limitations in comparison to human-created works, and analyze its communicative and aesthetic properties. Drawing on concepts such as redundancy, Baroque, eclecticism, and laconicism, the chapter argues that the semiotic redundancy frequently present in AI art (marked by dense sign systems and elaborate compositions) derives from the vast computational capabilities. By contrast, historical art movements such as the Baroque and Eclecticism used redundancy as an intentional strategy to express ideology, often supported by the material wealth of their cultural context. The analysis concludes that while AI art may share aesthetic parallels with these movements, its redundancy is technologically driven rather than ideologically motivated.

Marketing communications, which are part of the entrepreneurship’ discipline, can integrate the most important school disciplines with the help of semiotics. Several relevant scientific articles and books in the following areas: business education, integrations between different school (educational) disciplines, semiotics and advertising, metaphor, synecdoche, etc. are analyzed in the Literature Review. The main text of the article studies different examples of corporate style and corporate identity. They are important part of business and entrepreneurship. Admen (artists, designers, etc.) in marketing communications created this corporate style and corporate identity on the basis of various visual metaphors, synecdoche and other stylistic figures. The authors of textbooks for primary and secondary school and the teachers can integrate the education of native language, foreign languages, literature, art and entrepreneurship with the help of these and other stylistic figures. Keywords: semiotics; metaphor; integration; mother tongue; foreign language

Effective advertising of entrepreneurship is important for its quality and development. Semiotics (the science of sign systems) can help a lot in this respect. One of the main reasons for this is that every semiotic concept is also an efficient communicative approach or a communicative strategy. In this article, its author analyses advertising of entrepreneurship from the standpoints of four semiotic branches - alphabetics, semantics, syntactics and pragmatics. Visual metaphors are central part in these analyses - due to the fact, that the adpersons produce more than 90 percent of creative ads with their help. Ad appeals are the most important part of marketing pragmatics. The author thoroughly studies the eco appeals and the appeals for support (assistance), that are some of the most significant for entrepreneurial marketing communications. The article is important from the perspective of entrepreneurial advertising and provides valuable practical advice on how the adpersons can use semiotic concepts as effective communicative approaches and strategies.