KEY POSITIONS OF SEMIOTICS IN SHAPING PROFESSIONAL IMAGE THROUGH COSTUME

Abstract

The purpose of the article is to analyse the main positions of semiotics in revealing the stylistic and image characteristics of clothing in the context of professional image formation.
Methodology: the study used biographical and historical-chronological methods, as well as methods of figurative-stylistic and formal analysis of costume samples and photographic materials.
Results. The article highlights the symbolic-semiotic and image characteristics of clothing. Using the example of Winston Churchill's image, it shows the evolution of individual style in the context of the importance of a politician's image. It is emphasised that the development of clothing is dependent on general anthropogenesis, in particular the evolution of material and spiritual culture. The degree of development of society and the state was directly and indirectly present in the design, aesthetics, culture and philosophy of the suit. It has been established that considering the contexts of its emergence and existence makes it possible to objectively study its external (form) and internal (content) characteristics. Using the example of the evolution of Winston Churchill's style, it has been established that the main characteristics of the status of a costume are: material, its quality and type of modelling, colour, decoration, ornamentation, accessories (their number), footwear, and headwear. This determined the hierarchical position in society occupied by its owner. In addition to its narrowly utilitarian (protective) function, a suit also performs representative, communicative, and artistic-aesthetic functions, each of which includes sub-functions.
The scientific novelty lies in the identified characteristics of the components of the individual style of the outstanding politician of the 20 th century, W. Churchill, taking into account the symbolic and semiotic nature of the suit. The sources of the study were photographic materials of public and informal images of W. Churchill and personal wardrobe items.
Practical significance. The results of the study can be used to write monographs, textbooks, and lecture courses on the history of design, image, and style.