Pragmatics and conceptology of modern social advertising. Functions of Advertising and PR in Educational Discourse Pragmatic Function of Advertising
Pragmatics (from the Greek. pragma? deed, action) is a broad area of linguistics. The main idea of pragmatics is that language can only be understood and explained in the broad context of its use, i.e. through its operation. The concept of functionality is basic in the pragmatic approach to language in both foreign and domestic linguistics.
It is the functional aspect that is emphasized in their definitions by the pragmatists G.V. Kolshansky and N.D. Arutyunov.
Pragmatics studies all the conditions under which a person uses linguistic signs [Kolshansky, 1999, p. impact on partners in the process of their speech activity.
N.D. Arutyunova refers pragmatics to the field of "research in semiotics and linguistics, which studies the functioning of linguistic signs in speech, including a set of issues related to the speaking subject, the addressee, their interaction in communication and with the situation of communication" [Arutyunova, 2001, p. 389?390].
The theory of speech acts (one of the main sections of linguistic pragmatics) is associated, first of all, with the name of J. Austin, who drew attention to the fact that the utterance of an utterance can be not only a message of information, but also other actions (for example, a request, advice , warning). Within the framework of the theory of linguistic philosophy of J. Austin and J. Searle, it was proposed to distinguish between locution (the act of speaking), illocution (performing some act in the course of speaking) and perlocution (influencing the feelings, thoughts and actions of others and obtaining a result - intentional / unintentional impact effects) [Austin, 2004, p. 108].
When performing a speech act, two actions are carried out simultaneously: the actual utterance of the statement (locutionary act) and the illocutionary act, for example, the expression of a request, etc. In other words, in addition to the transmission of the message, the communicative intention of the speaker is realized.
According to J. Austin, the statement can be intended, in addition, to carry out one or another effect on the listener, i.e. have a perlocutionary effect. It is the perlocutionary effect that is an important result of exposure social advertising.
A number of issues that pragmatics studies are important and relevant for the activity of social advertising, in particular, the impact of the statement on the addressee.
Each advertising text is designed for a certain perlocutionary effect. The pragmatic orientation of any advertising text is the need to induce the addressee to respond. The effectiveness of communication through social advertising lies precisely in how successful this impact is. N.D. Arutyunova, discussing the problem of the addressee factor in a speech act, makes the pragmatic meaning of a speech act dependent not only on the speaking subject, but also on the speech situation, and to a large extent on the recipient. It is the consistency of the parameters of the communicants that ensures the correct conduct of communication. Each act is designed for a specific model of the addressee. At the same time, the role of the recipient is such that it forces the speaker to take care of the organization of his speech.
Thus, a broad understanding of pragmatics covers a set of issues related to the speaking subject, the addressee, their interaction in communication and the situation of communication. “The subject and the addressee, as the starting and ending points of a communicative act, inevitably enter into the essential characteristic of a speech work, they constitute an organic unity, cannot be dissected unless a conditional formula of some linguistic method of research is specified. The set of conditions that determine the formation of a particular speech work by the subject and the corresponding perception of it by the addressee, including the condition of the adequacy of the speech impact on the communicant, constitutes the inseparable integrity and essence of communication itself" [Kolshansky, 1999, p. 139].
Thus, understanding the theory of speech impact as pragmatics, we note that it is the correct pragmatic orientation of the discourse of social advertising that is the factor that largely determines its specificity and turns out to be decisive for the formation of other distinctive features of social advertising. The pragmatic orientation of texts of this type determines the logical and / or emotional core of the statement, the general tone of the discourse, dictates the selection of linguistic and non-linguistic means and the way they are presented and organized.
INTRODUCTION………………………………………………………………………..4
CHAPTER I. TEXT AS AN OBJECT OF LINGUISTIC RESEARCH…………………………………………………………………..6
1.1. The problem of text definition in linguistics………………………………6
1.2. The main characteristics of the text………………………………………………………………12
1.3. The problem of text typology……………………………………………...16
CONCLUSIONS ON CHAPTER I……………………………………………………………….22
2.1. Means of suggestive influence in advertising texts…………………23
2.2. Communicative-pragmatic aspect of the text (on the example of car advertising)…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
CONCLUSIONS ON CHAPTER II………….……………………………………………….30
CONCLUSION………………………………………………………………….31
LIST OF USED LITERATURE……………………….........32
LIST OF ANALYZED SOURCES…………………….35
INTRODUCTION
Advertising is already an integral part of our life. Now advertising can be seen and heard everywhere: on television, radio, in print, on the Internet, as well as through outdoor media. Advertising texts are of particular interest due to their pragmatic focus. Namely, what are the means of intensifying the impact on the target audience that encourage buyers to purchase the advertised goods. The relevance of the chosen topic lies in the lack of knowledge of the means of influencing advertising texts on the target audience. The object of study of this course work are advertising texts. The subject of the study is the linguistic means of organizing the advertising text, which most fully reflect the suggestive impact on the target audience. The purpose of this course work is to scientifically comprehend and describe the communicative and pragmatic features of advertising texts on the example of car advertising. In line with the objectives in this term paper it is advisable to solve the following tasks:
Consider the main approaches to the definition of the text;
Determine the main characteristics of the text;
To study the problem of typology of texts;
To study the communicative and pragmatic features of advertising texts; - to identify linguistic means that enhance the suggestive impact of advertising on the audience of consumers.
The course work consists of an introduction, two chapters, a conclusion, a list of references, a list of analyzed sources. The introduction presents the relevance of the study, the object and subject, the purpose and objectives, the structure of the work. Chapter I of the course work deals with the problems of defining the text and the typology of texts, as well as the characteristics that the text has, the study of advertising as one of the types of communication. Chapter II examines the linguistic means of suggestive influence in the texts of car advertisements. In conclusion, the conclusions obtained during the study of this topic are indicated. The bibliography contains information about the work of leading advertising text researchers.
CHAPTER I. TEXT AS AN OBJECT OF LINGUISTIC RESEARCH
The problem of text definition in linguistics
In modern linguistic research, a significant place is given to the study of the text and related problems. Interest in the text was apparently aroused, first of all, with a change in the paradigm of modern linguistic research and the recognition of the fact that "the minimum language unit that functions in the real process of communication is the text" [Kolshansky 1987: 39]. Interest in the text as a linguistic and cultural phenomenon has not weakened to this day. In modern works devoted to the study of the text, various aspects of the text are considered, and specific texts are analyzed. The definition of the concept of "text" is still debatable. This issue is solved by linguists in different ways: some of them recognize the text only in written speech, others allow the existence of text in oral, but only monologue speech, others consider it possible to talk about the text in dialogic speech as the realization of any speech idea. Most scientists still mean by text only a certain way constructed, organized speech. The very word "text" (lat. textus) means fabric, plexus, connection. Therefore, it is important to establish both what is connected, and how and why it is connected. According to M. Halliday, the text is the operational unit of the language, just as the sentence is its syntactic unit; text can be written or oral. The text is a functional-semantic concept and the size is not determined [Halliday 1974:107]. The Linguistic Encyclopedic Dictionary gives the following definition of a text: “a text is “a sequence of symbolic units united by a semantic connection, the main properties of which are coherence and integrity” [Linguistics 1998: 507]. According to Turaeva Z.Ya., “a text is a kind of ordered set of sentences, united by various types of lexical, logical and grammatical connection, capable of transmitting organized and directed information in a certain way. The text is a complex whole functioning as a structural-semantic unity” [Turaeva 1986:11]. According to I. R. Galperin; “A text is a work of a speech-creative process that has completeness, objectified in the form of a written document, a work consisting of a name (title) and a number of special units (superphrasal units) united by different types of lexical, grammatical, logical, stylistic connection, which has a certain direction and pragmatic attitude” [Galperin 1981: 18]. In a broader sense, a text is understood as a meaningful sequence of any signs that has a communicative orientation. However, due to its multidimensionality, there is no definition of the concept of "text", which could be considered sufficiently complete, taking into account all sides and aspects of this complex in structure, diverse in forms, language unit. The text is defined as an information space, as a speech product, as a sign sequence, etc. In semiotics, a text is understood as a meaningful sequence of any signs, any form of communication, including a rite, dance, ritual, etc. In philology, in particular, in linguistics, a text is understood as a sequence of verbal (verbal) signs. Since the text carries a certain meaning, it is initially communicative, therefore the text is presented as a communicative unit [Valgina 2003]. Currently, there is no single and generally accepted concept of text. Most likely, this is due to the fact that the text is studied by various linguistic disciplines (sociolinguistics, psycholinguistics, pragmatics, semantics, text linguistics, etc.), and each of the currently existing sciences is trying to apply its highly specialized approach to defining the text. But, since this work was carried out within the framework of the communicative-pragmatic approach, the most acceptable definition of the text can be considered the definition of N.S. Valgina, who considers the text as an element of communication. This allows us to talk about the relationship between text and discourse. The Linguistic Encyclopedic Dictionary gives the following definition of discourse: discourse (from French (discours - speech) - a coherent text in conjunction with extralinguistic, pragmatic, sociocultural, psychological and other factors; text taken in the event aspect; speech, considered as a purposeful social action, as a component involved in the interaction of people and the mechanisms of their consciousness (cognitive processes).Discourse is speech "immersed in life". Therefore, the term "discourse", in contrast to the term "text", does not apply to ancient and other texts, communications which are not directly restored with living life [Yartseva 1990]. One of the first specialists in Western European linguistics who drew a fairly clear distinction between the concepts of "text" and "discourse" was Thein van Dyck: "Discourse is an actually spoken text, and "text" is the abstract grammatical structure of what is spoken Discourse is a concept relating to speech “…”, while “text” is a concept referring to the language system or formal linguistic knowledge, linguistic competence” [Van Dijk 1998]. Discourse, as pointed out by A.A. Kibrik and his co-authors, “a broader concept than text. Discourse is both a process of linguistic activity and its result, and the result is the text” [Kibrik 1992: 117]. E. Benveniste, developing the theory of utterance, consistently uses the term discourse in a new meaning, as a characteristic of “speech appropriated by the speaker” [Benveniste 1966: 206] The most complete definition of discourse is given by N.D. Arutyunova [Arutyunova 1990: 378]. The researcher understands discourse as "a coherent text in conjunction with extralinguistic - pragmatic, socio-cultural, psychological and other factors" ... ". Discourse is speech “immersed in life” [Arutyunova 1990:]. Thus, discourse is a complex communicative phenomenon that includes, in addition to the text, also extralinguistic factors necessary for understanding the text.
T.A. van Dijk writes that the concept of "discourse" is also used to denote a particular genre, for example: "news discourse", "political discourse", "scientific discourse" [Van Dijk 1998]. G.A. Zolotova notes that a new genre is being added to the number of known varieties of texts, "filling the space of newspapers and the screen - intrusive and lively advertising" [Zolotova 1998: 81].
From the standpoint of sociolinguistics, V.I. Karasik considers advertising dis-course in his work as a type of institutional dis-course, and he divides the latter into two main types: personal (personally-oriented) and institutional [Karasik 2002:25 5]. In the first case, the speaker acts as a person in all the richness of his inner world, in the second case - as a representative of a certain social institution. Institutional discourse is communication within the given framework of status-role relations [Karasik 2004:282]. It is the pattern of communication that fundamentally distinguishes institutional discourse from personal discourse. Institutional discourse is distinguished on the basis of two system-forming features: the goal(s) and participants in communication. The purpose of the advertising message is not only to attract the attention of the audience, but also to encourage some part of it - preferably the largest - to action. The main participants in the institutional discourse are representatives of the institution (agents) and people who contact them (clients), for example, the sender of the advertisement and the consumer. Communicative clichés within the framework of institutional discourse are a kind of keys for understanding the entire system of relations in the corresponding institution.
Pragmatics (from the Greek. pragma - business, action) is a wide area of linguistics. The main idea of pragmatics is that language can only be understood and explained in the broad context of its use, i.e. through its operation. The concept of functionality is basic in the pragmatic approach to the language, both in foreign and domestic linguistics. It is the functional aspect that is emphasized in their definitions by the pragmatists G.V. Kolshansky and N.D. Arutyunov.
Pragmatics studies all the conditions under which a person uses linguistic signs [Kolshansky 1984: 127], while the conditions of use are understood as the conditions for an adequate choice and use of linguistic units in order to achieve the ultimate goal of communication - influencing partners in the process their speech activity.
N.D. Arutyunova refers pragmatics to the field of "research in semiotics and linguistics, which studies the functioning of linguistic signs in speech, including a set of questions related to the speaking subject, the addressee, their interaction in communication and with the situation of communication" [ Arutyunova 1973:87].
The theory of speech acts (one of the main sections of linguistic pragmatics) is associated, first of all, with the name of J. Austin, who drew attention to the fact that the utterance of an utterance can be not only a message of information, but also other actions (for example, a request , advice, warning). Within the framework of the theory of linguistic philosophy of J. Austin and J. Searle, it was proposed to distinguish between locution (the act of speaking), illocution (the implementation of some act in the course of speaking) and perlocution (influence on the feelings, thoughts and actions of other persons and obtaining the result - intentional / unintended effects of exposure) (quoted by Arutyunov 1973).
When performing a speech act, two actions are carried out simultaneously: the actual utterance of an utterance (locutionary act) and an illocutionary act, for example, an expression of a request, etc. In other words, in addition to the transmission of the message, the communicative intention of the speaker is realized, according to J. Austin, i.e. have a perlocutionary effect. A number of issues that pragmatics studies are also relevant for promotional activities, in particular, the impact of the statement on the addressee. Each advertising text is designed for a certain perlocutionary effect. The pragmatic orientation of any advertising text is the need to induce the addressee to respond. The effectiveness of communication through advertising lies precisely in how successful this impact is.
N.D. Arutyunova, discussing the problem of the addressee factor in a speech act, makes the pragmatic meaning of a speech act dependent not only on the speaking subject, but also on the speech situation, and to a large extent on the recipient [Arutyunova 1973: 84]. It is the consistency of the parameters of the communicants that ensures the correct conduct of communication. Each act is designed for a specific model of the addressee. At the same time, the role of the recipient is such that it forces the speaker to take care of the organization of his speech.
Thus, a broad understanding of pragmatics covers a set of issues related to the speaking subject, the addressee, their interaction in communication and the situation of communication. “The subject and the addressee, as the starting and ending points of a communicative act, are inevitably included in the essential characteristic of a speech work, they constitute an organic unity, cannot be dissected unless a conditional formula of some linguistic method of research is specified. The set of conditions that determine the formation of a particular speech work by the subject and the corresponding perception of it by the addressee, including the condition of the adequacy of the speech impact on the communicant, constitutes the inseparable integrity and essence of communication itself” [Kolshansky 1984: 139].
Understanding the theory of speech impact as pragmatics, it should be noted that it is the positive pragmatic orientation of advertising discourse that is the factor that largely determines its specificity and turns out to be decisive for the formation of other distinctive features of advertising. The pragmatic orientation of texts of this type determines the logical and / or emotional core of the statement, the general tone of the discourse, dictates the selection of linguistic and non-linguistic means and the way they are presented and organized.
1.2. Main characteristics of the text
The text as an object of linguistic research has various characteristics, both distinguishing it from other linguistic phenomena and specifying it. Currently, in the linguistics of the text there is no unambiguous, generally accepted set of grammatical categories of the text that define it. There are terminological discrepancies in the definition of certain text categories (for example, along with the term "connectivity" the term "cohesion" is used, as synonyms the terms "integrity, integrity, integration, coherence" are sometimes used). Among the issues related to the characterization of the text, which implies a comprehensive coverage of this phenomenon, the issue of integrity and coherence, perhaps, can be considered one of the main ones. This is explained by the fact that the text as an object of linguistic research is presented, first of all, as an informational and structural unity, as a functionally completed speech whole. It is this quality of the text that currently makes it possible to determine fairly clear patterns of text formation. According to N. S. Valgina, the text as an object of linguistic research is presented, first of all, as an informational and structural unity, as a functionally completed speech whole. That is why the question of such a property of the text as integrity and coherence can be considered one of the main ones [Valgina 2003]. Integrity and coherence are the main, constructive features of the text, reflecting the content and structural essence of the text [Valgina 2003]. Connectivity is a structural property that manifests itself in the semantic integrity of the text and has linguistic ways of expression; it is linear and syntagmatic. It manifests itself as a combination of individual language units in the text and as the compatibility of individual structural blocks of the text. N. S. Valgina distinguishes between local connectivity and global connectivity. Local connectivity is the connectivity of linear sequences (statements, interphrase units). Global connectivity is what ensures the unity of the text as a semantic whole, its internal integrity [Valgina 2003]. In addition to N.S. Valgina, the problem of text categories was dealt with by Motina A.I., Bure N.V., L.V. Sakharny, T.V. Matveeva, etc. And they singled out a number of classical text categories that are quite well and fully described in the literature in relation to different types of text: 1. The category of coherence is the most studied, since it was with the search for certain, formally expressed means and ways of organizing the whole text that linguistics of the text began. Initially, connectivity was defined as an explicit connection between adjacent sentences of a text; later, the understanding of connectivity expanded. At present, connection is considered, on the one hand, as a formal-structural syntactic organization of the text, which has explicit lexico-grammatical ways of expression. On the other hand, as a combination of facts, phenomena, etc., reflected, transmitted or created by speech into one closed whole, as the ability of a text to hold the subject of discussion, turning it in different directions, and "smoothly" move from one subject to another. 2. Structurality - an integral property of any complex object - expresses the relationships that exist between the parts of this object. Depending on the relevance of text units to its theme, composition or content, one can distinguish thematic, compositional (logical-compositional) and content (semantic, predicative) structures 3. Integrity is a basic characteristic of a text as a subject of communication. In contrast to coherence, which determines the external organization of the text, integrity characterizes the internal, meaningful, semantic unity of the text. In the act of communication, the author expresses some content through the text, which should arise in the reader as a result of the perception of this text. The purpose of communication and, accordingly, the author is to ensure the maximum coincidence of the author's content with the reader's image of the content of the text. This content that arises in the human psyche spontaneously, unconsciously, being a dynamic representation of some object as a subject of communication, can be defined as integrity. Professor L. V. Sakharny repeatedly emphasized that the same wholeness can be structured and expressed in different ways in external speech. The texts obtained as a result can be considered as synonyms - members of the paradigm of texts correlated with the same wholeness [Sakharny 1990]
4. The category of modality expresses (1) the nature of the relationship of the reported to reality and (2) the attitude of the author of the text to the subject of the message. By analogy with the modality of a sentence, in the first case we can talk about objective modality, in the second - about the subjective or author's modality of the text. T. V. Matveeva identifies a subjective modality based on the expression of an emotionally expressive attitude (tonality, in her terminology), and a modality based on a rational, intellectual assessment (estimation). Appraisal is the leading feature of the review genre, an anniversary article, however, the specific nature of the manifestation of appraisal both in review genres and in a standard scientific text is ultimately determined by the personality of the author. [Matveeva 1996: 46] In addition to categories, linguists distinguish the theme and consistency of the text. The theme, like the author's intention, is an essential and necessary feature of any text. This is an extralinguistic factor that enters the core of the text and determines its structure. Topic - the subject of speech, which acts as the subject of the thesis of the text. Theme is the sphere of reality, the general problem (subject) within which the text is created. The topic can be determined by answering the question of what the text is talking about. The topic is formulated with the help of denominative sentences (two to three sentences). The theme is expressed in thematic groups that constitute the thematic field of thematic unity. As for logic, logic - the general meaning of the text - is constantly being clarified on the basis of filling and analyzing the information of its minimal semantic parts of microtexts, i.e. the text itself is a reflection of the process of meaning formation. The informational role of a fragment depends on the composition itself and the sequence of arrangement [Bure 2003:36]. So, the text is characterized by the following categories: modality, integrity and coherence, structure. The text always has a topic or several topics that are connected hierarchically. And the text should be consistent, because in its absence, the text ceases to be a text.
1.3. The problem of text typology.
The problem of text typology is connected with the solution of the problem of text classification. The variety of texts makes attempts to somehow streamline and systematize the texts quite understandable. Typology of the text, despite its central position in the general theory of the text, is still insufficiently developed. Not defined yet general criteria , which should form the basis of typology [Valgina 2003]. Valgina N.S. believes that the criteria for typology should consist of a number of indicators and cover at least the main features of the text: informational, functional, structural-semiotic, communicative. When focusing on different criteria, one can stop in the primary differentiation at the division of “scientific and non-scientific texts”; "fiction and non-fiction texts"; "monologic and dialogic texts"; “mono-address and poly-address texts”, etc. Each of these divisions really exists, but from the point of view of a general and unified typology, they are incorrect: for example, a literary text, on the one hand, will fall into the group of non-scientific ones, and on the other hand, simultaneously into the groups of monologues. and dialogic. To avoid such crosses, Valgina N.S. suggests focusing on the most established classifications based on extratextual factors, i.e. factors of real communication (communicative-pragmatic). The vast majority of authors dealing with the problems of the text, taking into account the factors of real communication, according to the spheres of communication and the nature of the reflection of reality, initially divide all texts into non-fiction and fiction. Non-fiction texts are characterized by an attitude towards unambiguous perception; artistic - for ambiguity. Fiction texts, in turn, have their own typology focused on gender-genre features, while non-fiction texts have their own particular typology: texts of mass communication; scientific texts; official business texts [Valgina 2003] According to N.S. Valgina, a literary text is built according to the laws of associative-figurative thinking, and a non-fiction text is built according to the laws of logical thinking. In a literary text, behind the depicted pictures of life, there is always a subtextual, interpretive functional plan, a “secondary reality”. A non-fiction text, as a rule, is one-dimensional and one-dimensional; reality is real and objective. Literary text and non-fiction reveal different types of influence - on the emotional sphere of the human personality and the intellectual sphere; in addition, the law of psychological perspective operates in the artistic image. Finally, these texts also differ in function - communicative-informational (non-fiction text) and communicative-aesthetic (fiction text). Thus, the classification of texts has not yet been sufficiently developed, since the general criteria that should form the basis of typology have not yet been determined. For this work, of particular interest are texts based on extratextual factors, i.e. factors of real communication (communicative-pragmatic), namely, advertising texts.
Although advertising as a type of textual activity in Russian reality appeared relatively recently (the leading position in the global advertising business, both in terms of volume and in terms of influence, is occupied by English-language advertising), nevertheless, there are a number of monographs and dissertations devoted to its linguistic description.
In modern linguistic literature, you can find a number of definitions of the word "advertising". V.V. Uchenova writes that the loud "shouts" of city heralds about the most important current events became the source of the Latin verb "resamare", which means "to shout out"; and the name of the phenomenon of advertising has become a derivative of this verb. “Advertising is a branch of mass communication, in line with which informative-figurative, expressive-suggestive works are created and distributed, addressed to groups of people with the aim of inducing them to choose and act necessary for the advertiser” [ Uchenova 2003: 78].
E.V. Romat believes that advertising can be viewed as a specific area of social mass communications between advertisers and various audiences of advertising messages with the aim of actively influencing these audiences, which should contribute to the solution of certain marketing tasks of the advertiser [Romat 2004: 84].
As can be seen from the above definitions, advertising is regarded as a type of communication. Advertising communication should, of course, be defined as one of the types of social communication, since outside the framework of human society, the existence of advertising is unthinkable.
The main functions of social communication are informational (transmission of information), expressive (the ability to express not only semantic, but also evaluative information), pragmatic (the ability to convey a communication setting that prescribes a certain impact on the recipient) [Konetskaya 1997: 85].
Advertising achieves its goal only if, when compiling an advertising text, the characteristics of the human psyche are taken into account. The oldest and most famous advertising model is AIDA (attention - interest - desire - action, i.e. attention - interest - desire - action). It was proposed by the American advertiser Elmer Lewis back in 1896. This model reflects the stages of the psychological impact of advertising: attract attention, arouse interest, arouse desire, give arguments in favor of a product or service, lead to a decision, make a purchase or use services.
A person's worldview is a relatively stable system based on a hierarchy of values. Values are based on the foundation of the needs of certain subjects. According to V.V. Uchenova, the value orientations of various population groups and individuals in terms of their internal content include archetypes, stereotypes and ideals [Uchenova 1996: 74]. The former contain value preferences that have been preserved from previous generations, the latter contain the preferences of the present, and the third contain the values of the foreseeable future. This axeological complex is used by advertising to achieve its goals. And it is the advertising text that is a means of social regulation and influence on various social groups, offering those that are currently valued and are a reflection of the development of culture.
In addition to value orientations, rational advertising strategies are used (when the argumentation of an advertising message is based on logical arguments about the conformity of product qualities to certain customer needs) and emotional (when an advertising message creates an attractive image, mood, feeling for the consumer) [Nazaikin 2007:50]. The choice of a rational strategy implies the use in advertising of a relatively large number of facts, arguments, references, quotations, filed with or without illustrations. A person, perceiving such an advertisement, conducts a thorough processing of information, forms a meaningful attitude towards it. Advertising of the emotional type, with the help of images and associations, forms certain symbolic characteristics of objects. In general, the division of advertising into rational or emotional strategies is artificial and conditional, since almost all ads combine the features of rational and emotional advertising.
Today, advertising texts are of infinite variety. In order to somehow systematize this variety of graphic images and verbal forms of expression, one should resort to some classification methods that will most fully reflect the essence of the issue under consideration.
The list of advertising classification criteria is not limited to the above. For example, the division of advertising by concentration on a certain segment of the audience makes it possible to distinguish between selective (selective) advertising, clearly addressed to a certain group of buyers (market segment) and mass advertising that is not aimed at a specific contingent. Depending on the size of the territory covered by advertising activities, local advertising is distinguished (scales - from a specific point of sale to the territory of a separate point), regional
advertising (covers certain part countries), nationwide advertising (on the scale of the entire state), international advertising (conducted on the territory of several states), global advertising (sometimes covering the whole world). According to its psychological impact, advertising is divided sequentially into informing (informing), persuading, inspiring, reminiscent.
So, the advertising text is a complete graphical text unity, where factors of a linguistic and extralinguistic nature are combined and a positive pragmatic orientation is carried out. The list of advertising classification criteria is not exhausted by the traditional method of classification by the object of advertising, by type of audience and by advertising medium. Depending on the task facing the researcher, advertising can be classified by the size of the territory covered by this advertisement, by the type of target audience, etc.
CONCLUSIONS ON CHAPTER I
In a broad sense, a text is understood as a meaningful sequence of any signs that has a communicative orientation. The main characteristics of the text are integrity and coherence. The typology of texts is connected with the solution of the issue of text classification, but since the general criteria that should form the basis of typology have not yet been determined, linguists fail to make a clear classification.
2.1. Means of suggestive influence in advertising texts
The study of printed advertising texts is closely related to the solution of a number of issues related to its construction (Kh. Kaftandzhiev, N.N. Kokhtev), its pragmatic, lexical-semantic and syntactic features (L.N. Barkova, A.N. Leontiev, G. G. Pocheptsov, O. A. Sychev), as well as the conceptual organization (quoted by V. I. Karasik). Domestic linguists also identified the linguistic and psychological foundations of the perception of an advertising text (A.A. Leontiev, V.G. Kostomarov, D.E. Rozental), its role in modern society (A.A. Romanov, I.Ya. Rozhkov, N A. Aratskaya) and intercultural communication (E.V. Medvedeva) (quoted by V.I. Karasik).
The purpose of this paragraph is to analyze some cognitive-semantic aspects of the suggestive impact of advertising texts on the target audience - the addressee of the advertising message. Suggestive influence is a complex socio-psychological impact on the worldview and worldview of a person with the effect of suggestion, changing his neurophysiological dynamics. A person acquires a special neuropsychic portrait, integral and internally deeply connected.
The purpose of such an impact is to make changes in the cognitive structure of the addressee in order to obtain appropriate changes in his behavioral structure.
Advertising is designed to "impose" certain goods and services on a person, at the same time creating a need for them. Thus, suggestive advertising communication aims to inspire something to the addressee, to convince him of the need to take certain actions, namely, to purchase the advertised product or service. At the same time, the paradox of a person's thinking is that he perceives better and trusts more not the advertisement that is clearly trying to influence him, but the one that, it would seem, only informs.
Suggestion in the advertising text can be achieved in different ways depending on the goal. The nature of the goal presupposes certain means of achieving it. So, there are three main styles of advertising text - verbal, nominative and adjectival. The verbal style is characterized by the predominance of verbal forms in the advertising text, giving it dynamism. The nominative style is characterized by the predominance of nouns.
A distinctive feature of the nominative style of the advertising text from the verbal one is its stationarity, constancy. When using the adjectival style, the emphasis is on quality adjectives and adverbs. In such texts, the positive qualities of the product are explicated.
The choice in favor of using one or another style of advertising text depends primarily on the specifics of the product or service itself. An important factor is the ultimate goal pursued by the advertising message. Ideally, the advertising text is a detailed, concretized advertising idea. The function of the advertising text is to convince the buyer of the expediency of the action to which he calls. Persuasion is achieved through competent argumentation. It follows that the suggestive impact of the advertising text has a reasoned nature.
All arguments can be conditionally divided into weak (emotional) and strong (rational). In the texts of consumer goods advertising, as a rule, weak arguments are used that affect emotions, while in the texts of advertisements for high-tech goods, they are strong, appealing to common sense and rationality.
The means that increase the suggestive impact of an advertising text also include presuppositions, which include the national culture and mentality of the people, stereotypes of society, as well as background knowledge and units that represent them [Rodina 2004: 114]. Appeal to these units of language and thinking allows you to most effectively influence the mind of the consumer, instilling in him the need for the advertised product.
Thus, the suggestive impact of advertising texts is based on the manipulation of the consciousness of the addressee of the advertising message. It is based on an uncritical perception of advertising texts. Strengthening the impact is facilitated by: its implicit nature, bypassing the threshold of consciousness and affecting the unconscious sphere of the consumer of information; right choice advertising text style based on the basic idea of the advertising message; combined with the style and the main idea of the argument, appealing to certain concepts that are significant for the addressee of the advertising message.
2.2. Communicative-pragmatic aspect of the text (on the example of car advertising)
So, as mentioned above, suggestion in an advertising text can be achieved in different ways, depending on the goal. The nature of the goal presupposes certain means of achieving it. So, there are three main styles of advertising text - verbal, nominative and adjectival.
The verbal style is characterized by the predominance of verbal forms in the advertising text, giving it dynamism. For example:
Which way to the Autobahn? Slide into the driver's seat of the BMW M6, glance at the speedometer topping out at 200 mph, and you 'll be looking for some open road. Its design is perhaps the least daring of BMW's recent models. The M6 cuts as sensible a figure as a banker's blue suit from Savile Row. Like the best of Bimmers, it’s more athletic than muscled.[ www.adme.ru] The nominative style is characterized by the prevalence of nouns: If money talks Volvo speaks perfect sense. A car for people with more sense than money. And of course it comes with all the classic standard safety features you'd expect of a Volvo(so your senses won't be numbed either.)With the 1.6 liter model starting from only 14 925 on the road, it now makes perfect sense to choose a Volvo S 40. In the above example, the use of nominative style contributes to the recipient's feeling of security and reliability, which is especially important for positioning the Volvo car as one of the safest cars in the world. When using the adjectival style, the emphasis is on quality adjectives and adverbs. In such texts, the positive qualities of the product are explicated. For example: When you travel at speeds of over 1.000 mph at 35.000 feet you find out exactly what happens when air hits metal. You acquire the ability to combine low drag coefficients with exceptional stability. You learn to balance opposing forces for maximum effect. Which is why the Saab 9-5 is one of the most aerodynamically sophisticated cars ever designed. With its straight external lines and distinctive rear wedge, it slices through the air with a speed, ease, silence and stability that must be experienced to be understood. It's an impressive combination of physics and aesthetics, a satisfying demonstration of what we believe. There should be no forces outside your control.[ www.adme.ru] Since cars belong to the category of high-tech consumer goods, both types of argumentation are inherent in the analyzed advertising texts, often in the same text, for example:
Right from the very outset, our engineers were obsessed with producing the world's most thermally efficient engine. Our Passat's 110 bhp TDI unit is that engine. They were obsessed with developing a fully galvanized body. Today's Passat carries an 11-year anti-corrosion warranty. They were obsessed with refining the way an estate rides. Our four-link front suspension doesn't come any more advanced. They were obsessed with designing interior space to spare. Result: the widest load area in its class. They were obsessed with minutiae. Witness the rear's luggage cover, lashing hooks, two 12-volt power points and protective rubber floor strips. Beware though. Obsessional behavior can be catching. The new Passat Estate.[ www.coloribus.com]
In this text, the concept of "reliability" is verbalized using such lexemes as reliability, warranty, shell. There is also an appeal to the opinion of the authority of Marshall McLuhan, a Canadian thinker, one of the theorists of the manipulative influence of the media.
So, we can conclude that car advertising is less likely than advertising for other consumer goods to resort to authority. famous people, which is a weak argument. Thus, in the text of an advertisement for a Citroen Saxon car, this type of argument is ridiculed:
“Two limited edition Saxons with 2 years free insurance. See! Proof of intelligent life!” Says vindicated Mars expert. “Now there's something you don't see every year.” Ha! Get a load of this NASA know it all…Nothing moves you like a Citroёn.[ www.adme.ru]
At the same time, this text implements the concept of rarity, exclusivity of the advertised product (limited edition, there’s something you don’t see every year, nothing… like…). The idea of exclusivity, unlikeness, rarity finds its highest expression, however, not when it is used to describe a serial product, which is almost any car, but when these qualities are endowed with a potential owner of the advertised car, as in the text of the Lexus GS 300: When the MINDS advertisement were handed out, did you get one of YOUR OWN? The new Lexus GS 300 should be an easy choice to make. There's no compromise on performance, luxury or safety. However, nothing we say will convince some people. They'll be able to make up their own minds. Lexus. The new GS 300. For drivers with a mind of their own.[ www.coloribus.com]
In this text, the suggestive influence is so implicit that at first glance, it seems that the text does not impose anything at all. On the contrary, it invites the addressee to make his own choice, based on his own opinion of a person who is different from the “mass”, who has a rare ability to think independently. However, in the slogan: Lexus. The new GS 300. For drivers with a mind of their own, the direction of “self-selection” of the addressee is laid down. A high-quality advertising text is distinguished by the fact that when reading it, the addressee does not have a clear feeling that this or that product is being imposed on him. Freedom of choice is another value concept that forms the consciousness of modern man. The means that increase the suggestive impact of an advertising text also include presuppositions, which include the national culture and mentality of the people, stereotypes of society, as well as background knowledge and units that represent them [Rodina 2004: 114]. Appeal to these units of language and thinking allows you to most effectively influence the mind of the consumer, instilling in him the need for the advertised product. The study of this problem showed that one of the most frequent concepts-presuppositions verbalized in car advertising texts is the concept of safety, for example: Only the most superior of the species will endure. Natural selection, full-time all-wheel drive and ABS. All round control and safety. Legendary build strength. Twin airbags. Reinforced safety cage. All round impact protection-front rear and sides.The AWD Legacy. The Estate with stronger instincts for survival. SUBARU Proven the world over.
This text contains security spokesmen based on all three of the above factors of suggestive influence: 1) the text is written in a nominative style; 2) it uses strong arguments that appeal to facts (full-time all-wheel drive and ABS, twin airbags, safety cage); 3) it uses lexemes expressing the concept of safety, such as safety, safety cage, protection. Another cultural “presupposition” in this text is such an artifact as the work of Charles Darwin “The Origin of Species”, around the allusion on which the entire text is built, inscribed in a frame construction: Only the most superior of the species will endure - Natural selection – The Estate with stronger instincts for survival. The concept of “reliability” is closely related to the concept of “safety”, an appeal to which is implemented in the text of an advertisement for a Mitsubishi Galant car: We’re also putting all our cars’ reliability on the line, by offering you an exceptional three year unlimited mileage warranty. Marshall McLuhan, the eminent philosopher and social observer, called the motor car: ‘the protective and aggressive shell of urban and suburban man. We think today's car should favor the 'protective' over the 'aggressive'
So, all the texts of car advertisements analyzed above were built taking into account the intensification of the suggestive impact on potential buyers.
CONCLUSIONS ON CHAPTER II
CONCLUSION
In this course work identified means that enhance the impact of advertising texts on the target audience. Within the framework of this work, the text is presented as a meaningful sequence of any signs that has a communicative and pragmatic orientation. The paper reflects the main characteristics of the text, which are integrity and coherence. Of great interest for this course work is the advertising text. Since it is for advertising texts that the communicative-pragmatic orientation is most characteristic. From a communicative point of view, an advertising text is a communicative model, where the participants are - a representative advertising company or the company itself (sender) and the buyer, or the target audience(addressee), and from a pragmatic point of view, advertising is an impact-oriented message that appeals to communication strategies in order to increase the impact on the target audience. To enhance the impact of advertising on potential buyers, advertisers resort to suggestive influence, which may include a system of arguments in favor of the product, presupposition, or in other words, indirect suggestion, regardless of its intention. Appeal to these units of language and thinking allows you to most effectively influence the mind of the consumer, instilling in him the need for the advertised product.
LIST OF USED LITERATURE
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Arutyunova, N.D. Discourse // Linguistic Encyclopedic Dictionary [Text] / N.D. Arutyunova - M.: Sov. encyclopedia, 1990. S.378-392.
Benveniste, E. Problems of General Linguistics. [Text] / E. Benveniste. - M.: Nauka, 1966. - S.206-224.
Bulygina, E.Yu. Manifestation of linguistic aggression in the media [Electronic resource]. /- http://www.dere.ru/library/buligina/yazik_agres.html.
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[Van Dijk T.A. To the definition of discourse. [Electronic resource] / T.A. Van Dijk – http://psyberlink.flogiston.ru/internet/bits/vandijk2.htm.
Galperin, I. R. Text as an object of linguistic research. [Text] / I. R. Galperin - M .: Nauka, 1981 - P. 138
Gorodetsky B.Yu. Computational Linguistics: Modeling Language Communication. // New in foreign linguistics: Issue. 24. [Text] / B.Yu. Gorodetsky - M., 1989 -S.79-82
Zolotova G.A., Communicative grammar of the Russian language [Text] / G.A. Zolotova, - .M .: MSU, 1998 - P.81-87.
Karasik, V. I. Language circle: personality, concepts, discourse. [Text] / V. I. Karasik - Volgograd: Change, 2002 - P. 477
Kibrik A.A. “Media language as an object of interdisciplinary research [Text] / A.A. Kibrik - M., 2008 - S.117-132.
Kolshansky G.V. Communicative function and structure of language. [Text] / G.V. Kolshansky - M .: "Science", 1984 -
Konetskaya V.P. Sociology of communication. [Text] / V.P. Konetskaya - M.: MUBiU, 1997 - P.304.
Ksenzenko OA Pragmatic features of advertising texts // Media language as an object of interdisciplinary research: Proc. allowance. M., [Electronic resource] / - http://evartist.narod.ru/text12/01.htm
Matveeva T.V. Functional styles in terms of text categories. [Text] / T.V. Matveeva - Sverdlovsk.: Ural, 1990. - P. 46-59.
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Pocheptsov G.G. Theory and practice of communication. [Text] / G.G. Pocheptsov - M.: Refl-book Wakler, 1998 - P.63.
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Rodina O.V. Pragmatic presuppositions as a factor in the effectiveness of the impact of an advertising text [Text] / O.V. Rodina - M.: P.114–115.
Turaeva, Z. Ya. Linguistics of the text. [Text] / Z. Ya. Turaeva - M .: Education, 1986 - C.84-90.
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LIST OF ANALYZED SOURCES
AdMirror [Electronic resource] / http:// www. adme. en/ paedia/ admirror/
Global advertising archive “Coloribus” [Electronic resource]/ http://www.coloribus.com/adsarchive/
The limitation of the marketing approach to advertising (which negatively affects the achievement of purely pragmatic goals!) Is that the concept of marketing considers advertising only from the point of view of the subject of influence - the advertiser, the advertiser. In the numerous literature on marketing and advertising, one can find a description of various techniques for attracting attention to an advertising message, according to a creative strategy, but there one cannot find a deeper statement of the question: not how to draw attention to advertising and a product, but why an advertising message should attract his attention. As we noted above, non-advertising communication has a use value and is a commodity. Advertising communication, perceived by the consumer as advertising, is often rejected by him, because the consumer is aware of the conflict of interests in the buyer-seller relationship and understands that they want to impose some idea on him, to sell something. And to that extent this communication has no value for him.
It should be noted that there is a difference in understanding the effectiveness of advertising within the framework of marketing and cultural approaches. In the literature on advertising, it is customary to distinguish between psychological effectiveness, which is usually understood as the effectiveness of the impact of an advertising message on an individual consciousness, communicative effectiveness - the manifestation of psychological effects in a mass audience, and economic efficiency, as the ratio of costs to profits. The concept of communicative effectiveness will be closest to the culturological understanding of effectiveness, since it reflects the degree of effectiveness of introducing a certain idea into the mass consciousness.
In order to give preference to a product (buy it) or a candidate (vote for it), it is not at all necessary to consider it ideal and defend your point of view in discussions. in marketing level psychological effectiveness determined by a more modest degree. And from the point of view of cultural efficiency, we will be interested in: whether the advertised object (product, brand, etc.) has become a symbol of something, what place it has taken in the value system.
The pragmatism of the cultural approach to advertising is:
1) in taking into account the role and importance of the communication channel in the cultural and communication system;
Therefore, it is necessary to endow advertising with value; it must either contain useful information, or entertain the consumer, etc., i.e. perform the functions of non-advertising communication. And for this it is necessary to use all its forms, means and phenomena.
The ad started with an ad. Currently, the effectiveness of traditional - elementary - forms of advertising communication, advertising messages, such as an ad, audio or video, etc. continues to decline. There is a process of switching to the use of more complex forms of advertising. On television - the most mass media - this is advertising of goods placed directly in programs (Smak, Bad Notes, My Family, etc.), the creation of special advertising television projects (The Last Hero), advertising in television series.
Used in the promotion of goods and diachronous forms of communication (which marketers refer not to advertising, but PR), such as, for example, educational program Blend-a-med. It aims to form an associative link between the process of brushing teeth and the brand in the consumer's childhood, to make the concepts of toothpaste and Blend-a-med synonymous. The company, thus, forms its positive image with parents, teachers and has an impact on the child's psyche. Well, the children preschool age they are simply not yet capable of a critical attitude to one or another affirmed postulate.
The myths about advertising formed (mainly as a result of accumulated empirical knowledge) in the minds of myth-makers lead to serious and inexplicable failures in the construction of advertising myths about goods within the framework of existing mythology.
Let's look at some of them related to the means of advertising distribution. When choosing advertising media, they take into account the correspondence between the target audience and the media audience, and also consider the advantages and disadvantages of media channels. In the educational literature, opinions about them have already settled down. The advantages of television are the simultaneous visual and sound impact, a high degree of viewer involvement, a large audience and breadth of coverage, a high emotional impact; disadvantages - high absolute cost and overload with advertising, fleeting advertising contact and poor selectivity of the audience. Disadvantages of newspapers: low emotionality and low quality reproduction of illustrative material, etc., etc.
The problem is that the advantages and disadvantages do not have a single classification basis for evaluation. For example, the weak selectivity of the television audience is not a disadvantage when advertising consumer goods, and the simultaneous visual and sound impact is only a means of high emotional impact, attracting attention, interest and increasing the memorability of information.
A significant drawback, but not the means of advertising, but this approach to assessing their merits lies in the fact that media channels are considered mainly through the prism of the coverage + frequency approach. Although it is considered the core of only one element advertising plan- media planning, it directly affects the core of the advertising process - the creative development of an advertising message.
Let's try to find answers to questions, not so much what is better than television, radio, newspapers or printed products as a means of advertising, but why is it better and what should be an advertising message?
Returning to the socio-cultural functions of advertising, it should be noted that the pragmatic goals of advertisers will be met by a functional approach to the use of advertising communications. Objectively effective performance of a pragmatic function - e economic: promotion of goods - depends on the effectiveness of the implementation of advertising socio-cultural functions. What is the essence of the functional approach? The fact that the advertising appeal should perform the functions of the main content of the media channel or that cultural artifact, the form of which it uses for its pragmatic purposes. As a result, the type and form of the advertising message should be determined by the characteristics of the media channels. (Although M. McLuhan noticed half a century ago that The medium is the message, this thesis is still almost not taken into account by advertisers). In turn, these characteristics, which we include 1) the nature of the sensations that the media channel causes (visual, auditory or visual-auditory) and 2) the type of thinking (abstract-logical or figurative), which includes the consumer for the perception and processing of information, coming through this channel have a real psycho-physiological basis.
These characteristics determine all the advantages and disadvantages of mass communication channels as a means of advertising distribution.
The third characteristic that interests us and which follows from the first two is the nature of contact with the media channel - random or purposeful, as well as the motives for accessing the media channel, the purpose of its use.
A person can be exposed to a media carrier accidentally: accidentally hear information on the radio, accidentally see a shield outdoor advertising. The occasional use of a magazine or newspaper is much less common. And, for example, accidentally reading newspaper correspondence or an analytical article is even more difficult: contact with this type of media channel is usually targeted.
The most likely is accidental contact with media channels focused on figurative thinking (the inclusion of abstract-logical thinking requires more effort from a person than figurative), and among them - those that cause auditory sensations. Since the sense organs work, a person involuntarily perceives various messages, being forced to consume information already insofar as it helps elementary orientation in the world around him. In the case when the contact is purposeful, arbitrary, it is determined by the motives of satisfying any human needs.
The goals and motivation for using media channels can be divided into two main types: 1) use as a means of entertainment and recreation, and 2) use as a source of information.
If the media channel satisfies recreational needs, then the audience has the emotional motives for accessing the media channel in the foreground. If the audience is interested in receiving information, then the motives are rational. From this difference follow the features of the flow of such a mental process of interest to advertisers as attention. In the first case (rest, recreation), the possibilities of using arbitrary - volitional - attention of the audience are limited: it simply will not load its consciousness, will not turn on abstract-logical thinking. Those. the motives for using a media channel directly depend on the type of thinking. Motivation of the appeal can be multifunctional. However, even news programs on television, as evidenced by sociological surveys, satisfy not only informational, but also recreational needs of a person.
For recreational purposes, the audience uses communication channels that are primarily directed to figurative thinking (TV, FM radio, illustrated magazines). Media channels that appeal to abstract-logical thinking (newspapers, Radio Russia, magazines with a small number of illustrations, analytical materials in them) cannot satisfy this need and are used as a source of information.
Newspapers, magazines, as well as part of print advertising, i.e. those channels that use the transmission of information mainly through texts require the mandatory inclusion of voluntary, volitional, attention. In the auditory and visual-auditory channels, the period of involvement of voluntary attention is often very short: voluntary attention either passes due to the presence of interest into a post-voluntary one that does not require volitional efforts, or the person is distracted by another stimulus.
This is the duration of contact, which affects the degree of concentration of attention and the degree of memorization of information. Memorability increases with a long stay of an object or information in memory. However, with prolonged exposure to a stimulus, firstly, there is a process of adaptation - adaptation, and secondly, fatigue develops, which is expressed in a decrease in sensitivity, impaired attention and memory. And, as a protective reaction of the body, the inhibition of mental processes begins.
It is necessary to take into account the conditions and situation of consumption of the content of the media channel (simultaneously with the performance of other tasks, in conditions of lack of time, with the parallel impact of other stimuli, etc.), which also affect the degree of concentration of attention and the efficiency of memorization. If several stimuli act on a person at the same time, then the significance of each decreases, or the person ignores some of them. In addition, the perception of an object is made up of individual sensations. From this follows the conclusion that several stimuli from different sources can overlap each other and the perception of an object or phenomenon is formed from the entire sum of sensations, including those not related to this object.
The next characteristic is the level of mental activity at the moment of contact with the media channel: fatigue is a lower level, excitement is an increased one. This level affects the characteristics of human adaptation to the environment.
With an increased level of mental activity, the degree of concentration of attention and the efficiency of memorization increase. At the same time, the nature of the reaction to certain stimuli may change: the strength of the reaction increases, emotions can manifest themselves in the form of affects. If the excitement has a plus sign (delight, joy), then the stimuli receive more approval, if with a minus sign, then more disapproval.
With a reduced level of activity, the amount of attention decreases, the duration of its concentration decreases, and memorability decreases.
And, of course, another important component of the psychology of media channel perception is the emotional state at the moment of contact: anxiety or joy, bad or good mood. The content of the media channel will be perceived differently by a person depending on his mood.
Television has the ability to simultaneously influence visual and auditory analyzers. Due to this, due to the inclusion in the perception of both abstract-logical and figurative thinking, with a predominant appeal to the second, television requires the least effort to perceive the broadcast content. The predominant motivation for content consumption is recreation, entertainment (due to ease of perception), then - obtaining information.
TV content corresponds to this motivation: approximately 40% of TV airtime is feature films, serials and purely entertainment programs, up to 40% - entertaining and educational.
The psychological advantages of television over other media channels are its high degree of attention-grabbing and its high degree of emotional impact. That is, in general, television has a high degree of psychological impact on the consumer. But these conclusions apply to television as a media channel - and by no means to television advertising. After all, television advertising rarely satisfies the motives for consuming a television product. The viewer wants to receive positive emotions, and they are trying to impose advertising on him. Commercials, interrupting the main product at the wrong time, cause irritation. Advertising irritates viewers, and even causes disgust. In order not to see her, people switch channels endlessly.
As a result, an associative relationship may appear between negative emotions and the advertised product. (The existing positive communicative effect of videos is based on the fact that due to the high frequency of their repetitions, the familiarity of the image of the advertised object is formed).
Disadvantages of the main form of TV advertising, videos - a short period of exposure, which impairs memorability; weak selectivity of the audience, i.е. demonstration of advertising to those who are not interested in the product, for whom it is almost impossible to form the motivation for its consumption.
A creative approach to advertising, compensating for these shortcomings, will consist in the formation of a longer advertising message (with a reduction in the frequency of contacts); 2) placing it in specialized programs (the most effective advertising product is an interesting program that organically includes advertising information; programs of this type include the Housing problem, Culinary duel, Plant life, Health, Eat at home, In search of adventure).
The content of such a media channel as newspapers evokes visual sensations, but is not aimed at figurative, like television, but at abstract-logical thinking. Attempts to rely on figurative thinking are expressed in the use of photo illustrations, drawings. This is done to facilitate the perception of information. When we use the term newspaper, we mean its original meaning: printed periodical, covering the events of current life. That is, newspapers with crossword puzzles, anecdotes, etc. is a by-product, an extraneous product that only uses the form of this media channel.
Because of this, it can be argued that contact with media of this type usually implies a certain purpose. If radio and even television can serve as a background, then a person buys a newspaper or, at least, picks it up purposefully. The purpose of consumption is to search for and obtain information, including evaluative ones. An event has occurred - a person evaluates him, he is interested in whether he evaluates him correctly or not, what other people, specialists, etc. think about this.
In the so-called tabloid press, the motives for consuming content are intertwined in a peculiar way: the layman turns, it would seem, for information, but wants to receive it in a form that does not require the application of volitional efforts. Therefore, information is presented in a form in which it actually performs a recreational function. Moreover, this function is decisive, and the cognitive aspect of communication (information transfer) tends to zero. In the literature on advertising, the disadvantages of newspapers include low emotionality, low quality reproduction of illustrative material.
But neither high emotionality nor high quality prints are not needed by the reader, for whom newspapers are, first of all, a source of information. If he is looking for the necessary information, he will find it anyway. The answer to the question, which is debatable among the creators of advertising - should advertising sell or entertain - is obvious: depending on which channel is used to broadcast it. On television, advertising will sell if it can entertain. And in newspapers - it should not be used to entertain those who are ready to receive information. ...Research data show that people are increasingly skipping unnecessary and unwanted information, leaving uninteresting messages unattended. They see ads coming up and have the ability to avoid them...
Millions spent on advertising in full-length newspapers go down the drain because readers are simply not interested in a given product on a given day. On the contrary, when consumers are truly in buying mode, they become surprisingly receptive in their role as information gatherers.
Consider another factor that can negatively affect the level of creative solutions. It lies in the fact that the creative flight of fantasy of the creator of advertising is restrained by the pressure of the already existing layer of advertising works. At the dawn of Russian advertising, many advertising works poorly fulfilled their pragmatic function: firstly, because there were no restrictions imposed by the available theoretical knowledge and applied research data, and secondly, there were no role models, models that, entering the consciousness both developers and customers of advertising, would act as standards and limiters creative imagination. It is difficult to predict the reaction of the audience to something that has no analogues yet. Nowadays, certain standards and patterns have been formed in Russian advertising, following which provides the advertiser with advertising and economic security: there will be no pronounced psychological effect from advertising, but it will also be guaranteed to avoid failure. When evaluating Russian advertising works of the early 1990s, one can notice that, in general, they evoked a stronger and more pronounced reaction from the audience, but this was far from always the reaction expected by the advertising developer and the advertiser.
An advertising creative is a creative that should evoke the intended associations and feelings. Therefore, its development should be based on the available scientific data, primarily in psychology. Psychological knowledge is based primarily on empirical data. That is, the developed advertising work should, as it were, reflect the knowledge, experience of the past, which can also limit the degree of its novelty.
On the one hand, this increases the share of artistically mediocre works. But on the other hand, by giving creativity a certain direction and thus narrowing the creative field, the pragmatic approach intensifies competition in this field between advertising works: it becomes more and more difficult for them to differentiate themselves and the advertised objects. And if so, then this stimulates creative thought in the direction of deepening the associative series, the search for new, more and more complex forms of expression of an advertising idea.
What is the meaning of the opposition between advertising and non-advertising creativity? And isn't advertising art, advertising art modern form the existence of art?
Art is a form of reflection of reality, a form of human cognition of the surrounding world, oneself, one's feelings and experiences, feelings of another person. However, the ongoing transformation of the value system contributes to the modification or even replacement of objects of reflection.
Let us turn to the most voluminous form of artistic reflection of reality - television films. If we compare two sections - 40 years old and modern, then the difference will be noticeable to the naked eye. There was a clear acceleration of the dynamics of reflected events. In modern films, there is much more movement, action, external effects and much less concentration on the emotions of the characters. Events are developing in a different plane than before. And if the films of past years can be called films of inner experiences, then modern films can be called action films.
Consider the concept of efficiency advertising impact. Its effect, of course, will depend on what, quantitatively, the audience is covered by the advertising message and how many times they saw / heard it. However, first of all, the effect depends on the advertising appeal, on its psychological and communicative quality. But the concept of coverage + frequency, which dominates in advertising theory, which, in fact, relates to the distribution of advertising messages, essentially crushes the development of an advertising product. After all, it is clear that the enthusiasm for the idea of the widest coverage of the audience and the maximum frequency of its exposure to an advertising message will directly affect the volume / size of the latter, limiting its spatial or temporal framework. Economic efficiency requires a decrease in the numerator of the cost / result fraction, hence the brevity of the advertising message, determined by the desire to reduce the cost of placing one message and thus increase the coverage and frequency. But temporal or space constraints can prevent a truly creative idea from coming to fruition. However, if the content and form of the message do not motivate consumers to take certain actions, can an increase in the frequency and total volume of exposure of this work be able to have a significant impact on the audience?
The above concept does not imply the possibility of disseminating information through the channels of interpersonal communication, i.e. the possibility of relaying information contained in the advertising work. However, an advertising message, formed in such a way that it arouses interest among the audience, could be further distributed precisely through these channels, which would actually increase the audience of influence. A number of large-scale advertising campaigns and many really valuable products have failed in the market only because advertisers have not paid due attention to stimulating the processes of diffusion and dissemination of information about the advertised products orally. The converse is also true. Many other campaigns have achieved significant progress precisely because considerable attention was paid to the processes of stimulating oral advertising.
The possibility of active use of mass culture artifacts for advertising purposes is legally enshrined in new edition of the Russian Law on Advertising, which states that this law does not apply to references to a product, means of its individualization, manufacturer or seller of the product, which are organically integrated into works of science, literature or art and are not in themselves advertising information. In the previous edition, there was something opposite: The use in radio, television, video, audio and film products of a non-advertising nature of purposefully drawing the attention of advertising consumers to a specific brand (model, article) of a product or to a manufacturer, performer, seller in order to form and maintain interest in them without proper advance notice of this... is not allowed.
The process that E. Toffler spoke about almost 30 years ago (In the Third Wave society, corporations will be complex organizations (which they are today), performing several functions simultaneously (and not just solving the problems of profit and production).<... >Corporations will either voluntarily or be forced to start solving problems that today are considered irrelevant, because they do not relate to the economy. We are talking about ecology, politics, culture and morality can be likened to the transition from gathering to farming. Instead of periodically raiding the wallets of consumers, corporations prefer to carefully grow consumers in their own garden, to form loyal consumers using all possible methods for this.
The theoretical substantiation of such a transformation has received in the West the name of socially responsible marketing. More pragmatic is its offshoot called event marketing, which is defined as a strategic positioning and marketing tool that connects a company or trademark with some social event, phenomenon or its aspect, to the mutual benefit of the parties.
In event marketing, advertising text is embedded in a socially significant and socially approved text. In this case, traditional cultural and communicative forms are really used for advertising impact. Creativity lies in their adaptation to solving advertising problems. According to the adherents of this direction, event marketing campaigns have a much greater influence on purchasing behavior compared to traditional forms of communication in advertising.
It can be argued that, like the permanently appearing modifications of familiar goods, which are represented by advertising as a cardinal improvement, the new concepts proclaimed by Western authors in the field of advertising are only different versions of one main phenomenon: the development of traditional cultural and communicative space by advertising technologies. As such, all of these concepts are also a commodity that the authors intend to sell to firms in need of effective product promotion. Russian practitioners-theorists are also successfully adopting the advanced Foreign experience, either generalizing and modifying the ideas already expressed and their own practical experience, or mythologising (at least using a new nomination: Entertainment - the latest Russian concept of changing the forms and content of retail trade ...) certain advertising technologies.
The vector of all new trends in the theory of advertising is the same - strengthening the recreational function of advertising through the use of game and other forms and phenomena in it that are inherent in mass culture or perform important sociocultural functions. But advertising, while performing socio-cultural functions, still performs its pragmatic function: Various spheres of bourgeois culture are governed by law: to produce spiritual needs to satisfy material production.
Thus, you found out that the rational pragmatic orientation of the initiators of the advertising process is one of the main obstacles to the effective implementation of their pragmatic goals. The need to harmonize the relations of subjects and objects of advertising, as well as to increase the effectiveness of the impact of advertising on group and mass consciousness, requires that specific carriers of the advertising idea - advertising messages - be given value for audiences of advertising impact; the culturological approach to advertising should be considered as the approach that best meets the pragmatic goals of advertising customers.
Advertising text from the standpoint of modern pragmalinguistics is characterized as a vivid speech form of social impact, as a unidirectional speech action, the content of which is the social impact of the addresser on the addressee through clarification and information [cit. according to Fomin, 1999]. In addition to describing the characteristics of the product, advertising carries an additional load due to the illocutionary intention of the sender of the text embedded in the text; The purpose of advertising is to attract the attention of consumers to a particular product. Speech influence, i.e., the influence of verbal information on the behavior of the recipient, is formed as a result of the interaction of a number of linguistic and non-linguistic factors included in the communication act. Under these conditions, expressiveness becomes a prerequisite for the pragma-communicative existence of an advertising text, since it largely determines the extent to which the communicative, pragmatic and aesthetic functions of advertising are implemented. The expressiveness of an advertising message is a necessary means to achieve its immediate goal: to encourage a potential buyer through an extremely compressed lexical-semantic structure to acquire an advertising subject. The problem of expressiveness refers to "one of the cardinal linguistic problems".
We consider expressiveness as one of the leading conceptual categories of advertising, which determine its pragmatic and communicative existence [cit. according to Maslova, 1997]. Expressiveness in our work is presented as an essential characteristic of an advertising text, as an act of pragmatic text formation. The possibilities of expressiveness as an essential characteristic of an advertising message are laid down, first of all, in its denotative plan. It is on the denotative reference of the subject of advertising that the expected perlocutionary effect ultimately depends. Text denotation (product, service, image, universal values, political parties, movements) may have one or another personal significance for the recipient of advertising, regardless of whether or not there are expressive units in the text. It is the denotative plan that creates the ground for the emergence of connotative meanings, the deep intentions of the author's super-idea. Thus, the choice of a "key" word is determined both by the pragmatic attitudes of the advertiser and by the properties of a specific denotation of the advertising text. It is obvious that there are certain semantic connections between the meanings of "key" words and the name of the denotation. The signs and properties of the denotation predetermine to some extent the appearance of a particular word-characteristic. If the name of the denotation is not directly related to the expression of the subjective modal component, then the keywords are a direct conductor of the expression laid by the author in the text of the advertisement. Thus, linguistic means "dress" the denotation of advertising, forcing them to become personally significant for the addressee.
The use of expressive language means in the process of generating an advertising text depends on the advertiser. The sender, as a more informed participant in communication, fills in possible gaps in the conceptual picture of the world of the addressee. Moreover, he does this not intrusively, but very tactfully and friendly, revealing new opportunities to the interlocutor, emphasizing their advantages and offering to use them. The pragmatics of the text is manifested not only in the fact that it affects the recipient, but also in the fact that the text contains implicit information about its author and the sphere of communication. Through his message, the advertiser actualizes a complex of verbalized and non-verbalized knowledge about the world around him, including a certain system of values, to which he refers the consumer directly or indirectly. An idea, an advertising message, an idea of an advertising message, an advertising image, meaning-forming advertising motives, a composition of the RT, language means are determined consciously or unconsciously by the author of an advertisement as a linguistic personality, his model of the world, individual experience, value system, attitude to language. Special language means (figurative, emotive, evaluative) used in advertising do not in themselves create the overall expressiveness of the text. Expressiveness arises under the condition that these means, firstly, display a certain content (characterize the object of advertising), and secondly, are addressed to a real consumer, for whom they will be personally significant. Any text, including advertising, is designed for perception, understanding and evaluation. Consequently, the expressive efforts of the advertising author achieve their goal when they are consistent with the apperceptive capabilities of the recipient. It is known that one of the most important tactics of speech behavior is the construction by both partners of a common reference system necessary for their mutual understanding [Tretyakova, 2000: 21-30]. For the successful implementation of the phenomenon of speech impact, it is important that the intention of the sender of the advertisement is correctly recognized by the reader - the recipient of the advertisement. The implementation of an expressive advertising plan affects the dynamics, quality and selectivity of perception, contributes to an accelerated, in-depth and expanded understanding of the text. The expressive plan of the text also contributes to the achievement of a pragmatic goal - a change in the consciousness and behavior of the addressee, encourages him to an active reaction - the acquisition of a product / service. The objective meaning of language units is superimposed on the personal meaning of a potential buyer who perceives the advertising text, resulting in an expressive effect. Each reader looks at the same advertising message through the prism of his ideas and concepts, through the prism of his individual consciousness. The perception of advertising is always selective and depends on the psychological state of the recipient at the time of perception. Advertising messages that do not contain expressiveness at the level of the text-recipient do not exist, because there will always be an advertising recipient for whom this or that content will be expressive, regardless of the presence or absence of special language expressive means in the text. The factors that determine the strength of expressiveness, which is based on the interaction of the text-addressee, include: the harmony or disharmony of the goals of the advertiser and the consumer, therefore, the interest of the recipient of the advertisement in the information being communicated, the system of his values, the knowledge of the addressee about the world around. In addition, the possibilities of the influencing effect are incorporated in units of different levels - vocabulary, morphology, syntax, in phonographic units. The author of the advertisement selects such emotive, evaluative, figurative, stylistic, as well as compositional-structural language means that are able to present the denotation of the advertisement in the most favorable light. The advertising text tends to combine the means of all levels of the language, which is a network of intratextual links. Creating advertising and trying to achieve the main goal of advertising - the impact on a potential buyer, the advertiser abandons the standard usual and standardized means of language in order to influence his consciousness and behavior with a new, unpredictable for the reader linguistic means (combination of means). The use of systemic expressive means and techniques enhances the general expressive tone of advertising, since every technique is an active and serious "play" with meanings and meanings, which has a communicative purpose and a pragmatic purpose - the emotional infection of the addressee [Ladutko, 1999: 86-93]. In a specific text, any neutral means of language, depending on the intentions of the advertiser, can be transformed and become emotionally, figuratively or aesthetically influencing, i.e. expressive, extending the expressive effect to the entire text. The expressiveness of the advertising text is considered by us, therefore, as a system of linguistic means and techniques used in the text, which allows the most expressive representation of the denotation of advertising - the product / service - and the pragmatic intention of the addresser, as a result of which it influences the consciousness, behavior and activity of the addressee.
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