Showing 1 - 10 of 13
The paper is devoted to the analysis of social advertising is a special type of advertising that represents public and state interests and is aimed at achieving charitable purposes. Social advertising is used to draw people's attention to certain social problems and show them possible solutions,...
Persistent link: https://www.econbiz.de/10014111193
The article examines the issues of creating a corpus of advertising texts for linguistic research. The author focuses on the issues of representativeness of the corpus for Russian. We conclude that the opportunities are not sufficient for a full study of advertising texts. Thus, researchers...
Persistent link: https://www.econbiz.de/10014136978
Advertising in Russia is seen as an activity without serious theoretical basis. The article question is the application of linguistic pragmatics in advertising. The review of researches on this perspective is provided. We came to the conclusion that the theory of implicature is the most useful...
Persistent link: https://www.econbiz.de/10014137563
The paper presents the characteristics of the new type of innovation in advertising - provocative advertising campaign. The concept of "provocative" advertising is presented as a new advertising tool, which allow us make a new vision on advertising "as a game". The authors based on cultural...
Persistent link: https://www.econbiz.de/10013024547
The paper is devoted the problem of interconnection of social advertising and youth policy in Russia. Social advertising is one of the tools of social youth policy, as well as the importance and value it represents for the formation of value orientations of young people. Social advertising is...
Persistent link: https://www.econbiz.de/10012909450
The paper is devoted to the role of social advertising in solving social problem in modern society. The need to solve social problems increases the importance of this type of advertising and sets the tasks for its further development. Social advertising has significant potential in terms of mass...
Persistent link: https://www.econbiz.de/10012909451
The paper deals with deals with the definition, nature, history and themes of social advertising from the point of view of Russian piarological approach. The essence and criteria of the concept of "advertising" were considered. Social advertising is directed on struggling with public health...
Persistent link: https://www.econbiz.de/10012909453
The paper is devoted to the role of advertising in the system of integrated marketing communications. The essence and structure of the integrated marketing communications system is investigated. The role of advertising in this system is integrated marketing communications system. We considered...
Persistent link: https://www.econbiz.de/10012909567
The paper is devoted to an analysis of theory and practice of media planning: aspect of methods. The term “media planning” began to be used in the second half of the twentieth century in the United States, its initial task was to streamline work between advertising customers and the media,...
Persistent link: https://www.econbiz.de/10012871727
The paper is devoted to the analysis of impact of media transformation on advertising products. We focused on the trends in the transformation of media consumption and the related adjustment of advertisers' activity. As a result of the media transformation, advertisers and advertising agencies...
Persistent link: https://www.econbiz.de/10012871731