Pragmatic and expressive aspect of advertising. Pragmatic component of advertising texts Pragmatic advertising

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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 prerequisite pragma-communicative existence of the 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 lexico-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. The denotation of the text (product, service, image, universal values, political parties, movements) may have one or another personal significance for the recipient of the advertisement, 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 keywords are a direct conductor of 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, sense-forming advertising motives, a composition of the RT, language means are determined consciously or unconsciously by the author of the advertisement as a linguistic personality, his model of the world, individual experience, value system, attitude to the 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 frame of reference 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 power 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.

a) Informative. According to E.V. Klyuev, speech interaction is always focused on the transmission or receipt of information.

b) Pragmatic (impact function) - the use of linguistic means for intellectual, emotional or volitional influence on the addressee of speech. Of great interest for our study is the problem of speech influence in mass communication. The rapid development of theories of public relations and image-making make public discourse a tool in the creation and regulation of the image.

c) Emotive (emotional-expressive) - the use of linguistic means to express attitudes towards the content of the message or to the interlocutor.

d) Phatic (contact-establishing) - the use of linguistic means to establish psychological contact with the addressee.

Let's take a closer look at each of these functions.

The informative function is to transfer a certain amount of information, a set of data about the organization (or product), characterizing its distinctive qualities.

Advertising turns the array of transmitted information into a system of attitudes, motives and principles of the recipient of the appeal. The tools for forming attitudes are the frequent repetition of the same arguments, the presentation of logical evidence of what has been said, the formation of favorable associations.

This influence is aimed at the mental structures of a person, "is carried out secretly and aims to change the opinions, motives and goals of people in the right direction" .

As G. Schiller notes, "to achieve success, manipulation must remain invisible. The success of manipulation is guaranteed. When the manipulated believes that everything that happens is natural and inevitable. In short, manipulation requires a false reality in which its presence will not be felt ".

The most important targets that are affected by the manipulation of consciousness are memory and attention. The analytical and theoretical study of attention is fraught with great difficulties, but great amount experimental research, so mind manipulation technologies have an unlimited supply of "irritants" that allow you to attract, switch or disperse attention, as well as influence its stability and intensity.

For successful manipulation, it is important to correctly assess such characteristics of the audience as stability and intensity of attention. They depend on the level of education, age, profession, training of people and are amenable to experimental study. The technological base of the manipulator is no less important.

Television and other mass media, which operate simultaneously with text, music and visually perceived moving images, have an exceptionally high, magical ability to focus, disperse and switch the attention of the recipient.

Advertisers have a rule: “A message should always have a level of comprehensibility corresponding to an IQ about ten points below the average IQ of the social stratum for which the message is intended. A person must perceive the message effortlessly and unconditionally, without internal struggle and critical analysis.

The simplification technique allows you to express the main idea that you want to inspire the audience in a short, energetic and impressive form - in the form of a statement. An affirmation in any speech means a refusal to discuss, since the power of a person or an idea that can be discussed loses all credibility. It also means asking the audience, the crowd, to accept the idea without discussion as it is, without weighing all the pros and cons, and answering "yes" without hesitation.

Suggestion involves the use of both conscious elements and unconscious elements. The result of suggestion may be a conviction obtained without logical evidence.

It should be noted that suggestion is possible, firstly, if it meets the needs and interests of the addressee, and secondly, if a person with authority and unconditional trust can be used as a source of information. As the creators of advertising note, suggestion will be more effective if the advertising message is repeated many times.

Repetition also has a pragmatic function. It gives weight to statements. additional persuasion and turns them into obsessions. Hearing them again and again, in different versions and on very different occasions, in the end, you begin to feel them. "Being an obsession, repetition becomes a barrier against differing or opposing opinions. Thus, it minimizes reasoning and quickly turns thought into action."

An advertising message is defined as a complete message that has a strictly oriented pragmatic setting (drawing attention to the subject of advertising), combining distinctive features oral speech and written text with a complex of semiotic (paralinguistic) means.

The main purpose of advertising is to arouse consumer interest, that is, to influence the pragmatic sphere of consumers by all means. To do this, along with other means, a variety of stylistic devices are used, the purpose of which is to activate the interest of the addressee and create favorable conditions for fixing the advertising message in the mind of the recipient.

Encoding information, the addresser tries to create a situation of direct or indirect influence on the addressee as much as possible. Various means are used as codes:

1) verbal: vocabulary and style of oral speech; vocabulary and style of writing;

2) nonverbal: rate of speech; visual image (person, animal, object) and its movement, gestures; color (bright, muted, dull); sound (melody, intonation and timbre of voice, modulation); smell (of flowers, perfumes); taste.

A certain effect on the addressee can be achieved not only by linguistic, but also by paralinguistic means: with the help of drawings, photographs accompanying the text, or paragraphs (placing text on a plane, using color in it, varying fonts).

All of the above means are actively used in advertising in order to influence the consumer of products or services.

Appraisal and emotionality (the emotive function of advertising) are a tool for advertisers to realize their interests. Based on this, initially positive vocabulary is used in advertising, for example: perfection, joy, success, growth, dream, movement, etc. emotionality in the language of advertising is manifested in feelings, moods, sensations. interact in advertising various levels evaluation system of the language. The consequence of this interaction at the text level of advertising is its special expressiveness, "... due not only to linguistic, but also to visual influence" .

In psychology, the influence of the emotional elements of a message on its memorability has been studied in detail. "In all balance different types memory (figurative, verbal, sound, etc.) the main thing for the manipulation of consciousness is precisely emotional memory ". First of all, what caused the impression is remembered and acts. Any information, if it is not supported by the memory of feelings, is quickly erased, replaced by other information .

The connection between emotional memory and recognition is important. In the manipulation of consciousness, recognition plays a key role, because it gives rise to a false sense of the already familiar. This becomes a prerequisite for the agreement of the audience with the communicator (sender of the message) - he is perceived by the audience as his own. To "capture" the audience, recognition is much more important than consciously agreeing with his statements.

The phatic (contact-setting) function of advertising and PR is to use linguistic and paralinguistic means to establish psychological contact with the addressee. It is carried out with the help of appeal and methods of location of the addressee to the addressee.

Among the main functions of speech etiquette is called contact-establishing. Etiquette is a prescription proceeding from the fact that if a person wants to occupy a certain place in a given society, then he must justify the expectations of this society with his behavior (including speech). Etiquette helps to get around sharp corners, smooth out contradictions with etiquette formulas or etiquette behavior. Etiquette expressions are actively used in advertising and PR.

The functions of PR and advertising in educational discourse determine the genre palette of texts being implemented. E.Yu. Dyakova distinguishes the following genres: advertising for applicants to universities, advertising of vacancies, brochures, leaflets, articles in university and other periodicals, interviews with representatives of university administrations, Internet sites, interactive communication with universities via the Internet.

A detailed genre description of PR texts is given in the work of A.D. Krivonosov "PR-text in the system of public communications" . Let us characterize the genres of primary PR texts, systematizing them, following A. D. Krivonosov, into five groups:

1) operational news genres - a group of genres that promptly transmit news information previously unknown to the public regarding the basic subject of PR. .

This group includes a press release and an invitation.

2) research and news genres - genres that report non-operational, but relevant information that accompanies a news event related to the basic subject of PR. The object of reflection in these genres is an event, a process, a person.

Backgrounder, question-answer list - genre varieties of this group.

3) factual genres - genres that contain additional information (primarily facts) in relation to a news event in the life of the basic subject.

Factual genres include fact sheet and biography.

4) research genres are genres that presuppose the presence in the text of elements of a logical and rational analysis of the facts presented, the multichannel nature of information sources, a special style that gravitates, despite the presence of means of expressing a personal principle, towards a scientific style.

Statement to the media - is the most striking genre of this group.

5) figurative news genres are focused on a news event, however, information about this event is presented from a specific person: these are genres that are often allegedly signed by the first person of the basic PR subject and / or distributed on his behalf.

Many texts of this genre reflect a phatic function - the function of maintaining communicative contact. In the genre of congratulations, the aesthetic function prevails.

Figurative news genres include: bayliner, congratulations, letter.

In the same work, A. D. Krivonosov defines the genre peculiarities of combined texts and media texts. He refers to the combined PR-texts a press kit, a booklet, a brochure, a leaflet. The peculiarity of combined texts is that they function in various areas of public communications, have different groups of the target public and may contain texts of other related communications (journalistic and advertising texts).

Press kit, booklet, prospectus, brochure, newsletter - types of combined texts.

Media texts are PR texts initiated by the basic subject of PR, prepared by employees of PR structures or by journalists themselves, distributed exclusively through the print media.

A. D. Krivonosov recognizes the following genre varieties as media texts: image article, image interview and case story.

Summing up what has been said about the functions of advertising and PR in educational discourse, it can be noted that the specificity of the functions lies in the implementation of the impact on the addressee, suggestion. IN advertising practice the main types of advertising influence - informing, persuasion, suggestion and motivation are determined. Thus, the main markers of advertising are informativeness and suggestiveness, and the markers of the implementation of the impact on the addressee are intensity, imagery, emotionality, expressiveness and evaluativeness.

However, we should not forget that there is also a reverse influence of society on advertising, a kind of Feedback, as mentioned above. This influence is carried out not only by regulatory and regulatory documents, but also by the direct reaction of society to specific advertising projects.

Society presents ethical requirements to advertising. We list the main limitations. Advertisements must not:

• - mislead the consumer (with the help of omissions, exaggerations, ambiguities);
• - to use inexperience, credulity of the consumer;
• - use superstitious signs, play on the feeling of fear, create a feeling of inferiority;
• - violate traditions, insult national and religious feelings;
• - it is harmful to influence the children's audience (Golovleva E.L., p. 215, 2).

• - advertising increases the cost of goods and services;
• - advertising exploits such negative qualities people like greed, envy;
• - advertising manipulates people, makes them make unnecessary purchases because of false prestige;
• - advertising violates the rules literary language and is often marked by bad taste;
• - advertising is carried out by dishonest methods, presenting positive information and concealing negative information that is important for consumers.
• - manipulation of consciousness and behavior.

Advertisers deny these accusations. In their opinion, advertising, as part of marketing, is necessary for a civilized society. It is brought to life by the needs of society. It informs millions of people about beautiful, necessary and convenient things, about the necessary services (Sarkisyan O.A., Gruzdeva O.A., Krasovsky G.V., p. 70, 6).

In addition, advertising ultimately lowers prices, because, by stimulating demand, it contributes to the mass production of goods, while the costs that form the basis of the price are reduced. Advertising raises the level of claims of many people, forcing them to earn money, and forms the concept of prestige. Supporters of the development of advertising believe that the ways of "dishonest" advertising are blocked: it violates the law and is being prosecuted (Gordon I.M., p. 83, 3).

Of certain scientific and practical significance is the development of requirements for the language and style of such messages, since they differ in terms of writing from strictly regulated business papers.

There is a certain system of requirements for an advertising letter from the standpoint of four aspects of semiotics:

• - pragmatists studying the influence of the message on the addressee;
• - sigmatics, which studies the languages ​​in which the message is stated;
• - semantics, studying the content of the message;
• - Syntactics, which studies the composition, structure and organization of the message.

• - representation of the manufacturer as an enterprise that enjoys a high reputation and commitment and produces products that are reliable in a broad sense;
• - knowledge of the characteristics of potential buyers, understanding the motives of their behavior, interests, problems;
• - taking into account the needs of various customer groups (businessmen, procurement department specialists, technical specialists, engineers, etc.) (Uzilevsky G.Ya., pp. 25-26, 10)

In connection with the foregoing, experts recommend attaching catalogs, brochures, leaflets, booklets, postcards about the activities of the enterprise and its products to advertising letters in order to obtain a complete picture of the enterprise or firm for the customer. The foregoing brings us to the requirement to ensure that the buyer is informed about the state and activities of the enterprise or firm. Concluding the consideration of the pragmatic aspect of writing an advertising letter, we note that advertising solves not only a momentary, trading problem, it builds a solid foundation of respect and trust, both for the company itself and for the country in which it operates.

It is well known that a person exists in society, and society is a system in which communication takes place, carried out through various sign systems. Society is based on economic relations, which, in turn, are one of the types of communication, and advertising in this context serves as an incentive for economic relations.

But in terms of language, advertising is a system of means of expressing information and can also be considered as a semiotic system. Research within public function languages ​​make it possible to take advertising as one of the spheres of human activity, which allows us to consider its linguistic features within the framework of socially oriented communication in general.

The peculiarity of the conditions of communication in the advertising text follows from its pragmatic orientation: the advertising text contains certain information, the purpose of which is to influence (by persuasion, suggestion) the psyche and determine the behavior of the recipient. All types of influence on the recipient are important, as well as taking into account his specific perception, which is based, on the one hand, on the picture of the situation known to the communicants and their general background of knowledge, and, on the other hand, on the “programming” of certain physical actions (for example, visiting shop, bank).

The pragmatic aspect of advertising texts is directly related to their peculiar organization (the choice of grammatical and lexical units, stylistic devices, the use of elements of different sign systems) and has as its final content an orientation towards specific actions on the part of communication partners.

In an advertising text, it is important to be able to form an advertising image using various lexical, syntactic and visual means. The advertising image creates specific ideas about the subject and evokes certain feelings that influence the behavior of the reader and listener in the right direction. The advertising image is formed taking into account individual characteristics advertised item and common features inherent in the group of items.

Orientation towards achieving the goal in the process of advertising production is based on emotional appeals and appeals to the unconscious, i.e. advertising is used as a universal tool for psycho-programming of consciousness and behavior of people in various areas of life (Strizhenko A.A., pp. 48-51, 9)

Thus, advertising is a kind of sign (semiotic) system, which is a coexistence different types"languages" (directly text, visual and textological series, social "text" and "context"), acting in human society, along with natural language and other cultural phenomena, storing and transmitting information.

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 cultural 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 an advertisement of goods placed directly in programs (Smak, Bad Notes, My Family, etc.), the creation of special advertising television projects ( Last Hero), advertising in television series.

Diachronous forms of communication (which marketers refer not to advertising, but to PR) are also used in the promotion of goods, such as, for example, the educational program Blend-a-med. It aims to form an associative connection between the process of brushing teeth and the brand in the consumer's mind, to make concepts toothpaste and Blend-a-med synonyms. The company thus forms its positive image 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 that have been 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 educational literature opinions about them are already established. 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 of 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 drawback 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 of advertising media, but of this approach to assessing their merits, is that media channels are viewed mainly through the prism of the coverage + frequency approach. Although it is considered the core of only one element of the 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 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 accidentally exposed to a media carrier: 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 read newspaper correspondence or analytical article 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. 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 the data opinion polls, 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 inclusion 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 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 that interrupt the main product at the wrong time irritate it. 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 work is an interesting program that organically includes advertising information; such types of programs 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 goal. 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. And given 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 that 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 of 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 developer of the advertisement 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 works a modern form of existence of art?

Art is a form of reflection of reality, a form of a person's knowledge of the world around him, himself, his 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 advertising effectiveness. 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 the interest of the audience, could be further distributed precisely through these channels, which would actually increase the audience of influence. Whole line 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 success precisely because much attention has been paid to word of mouth promotion processes.

The possibility of active use of artifacts of mass culture in advertising purposes is legally enshrined in the new version 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 a product that are organically integrated into works of science, literature or art and do not in themselves are information advertising nature. 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 adepts this direction Event marketing campaigns have a far greater impact on buying behavior than traditional forms of advertising communication.

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. Essentially, 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 forms and content retail...) certain advertising technologies.

The vector of all new trends in the theory of advertising is one - strengthening the recreational function of advertising through the use of gaming and other forms and phenomena inherent in it. popular culture or performing 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 relationship between 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 appeals - 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.