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Value guidelines in advertising of Western goods. Other: Social values in television advertising

Value guidelines in advertising of Western goods. Other: Social values in television advertising

Advertising– a social institution of a market society, in which new forms of consciousness and behavior of people are consolidated. In this capacity, it acts as a powerful mechanism for the production of social norms and values, and is a “mediator” that reorganizes the behavioral attitudes of broad sections of society, and not only in the sphere of consumption of goods and services. Scientific debates about advertising strategy revolve around the problem of “whether advertising forms social values or is simply a mirror of them” 1 . According to the first approach, it is important for advertisers to understand exactly how values shape the portraits of representatives of different population groups. According to the second, they are responsible for the accurate and representative portrayal of people and social relationships in advertising.

It is obvious that the value context of advertising products and the interpretation of advertising as an important mechanism of socialization are the subject of intense scientific research. The relevance of studying the problems of representing value orientations in advertising products, especially the most widespread - television advertising, is beyond doubt. This area of research is interdisciplinary in nature. It represents a focus where the cognitive interests of social psychologists, philosophers, and cultural scientists intersect. The relationship between advertising and value orientations has become the subject of analysis by many foreign specialists, primarily marketers. This aspect is devoted to the work of well-known foreign experts in the field of market research and consumer behavior (F. Kotler, J. Evans and B. Berman, P. Drucker, A. Hayem, R. Morris, A. Deyan, etc.), as well as the psychology of perception advertising (C. Sandage, W. Freiburger, K. Rotztol, A. Maslow, D. Schwartz, etc.). In modern psychological and sociological literature, the problem of a person’s value orientations is considered in theoretical and applied studies (Lapin, N.M. Lebedeva, V.A. Yadov, etc.). At the same time, the topic of mutual influence and interpenetration of advertising and value orientations is poorly studied and is represented mainly by article material 2. In a special row stands the first fundamental work in Russia on the psychology of advertising by A. Lebedev-Lyubimov. The author has conducted numerous studies to improve advertising activities for domestic and foreign companies.

Values are a complex and changeable social phenomenon that requires constant research diagnostics. Many problems associated with the study of the value layer of advertising have not yet received sufficient coverage in the scientific literature. Publications on value concepts in advertising are fragmentary and not generalized, reflecting, apparently, insufficient theoretical development of the problem, as well as poor practice in conducting empirical research. The theoretical view and the applied aspect will form the structure of this work. The authors' interest will focus on studying trends in the representation of the values of Russian society in television advertising.

Researchers on various scientific topics - social crises and people's adaptation to transformational conditions of life in society, the motivational structure of personality, the influence of advertising and its effectiveness - note the fundamental importance of the category “value” for understanding these complex phenomena and processes. There are many definitions of the term, both having a general, very broad meaning, and reducing the concept to one of the elements of the formation of motivation. An analysis of scientific publications reveals significant differences in the interpretation of the concepts of “values,” “value orientations,” and “value ideas.”

We think the most productive approach is D.A. Leontyev 3, who built a common space of different definitions and saw behind the views of philosophers, sociologists, and psychologists private projections of a complex multidimensional object. He formulated the idea of three forms of existence of values, transforming into one another: 1. Social ideals, which are developed by mass consciousness and are generalized ideas about perfection in various spheres of life;

2. The substantive embodiment of these ideals in the activities or works of specific people;

3. Motivational structures of the individual (models of “should”), encouraging him to substantively embody social value ideals in his activities.

Advertising television images both reflect and shape society, therefore, the design of effective advertising involves taking into account all of these current forms of values. According to A. Langle, “perception of value” is understood as “experiencing, feeling value, touching it” 4 . Values can deeply affect a person, and, therefore, advertisers are interested in their careful study, comprehension and use. In this regard, we highlight a number of the most important theoretical provisions that indicate the complexity of the system “advertising - public and individual value perceptions.”

Firstly, the nature of values is dual; on the one hand, they determine the process of cognition of the surrounding world, on the other, they carry out the mental regulation of an individual’s behavior in society. Consumer perception of advertising meanings has a similar contradictory nature: the selection of goods and services is carried out in accordance with significant values, but new stereotypes of consciousness and behavior are also formed.

Secondly, it is methodologically difficult to explain the relationship between phenomena and properties of consciousness. For example, the experience of values is not always accompanied by the perception of them as an object of satisfaction of needs. Need arises only in relation to objects that are recognized by a person as significant 5 . That is, in the “need-value” relationship, there is a high degree of variability between standard values and objectively embodied values. This shaky line is difficult for designers of advertising products to grasp.

Third, the values that have predictive value vary across cultures. The question of the value-motivational structure of society plays an essential role for successful advertising activities. Thus, scientists from Moscow State University, Russian State University for the Humanities and the Psychological Institute of the Russian Academy of Education, in the course of researching basic values and behavioral attitudes, refuted a number of myths about the modern Russian mentality, discovering that it is not alien to the desire for material wealth, Western individualism, and reformism .

Fourthly, an unresolved problem in personality psychology is the nature of the interaction of internal dispositional factors with external situational factors. Internal individual variables have already been studied quite well, but theorists and experimenters know much less about situational external factors and their influence on personality 8 . This makes it difficult to measure the effectiveness of advertising on consumers.

To understand the mutual influence of advertising and society, the position of “values as mechanisms of social interactions” formulated in the exchange theory of P. Blau is used. “Agreement on social values serves as the basis for extending the order of social settlement beyond immediate social contacts... the value context is the means by which social relations are formed; common values in a broad sense act as connecting links of social associations and interactions.” To understand the nature of values at the individual level, S. Schwartz and V. Bilski developed a theoretical concept in which values are considered as certain (often unconscious) criteria for a person’s choice and assessment of his actions 10 . From three universal human needs (biological needs, coordinated social behavior, survival and well-being of one’s group), the main types of human motivation are derived (a total of 10 types have been identified). They, according to the authors, determine the direction of both the individual’s specific actions and his entire life activity. Each type of motivation has its own leading motivational goal (MG). For example, the main MC of “hedonism” is pleasure, sensual pleasure, enjoyment of life. The main MC of “achievement” is the desire for personal success within the framework of shared cultural standards and, as a result, obtaining social approval. The MC of “security” is stability and harmony of society, family and the individual himself, which is based on the need for predictability of the world and a reduction in uncertainty.

Positive trends in modern advertising are the presentation of creative and humanistic values. According to our research, there is reason to assert that the mass consciousness of Russians is intensively forming a new modernist structure of advertising and value orientations. And the socializing influence of advertising in this regard can be very effective in establishing a culture of business success and independence, relying on one’s own, including intellectual, strengths. These values of equality and autonomy are important for maintaining democracy and are the basis of social responsibility. Each society, with the help of the media, builds its own myths, which set the structure of the communicative space. Therefore, it is so important to control and regulate the processes of creating advertising samples and their language, which has become characteristic of any civilized society today.

Classification of values

Any classification of values by type and level is invariably conditional due to the fact that social and cultural meanings are introduced into it. In addition, it is difficult to insert one or another value that has its own polysemy (for example, family) into a specific column. Nevertheless, we can give the following conditionally ordered classification of values.

In our country, these problems have not yet been studied. However, if we take into account that children and adolescents are one of the most suggestible social groups, then the need to study this problem becomes obvious. Advertising does not always “sow reasonable, good, eternal things” into the minds of our children.

When a manufacturer addresses teenagers in their language, trying to sell an extra candy bar (“Don't slow down - Snickersney”), he is not just speaking the same language as the audience, he is promoting slang. When an advertisement explains how to wear caps correctly to drink beer, it not only advertises the product, it educates and introduces a certain stereotype of behavior into the subconscious of a teenager. When a chewing gum manufacturer creates a “children's Orbit,” it is training future adult consumers of its product.

Social advertising also plays an important role in educating the audience. In the West, social advertising is done for free or for a very small fee. In our country, this layer still remains undeveloped. The first socially oriented videos that Russian viewers saw urged people to call their parents or reported that the most beautiful girls live in Samara. Since then, a lot has changed in the life of the country, but there are no more social advertising on central television channels.

Recently, some television channels have begun to broadcast videos filmed with the assistance of the Ministry of Press and Television. These videos touch on almost all socially significant problems of modern society, from drug addiction to the defense of the Motherland. However, it is worth noting that, unfortunately, they are extremely rarely seen on central channels; they are mainly broadcast by the “Ren-TV” channel.

Social advertising has an important educational function. It is no coincidence that many American researchers compare the influence of advertising in general and social advertising in particular, with such institutions as school and church. In the West, the attitude towards social advertising is almost reverent. Often, television companies do not charge money for its rental; at international competitions, the corresponding clips are invariably rewarded with prizes. Such advertising fosters genuine humanism and compassion for one’s neighbor. It forces society to think about things that are important to all of us.

The number of social issues in the global advertising flow is constantly increasing. The activities of the Advertising Partnership to Free America from Drugs, operating in the United States, are widely known. In 1987, a coalition of more than 200 US advertising agencies and other companies launched a major crackdown on drugs. Thus, the “Partnership” was created, which set as its goal “a fundamental revision of public attitudes towards illegal drug use.” The three-year, $1.5 billion program included advertising agencies across the country contributing their own funds to the campaign. The anti-drug program included hundreds of publications in newspapers and magazines, as well as more than 50 different radio and television exhibitions. The media provided them free airtime and print space worth approximately $500 million a year. Famous political, public, cultural figures, and Hollywood stars joined the advertising campaign. A variety of materials have been developed targeting different groups of the population. Some were intended for cocaine addicts, others for marijuana smokers, others were addressed to parents, and some were addressed to children. Most of the materials directly linked drug use with a direct path, if not to the cemetery, then to a special hospital. In a television ad targeting teens who smoke marijuana, N.V. Ayer argued that smokers put themselves at risk for physical and mental illness. Other TV spots compared the drugged brain to an egg on a hot frying pan and showed dead rats poisoned by cocaine. Print advertisements also emphasized the dangers of using cocaine. For example, in the D.D.B. / Needham advertisement, demonstrating the effect of taking a dose of cocaine. In addition, announcements were developed for parents who use drugs (“If parents quit, children will never start”) and parents who refuse to talk about this topic with their children (“If everyone says this can’t happen to their child, then whose children is this happening to?").

The campaign has been called "the largest and most focused voluntary effort by the private sector." The activities of the Partnership marked a new era in social advertising and showed the endless possibilities of advertising in solving the most pressing problems of humanity.

In light of the fierce competition of ideas, scripts and ready-made public service announcements, nonprofit advertising sponsors have to work hard to present to the media the kind of advertising that can confidently make it to air and print. While commercial advertisers want to stimulate favorable attitudes towards a product, the purpose of non-profit advertising is to attract attention to a social phenomenon. If the specific goal of a commercial video advertising a new shampoo is to change consumer habits, then the goal of a non-commercial video about saving energy is to change a behavioral model, in this case, developing the habit of turning off the light behind you.

Changes in the modern structure of consumption, which have become persistent in the civilized world, lead to profound consequences in all advertising, which adapts to new imperatives. Advertising promotes the expansion of values, norms and core themes that tend to be "embodied in everyday life." The social role of even ordinary commercial advertising is growing every day. At the same time, the dynamics of the relationship between advertising and society, due to the frequent discrepancy between two images: the one that advertising offers a person and the one that he himself has developed, constantly changes the forms and directions of advertising. The nature of the cultural impact of the text is also changing. Critics of advertising in the West believe that consumers in modern society often lose freedom of choice; advertising imposes “artificially created” needs on them. However, another opinion is gaining strength: advertising, proving its viability, not only relaxes and amuses people, but also changes behavioral motives positively.

Recently, advertising has been gaining ground and penetrating into an increasing number of areas, from election and political campaigns to social marketing and assistance in solving social and humanitarian problems. Society, having realized the power and dynamism of advertising, gives it the responsibility not only to amuse, but also to educate. The direction of social advertising is growing, and in commercial commercials there is often an “educational” subtext.

Social marketing is gaining more weight, which consists of creating advertising for so-called social and humanitarian causes, as well as distinctive images of large companies, pressure groups, political parties and government agencies. This type of advertising campaign, which is becoming increasingly popular in North America and Europe, represents one of the most promising trends in the development of modern advertising.

Social advertising is a manifestation of people's goodwill. Of course, social advertising is very necessary, especially in today’s time. Thanks to her, people begin to think about problems that, in the crazy rhythm of everyday life, are forgotten and fade into the background, although in fact they determine the moral foundations of a person. I would like to hope that soon there will be more social advertising, and it will address the most significant social problems.

By introducing certain values into consciousness, advertising thereby promotes a certain way of life. Advertising is a specific form of propaganda, it is agitation with an appeal to make a purchase. But advertising doesn’t just encourage you to buy another wrinkle cream or shaving gel. Advertising appeals with symbols, which act as a propaganda tool.

It’s not only in our country that the attitude towards advertising is ambivalent. In the West, many reproach it for flattering the individual, and at the same time increasing the person’s sense of his own insignificance and powerlessness. Advertising appeals not to reason, but to feeling, and, like any suggestion, it does not try to influence its object intellectually. And here advertising ceases to be just advertising - it becomes a way of life. As a consequence, a model of one-dimensional thinking and behavior arises. Such advertising has an element of a dream, a castle in the air, due to which it brings a certain satisfaction to a person. The producers of the videos flatter the viewer, giving him importance in their own eyes, pretending to appeal to his critical judgment, his ability to understand anything.

The other side of advertising is that advertising is the most powerful factor influencing what we eat, what we wear, the work and behavior of, if not the entire nation, then, in any case, a significant part of the country's population. At times it seems that without advertising we are not able to understand what to read about life values. Advertising feeds the consumer power of a person, creates in him a need for a better standard of living, sets a goal for him - a better home, better clothes, better food for him and his family. Some researchers argue that advertising is involved in the work of reviving and re-educating humanity. Unfortunately, Russian manufacturers, in our opinion, are not fully aware of this aspect of the advertising message.

It is unlikely that anyone today would undertake to assert that advertising is the highest manifestation of culture. But it is quite obvious that it constitutes the most significant part of the so-called mass culture, the most popular and omnipresent. Mass culture is a complex and ambiguous phenomenon, and it is interpreted in different ways. In its simplest sense, mass culture is culture and art adapted for the leisure sphere.

In a mass society, the “average” conventional person, due to a number of social, economic and other reasons, cannot achieve the realization of his expectations, and realizes them “ideally,” mentally or subconsciously identifying himself with the successful heroes of mass culture. In addition, mass culture functions as a kind of “social anesthesiologist.” Its consumer lives not in the real, but in a fictional world that is easy and interesting for him, turning away from difficult problems. And these are the reasons for its extreme popularity. Let's just remember the craze at the beginning of the last decade for Latin American TV series.

What interests the mass person? First of all, that which contains elements of its primitive nature.

1. Self-preservation

2. Love and reproduction

3. Vanity

Essentially, this is a declaration of the foundations on which mass culture is based. And it is strictly taken into account in advertising messages.

Self-preservation- one of the main directions of advertising: eat this, do this, buy exercise equipment - you will be in good health and in a good mood.

Love and reproduction. Also one of the leading advertising topics. She teaches us to be irresistible, gives recipes for seducing people of the opposite sex with the help of perfumes, acne remedies and dandruff shampoo. Here is everything that relates to procreation, caring for children, starting from “Pampers” and ending with the children’s “Orbit”. Sexual symbols are used extremely widely, with beautiful long-legged girls selling everything from underwear to car tires.

Vanity. Advertising energetically exploits this feeling, turning products into symbols of prestige. She constantly emphasizes that the acquisition of this or that thing or the use of certain services contributes to self-affirmation and superiority over others.

Mass art is frankly intended for mass sales, which is why we can find built-in advertising in each of its products. Thus, advertising is a natural and important component of mass culture.

Advertising not only tells us standards of behavior, but also largely determines the morality of society and its ethical parameters; here advertising acts as the most active promoter of aesthetic values. Advertising today plays a fundamental and incomparable role in the creation of habits and customs, in the dissemination and consolidation of cultural and aesthetic clichés. Advertising dictates to us what is beautiful and what is ugly, what is good and what is bad. Considering that not the best taste is often popularized both here and in the West, a far from rosy picture emerges.

Art with a capital “A” becomes an application for advertising coffee, medicines, toothpaste, and gasoline. Every day we hear selected themes by Bach and Mozart, we see paintings by Leonardo da Vinci, Rubens, but only as an addition to eloquent advertising. They become companions to more “respectable” entertainment, such as a bag of chips, bottles of beer, etc. As a result, the values of art die in the opinion of the public. The standards of true art are disappearing and are gradually being replaced by the criteria of mass art. Intellectuals are concerned about the primitivization of culture; American scientists argue that American culture has been reduced to the level of advertising.

Mass advertising in Russia, as has been said many times, is a young phenomenon. Like many products that entered our lives in the early nineties, advertising came to us from the West. Naturally, this fact could not help but be reflected in what we were shown in commercials. Russian advertisers at that time, and even now, copy Western models, ignoring the originality of our history, culture and way of thinking. Take, for example, the first commercials for Whiskas cat food, which said that the food from our table is not suitable for pets. Considering the fact that in the early nineties, most Russian families could not afford the most necessary products, and cat food was more expensive than potatoes, the call to feed your beloved Murka “Whiskas” was perceived as a mockery.

Not long ago, I came across a publication that said that marketers from the Mars Corporation (the manufacturer of Whiskas) appealed to a person’s sense of responsibility and concern for his pet. However, if in the West the story about improper feeding of cats had an effect on the audience, then in Russian society it only caused irritation. Only after the annoying video was corrected and removed from the air did the attitude towards Whiskas in Russia begin to change. This is one of the many examples showing that advertising cannot be done without taking into account national characteristics.

Another example of neglect of national characteristics in the production of advertising. One pharmaceutical company used posters with three pictures to advertise a painkiller. In the first there is a woman with a face distorted from pain, in the second she is taking a pill, the third depicts a smiling person. What could be simpler and more intelligible. However, sales of the drug have declined sharply in Saudi Arabia. The reason was that in these countries they read from right to left, and look at pictures in the same order. The advertising poster was perceived by the residents of the country exactly the opposite: a smiling woman takes a pill and becomes ill.

No matter how we feel about the United States of America, it is impossible not to note the enormous influence of this country not only on the political situation in the world, but also on the culture of various countries. It is difficult to disagree with the famous American political scientist Zbigniew Brzezinski, who in his book “The Great Chessboard” writes: “American popular culture radiates a magnetic attraction, especially for young people around the world. ...American television programs and films account for almost three-quarters of the world market. American popular music is also ascendant, and American hobbies, eating habits, and even clothing habits are increasingly being imitated around the world.”

It is undeniable that advertising is part of that same mass culture. America is a country whose experience in advertising has spread throughout the world. For residents of the United States, the “American Dream” embodies eternal youth, freedom and a prosperous family (although these values can safely be called universal), and large American companies have played a significant role in its propaganda. Advertising its product, “Marlboro,” for example, came up with the idea of the land of freedom, eternal youth was the slogan of the Coca-Cola company, etc.

From the moment the Iron Curtain fell, separating the USSR from the rest of the world, Western companies began to develop new markets. By advertising their products, they began to inculcate values that, if not completely alien to the Russian people, were at least perceived by them as negative for a long time. In the early nineties of the 20th century, Russian television was dominated by commercials made by Western specialists. Beautiful people with “imported” faces looked at us and told us about the merits of soap or shoe polish. The backdrop to their performances was that very “abroad”, which was perceived by most of us as Eldorado. In this regard, advertising acted as one of the means of promoting “their” lifestyle.

At this stage, old values collapsed, and the resulting vacuum was successfully filled by the values of the Western world. Collectivism was replaced by private property, capital began to be perceived as one of the main goals of life, the desire to show one’s individuality was replaced by the desire to be like everyone else. On the one hand, this, in our opinion, is the positive influence of advertising, since here it played the role of a kind of bridge that helped Soviet people adapt to the new reality. However, along with this, such propaganda has led to the fact that for some residents of Russia (mostly teenagers), the heroes of American cartoons, whose images are often exploited by advertising, are closer and more understandable than the domestic Cheburashka or Uncle Styopa.

The works of Russian advertisers do not, in their entirety, carry national identity. The predominant videos on the screen are copied from Western analogues and starring Russian actors. (For example, the Procter and Gambel company successfully use the same cliches to advertise their products all over the world.) But if even advertising producers remember what country they live in and try to introduce the originality of Russian history into the video, then, often these attempts irritate the masses of television viewers. For example, a commercial for the Rossiya chocolate factory based on the fairy tale “The Scarlet Flower”, an advertisement for dairy products “Dear Mila”. Another extreme to which Russian advertisers rush: the use of images of famous historical figures. Thus, at one time it was fashionable to advertise products by filming doubles of Lenin or Stalin in videos.

Now manufacturers are trying to change the image of Sibirskaya Korona beer, advertising it as an elite drink. At the same time, the commercials use images of industrialists of the late 19th – early 20th centuries. Advertisers present this time as the golden age of Russian capital. It is difficult to imagine that fifteen, or even ten years ago, the image of a “capitalist” of the pre-revolutionary era would have been presented on the TV screen, who also bears the features of a positive hero, such as accuracy and frugality. Such a transformation of images, when the capitalist in a top hat and with an angry face was replaced by a cheerful owner, indicates that significant changes have occurred in society, and what was alien a few years ago is now acquiring social significance. Based on this example, it can be argued that today domestic advertisers are gradually moving to using national characteristics in commercials.

Today, American advertising dominates the world, however, you can hear from European specialists that even a resident of a united Europe is uncomfortable with the techniques and images used by American advertisers, let alone the Russian consumer. Russia is a multinational, Eurasian country with corresponding cultural, including religious, characteristics. But modern Russia is practically absent from advertising. The steps that the advertising industry has taken in this direction in recent years are directly related to the rise in production in the country. Videos of domestic goods appeared on the screens, ranging from products of the Kalina concern and ending with Kamaz, which, of course, cannot but rejoice. But even here, our advertisers, looking to the West, very rarely use national specifics in their videos.

A striking example. For the last ten years, Santa Claus has been displacing the usual Father Frost from children's consciousness, largely thanks to the New Year's commercials transferred to our screens. In addition, Christmas and New Year traditions are brought to us from the West. For example, in an advertisement for children's “Orbit”, chewing gum is “hidden” in a gift stocking suspended over the fireplace. The tradition of putting gifts in stockings is an English one, which later became an American tradition. We are used to Santa Claus putting gifts under the tree.

After watching some of the videos, it seems that advertisers perceive the Russian buyer as an extremely ignorant person. For example, the labels of some brands of sunflower oil represent the entire ancient Russian city. As you know, it was divided into Detinets (Kremlin) Posad and Sloboda. Accordingly, “Sloboda”, “Kremlevskoe” and “Posadskoe” oils are produced. Apparently “Sloboda” was the first to start delving into the history, because the EFKO plant is located in Alekseevskaya Sloboda, and the rest decided not to lag behind.

Then there are “Golden Domes”, “Yarillo”, “Starorusskoe”, “Throne”. This is the so-called “Old Russian style” in Russian advertising. Here advertisers are trying to use native Russian attributes. However, sunflower in Russia, like potatoes, began to be cultivated only under Catherine II, and the first sunflower oil was made in 1829. But it seems that for our producers, Catherine the Great and Elena the Beautiful are one and the same.

Another, clumsy in our opinion, attempt to introduce national values into television advertising. “Moscow coffee shop on shares” released videos on television called “The History of Coffee.” It would be more correct to call them “The History of the Romanov Dynasty”, because they feature Peter the Great, Catherine the Great and Alexander the Liberator, along with Dmitry Mendeleev. Colorful works, shot on excellent film, with a fairly large crowd, apparently should have forced the Russian viewer to buy exclusively MKNP products. However, the viewer remembered the characters in the video and their remarks (“We’ll drink coffee and raise the power”) more than the name of the company.

There are a lot of native Russian values. Such as spirituality, compassion, mutual assistance, loyalty to friendship, compassion, subtlety of feelings, and vulnerability of the soul. Advertising, in our opinion, gently and delicately cultivates these values, showing their superiority over Western values. We have already practically freed ourselves from communist doctrines, having adopted the values of the West. Now the time has come to separate the wheat from the chaff, to separate all the garbage that has poured in like a stormy stream from the truly useful things.

Separately, a few words should be said about the use of the Russian language in the videos. Everyone knows that there are enough borrowed words in our language. However, advertising often uses foreign words unreasonably. Creative - instead of creativity, dealer - instead of wholesaler, marketer - instead of seller, distribution - instead of distribution, etc. The Russian language is rich and diverse: for every foreign word used in conversation, if you try, you can find several Russian synonyms. Therefore, the use of foreign vocabulary in advertising, in our opinion, contributes to the contamination of the native language.

The other extreme to which domestic advertising producers are thrown is the widespread use of jargon and youth slang. The desire of advertisers to appeal to the target audience in their language is understandable, but the use of words from thieves’ jargon “like”, “bros” or all sorts of “have fun”, “get off”, leads to negative consequences. After all, advertising, due to its circulation, actively influences our everyday language, and it is increasingly becoming like a mixture of “French and Nizhny Novgorod”.

Speaking about the use of social values in television advertising, we will dwell in more detail on the use of such a concept as family. For most inhabitants of this planet, family is one of the main values in life. One way or another, all significant events in the lives of most people take place in the family, so “family” images are most often exploited in advertising. Home and family are a great place to display a wide range of products, from groceries to cars.

Advertising deliberately ignores all the negative aspects of life. In the advertising world there is no place for unemployment, wars, even illness is quickly eliminated by a miracle drug. Therefore, trying to reproduce reality, advertisers create a distorted copy of it, and first of all this concerns the family. It seems that the family in advertising is a union of people who are united by a problem and its solution. A child cannot pass an exam without a portion of Nesquik, a husband cannot wash his shirt himself, and a woman experiences wild pleasure when she manages to feed her child and put the house in order after her slobby husband.

In general, the image of women in modern advertising deserves a more detailed analysis. Conventionally, female advertising images can be divided into two parts: a woman as a mother and a woman as a sex object. In the first incarnation, the woman is shown in the kitchen, less often in the store or in the bathroom, but in most cases her place is limited to the home. She cooks food with the “right” oil, washes with the “right” powder, cleans the windows with the “right” product, etc. In general, she embodies the ideal of the keeper of the family hearth. At the same time, looking at the other members of the advertising family, one gets the impression that the main purpose of their existence is to ruin the life of the mother (or wife): to put difficult-to-remove stains on clothes or tablecloths, to stain the carpet. But not everything is so bad, she also has small joys - sometimes she receives praise from her husband, children, mother-in-law or neighbors for a deliciously cooked dinner or a well-washed bath.

Another female image is a young woman with no specific occupation. On the one hand, her main goal is to please men, for this she uses all kinds of cosmetics, visits fitness centers, etc.; on the other hand, it contributes to all the components of a beautiful life: cars, vacations in exotic countries, and sometimes fresh breath or beer. Moreover, scantily dressed girls with curvy figures advertise almost all consumer goods.

Both of these images, in our opinion, are superficial and do not correspond to modern realities. A modern woman is more than just a housewife or a beautiful doll. Unfortunately, advertisers continue to use only the two images indicated above, and do not seek to modify them. But this is a topic for a separate study; in our work we limited ourselves to superficial, but in our opinion, significant comments.

In television advertising, where family members are the main characters, the technique most often used is dramatization. In such videos, the main character is a more experienced person who teaches the fool to use “Ass” bleach or vegetable oil. The effectiveness of such messages is obvious. Each of us can find ourselves in such a situation, and the advertised remedy will help everyone.

The characters in these videos are stereotypical, and so are the solutions to their problems. But these stereotypes differ in many ways from real people. On the one hand, advertising on screens presents us with an ideal world where everything is simple, on the other hand, it promotes such a simplified approach to life and family relationships.

In the stream of advertising that poured into the Russian viewer in the early nineties, not the last place was occupied by videos advertising strong alcoholic drinks and famous brands of cigarettes. Later, this advertising was taken off the air and moved to the pages of newspapers and magazines, and to city streets. However, videos of German vodka “Smirnov” and “Rasputin” were replaced by clips of Russian brewing companies.

Not much time has passed since television advertising of alcoholic beverages was banned, and beer advertising began to occupy more and more air space. Today you can hear from experts that the country is facing an epidemic of teenage beer alcoholism. In the commercials, beer helps to communicate; not a single meeting is complete without it; it accompanies a person literally everywhere: on vacation, at work, at home, and even on the tram.

Formally, only a few brewing companies appeal to young people in their advertising campaigns, however, the flurry of television advertising by “Bochkarev”, “Solodov”, “Ochakov”, “Baltika” and many others cannot but influence the worldview of the audience, and, above all, teenagers

And who is following “Klinsky”?

Today is the most accurate!”

This text is spoken against the backdrop of footage showing young people having fun chatting, occasionally sipping Klinskoe. Formally, the artists who starred in these videos have already reached adulthood, but many of them look much younger. (The commercials “Who will follow Klinsky?” are the second stage in the advertising history of these products. The first was directly addressed to teenagers. The commercials featured artists who could hardly be considered eighteen years old. Teenagers undertook all sorts of tricks to make it comfortable for them to drink beer while walking or at a disco. The video ended with a fashionable rap chant: “We dress like this (we wear caps, dance, etc.) because this is how we drink our beer!”). This is just one example of advertising this, albeit weakly, alcoholic drink.

Advertising creators should remember that when creating an advertising campaign for such a specific drink, they should use certain images very carefully. After all, in our society today the protest movement against beer advertising on TV is already gaining strength.

CONCLUSION

Television advertising has firmly and seemingly entered our lives forever and has become an integral part of our everyday life. And no matter how we treat it, this fact cannot be denied. Modern advertising is varied and spectacular. In recent years, the level of advertising products has undoubtedly increased. Domestic manufacturers are actively putting into practice the achievements of more developed countries. Advertising has become the centerpiece of television entertainment, eclipsing many others in its brilliance. To the uninitiated, it looks like a game, but this game costs a lot of money. At the same time, advertising has become a center of attraction for actors, directors, playwrights and representatives of many other professions.

A large number of advertising products on TV irritate many viewers. Therefore, more and more often, while sitting in front of the TV, we change the channel as soon as the advertising screensaver appears. But, despite this, one cannot deny the positive aspects of the existence of advertising on TV. Firstly, advertising makes our television more entertaining and interesting. Secondly, advertising is one of the most important sources of income for television companies (however, in this case there is a danger of the channel’s dependence on the advertiser and the emergence of pressure from him on the channel’s management). Thirdly, many specialists take part in the production of advertising and constantly improve their skills. Advertising production in our country has recently turned into a separate industry, which is closely related to production and the market. Identifying this function of advertising allows it to be characterized as a social institution that reproduces social values and therefore acts as an integration bond for society. True, a clarification should be made here: this integration is carried out not on the basis of production, but on the basis. Therefore, this sociocultural role is realized by advertising in a society with a developed economic basis, where the huge economic gap between the main social strata has been overcome. Such a society is characterized by a mosaic of cultural styles and ideological positions, which requires a search for some kind of integrating force. Advertising acts as such a force.

In developed economies, particularly the United States, advertising has a huge impact on everyday life. Even before the child begins to speak, he is trying to reproduce the advertising ladder heard from the television screen. The songs, humor, and advertising slogans have become part of modern American folklore. The psychological impact of advertising is very high; according to a study conducted by Ropper's company, 74% of Americans watch advertising for pleasure. In our country this figure is much lower. Advertising, for the most part, irritates the Russian viewer.

Modern advertising is not the faceless barker of the past; today it is a mass industry that stimulates the economy. When advertising, the manufacturer approaches this task from a scientific perspective. At this stage, advertising is a carefully calibrated, focused message that not only conveys information, but also entertains and provides aesthetic pleasure (though not all advertising can perform this function). Advertising is a part of our life, and the task of advertising producers is to make sure that it carries as little irritation as possible. Viewers treat television commercials as if they were a named guest, and that guest must behave impeccably. Advertising should not anger, offend the viewer, or cause anxiety without immediately removing it. If she violated any canons, she must observe good manners and remember to respect the audience.

It's no secret that the main task of advertising is to sell a product. American sociologist Vance Packard categorically stated: “Without advertising, the American economy would collapse in fifteen seconds.” Yes, advertising is not a handmaiden, but a significant part of the economy. Huge amounts of money are spent on its production and placement. Our country, where by leaps, where by crawling, where by zigzags, is moving towards a civilized market, and it is impossible to form it without the help of advertising: it is generated by the market and itself is an instrument of its formation.

By introducing certain values into consciousness, advertising thereby promotes a certain way of life. In our country, however, as in the West, the attitude towards advertising is ambivalent. On the one hand, a number of Western philosophers and sociologists, especially in the 60s, assessed it very negatively, seeing in it a mechanism for manipulating mass consciousness. According to the American economist and sociologist John Galbraith, “advertising makes people buy things that they don’t really need. Undoubtedly, there is a certain amount of truth in this, but this is only one side of advertising.

The development of our society will directly depend on how successfully new values are introduced into the mass consciousness, replacing the values of the past. These are the values of world civilization, from which our country has been fenced off for a long time, these are the values that until quite recently we considered “bourgeois” and for which we were sometimes mercilessly punished: private property, capital, entrepreneurship, individualism, etc. Don’t we have primordially Russian values? Eat. This is our genetically embedded spirituality, mutual assistance, loyalty to friendship, sentimentality, and compassion. They were not really promoted within the framework of communist ideology; they preferred to forget about them even now.

Advertising is a mirror of life. American sociologist Daniel Boorstin said, “Show me an advertisement for this or that country, and I will tell you everything about that country.” I wonder what Mr. Boorstin might say about our country if he gets acquainted with our modern advertising, which offers almost exclusively “feminine pads,” “baby diapers,” dandruff remedies and chewing gum for tooth decay. However, it is worth noting that over the past three years, with the growth of industrial production and the arrival of domestic brands on the Russian market, this imbalance is beginning to level out. We dare to hope that with the further development of domestic industry, this trend will continue.

LIST OF REFERENCES USED

2. Brzezinski Zb. Great Chessboard, M., International Relations, 1998.

3. Black S. PR. International practice, Dovgan Publishing House, 1997.

7. Ervin - Practical marketing. ”Higher School”, M., 1995 pp.

10. Kotler F. – Fundamentals of Marketing. M., “Business book” 1995

11. Lebedev A. N., Bokovnikov A. K. Experimental psychology in Russian advertising. M.: Publishing center "Academy", 1995.

12. Pankratov F. G., Seregina T. K., Shakhurin V. G. Advertising activities: A textbook for students of higher and secondary special educational institutions. - M.: Information and implementation center “Marketing”, 1998.

13. Rice E., Trout J. Marketing wars, St. Petersburg, St. Petersburg, 2000.

16. Dictionary of market economics. Moscow, 1993

19. Enterprise Economics: Textbook / Ed. prof. O. I. Volkova. - M.: INFRA-M, 1997.

21. Dymshits M. There is no reality above skill / Advertising No. 3, 1996.

Tugarinov V.P. Selected philosophical works. L., 1988. P. 261.

Zb. Brzezinski, “The Great Chessboard”, M., “International Relations”, 1998, p. 38.

Values are socially approved and shared ideas by most people about what goodness, justice, patriotism, romantic love, friendship, etc. are. Values are what a person needs.

The value system is the internal core of culture. The spiritual essence of the needs and interests of individuals.

Values are divided into 2 types:

individual (personal) and public (approximately social).

Social Values are what is designed to satisfy individuals of groups and social groups. needs. These are stereotypical values that define normal behavior for a society or group.

Advertising reflects the values of the society in which it is relayed. The formation of new values goes through three stages: at the first Minimum stage, “old” values are supported and are, as it were, the zero mark for effective communication; in the second stage small changes occur and only in the third stage does a certain conversion take place. By affirming values, advertising helps maintain the stability of society, and, by participating in the formation of new values, it sets new guidelines in the movement of society and contributes to its transformation.

“Social purpose information” are just a few phrases used to describe non-commercial information aimed at achieving specific social goals. Combating bad habits (drug addiction, alcoholism, smoking), promoting a healthy lifestyle, attracting the population’s attention to important issues of the existence of the state and its projects, information about the location and coordinates of the state’s special services (firefighters, police, ambulance)

As a rule, social advertising is “obligatory”. In 2002, we spent about $20 million on social advertising, with a total advertising market volume of $2 billion - this means that social advertising in the Russian Federation occupies less than 1% of the advertising market volume. In the Law “On Advertising” a separate article was written about it, imposing a 5% “rent” on all parties: the media are obliged to place social advertising... “within five percent of airtime per year,” and advertising producers are obliged to produce it in such same volumes.

But the Law does not work: the quantity and quality of social advertising in Russia today leaves much to be desired. The problem, as always, is primarily about money - for the production of any advertising. The law does not say who should pay for this.

Another problem is the quality of commercials. According to professionals, most social videos cannot be compared with commercial advertising in terms of creative implementation. It is not surprising that by forcing the media and advertising agencies to work for free, the state receives a product that is not of the best quality.

Advertising is a social institution of a market society, in which new forms of consciousness and behavior of people are consolidated. In this capacity, it acts as a powerful mechanism for the production of social norms and values, and is a “mediator” that reorganizes the behavioral attitudes of broad sections of society, and not only in the sphere of consumption of goods and services. Scientific debates about advertising strategy revolve around the problem of “whether advertising shapes public values or is simply a mirror of them.”

It is obvious that the value context of advertising products and the interpretation of advertising as an important mechanism of socialization are the subject of intense scientific research. The relevance of studying the problems of representing value orientations in advertising products, especially the most widespread - television advertising, is beyond doubt. This area of research is interdisciplinary in nature. It represents a focus where the cognitive interests of social psychologists, philosophers, and cultural scientists intersect. The relationship between advertising and value orientations has become the subject of analysis by many foreign specialists, primarily marketers. This aspect is devoted to the work of well-known foreign experts in the field of market research and consumer behavior (F. Kotler, J. Evans and B. Berman, P. Drucker, A. Hayem, R. Morris, A. Deyan, etc.), as well as psychology perception of advertising (C. Sandage, W. Freiburger, K. Rotztol, A. Maslow, D. Schwartz, etc.). In modern psychological and sociological literature, the problem of a person’s value orientations is considered in theoretical and applied studies (N.I. Lapin, N.M. Lebedeva, V.A. Yadov, etc.). At the same time, the topic of mutual influence and interpenetration of advertising and value orientations is poorly studied and is represented mainly by article material. In a special row stands the first fundamental work in Russia on the psychology of advertising by A. Lebedev-Lyubimov. The author has conducted numerous studies to improve advertising activities for domestic and foreign companies.

We think the most productive approach is D.A. Leontieva ( Leontyev Dmitry Alekseevich(July 28, 1960, Moscow) - Russian psychologist, Doctor of Psychology, Professor of the Faculty of Psychology at Moscow State University. M.V. Lomonosov), who built a common space of different definitions and saw behind the views of philosophers, sociologists, and psychologists private projections of a complex multidimensional object. He formulated the idea of three forms of existence of values, transforming into one another:

1. Social ideals, which are developed by mass consciousness and are generalized ideas about perfection in various spheres of life;

2. The substantive embodiment of these ideals in the activities or works of specific people;

3. Motivational structures of the individual (models of “should”), encouraging him to substantively implement social value ideals in his activities.

Advertising television images both reflect and shape society, so designing effective advertising involves taking into account all of the above-mentioned current forms of values. According to A. Langle (Alfried Langle has a doctorate in medicine and psychology. He developed an independent type of psychotherapy, which he called existential analysis. Author of several books and a large number of articles devoted to the theory and practice of existential analysis (GLE)), “perception of value” is understood as “experience, feel value, touch it.” Values can deeply affect a person, and, therefore, advertisers are interested in their careful study, comprehension and use.

In this regard, let us highlight a number of the most important theoretical provisions that indicate the complexity of the “advertising - public and individual value perceptions” system.

Secondly, it is methodologically difficult to explain the relationship between phenomena and properties of consciousness. For example, the experience of values is not always accompanied by the perception of them as an object of satisfaction of needs. Need arises only in relation to objects that are recognized by a person as significant. That is, in the “need-value” relationship, there is a high degree of variability between standard values and objectively embodied values. This shaky line is difficult for designers of advertising products to grasp.

Third, the values that have predictive value vary across cultures. The question of the value-motivational structure of society plays a significant role for successful advertising activities. Thus, scientists from Moscow State University, Russian State University for the Humanities and the Psychological Institute of the Russian Academy of Education, in the course of researching basic values and behavioral attitudes, refuted a number of myths about the modern Russian mentality, discovering that it is not alien to the desire for material wealth, Western individualism, and reformism .

Fourthly, an unresolved problem in personality psychology is the nature of the interaction of internal dispositional factors with external situational factors. Internal individual variables have already been studied quite well, but theorists and experimenters know much less about situational external factors and their influence on personality. This makes it difficult to measure the effectiveness of advertising on consumers.

To understand the nature of values at the individual level, S. Schwartz and V. Bilski developed a theoretical concept in which values are considered as certain (often unconscious) criteria for a person’s choice and evaluation of his actions. From three universal human needs (biological needs, coordinated social behavior, survival and well-being of one’s group), the main types of human motivation are derived (a total of 10 types have been identified). They, according to the authors, determine the direction of both the individual’s specific actions and his entire life activity. Each type of motivation has its own leading motivational goal (MG). For example, the main MC of “hedonism” is pleasure, sensual pleasure, enjoyment of life. The main MC of “achievement” is the desire for personal success within the framework of shared cultural standards and, as a result, obtaining social approval. The MC of “security” is stability and harmony of society, family and the individual himself, which is based on the need for predictability of the world, reducing uncertainty .

The most common values found in television advertising are: health, pleasure, beauty, family, active life, convenience, comfortable life (see Fig. 1).

1. Health - 32%

2. Pleasure – 30%

3. Beauty – 28%

4. Family – 22%

5. Convenience, comfortable life – 22%

6. Active active life – 21.3%

Rice. 1. Hierarchy of value orientations in Russian television advertising in the 2000s.

Hedonic (pleasure, convenience, comfortable life) – 52%,

· Self-preservation (health) – 32%

Aesthetic (beauty) –22%

· Humanistic (family) – 22%

· Creative (active active life) – 21.3%

In terms of their relative weight, two groups of values came out on top: hedonistic and self-preservation values. These are alarming trends. If the popularized life-meaning guidelines are family, hard work, creativity, the desire for order and stability, then patterns of effective social behavior develop. If hedonistic values, exalting the cult of pleasure as the highest good, are given priority in society, then various forms of deviant behavior inevitably spread, many of which teeter on the brink of criminal. Unfortunately, modern Russian television advertising also contributes to this. Many of its samples are designed exclusively for commercial purposes and average taste. As for the value of “self-preservation”, this reflects the range of pressing issues in Russian life - politics in the country is still set by the dominant strategy of survival, which is reflected in national advertising as if in a mirror.

Each society, with the help of the media, builds its own myths, which set the structure of the communicative space. Therefore, it is so important to control and regulate the processes of creating advertising samples and their language, which has become typical today for any civilized society. Types of value arguments in advertising

The relevance of the study of argumentation is due to the fact that scientific knowledge and social practice have always been associated with procedures for proving truth and refuting fallacies. The contrast between true and false, correct and inconsistent, concrete and abstract knowledge serves as the objective basis of argumentation.

Argumentation is a component of socio-political life. It is expressed in the choice of socio-political ideologies and worldviews, characterizing the degree of validity of programs and ideas.

Argumentation is a certain human activity that takes place in a specific social context and has as its ultimate goal not knowledge in itself, but the conviction of the acceptability of certain provisions. The latter may include not only descriptions of reality, but also assessments, norms, advice, declarations, oaths, promises, etc. 3

So, “argumentation [lat. argumentatio] is the presentation of arguments, arguments; a set of arguments in favor of something” A.A. Ivin (Alexander Arkhipovich Ivin - Doctor of Philosophy, Professor, Chief Researcher at the Institute of Philosophy of the Russian Academy of Sciences. The official representative in Russia of the European Association of Analytical Philosophy (1991-1996) and the International Union for the Theory of Argumentation) gives us a slightly different definition of argumentation: “Argumentation is the presentation of arguments with the aim of changing the positions or beliefs of the other side.” An argument is intended to support the thesis of the argumentation - a statement that the arguing party finds it necessary to instill in the audience, to make an integral part of its beliefs.

The following features are characteristic of the argument:

·
argumentation is always expressed in language, in the form of spoken or written statements;

·
argumentation is a goal-directed activity: it has as its goal the strengthening or weakening of someone's beliefs;

·
argumentation is a social activity, since it is aimed at another person or other people, involves dialogue and an active reaction of the other party to the arguments presented;

·
argumentation presupposes the intelligence of those who perceive it, their ability to rationally weigh arguments, accept them or challenge them.

But in addition to verbal arguments, argumentation is also associated with non-verbal arguments, because it can be expressed in action and in reflection. Argumentation is a certain form of activity (speech and non-speech), where the laws of expedient activity and behavioral tactics apply.

On the other hand, the basis of argumentation is the art of persuasion and manipulation of people. And here it is appropriate to understand argumentation as a communicative process that explores several areas. Firstly, it is the management and direction of communication. Secondly, the characteristics of argumentation are rationality and discursiveness. Thirdly, pragmatic characteristics associated with the organization of communication and its management.

A belief concerns a statement and is the belief that a given statement should be accepted on the basis of existing reasons. The ultimate task of argumentation is to convince the audience of the validity of the position proposed to it, to persuade it to accept it and to take the action implied by this provision. And the task of the theory of argumentation is to explore and systematize those methods of reasoning with the help of which one can try to convince a person or group of people of the need to accept any statements.

Structural and content parts - compositional blocks of advertising texts - have repeatedly become the subject of research by various scientists, most of whom adhered to the classical scheme, characteristic of all types of texts, i.e. identified such compositional blocks as title, introduction (beginning, exposition), main part and ending (conclusion). This point of view is shared by N.N. Kokhtev, I.A. Golman and N.S. Dobrobabenko, E.A. Doludenko, D.E. Rosenthal. At the same time, a certain convention of this scheme is recognized, due to the fact that “its individual parts may be interchangeable or absent altogether.”

Naturally, each structural element does not exist on its own and for itself: it is included in a general system that acts to fulfill a single goal. Depending on the author’s intention, choice of distribution medium and other factors, elements of advertising text can vary, be removed or replaced, which explains the widespread use of the block system for constructing advertising text.

The fundamental possibility of varying the elements of advertising text indicates the open, dynamic, developing nature of advertising text.

The openness of the advertising text does not contradict the category of integrity, since even in an abbreviated version of any text the most significant structural elements are necessarily present: formal indicators of the beginning and end, identification marks, the most necessary content components.

Scheme of interaction of compositional components of advertising text

Let's consider the presentation of argumentation in the main structural components of the advertising text.

Code. The pragmatic orientation of the advertising text is manifested through the actualization of those structural elements that have the greatest impact on the addressee, activate intellectual and emotional reactions, and cause the necessary responses.

The main structural component expressing the pragmatic orientation of the advertising text is the coda (Italian coda letters, tail - conclusion, the last, final part of something). In advertising practice, a code is that part of the advertising text that leads the consumer to the final conclusion about the need to use the product/service

When it encourages the buyer to take immediate action: purchase, request more detailed information, etc.. It usually consists of two parts. The first is the phase that encourages you to make a purchase. The second part makes the acquisition task easier for a person. It tells you exactly how to make a purchase.

“Give yourself a New Year’s gift - buy this house right now!”

The code should explain to the reader why he needs to buy the advertised product, and how to do this (in person, by mail, by phone, through pre-order, cash and/or non-cash, etc.)

Accordingly, depending on the situation in the advertisement, you need to provide a telephone number and/or full address, the exact opening hours of the seller, as well as other details and elements necessary for making a purchase or order (for example, a company order form).

So, a code is a specific element of the structure of an advertising text that serves to express the pragmatic orientation of advertising as a type of human activity to satisfy various types of needs.

Tagline. Another element of the structure of the advertising text that expresses a pragmatic orientation is the slogan (English slogan - slogan, appeal, motto, advertising formula). In the modern sense, a slogan is a frequently repeated, short, memorable phrase that should briefly and attractively reflect a unique selling proposition. It has been noticed that slogans are read by 4-5 times more people than the advertising texts themselves. “A successful slogan is a very powerful advertising tool: it is easier to remember because it affects not only vision, like a sign, not only hearing and emotions, like, say, a name or color, but also the mind.”

The slogan should identify the company, promote product recognition, it is designed to express the main concept of the advertising campaign in the form of an original, easy-to-remember motto. Thus, the theme of the advertising campaign of the Checking Investment Fund "Moscow Real Estate" can be formulated as follows: "Wherever you live, Moscow Real Estate will provide you with a constant and stable income." This statement is successfully confirmed by the slogan: “Moscow real estate is always in price” (AiF, 19, 2005).

The advertising motto is repeated in all advertisements, regardless of the method of distribution, so the slogan is a constant of the entire advertising campaign, a kind of constant characteristic feature, which, along with the trademark, serves as a distinguisher, defining the face of the company, identifying it.

1) Advertising a specific product. The task of this type of slogan is to briefly, succinctly, visually and attractively reflect the essence of a unique selling proposition. The name of the product may or may not be part of the slogan, for example: “Ariel is not just clean, but impeccably clean” (Health No. 2, 2005); "Vostok-Capital" watch - the time of the third millennium (AiF, 29, 2005); Blueberry juice in 3 seconds (AiF, 28, 2004); Real natural perfection under your yogas (AiF, 20, 2003).

2) Advertising a product brand. The task in this case is the long-term identification of a branded product. Thus, several companies sell household appliances on the Russian market, so each of them seeks to increase the recognition of its brand, using for this purpose a slogan accompanying the company name in all types of advertising, for example: INDES1T Will last a long time (AiF, 43, 2003); ROWENTA Joy in your home. (AiF, 24, 2004); SIEMENS Every family needs us (AiF, 24, 2004).

3) Advertising the image of a company, enterprise, bank. The task is to reflect the fundamental concept of the company’s activities, its social credo, one of the distinctive features of its activities, for example: Aeroflot. The only name that was on everyone’s lips for half a century (AiF, 33, 2003); Orgbank. 8th year of stable work (AiF, 3, 2004); Contribution "Inkom-Capital" - advantages brought together (AiF, 28, 2003); Association "Stroykomplekt": 5 years on the Russian market (AiF, 28, 2004).

To enhance the impact of a slogan, advertisers use various tropes - figures of speech in which a word or expression is used in a figurative, allegorical meaning. Here are some of them:

1) Epithet: INTEL A solid feeling of reliability. (AiF, 48, 2004); STIMOROL Unique, super-stable taste. (AiF, 30, 2004).

2.
Metaphor: VELUX A world of light and space. (AiF, 35, 2003);
Petrovsky supermarket - a sea of products for the New Year. (Va-Bank, 51,
2003).

3.
Hyperbole: EVROTEK All the plumbing in the world. (AiF, 34, 2004);
Only SONY holds the secret to perfect video. (AiF, 48, 2005).

4.
Litota: VOLGA car. Buying is cheaper than stealing!; The only thing cheaper than tea is water. (Va-Bank, 23, 2004).

E) Personification: Dominant Your pilot in the ocean of dishes! (Va-Bank, 50, 2004); STINOL Well-known family of refrigerators and freezers. Products chosen by STINOL. (AiF, 13, 2005).

An advertising phrase - a slogan - should be clear, concise, sonorous (“Rhythmic structures and alliteration are often useful” 18), dynamic, correct from a phonetic point of view, i.e. without dissonant and difficult to pronounce sound combinations. For these reasons, rhyming phrases are most suitable, for example; Wallpaper RACH is your best choice; Our shoes are your profit! (Va-Bank, 34, 2004); This sweet New Year! Here! (MK, 4, 2005).

draw attention to the ad;

provide minimal information;

interest the reader and encourage him to read the entire text of the ad;

help to understand the profitability, benefit, acceptability of the proposal.

Headlines can inform the news, arouse curiosity, persuade, promise, in short, tell the reader something important. This is their main feature. An intriguing title is often used.

Intriguing headlines are designed to arouse the reader's curiosity. However, they can attract the attention of not the target audience, but simply curious people.

The most effective advertising approach is to directly address human needs. This may be an appeal to the need for love, the need for respect, the need for self-realization, physiological needs, the need for self-preservation. As a rule, the best headlines emphasize the low cost of the product, its high quality, and other important consumer benefits.

The main text is a logical continuation of the title and subtitle. Its function is to turn the reader’s attention into real interest in what is presented in the advertisement, to motivate the buyer to take action.

To do this, it is necessary not only to point out to a person his needs, but also to convincingly show ways to satisfy them. To do this, the text must contain a sufficient amount of reasoned information about the product or service. It itself must be presented in a logical and readable manner.

Advertising, distributed throughout the country, very rarely focuses on price or pure functionality. More often he uses psychological motives. Emphasizes comfort, prestige, etc. In rational advertising, accurate consumer information comes to the fore. The text of such advertising answers the basic questions: “What, who, when, where, how and why? ":

when - the time during which the product can be purchased;

where - place (exact detailed address of sale of the goods);

how - the conditions for purchasing the goods; why - the benefits received by buyers of the product. The more details in rational advertising, the better. Studies claim that texts that list ten characteristics are more than 40% more effective than texts that list only four characteristics.

The man loves details. Therefore, nothing should be kept silent as a matter of course. Not a single detail will be superfluous, working to create the image of the product being sold.

To effectively create an image of a product in the consumer’s mind, it is always worth showing the purchase in action, telling how to use it, what and how it does for a person.

The useful qualities of a product can only be fully understood by specialists and the advertising developer himself. The consumer may not be aware of many things.

Therefore, do not hesitate to state the obvious.

In the text, it is necessary to justify all statements in such a way that there are no questions or doubts left in the consumer’s head about the correctness of the decision to purchase the product. To do this, it is best to use simple facts, convincing, irrefutable arguments. You should avoid vague, non-specific language, unsubstantiated, unfounded statements, statements such as “you will have what you dreamed of” or “the best you can buy.”

All facts in the text must be confirmed. If it is said: “This is a good product,” then it must be explained “because...”. After all, people constantly come across a lot of stunning statements, but they trust only a few, those that have convincing evidence. The most appropriate arguments will be those based on universal human needs, convincing a specific person that the proposed solution:

successfully tested on other consumers;

helps save time;

does not bear any risk;

is a modern, generally accepted approach;

increases income;

helps to avoid problems, etc.

All arguments in the text must be indisputable and unambiguous. The less a person thinks independently while reading a text, the faster and more accurately he follows the advertising goals.

The more complex the product, the more complete and convincing the argument should be. After all, a person usually buys inexpensive everyday products without much thought, including on a “sample” basis. But before purchasing expensive durable goods, the buyer thinks for a long time; he cannot afford to try a new car, washing machine, etc. every week.

Thus, the text is a list of benefits, characteristics, arguments, evidence. The most logical order of presentation of information will be the one that is closest to the sequence of product research by the buyer. That is: first - the main benefit and the arguments and facts associated with it, then - the secondary characteristics. It's like an inverted pyramid: the most important information is at the top, less important and interesting facts are at the bottom. All characteristics are given in descending order of importance.

The basic requirements that advertising text must meet are as follows:

A specific motive, argument, i.e. something that may interest the consumer, should be the basis of any advertising.

The text should be free of words that do not carry a useful semantic load and, therefore, complicate perception.

The use of each word in the text must be justified. It is necessary to select only truly suitable, energetic, meaningful words. The use of abstract, concrete, native and foreign words, as well as the frequency of their use and length, plays a large role in the readability of the text.

Using abstract words it is very easy to describe any product - “beautiful”, “good”, “wonderful”, etc. However, firstly, many advertisers do this and, accordingly, most abstract words have become worn out and become stereotyped. And secondly, these words do not provide clarity of assessments: the concepts of “beautiful”, “wonderful”, etc. are very subjective for each person.

Specific words denote objects or phenomena in the real world that can be “felt” through the senses: hearing, sight, touch, taste and smell. Such words easily “come to life” in a person’s mind. They appear in the form of a specific image that evokes certain emotions. And the more specific the word used, the greater the emotional reaction it will cause in a person.

Adjectives and adverbs should be used sparingly. The main emphasis should be placed again on verbs. They are better than other parts of speech in creating an image, a “picture” in the reader’s imagination. Verbs are good at engaging and motivating. After all, they denote action, have dynamics, movement, and concreteness.

As a rule, the readability and dynamism of a text is directly proportional to the number of verbs used.

When using verbs, it is better to show rather than tell. For example: “A food processor instantly cuts, chops, shreds...” is better than “A food processor is designed to chop...”

In addition, it must be interesting, entertaining, and witty. The following texts will undoubtedly attract attention:

With the help of a machine... You can do your laundry with ease.

The tailor takes the measurements and, putting the oilcloth meter aside, says: “Come for a fitting in two weeks.” You are puzzled. I would like to celebrate the spring holiday in a new suit. How to be? (further in this advertisement are the addresses of stores where you can buy a ready-made suit, where experienced craftsmen will fit the suit to your figure for free).

So, the study of the presentation of argumentation in the main structural blocks of the advertising text makes it possible to draw the following conclusions: Code and slogan are specific components of the advertising text, expressing its pragmatic orientation, i.e. performing special tasks in the structure of advertising of different types. Thus, the code encourages the consumer to take actions that are beneficial to the advertiser, be it the use of a product or service, or a change in views or opinions. The slogan is aimed at solving completely different problems. It is designed to promote recognition of a product, company, brand and thereby indirectly increase the level of sales and demand for a particular type of service.

The linguistic expression of a direct coda is an incentive sentence. The indirect code is expressed using affirmative sentences.

The slogan should be short, sonorous, and memorable, so rhyming phrases often act as slogans, and expressive phrases are often used.

Logically consistent advertising text contains a clear, clear thesis - the main idea that remains unchanged during the proof. The role of the thesis can be played by a headline or an advertising opening. Then the text represents a detailed argument given to substantiate the thoughts expressed in them.

The first sentence often continues the idea of the headline or advertising opening and explains it. The body text describes the product or service, emphasizing its specific details, as well as its qualities and benefits to the consumer.

Arguments must always be true, otherwise the thesis will remain unproven. To convince the reader of the merits of the promoted subject, it is necessary to present compelling arguments.

Strong arguments include not only obvious facts and positions, but also scientific data, documentary information, opinions of authoritative people, etc.

Analysis of advertising texts in accordance with the arguments of desirability, exclusivity and attractiveness showed that it is in the slogan that the argument of attractiveness is located, i.e. the strongest of all the arguments for this classification.

Having examined advertising texts according to the classification of arguments depending on their location in advertising, we saw that in a significant part of advertisements the most important argument is included in the headline. In this sense, we can say that in them the thesis and the main advertising argument coincide.

After this, the main advertising text proves the thesis through a system of secondary arguments. The slogan summarizes the argument from the headline and from the main advertising text. Therefore, the argument contained in the slogan can be defined as final and generalizing.

Speaking about the arguments in the “unique selling proposition”, we determined that the “USP” is the strongest argument in favor of the product and should be expressed in the form of a bright and memorable phrase, which can be located in the title, slogan, or the main text of the advertisement.

Having analyzed texts with rational and emotional arguments, we found out that emotional arguments included in the title or slogan are confirmed by rational arguments and do not appear without their support. Rational arguments included in the headline or slogan emphasize the utilitarian nature of the advertised goods and are complemented by a minimum number of arguments in the ORT. In addition, there are rational arguments with emotional overtones.

An advertising campaign is a system of interrelated advertising activities covering a certain period of time and providing for a complex use of advertising means to achieve a specific marketing goal by the advertiser.

Foreign and domestic experience in the field of advertising shows that

Whatever the advertising campaign for food products - “screaming”, “talking” or “showing” - its success directly depends on a well-chosen method of communication with a potential audience. After all, in order to convey the meaning of the advertising message, you need to establish contact with customers. And countless marketers have been choosing a variety of ways to solve this problem for decades.
But, despite all the variability of the modern world, true human values have remained practically unchanged since ancient times. And it was they who became the Holy Grail for thousands of marketers who chose them as the main means of communication in their advertising campaigns. And by basing brand names, slogans, logos, television spots, etc. on true human values, advertisers open a unique channel of communication between producer and consumer.
In the field of food, the use of vital values: health, life, product quality, etc., undoubtedly comes to the fore. After all, food and drinks belong to the category of goods on which the quality of human life primarily depends. And in the context of a difficult environmental situation in the world and the spread of harmful additives, dyes and genetically modified products, etc., emphasis on product quality has become the strong point of hundreds of advertising campaigns.
Most often, the emphasis on health is placed in advertising of dairy and fermented milk products, mayonnaise, juices, baby food products, etc. The top ten leaders using this communication include Danone, whose traditional motto is the slogan: “Natural aid to digestion.” Its well-known fermented milk product "Activia" contains a probiotic strain - bifidobacteria, which helps improve digestion, which is so necessary at the pace of modern life, when full lunches and breakfasts are often replaced by dry snacks. The Essen Production AG company, which produces the Makheev line of mayonnaises under the motto “Taste to envy - quality to conscience,” is not far behind. The company used an innovative technique in its products, replacing vinegar in mayonnaise with lemon juice. And the advertising campaign of Wimm-Bill-Dann, which produces Imunele products designed to boost immunity, literally screams about health in its video of the same name, “Forgotten Health.”
Quite often, marketers choose social values as keys to a person’s subconscious: home, family, communication between generations, etc. And family values are one of the favorite foundations of food advertisers, since regular meals together strengthen the family. As a rule, this trick is used by manufacturers of chocolate and dairy products, juices, tea, baby food, etc.
Thus, the use of family values in advertising for “My Family” juice has already become traditional. Whether the campaign is advertising a new packaging size or a new flavor of juice, the advertising concept is based on the family: the drink will satisfy any taste preferences of all family members - from the smallest to the largest. Also, advertising of Alenka chocolate, produced by the United Confectioners Holding, is based on communication in the form of family values. At the beginning of December, a new video was released on television, in which Alenka and her family receive a variety of sweet gifts for the New Year, without which not a single holiday is complete. Advertising campaigns for Beseda tea are also based on family values, in which any problem or awkwardness disappears during the tea drinking process.
Often the basic communication in advertising is communication between parents and children, mother and child, grandparents and grandchildren. The advertisement of the German cheese "Hochland" was remembered for a long time by the domestic audience. In the video, during a family dinner, a son asks his father: “Dad, are there aliens?”, to which he receives the answer: “No, son, this is science fiction!” And at this time, an alien family is shown on the screen, which is also eating cheese, and the alien son asks a similar question. A striking example of the concept “parents - children” can be an advertisement for baby food “FrutoNyanya” from the manufacturer Lebedyansky, which was released on TV under the slogan “To help mom - “FrutoNyanya”. In the video, while the mother is busy, the dad carefully feeds the baby, telling , how his child loves this product. And in advertising campaigns for the milk “House in the Village”, owned by the manufacturer Wimm-Bill-Dann, examples of communication between a grandmother and grandchildren who came to her village are used as family values.
An equally strong motivation in advertising campaigns is the use of moral values: love, friendship, kindness, etc. And treating our loved ones with love, we try to take care of them all the time: pour a cup of coffee or treat them to chocolate. Therefore, moral values can often be found in advertising of chocolate, tea and coffee, soft drinks, etc.
Love, passion, warmth and positive emotions are traditionally the basis of most coffee advertising campaigns. The Russian audience is very familiar with the advertising of Jardin products under the slogan “Jardin coffee, and every day is unique!” The video shows stories from the lives of residents from different parts of the planet who share a common joy - a cup of Jardin coffee, which fills life with warmth and positive emotions. Fiery feelings are clearly shown in an advertisement for Carte Noire coffee, under the slogan “Awakening Desires.” In the video, a man and a woman drinking coffee forget about everyday life and literally fly into the air and spin around. And in an advertisement for Jacobs coffee, a mother tells her daughter that she met her father through coffee. My daughter tries this technique on an on-screen character, and it works. A rather unusual love story called "In Orbit" was told by Orbit, in whose advertising video Cynthia mistakenly calls Junior Kolya. The guy begins to be indignant, but after the girl’s dazzling smile he says: “Kolya? No one has ever called me that before...”.
But stories about friendship are basic in the concepts of advertising campaigns for Mmdems sweets, Coca Cola and Pepsi drinks, Tess tea, as well as most brands of beer, in which the product is a fundamental component of friendship.
Sometimes the main idea of food advertising becomes true aesthetic values: beauty, harmony, ideal, etc. They are especially common in advertising of dietary products that allow you to get rid of extra pounds in the shortest possible time. Thus, the advertising of the Actimel drink emphasizes the lightness of the product, which allows a woman to always remain beautiful and slim.
However, the application of true human values in advertising and promotion must be very skillful, otherwise it will look fake. In the latter case, the advertiser may get the opposite effect: “When advertising tried harder,” as the famous marketer Larry Dubrow put it. So, the recently aired TV commercial for baby food “Sdrivers” looks rather unconvincing, in which Tatyana Lazareva asks an expert what they use to color their products? In response, the expert demonstrates natural ingredients, allowing Tatiana to try coloring the yogurt herself. The advertising of the world-famous McDonalds chain, in which the key to communication is a guarantee of product quality, also looked dubious on TV. And in his June "Quality - 100% Beef" commercial, McDonald's CEO gives a mini-tour of the restaurant, inviting the audience to follow the preparation of burgers, during which only real meat is used. The appearance of Grigory Demyanov on the screens, which actually has nothing to do with the production procedure itself, left the audience with very dubious impressions about the veracity of what they saw.
To summarize, I would like to note that the competent use of true human values is a very effective method of communication with the audience. And regardless of the time, such advertising campaigns always remain relevant, endowing the advertised product with a special quality - an intangible additional value. And often, such advertising marketing tools are so effective that they become an extension of the product itself.

Value guidelines in advertising of Western goods. Other: Social values ​​in television advertising

Value guidelines in advertising of Western goods. Other: Social values in television advertising