Implementation of Communication Strategies in Social Advertising Texts

The analysis of communicative strategies, tactics and techniques that are implemented in the texts of social advertising are presented in the article. The relevance of the study is determined by the fact that for social advertising, the issue of communicative effectiveness, which is closely related...

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Autor principal:	M. V. Terskikh
Formato:	article
Lenguaje:	RU
Publicado:	Tsentr nauchnykh i obrazovatelnykh proektov 2020
Materias:	advertising communication social advertisement communicative perspective communication strategy communicative impact polycode text Slavic languages. Baltic languages. Albanian languages PG1-9665
Acceso en línea:	https://doaj.org/article/4b0bbde0b5f643ca89e8732695ffe7f6
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id	oai:doaj.org-article:4b0bbde0b5f643ca89e8732695ffe7f6
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spelling	oai:doaj.org-article:4b0bbde0b5f643ca89e8732695ffe7f62021-12-02T07:58:10ZImplementation of Communication Strategies in Social Advertising Texts2225-756X2227-129510.24224/2227-1295-2020-5-146-157https://doaj.org/article/4b0bbde0b5f643ca89e8732695ffe7f62020-05-01T00:00:00Zhttps://www.nauka-dialog.ru/jour/article/view/1502https://doaj.org/toc/2225-756Xhttps://doaj.org/toc/2227-1295The analysis of communicative strategies, tactics and techniques that are implemented in the texts of social advertising are presented in the article. The relevance of the study is determined by the fact that for social advertising, the issue of communicative effectiveness, which is closely related to the concept of communicative perspective and the choice of strategies and tactics that ensure the greatest effectiveness in achieving the goal, is significant and ambiguous. Particular attention is paid to the frustration strategy, which is aimed at creating psychological tension in order to remove the recipient from the so-called “comfort zone” through intimidation with a negative prognosis. The tactics and techniques that implement this strategy in the messages of both Russian and foreign outdoor social advertising are described in detail. This strategy from the author’s point of view is the basic (most frequent and most effective) for social advertising, the remaining selected strategies (management of criticality of perception, mnemonic, association and dissociation, etc.) are considered as additional, aimed at increasing the effectiveness of the frustration strategy. Since the influencing nature of social advertising is achieved, among other things, through the creolization of the text, special attention is paid to the verbal and visual implementation of the selected strategies, tactics and techniques.M. V. TerskikhTsentr nauchnykh i obrazovatelnykh proektovarticleadvertising communicationsocial advertisementcommunicative perspectivecommunication strategycommunicative impactpolycode textSlavic languages. Baltic languages. Albanian languagesPG1-9665RUНаучный диалог, Vol 0, Iss 5, Pp 146-157 (2020)
institution	DOAJ
collection	DOAJ
language	RU
topic	advertising communication social advertisement communicative perspective communication strategy communicative impact polycode text Slavic languages. Baltic languages. Albanian languages PG1-9665
spellingShingle	advertising communication social advertisement communicative perspective communication strategy communicative impact polycode text Slavic languages. Baltic languages. Albanian languages PG1-9665 M. V. Terskikh Implementation of Communication Strategies in Social Advertising Texts
description	The analysis of communicative strategies, tactics and techniques that are implemented in the texts of social advertising are presented in the article. The relevance of the study is determined by the fact that for social advertising, the issue of communicative effectiveness, which is closely related to the concept of communicative perspective and the choice of strategies and tactics that ensure the greatest effectiveness in achieving the goal, is significant and ambiguous. Particular attention is paid to the frustration strategy, which is aimed at creating psychological tension in order to remove the recipient from the so-called “comfort zone” through intimidation with a negative prognosis. The tactics and techniques that implement this strategy in the messages of both Russian and foreign outdoor social advertising are described in detail. This strategy from the author’s point of view is the basic (most frequent and most effective) for social advertising, the remaining selected strategies (management of criticality of perception, mnemonic, association and dissociation, etc.) are considered as additional, aimed at increasing the effectiveness of the frustration strategy. Since the influencing nature of social advertising is achieved, among other things, through the creolization of the text, special attention is paid to the verbal and visual implementation of the selected strategies, tactics and techniques.
format	article
author	M. V. Terskikh
author_facet	M. V. Terskikh
author_sort	M. V. Terskikh
title	Implementation of Communication Strategies in Social Advertising Texts
title_short	Implementation of Communication Strategies in Social Advertising Texts
title_full	Implementation of Communication Strategies in Social Advertising Texts
title_fullStr	Implementation of Communication Strategies in Social Advertising Texts
title_full_unstemmed	Implementation of Communication Strategies in Social Advertising Texts
title_sort	implementation of communication strategies in social advertising texts
publisher	Tsentr nauchnykh i obrazovatelnykh proektov
publishDate	2020
url	https://doaj.org/article/4b0bbde0b5f643ca89e8732695ffe7f6
work_keys_str_mv	AT mvterskikh implementationofcommunicationstrategiesinsocialadvertisingtexts
_version_	1718398844302000128

Implementation of Communication Strategies in Social Advertising Texts

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