Instagram Advertising Tools: Genre and Language Features
The article is devoted to the study of the features of the social network Instagram as a communication platform for positioning and promoting goods and services, forming a personal brand. The relevance of the study is determined by a number of factors. The decrease in the popularity and effectivenes...
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Tsentr nauchnykh i obrazovatelnykh proektov
2020
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oai:doaj.org-article:5db7bc9cdfed4cec9a12defc85eab4912021-12-02T07:58:11ZInstagram Advertising Tools: Genre and Language Features2225-756X2227-129510.24224/2227-1295-2020-6-178-189https://doaj.org/article/5db7bc9cdfed4cec9a12defc85eab4912020-06-01T00:00:00Zhttps://www.nauka-dialog.ru/jour/article/view/1613https://doaj.org/toc/2225-756Xhttps://doaj.org/toc/2227-1295The article is devoted to the study of the features of the social network Instagram as a communication platform for positioning and promoting goods and services, forming a personal brand. The relevance of the study is determined by a number of factors. The decrease in the popularity and effectiveness of traditional advertising tools and public relations, on the one hand, the growing popularity of various social networks as a modern marketing tool, the high level of involvement of the social media audience, the increasing orientation towards visual content while maintaining the importance of SMM text, on the other hand, has turned Instagram into the space of various marketing innovations and an interesting object of study. The author considers the main forms of information transmission offered by Instagram (post-publications, stories, live broadcasts, IGTV format), as well as the main types of positioning content, which ensures high audience engagement and the effectiveness of selling texts. Special attention is paid to the role of visual content. The advantages of non-verbal presentation of information, the specifics of interaction with the verbal component of the SMM text are considered. The material for the study was the polycode texts of a successfully developing, offering a variety of selling content for the Instagram account of the clothing brand 12Storeez (publications from 2019-2020 were considered). As a result of the analysis, the author identifies the main features of the modern SMM text, forms and functions of the most common types of content.M. V. TerskikhTsentr nauchnykh i obrazovatelnykh proektovarticleinstagramstoriessocial media marketingsmm-продвижениеsmm-текстinstagramadvertising discoursepolycode textstoriessocial networkssocial media marketingsmm promotionsmm-textSlavic languages. Baltic languages. Albanian languagesPG1-9665RUНаучный диалог, Vol 0, Iss 6, Pp 178-189 (2020) |
| institution |
DOAJ |
| collection |
DOAJ |
| language |
RU |
| topic |
instagram stories social media marketing smm-продвижение smm-текст advertising discourse polycode text stories social networks social media marketing smm promotion smm-text Slavic languages. Baltic languages. Albanian languages PG1-9665 |
| spellingShingle |
instagram stories social media marketing smm-продвижение smm-текст advertising discourse polycode text stories social networks social media marketing smm promotion smm-text Slavic languages. Baltic languages. Albanian languages PG1-9665 M. V. Terskikh Instagram Advertising Tools: Genre and Language Features |
| description |
The article is devoted to the study of the features of the social network Instagram as a communication platform for positioning and promoting goods and services, forming a personal brand. The relevance of the study is determined by a number of factors. The decrease in the popularity and effectiveness of traditional advertising tools and public relations, on the one hand, the growing popularity of various social networks as a modern marketing tool, the high level of involvement of the social media audience, the increasing orientation towards visual content while maintaining the importance of SMM text, on the other hand, has turned Instagram into the space of various marketing innovations and an interesting object of study. The author considers the main forms of information transmission offered by Instagram (post-publications, stories, live broadcasts, IGTV format), as well as the main types of positioning content, which ensures high audience engagement and the effectiveness of selling texts. Special attention is paid to the role of visual content. The advantages of non-verbal presentation of information, the specifics of interaction with the verbal component of the SMM text are considered. The material for the study was the polycode texts of a successfully developing, offering a variety of selling content for the Instagram account of the clothing brand 12Storeez (publications from 2019-2020 were considered). As a result of the analysis, the author identifies the main features of the modern SMM text, forms and functions of the most common types of content. |
| format |
article |
| author |
M. V. Terskikh |
| author_facet |
M. V. Terskikh |
| author_sort |
M. V. Terskikh |
| title |
Instagram Advertising Tools: Genre and Language Features |
| title_short |
Instagram Advertising Tools: Genre and Language Features |
| title_full |
Instagram Advertising Tools: Genre and Language Features |
| title_fullStr |
Instagram Advertising Tools: Genre and Language Features |
| title_full_unstemmed |
Instagram Advertising Tools: Genre and Language Features |
| title_sort |
instagram advertising tools: genre and language features |
| publisher |
Tsentr nauchnykh i obrazovatelnykh proektov |
| publishDate |
2020 |
| url |
https://doaj.org/article/5db7bc9cdfed4cec9a12defc85eab491 |
| work_keys_str_mv |
AT mvterskikh instagramadvertisingtoolsgenreandlanguagefeatures |
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1718398848020250624 |