Typology of Communication Strategies in the Discourse of Social Advertising

A typology of strategies, tactics and techniques used in the discourse of social advertising is proposed in the article. The relevance of modeling the tools of communicative impact in social advertising is determined by the persuasive nature of the discourse of social communications, as well as the...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autor principal:	M. V. Terskikh
Formato:	article
Lenguaje:	RU
Publicado:	Tsentr nauchnykh i obrazovatelnykh proektov 2020
Materias:	advertising communication social advertisement communication strategy communicative impact polycode text Slavic languages. Baltic languages. Albanian languages PG1-9665
Acceso en línea:	https://doaj.org/article/b61b3103464c4945858524a1d5a5fa2d
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:b61b3103464c4945858524a1d5a5fa2d
record_format	dspace
spelling	oai:doaj.org-article:b61b3103464c4945858524a1d5a5fa2d2021-12-02T07:58:10ZTypology of Communication Strategies in the Discourse of Social Advertising2225-756X2227-129510.24224/2227-1295-2020-4-164-175https://doaj.org/article/b61b3103464c4945858524a1d5a5fa2d2020-04-01T00:00:00Zhttps://www.nauka-dialog.ru/jour/article/view/193https://doaj.org/toc/2225-756Xhttps://doaj.org/toc/2227-1295A typology of strategies, tactics and techniques used in the discourse of social advertising is proposed in the article. The relevance of modeling the tools of communicative impact in social advertising is determined by the persuasive nature of the discourse of social communications, as well as the insufficient development of this issue in the scientific literature. The author of the article relies on the studies of linguists who proposed the classification of communicative strategies used in commercial advertising, as well as in the discourse of socio-political newspapers. The material for analysis was the polycode texts of Russian and foreign social advertising (outdoor advertising, social videos, as well as social photo projects posted on Instagram). The result of the study was a model of communicative strategies and tactics that constitute the discourse of social advertising. Since the effect of persuasiveness is achieved, among other things, by using different types of semiotic codes in the advertising text, special attention is paid to the verbal and visual implementation of the selected strategies, tactics and techniques. The author comes to the conclusion that the frustration strategy based on tactics of escalating negative emotions , shocking with facts and negative forecasting is the basis for the discourse of social advertising. Moreover, the main part of the identified strategies and tactics is invariant for the media discourse as a whole.M. V. TerskikhTsentr nauchnykh i obrazovatelnykh proektovarticleadvertising communicationsocial advertisementcommunication strategycommunicative impactpolycode textSlavic languages. Baltic languages. Albanian languagesPG1-9665RUНаучный диалог, Vol 0, Iss 4, Pp 164-175 (2020)
institution	DOAJ
collection	DOAJ
language	RU
topic	advertising communication social advertisement communication strategy communicative impact polycode text Slavic languages. Baltic languages. Albanian languages PG1-9665
spellingShingle	advertising communication social advertisement communication strategy communicative impact polycode text Slavic languages. Baltic languages. Albanian languages PG1-9665 M. V. Terskikh Typology of Communication Strategies in the Discourse of Social Advertising
description	A typology of strategies, tactics and techniques used in the discourse of social advertising is proposed in the article. The relevance of modeling the tools of communicative impact in social advertising is determined by the persuasive nature of the discourse of social communications, as well as the insufficient development of this issue in the scientific literature. The author of the article relies on the studies of linguists who proposed the classification of communicative strategies used in commercial advertising, as well as in the discourse of socio-political newspapers. The material for analysis was the polycode texts of Russian and foreign social advertising (outdoor advertising, social videos, as well as social photo projects posted on Instagram). The result of the study was a model of communicative strategies and tactics that constitute the discourse of social advertising. Since the effect of persuasiveness is achieved, among other things, by using different types of semiotic codes in the advertising text, special attention is paid to the verbal and visual implementation of the selected strategies, tactics and techniques. The author comes to the conclusion that the frustration strategy based on tactics of escalating negative emotions , shocking with facts and negative forecasting is the basis for the discourse of social advertising. Moreover, the main part of the identified strategies and tactics is invariant for the media discourse as a whole.
format	article
author	M. V. Terskikh
author_facet	M. V. Terskikh
author_sort	M. V. Terskikh
title	Typology of Communication Strategies in the Discourse of Social Advertising
title_short	Typology of Communication Strategies in the Discourse of Social Advertising
title_full	Typology of Communication Strategies in the Discourse of Social Advertising
title_fullStr	Typology of Communication Strategies in the Discourse of Social Advertising
title_full_unstemmed	Typology of Communication Strategies in the Discourse of Social Advertising
title_sort	typology of communication strategies in the discourse of social advertising
publisher	Tsentr nauchnykh i obrazovatelnykh proektov
publishDate	2020
url	https://doaj.org/article/b61b3103464c4945858524a1d5a5fa2d
work_keys_str_mv	AT mvterskikh typologyofcommunicationstrategiesinthediscourseofsocialadvertising
_version_	1718398870938976256

Typology of Communication Strategies in the Discourse of Social Advertising

Ejemplares similares