ON THE ISSUE ABOUT THE EFFECTIVENESS OF NARRATIVE ADVERTISING IN POPULAR SCIENCE JOURNALS
The issue of studying the effectiveness of advertising in popular science journals does not occupy a large place in scientific research. This state of affairs is challenging, since the activities of popular science journals are aimed at attracting the attention and interest of young people, creative...
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Publishing House of the State University of Management
2020
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oai:doaj.org-article:c5ff0e8b8d0d46859d47798a12b64f2e2021-12-03T07:43:33ZON THE ISSUE ABOUT THE EFFECTIVENESS OF NARRATIVE ADVERTISING IN POPULAR SCIENCE JOURNALS1816-42772686-841510.26425/1816-4277-2020-8-200-206https://doaj.org/article/c5ff0e8b8d0d46859d47798a12b64f2e2020-09-01T00:00:00Zhttps://vestnik.guu.ru/jour/article/view/2369https://doaj.org/toc/1816-4277https://doaj.org/toc/2686-8415The issue of studying the effectiveness of advertising in popular science journals does not occupy a large place in scientific research. This state of affairs is challenging, since the activities of popular science journals are aimed at attracting the attention and interest of young people, creative and active potential, to science issues. The effectiveness of narrative advertising as a social-psychological communication technology has been examined in the article. The research has been carried out within the framework of a semiotic approach. The results of the research of narrative advertising texts, in which young people engaged in scientific activities and young people whose professional functionality is not related to scientific research took part, have been described. The toolkit used made it possible to identify differences between the perception of narrative advertising texts by two groups of respondents and also similar trends in the perception of texts, which suggests a possibility of developing an effective advertising strategy for promoting a popular science magazine. The research results may be of interest for professionals working in the field of advertising, especially in the field of advertising of intellectual services.E. V. ShcherbakovaD. M. BeluginaE. V. ZvonovaPublishing House of the State University of Managementarticleadvertising efficiencyfunctionsmedia textnarrativenarrative advertisingsemiotic approachspecificity of perceptionstructureSociology (General)HM401-1281Economics as a scienceHB71-74RUВестник университета, Vol 0, Iss 8, Pp 200-206 (2020) |
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DOAJ |
| collection |
DOAJ |
| language |
RU |
| topic |
advertising efficiency functions media text narrative narrative advertising semiotic approach specificity of perception structure Sociology (General) HM401-1281 Economics as a science HB71-74 |
| spellingShingle |
advertising efficiency functions media text narrative narrative advertising semiotic approach specificity of perception structure Sociology (General) HM401-1281 Economics as a science HB71-74 E. V. Shcherbakova D. M. Belugina E. V. Zvonova ON THE ISSUE ABOUT THE EFFECTIVENESS OF NARRATIVE ADVERTISING IN POPULAR SCIENCE JOURNALS |
| description |
The issue of studying the effectiveness of advertising in popular science journals does not occupy a large place in scientific research. This state of affairs is challenging, since the activities of popular science journals are aimed at attracting the attention and interest of young people, creative and active potential, to science issues. The effectiveness of narrative advertising as a social-psychological communication technology has been examined in the article. The research has been carried out within the framework of a semiotic approach. The results of the research of narrative advertising texts, in which young people engaged in scientific activities and young people whose professional functionality is not related to scientific research took part, have been described. The toolkit used made it possible to identify differences between the perception of narrative advertising texts by two groups of respondents and also similar trends in the perception of texts, which suggests a possibility of developing an effective advertising strategy for promoting a popular science magazine. The research results may be of interest for professionals working in the field of advertising, especially in the field of advertising of intellectual services. |
| format |
article |
| author |
E. V. Shcherbakova D. M. Belugina E. V. Zvonova |
| author_facet |
E. V. Shcherbakova D. M. Belugina E. V. Zvonova |
| author_sort |
E. V. Shcherbakova |
| title |
ON THE ISSUE ABOUT THE EFFECTIVENESS OF NARRATIVE ADVERTISING IN POPULAR SCIENCE JOURNALS |
| title_short |
ON THE ISSUE ABOUT THE EFFECTIVENESS OF NARRATIVE ADVERTISING IN POPULAR SCIENCE JOURNALS |
| title_full |
ON THE ISSUE ABOUT THE EFFECTIVENESS OF NARRATIVE ADVERTISING IN POPULAR SCIENCE JOURNALS |
| title_fullStr |
ON THE ISSUE ABOUT THE EFFECTIVENESS OF NARRATIVE ADVERTISING IN POPULAR SCIENCE JOURNALS |
| title_full_unstemmed |
ON THE ISSUE ABOUT THE EFFECTIVENESS OF NARRATIVE ADVERTISING IN POPULAR SCIENCE JOURNALS |
| title_sort |
on the issue about the effectiveness of narrative advertising in popular science journals |
| publisher |
Publishing House of the State University of Management |
| publishDate |
2020 |
| url |
https://doaj.org/article/c5ff0e8b8d0d46859d47798a12b64f2e |
| work_keys_str_mv |
AT evshcherbakova ontheissueabouttheeffectivenessofnarrativeadvertisinginpopularsciencejournals AT dmbelugina ontheissueabouttheeffectivenessofnarrativeadvertisinginpopularsciencejournals AT evzvonova ontheissueabouttheeffectivenessofnarrativeadvertisinginpopularsciencejournals |
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