COMMUNICATIVE STRATEGY OF VERBAL PERSUASION IN THE RUSSIAN TELEVISION ADVERTISING

Cover Page

Abstract


The article analyzes the communicative strategy of verbal persuasion in Russian television advertising. Special attention is paid to the specifics of speech statements, the identification of communicative techniques, speech tactics, typical lexical and grammatical structures used in the impact on the consumer. The communicative strategy of verbal persuasion is revealed by the examples of advertising production of television commercial advertising. Today, television advertising occupies the largest media segment in the Russian advertising market. In the current economic realities, brands are increasingly using the communicative strategy of verbal persuasion, which makes it important to study the ways of its implementation. The study allows to conclude, that verbal persuasion is an effective communicative strategy, motivating involvement in consumption.


About the authors

G A Miroshnichenko

Peoples’ Friendship University of Russia

Author for correspondence.
Email: mirosh2150@yandex.ru
10/2, Miklukho-Maklaya str., Moscow, 117198, Russian Federation

Candidate of Philosophy, Associate Professor, Department of Mass communications, Faculty of Philology, Peoples’ Friendship University of Russia. Research interests: psychology of advertising, discourse of mass communications

References

  1. Dmitrieva L.M. Priemy ubezhdenija i argumentacii v reklame [Techniques of persuasion and argumentation in advertising]. URL: http://works.doklad.ru/view/3Ehy99l_YVk.html (accessed: 11.12.2017).
  2. Enikeev M.I. Obshhaja i socialnaja psihologija: uchebnik [The General and social psychology: a textbook]. M.: Norma; INFRA, 2016. 640 p.
  3. Lebedev-Ljubimov A.N. Psihologija reklamy [The psychology of advertising]. SPb.: Piter, 2006. 384 p.
  4. Miroshnichenko G.A. Novye tendencii v sozdanii televizionnogo reklamnogo contents [New trends in the creation of television advertising content]. Vestnik Rossijskogo universiteta druzhby narodov. Serija «Literaturovedenie, zhurnalistika [Bulletin of the Russian University of Friendship of peoples. A series of “Literary journalism”]. 2015. No. 3. Pp. 122—127.
  5. Pishherskaja E.N. Rol’ verbalnyh i vizualnyh komponentov bannernoj reklamy v realizacii strategii ubezhdenija [The role of verbal and visual components of banner advertising strategy of persuasion]. Vestnik Irkutskogo Gosudarstvennogo universiteta [Bulletin of the Irkutsk State University]. 2012. Vol. 1. No. 17. Pp. 59—64.
  6. Pankratov F.G., Bazhenov Ju.K., Seregina T.K. Reklamnaja dejatelnost’: uchebnik [Promotional activities]. M.: Dashkov and Co, 2002. 364 p.
  7. Summarnyj obem reklamy v sredstvah ee rasprostranenija za pervye 3 kvartala 2017 goda [The total volume of advertising in the means of its distribution for the first 3 quarters of 2017]. URL: http:// www.akarussia.ru/ (accessed: 1.01.2018).
  8. «TV-auditorija: kto i kak smotrel televizor v 2015 godu [“TV audience: who and how watched TV in 2015]. URL: http://www.totalview.ru/tv-auditoriya-kto-i-kak-smotrel-televizor-v-2015-godu/ (accessed: 02.02.2016).
  9. Feofanov O.V. Vidy reklamnogo psihologicheskogo vozdejstvija: ubezhdenie [Promotional Types of psychological influence: persuasion]. URL: http://advertion.blogspot.ru/2008/03/blog-post_556. html#.WEquitybolaget (accessed: 11.12.2017).
  10. Jurovskij A.Ja. Priroda sovremennogo televidenija [Nature of modern television]. Uchebnik. Televizionnaja zhurnalistika [The textbook. Broadcast journalism]. Edited by G.V. Kuznetsov, V.P. Zwina, A.J. Jurowski [and others]. M.: Izd-vo Mosk. un-ta; Science, 2005. 368 p.

Statistics

Views

Abstract - 13827

PDF (Russian) - 4135

Cited-By


PlumX

Dimensions


Copyright (c) 2018 Miroshnichenko G.A.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

This website uses cookies

You consent to our cookies if you continue to use our website.

About Cookies