Advertising text in the format of television broadcasting (in a case of the Mordovia TV channel «Mordovia public television»)
English
journal number:
Journal’s Subject Headings:
Philology
About author:
S. A. Rzhanova, A. A. Rzhanov, V. I. Antonova Ogarev Mordovia State University, Saransk, Russian Federation, [email protected]
ABSTARCT
Introduction: the realities of modern communicative processes in the field of mass media are manifested in the specifics of advertising texts. Television advertising, as a type of media texts, uses creative technologies and concepts of creation. Expressiveness implies providing a maximally precise idea about the advertised product.TV advertising combines various means and ways to bring attention to the product.
Objective: to analyze the model of advertising media text, its verbal component, and to reveal the role of expressive language means and compositional features.
The research materials: the comparison of theoretical approaches in the relationships between the notions «media text», «media content», «media product» and «media brand» has showed that such classification is productive and it has allowed to identify the points of intersection between journalism, advertising and PR in their interaction in convergent media. Journalistic, advertising and PR-texts in the format of television broadcasting were used as an empirical material.
The results and novelty of the research: for the first time in the framework of scientific research the article distinguishes the creolized information as the media product of the Mordovia television channel «Mordovia public television» («MPT»). This channel was announced in February, 2017. The authors of the article used the advertising texts that were broadcast on the Mordovia TV channel «MPT» to identify the specificity of television advertising.
The language of TV advertising has been developed on the basis of a vast arsenal of means for demonstrative representativeness and its associative and symbolic potential. The language expressive means enliven and actualize advertising texts. Metaphors, comparisons, epithets, rhetorical figures belong to the most common expressive means. TV advertising has advantages in the fact that a potential audience can not only hear, but also see advertised products, so when creating a video, the designer takes into account the visual characteristics of perception – auditory and associative ones.
Key words: advertising, media text, mass media, expressiveness of a word, TV advertising, creative technologies, communicative processes, metaphor.
Acknowledgments: the authors are grateful for the valuable comments made by the reviewers of the article.
For citation: Rzhanova S. A., Rzhanov A. A., Antonova V. I. Advertising text in the format of television broadcasting (in a case of the Mordovia TV channel «Mordovia public television») // Vestnik ugrovedenia = Bulletin of Ugric Studies. 2018; 8(2): 275–283.
ABSTARCT
Introduction: the realities of modern communicative processes in the field of mass media are manifested in the specifics of advertising texts. Television advertising, as a type of media texts, uses creative technologies and concepts of creation. Expressiveness implies providing a maximally precise idea about the advertised product.TV advertising combines various means and ways to bring attention to the product.
Objective: to analyze the model of advertising media text, its verbal component, and to reveal the role of expressive language means and compositional features.
The research materials: the comparison of theoretical approaches in the relationships between the notions «media text», «media content», «media product» and «media brand» has showed that such classification is productive and it has allowed to identify the points of intersection between journalism, advertising and PR in their interaction in convergent media. Journalistic, advertising and PR-texts in the format of television broadcasting were used as an empirical material.
The results and novelty of the research: for the first time in the framework of scientific research the article distinguishes the creolized information as the media product of the Mordovia television channel «Mordovia public television» («MPT»). This channel was announced in February, 2017. The authors of the article used the advertising texts that were broadcast on the Mordovia TV channel «MPT» to identify the specificity of television advertising.
The language of TV advertising has been developed on the basis of a vast arsenal of means for demonstrative representativeness and its associative and symbolic potential. The language expressive means enliven and actualize advertising texts. Metaphors, comparisons, epithets, rhetorical figures belong to the most common expressive means. TV advertising has advantages in the fact that a potential audience can not only hear, but also see advertised products, so when creating a video, the designer takes into account the visual characteristics of perception – auditory and associative ones.
Key words: advertising, media text, mass media, expressiveness of a word, TV advertising, creative technologies, communicative processes, metaphor.
Acknowledgments: the authors are grateful for the valuable comments made by the reviewers of the article.
For citation: Rzhanova S. A., Rzhanov A. A., Antonova V. I. Advertising text in the format of television broadcasting (in a case of the Mordovia TV channel «Mordovia public television») // Vestnik ugrovedenia = Bulletin of Ugric Studies. 2018; 8(2): 275–283.
