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...
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| Format: | Article |
| Language: | Russian |
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Tsentr nauchnykh i obrazovatelnykh proektov
2020-04-01
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| Series: | Научный диалог |
| Subjects: | |
| Online Access: | https://www.nauka-dialog.ru/jour/article/view/193 |
| _version_ | 1797245783178739712 |
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| author | M. V. Terskikh |
| author_facet | M. V. Terskikh |
| author_sort | M. V. Terskikh |
| collection | DOAJ |
| 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. |
| first_indexed | 2024-03-08T04:30:21Z |
| format | Article |
| id | doaj.art-b61b3103464c4945858524a1d5a5fa2d |
| institution | Directory Open Access Journal |
| issn | 2225-756X 2227-1295 |
| language | Russian |
| last_indexed | 2024-04-24T19:32:23Z |
| publishDate | 2020-04-01 |
| publisher | Tsentr nauchnykh i obrazovatelnykh proektov |
| record_format | Article |
| series | Научный диалог |
| spelling | doaj.art-b61b3103464c4945858524a1d5a5fa2d2024-03-25T14:31:01ZrusTsentr nauchnykh i obrazovatelnykh proektovНаучный диалог2225-756X2227-12952020-04-010416417510.24224/2227-1295-2020-4-164-175189Typology of Communication Strategies in the Discourse of Social AdvertisingM. V. Terskikh0Federal State Budgetary Educational Institution of Higher Education “Dostoevsky Omsk State University”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.https://www.nauka-dialog.ru/jour/article/view/193advertising communicationsocial advertisementcommunication strategycommunicative impactpolycode text |
| spellingShingle | M. V. Terskikh Typology of Communication Strategies in the Discourse of Social Advertising Научный диалог advertising communication social advertisement communication strategy communicative impact polycode text |
| title | 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_short | Typology of Communication Strategies in the Discourse of Social Advertising |
| title_sort | typology of communication strategies in the discourse of social advertising |
| topic | advertising communication social advertisement communication strategy communicative impact polycode text |
| url | https://www.nauka-dialog.ru/jour/article/view/193 |
| work_keys_str_mv | AT mvterskikh typologyofcommunicationstrategiesinthediscourseofsocialadvertising |