데포르마시옹 기법을 활용한 광고가 수용자 반응에 미치는 영향

신정아,이창근 한국기초조형학회 2017 기초조형학연구 Vol.18 No.6

Advertisement has been developed as a tool to connect between the differentiated production and consumption as a catalyst in modern industrial society. Among them, advertising using Deformation technique is expressed as a unique image, satisfying various desires of the audience, and the use of Deformation technique is also increasing. Therefore, this study aims to analyze the effects of deformation techniques (exaggerated advertising, simplified advertising, distorted advertising, virtual advertising) on cognitive responses(Advertising awareness, Advertising attention), emotional responses(Advertising affinity, Advertising attitude, product attitude, brand attitude), and behavioral responses(purchase intention) of consumers. For the purpose of the experiment, a sampling survey was conducted among A total of 157 specimens were collected from adult men and women in their 20s and 30s. Based on them, Frequency analysis, ANOVA, and reliability analysis were performed using SPSS 20.0 statistical package program. The results of the analysis showed that there was a statistically significant difference between ad awareness and ad attention in cognitive responses. Second, it was found that there was a statistically significant difference in ad familiarity, ad attitude, product attitude, and brand attitude in emotional response. Third, there was a statistically significant difference in intention to purchase in behavioral response. Therefore, the deformation technique has a significant influence on the audience by being expressed by various advertisement images through the expression features of deformation and distortion. Also, the deformation technique effectively transfer the information necessary for promoting the sales of products or improving the image of the company It is considered to be suitable as a differentiated advertising means. The results of this study are meaningful in that they provide a theoretical framework for deformation techniques and provide useful basic data for producing ads using deformation techniques. 광고는 현대 산업사회의 분화된 생산과 소비 사이를 연결시켜주기 위한 촉매로서 발전해왔다. 이러한 가운데 데포르마시옹 기법을 활용한 광고는 독특한 이미지로 표현되어 광고 수용자의 다양한 욕구를 충족시키고 있으며, 데포르마시옹 기법의 활용 또한 증가하고 있는 추세이다. 따라서 본 연구에서는 데포르마시옹 기법을 활용한 광고(과장 광고, 단순화 광고, 왜곡 광고, 가상성 광고)가 수용자의 인지반응(광고 인지도, 광고 주목도), 감정반응(광고 친숙도, 광고태도, 제품태도, 상표태도), 행동반응(구매의도)에 미치는 영향에 대하여 분석하고자 한다. 실험을 위하여 20대에서 30대 일반인 성인 남녀를 대상으로 표집조사를 실시하였으며, 총 157부의 표본이 수집되었다. 이를 SPSS 20.0 통계패키지 프로그램을 사용하여 빈도분석, 분산분석, 신뢰도 분석을 시행하였다. 분석 결과 첫째, 인지반응에서 광고 인지도, 광고 주목도는 모두 통계적으로 유의미한 차이가 있는 것을 알 수 있었다. 둘째, 감정반응에서 광고 친숙도, 광고태도, 제품태도, 상표태도는 모두 통계적으로 유의미한 차이가 있는 것을 알 수 있었다. 셋째, 행동반응에서 구매의도는 통계적으로 유의미한 차이가 있는 것을 알 수 있었다. 따라서 데포르마시옹 기법은 변형과 왜곡이라는 표현 특징을 통하여 다채로운 광고 이미지로 표현되어 수용자에게 유의미한 영향을 미치고 있음을 알 수 있었다. 또한 데포르마시옹 기법은 광고 수용자를 대상으로 상품의 판매촉진 또는 기업의 이미지 증진 등에 필요한 정보를 효과적으로 전달할 수 있는 차별화된 광고 수단으로써 적합하다 사료된다. 이러한 연구 결과는 데포르마시옹 기법에 관한 이론적 틀을 제공하고 데포르마시옹 기법을 활용한 광고를 제작함에 있어 유용한 기초적 자료를 제시하였다는 점에서 그 의의를 가진다.

예술기법을 순간 노출시키는 혼합형 TV광고표현에 관한 연구 -일러스트레이션기법과 애니메이션기법 중심으로-

이용우 한국일러스아트학회 2010 조형미디어학 Vol.13 No.3

The advertisements, taking the form of subconscious advertisements showing the illustration technique or animation technique which is halted between TV advertising stories for the live action technique, show similar expressing techniques regardless of brand categories. Especially this study found the intention of visual perceptive expression around the TV advertisements using the mixed live action that shows the illustration technique or animation technique which is halted between the TV advertisements whose live action is taken instantly based on 3 theoretical grounds, and predicted the mixed representation techniques of advertisements that will be adopted in the future. Given the research result, we could know that the TV advertisements, using mixed live action that exposes art techniques instantly, use the visual perceptive stimulating expression techniques for advertisements which are intended by creators. Such advertisements take the advertising form that uses subconscious, crossing between unconscious and conscious, featuring the contrast and separation of the differentiated stimulating elements of advertisements as well as the selection and subjectivity of perception. Finally it can be said that unique advertising expression techniques are used for the selective attraction through differentiated visual perception. It is expected that such mixed and complex expression techniques for advertisements will be changed and developed into various visual perceptive expression techniques. 실사(實寫)로 촬영된 라이브 액션(Live-Action)의 동영상광고 사이에 일러스트레이션기법이나 애니메이션기법을 순간적으로 노출시켜 보여주는, 마치 잠재의식광고의 형태를 띠고 있는 광고들이 브랜드 카테고리(Brand Category)에 상관없이 유사한 표현기법의 형태들로 나타나고 있다. 따라서 본 연구에서는 많은 혼합형 TV광고표현 중에서도 특히 실사로 촬영된 동영상광고 사이에 일러스트레이션기법이나 애니메이션기법과 같은 예술기법을 순간적으로 노출시키는 혼합형 TV광고를 중심으로 어떠한 시지각적 표현의도를 가지고 있는지 3가지 이론적 근거를 통해 분석, 연구하였다. 또한 이러한 표현기법의 광고들은 앞으로 어떠한 혼합형의 광고표현기법들로 발전될 수 있을지를 예측해보았다. 연구결과 일러스트레이션기법이나 애니메이션기법을 순간 노출시킨 혼합형 TV광고들은 크리에이터의 의도된 시지각적인 광고자극 표현기법으로서, 차별화된 광고자극요소의 대조성과 분리성, 그리고 지각의 선별성과 주관성의 특징으로, 무의식과 의식의 경계선을 넘나드는 잠재의식광고의 형태를 띠며, 시지각적 차별화를 통한 선택적 주의를 끌게 하는 독특한 광고표현기법이라고 할 수 있었다. 앞으로도 이러한 혼합화, 복합화된 광고표현기법들은 다양한 시지각적 낯선 광고표현기법들로 더욱 변형되어 발전될 것으로 예측된다.

일본에서의 한국 상품의 광고표현 양상 -2021~2023년의 비일상적 제품을 중심으로-

송은미 한국일본언어문화학회 2024 일본언어문화 Vol.68 No.-

Advertising Expression Patterns of Korean Products in Japan-Focusing on Exceptional Products from 2021 to 2023- Song, EunMi This study analyzes and examines advertisements for non-ordinary Korean products broadcast in Japan between 2021 and 2023, categorizing them primarily into mobile-related advertisements and automobile advertisements. The results are summarized as follows:Commonalities between mobile and automobile advertisements include the following: First, both types enhance advertising effectiveness through visual imagery and soothing music. Second, subtitles are utilized to present new information straightforwardly, making it memorable for consumers. Third, sentence-final expressions adopt a noun-based perfect form, delivering messages concisely and clearly. Fourth, in terms of storytelling (discourse structure), product names are presented in the introductory section, descriptions of the products in the central section, and the product or brand names in the conclusion, thereby imprinting the brand in consumers’ minds. Fifth, overall, advertising visuals employ bright colors and rapid motion, drawing consumer attention and predominantly utilizing hard sell advertising strategies. In terms of differences, most mobile advertisements employ celebrity models to enhance product recognition, whereas automobile advertisements favor foreign models to convey the message of being a global brand. Additionally, mobile advertisements deploy a storytelling discourse structure that facilitates communication and sharing of new information with consumers, aiming for a positive advertising effect. In contrast, automobile advertisements emphasize product names and features rather than various expression methods, thereby enhancing credibility through video storytelling strategies aimed at increasing advertising effectiveness.

국내 공공기관 영상광고의 크리에이티브 표현분석 연구 -소구형식과 기법을 중심으로-

이용우 한국일러스아트학회 2020 조형미디어학 Vol.23 No.2

This study is a creative expression analysis of video advertisements by domestic public institutions aired on TV in the last two years. Research was conducted by classifying public institutions in 2020 into six categories based on the advertisement type categorization system proposed by Korea Press Foundation as public enterprises (market type, semi-market type), semi-governmental organizations(fund management type, consignment execution type), and others and studied, focused on the appeal forms and expression techniques. We find that video advertisements by public institutions mostly show rational appeal. However, in the cases of market type public corporations like general corporations with large profits or semi-market type public corporations, such as Korea Broadcast Advertising Corporation (KOBACO), the advertisements were diversely expressed in emotional or rational appeal, or appeal forms mixed with emotional appeal. Additionally, many creative expression techniques of rhetorical approach, such as metaphor and exaggeration, appeared. Since the advertisements of semi-government organizations contain the contents on fund management and consignment execution, these were presented with various expression techniques including the Presentation technique, in which celebrity or the general public models explain the contents in detail, the Dramatize technique by directing a designed circumstance, the Testimonial technique, the Infographic technique, the Motion Graphic technique, and the Character Animation technique. Other public institutions show similar appeal forms and expression techniques. In general, the video advertisements from public institutions excepting market-type public enterprises and some semi-market-type enterprises were presented with advertisement creative expression techniques that are limited in appeal form or expression techniques due to their focus in delivering messages on benefits to the public and specifics of policies. 본 연구는 최근 2년간 TV미디어에 노출된 국내 공공기관 영상광고들의 크리에이티브 표현분석이다. 연구방법은 한국언론진흥재단(KOREA PRESS FOUNDATION)에서 제시하는 6개의 광고유형 분류체계를 기초로 2020년도의 공공기관(Public Institution)을 공기업(시장형, 준시장형), 준정부기관(기금관리형, 위탁집행형), 기타 공공기관으로 나누어 각 공공기관들의 영상광고들을 소구형식과 표현기법을 중심으로 분석, 연구하였다. 연구결과 공공기관 영상광고들은 소구형식에 있어서 대부분 이성소구형식으로 나타나고 있었다. 그러나 일반기업과 같은 이익규모가 큰 시장형 공기업의 영상광고나, 준시장형 공기업 중에서 한국방송광고진흥공사(KOBACO)의 공익영상광고들의 경우에는 감성소구나 이성소구, 또는 감성소구가 혼합된 소구형식의 영상광고들로 다양하게 표현되고 있었다. 또한 은유와 과장이라는 수사학적 접근의 독특한 크리에이티브의 표현기법들도 많이 나타나고 있었다. 준정부기관의 영상광고들은 기금을 관리하고, 위탁 집행하는 사업내용을 담고 있고 때문에 이성소구형식의 기초 위에 유명모델이나 일반모델을 증장시켜 사업내용을 상세하게 설명하는 설명형(Presentation)기법이나, 의도된 상황연출의 드라마타이즈(Dramatize)기법, 증언식(Testimonial)기법, 인포그래픽(Infographic)기법, 모션그래픽(Motion Graphic)기법, 캐릭터 애니메이션(Character Animation)기법 등의 다양한 표현기법들로 나타나고 있었다. 기타 공공기관의 영상광고들도 이와 비슷한 소구형식과 표현기법들로 나타나고 있었다. 전체적으로 볼 때 시장형 공기업과 일부 준시장형 공기업을 제외하곤 다른 공공기관들의 영상광고들은 공공의 이익과 이해를 알리는 정책이나 메시지에 중점을 두고 있기 때문에 소구형식이나 표현기법에서 한계가 있는 광고 크리에이티브 표현들로 나타나고 있었다.

A CONTENT ANALYSIS OF USA FOOD AND BEVERAGE ADVERTISEMENTS ON CHILDREN’S TELEVISION: FOCUS ON HEALTH PROMOTION AND OTHER PERSUATION TECHNIQUES

Kanae Suzuki,Michelle R. Nelson 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Despite the rise of digital media, TV remains the number one place children spend their media time (Moses, 2014). Past research has shown that less healthy food and beverages such as those containing high fat, sugar, and salt (HFSS) are prominent in TV commercials (e.g., Carter, Patterson, Donovan, Ewing, & Roberts, 2011). In these commercials, various persuasive techniques (e.g., taste/smell, convenience), which promote the purchase of the products, have been used (Hebden, King, & Kelly, 2011). Extensive studies have found that exposure to advertising for HFSS products, including confectionery, soft drinks, crisps or savory snacks, fast food, pre-sugared breakfast cereals, is associated with children‟s cognition, food consumption, and obesity (e.g., Harris, Bargh, & Brownell, 2009; Macklin, 1994; see also Moore, Wilkie, & Desrochers, 2017). Since younger children, especially those in the “perceptual stage” of development, may not understand the persuasive or selling intent of commercials (e.g., John, 1999), they may be vulnerable to this advertising. As a result, several countries such as UK and Ireland (Hawkes, Lobstein, & For the Polmark Consortium, 2011) have introduced restrictions or regulations for broadcasting food and beverage commercials for children. The commercials of HFSS food and beverage have sometimes introduced these products with healthier images and words / phrases like health and nutrition claims. Health claims refer to any representation that states, suggests, or implies that a relationship exists between a food (/beverage) or a constituent of that food (/beverage) and health. Nutrition claims mean any representation which states, suggests or implies that a food (/beverage) has particular nutritional properties including but not limited to the energy value and to the content of protein, fat and carbohydrates, as well as the content of vitamins and minerals (Food and Agriculture Organization of the United States & World Health Organization, 2013). Using health messages for HFSS food presents the risk of a biased image of the products (i.e., they are „healthy‟), which may result in unhealthy life styles and conditions. In recent years, there has been regulatory pressure on food advertisers to market their products responsibly (e.g., WHO regulations; Kraak et al., 2016). At the same time, the Children‟s Food and Beverage Advertising Initiative (CFBAI) emerged, in which several leading companies pledged to market their products to children responsibly (see editorial by Boyland & Harris, 2017). Therefore, we were interested in seeing if food and beverage advertising had changed in 2017. Specifically, the purpose of this study was to examine the relative frequency of food and beverage commercials targeting children with a focus on healthy aspects of the products, their health and nutrition claims, as well as other persuasive techniques. Method A total of twenty hours of programming targeting children was recorded on Nickelodeon and Cartoon Networks in the United States during the hours of 5 p.m. to 10 p.m. on two weekdays in September 2017. The advertisements were coded for product type (“food”, “beverage”, fast-food restaurant (“Restaurant: Quick-service/fast food restaurant”), and sit-down restaurant (“Restaurant: Sit-down restaurant”), food type (e.g., “confectionary”, “savory snacks”, “pre-prepared convenience foods”, “bread”, “fruits”, and “vegetables”) (Food and Agriculture Organization of the United Nations & World Health Organization, 2016; Suzuki, 2018), and persuasive techniques (e.g., “health claims”, “nutrition claims”, “taste/smell/flavor”, “convenience”, “scientific information”, “celebrities/a well-known person”, and “eating /drinking behavior”) (e.g., Hebden et. al., 2011; Jenkin, Madhvani, Signal & Bowers, 2014; Kraak & Story, 2015; Warren, Wicks, Wicks, Fosu, & Chung, 2008). Food type can be classified into two categories; Less healthy (“confectionary”, “savory snacks”, “sweet bakery wares”, “other sweets/desserts”, “Sugared breakfast cereals”, “pre-prepared convenience foods”) or healthier categories related to other food categories (Ofcom, 2004; Nutrition Australia, 2013; Suzuki, 2018). Seven coders independently evaluated the advertisements, with two coders assigned to every programming block. They were trained for about three weeks to read the coding manual, practice coding and discuss the coding scheme, and revise their coding after receiving feedback of the trial coding. To check coding reliability, two independent coders evaluated the same programs. 94.3% agreement was achieved for product type. Results and discussion A total of 856 commercials appeared. Food and beverage advertisements represented 29.0% (N=248). On average, children were exposed to 12.4 food and beverage advertisements per hour. Of all the food, beverage and restaurant advertisements, “food” and fast-food commercials were frequently broadcasted; 40.7% (N=101) were for “food” commercials, and fast-food restaurant commercials accounted for 43.5% (N=108). 12.1% (N=30) “beverage” commercials and 3.6% (N=9) sit-down restaurant commercials were included. Food, beverage and restaurant commercials were more likely to appear on Nickelodeon (36.2%, N=129) than on the Cartoon network (28.4%, N=419) (χ2=5.43, df=1, p<.05). As for the appearances of product type, “food” advertisements frequently appeared on Nickelodeon (54.6%, N=65), whereas the programs of Cartoon network included a lot of fast food commercials (61.2%, N=79). In examining the appearances of “beverage”, “food”, “fast food”, and “others (except food, beverage, and restaurant)” between the channels, the results showed that the programs of Cartoon network were more likely to broadcast “fast food” commercials than those of Nickelodeon, whereas the programs of Nickelodeon were more likely to broadcast “food” commercials (χ2=38.23, df=3, p<.01)1. The majority of food types were “confectionary” (25.7%, N=26), “savory snacks” (16.8%, N=17), “breakfast cereals” (14.9%, N=15), and “pre-prepared convenience foods” (13.9%, N=14). In classifying various kinds of foods into two big categories related to health (healthier or less healthy) as above-mentioned, less healthy food accounted for 88.1% (N=89). No commercials were categorized into three of the healthier categories (bread, fruits, and vegetables). As persuasive techniques for consumers, “health claims”, and “nutrition claims” were low (8.9%). For example, grape juice produced by Welch‟s used the appeal “sugar free”. In the commercials with nutrition claims, there was no significant difference in the appearance between the “beverage” and “food” commercials (χ2=1.70, df=1, n.s.). The other persuasive techniques like “convenience” (75.8%, N=188), “taste/smell/flavor” (51.2%, N=127), and “eating/drinking behavior” (49.2%, N=122) were frequently used. In contrast, the rates of some techniques (e.g., “celebrities/a well-known person”, “scientific information”) were very low. As for the persuasive technique of “celebrities/a well-known person”, the category of product type was classified in only the “beverage” category. Thus, this study indicated that there were not many less-healthy food commercials that appealed to health and nutrition aspects of the products by using health and nutrition claims, or scientific information. In previous studies, the rate of health and nutrition claims varied between less than 10% to more than 30% (Jenkin et al., 2014). This may be due to the differences in the definitions of health and nutrition claims. Our study referred to the international standard definitions. Therefore, the findings regarding the rate of health and nutrition claims in this study can contribute to overall knowledge about the current spread of health and nutrition claims in “less healthy” food commercials of children‟s television programs. It may also be the case that food companies are acting more responsibly by limiting their persuasion techniques to those that relate to taste or convenience and not by misrepresenting the products as healthy. However, overall, the proportion of less healthy food commercials was high, and various persuasive techniques were used. At the same time, there were no commercials for fruits or vegetables presented during this time frame despite governmental regulations for eating these healthier foods. These findings suggest that more attention should be paid to the ways that certain foods are promoted (or are not promoted) among parents and policy-makers. As the sample used in this study was recorded only on weekdays and through the two kids' channels. It would be expected that the future study develop the analysis for the recorded commercials on weekends and on the other local channels. The sample used in this study was analyzed only on weekdays and through two children‟s channels. Future research might examine food and beverage advertising across different time frames and channels.

TV 공익광고에 나타난 스토리텔링 기법의 탐색 -2003∼2013년의 공공캠페인을 중심으로-

성민재 ( Min Jae Sung ),한미정 ( Mie Jeong Han ) 한국PR학회 2015 PR연구 Vol.19 No.2

The current study content analyzed 489 public advertisements that employed storytelling technique during the period of 2003-2013. Based on the type of advertising, 178 ads were categorized as ads with storytelling technique. The current study examined components of storytelling technique in public advertisements from 2003 to 2013, vignette advertisement was more frequently used than drama. Creative storytelling was the most used as a content type. Indirect narrator was the most frequent used to present the public issue in question. Positively framed ads were more than negatively framed ones. In positively framed ads, benefactors, solvers of problems were frequent actors while in negatively framed ads, actors who interfere with desirable behaviors, problem solvers were more frequent. Regardless of the direction of frames, repetition of problematic situations was the most frequently shown in proceeding a plot.

타이포그래피를 중심으로 한 신문광고 표현기법에 관한 연구

정가영 ( Ka Young Jeong ) 한국상품문화디자인학회 2013 상품문화디자인학연구 Vol.33 No.-

You should carefully choose expression techniques in advertising. Because the image of information varies with expression techniques. Recently, typography is used in media advertising, in various forms, to maximize the effect of information transfer. Especially, ingenious and diverse typography advertisements on the newspaper of print media are pouring out by reason of many advantages -a detailed explanation, and planned execution of advertisements and various application of place etc. These bring an symbolic effect over the literal meaning by expressing message to transfer directly using aesthetic technique and are being imprinted in the memory of customers in company with an easy and right information transfer by sometimes harmonizing with images. The purpose of the research is to recognize the importance of expression techniques of a creative typography through its advertisement examples using fresh and sparkling idea to heighten an effect of the newspaper advertisements and to maximize the function of effective message transfer by making use of new expression techniques through analysis of headline, bodycopy, visual expression techniques and fuctions in the typography newspaper advertisements. Owing to the research, new changes are expected to occur by an interesting approach of typography that has sympathy with advertisers and consumers together.

소비자의 인구통계적 특성에 따른 모바일 패션광고 기법 및 경로 유형에 대한 만족도가 구매 의도에 미치는 영향

김민경(Kim Min-Kyung),유지헌(Yu Ji-Hun) 한복문화학회 2016 韓服文化 Vol.19 No.4

The use of mobile devices such as mobile phones has expanded very rapidly in the modern era and, accordingly, mobile advertisements have increased at a very fast pace. This study examines the satisfaction on mobile fashion advertisement and purchase intention of consumers by the types of mobile fashion advertisement in accordance with techniques and channels. In this study, empirical research through a questionnaire survey was conducted. This study consists of empirical research conducted through a questionnaire survey with male and female subjects in their 20s to 50s in Seoul and Gyeonggi region who have experienced seeing mobile fashion advertisements. From the results, differences were found in the level of satisfaction and purchase intention on the types of mobile fashion advertisement for gender and ages. This facilitates the establishment and execution of a strategy for effective mobile fashion advertisement by making reference to the outcome of the analysis of this study. Under the circumstances in which the use of mobile devices is spreading rapidly and mobile fashion advertisement is becoming increasingly important, there is a need for fashion companies pursuing business in apparel and fashion accessories to utilize mobile advertisements more effectively. Fashion companies would be able to achieve better business performance through effective mobile fashion advertisement considering this study.

온라인광고의 지속가능발전 지표 개발에 관한 탐색적 연구

문효진(Hyo Jin Moon),한은경(Eun Kyoung Han) 한국광고홍보학회 2014 한국광고홍보학보 Vol.16 No.2

본 연구는 온라인광고의 건전한 발전과 활성화를 위해 온라인광고의 지속가능발전을 위한 지표를 개발했다. 이러한 평가항목을 개발하기 위해 온라인광고 관련 전문가를 대상으로 델파이기법을 통해 최종 요인과 측정항목을 도출했다. 연구결과, 총 6개 요인을 도출했으며, 세부 문항별 특성을 고려해 <웹이용 침해성> 요인, <개인정보 보호성> 요인, <광고표현의 객관성> 요인, <광고표현의 유해성> 요인, <광고표현의 정서성> 요인, <친환경성> 요인 등으로 명명하였다. 본 연구는 온라인광고에 지속가능발전이라는 개념을 적용한 초기 연구로서 의의가 있으며, 이를 통해 소비자들이 온라인광고를 믿고 신뢰할 수 있는 판단지표로서 활용될 것이다. 또한 온라인광고계에서도 사회적 책임 실현에 온라인광고 지속가능발전 지표가 적극 활용되길 기대한다. The purposes of this study are to develop index for sustainable development of on-line advertising and to examine the validity of the indicators as a tool for assessing the sustainability of on-line advertising. We conducted to review previous researches and estimated by means of Delphi techniques based on the experts opinions of on-line advertising. As the result of the analysis, the type of the sustainable development index for on-line advertising was composed six factors and thirty six items. the factors turned out to be such factors as <Web use infringement>, <personal information protection>, <advertisement expression objectivity>, <advertisement expression harmfulness>, <advertisement expression emotionality>, <environment-friendly>. Also the relevancy of six factors was verified through convergent validity and discriminant validity.

Манипулятивные приемы в российской телевизионной и интернет-рекламе глазами иностранца

Пак Сон-Гу(Park Soung-Goo) 한국슬라브어학회 2015 슬라브어연구 Vol.19 No.2

The paper is devoted to psychological manipulative techniques in the Russian television and Internet advertising. In my paper I have proposed a classification of the basic psychological manipulative techniques that are marked in the Russian television and Internet advertising. Methods of advertising include the following psychological techniques: techniques that use direct falsification and subconscious suggestion ( False causality: product → happiness, luck, joy , Position of the advanced , cool owner of the goods , Act like everyone else , Others’ items are bad, our products are good , Intimidation , Exploitation of family values ); techniques aimed at reducing the severity of perception ( Argument to the purse, the Principle of scarcity , Promotions and sweepstakes , Argument to the brand , Outrageous promises , the Use of human sexual instincts ); the techniques of manipulating public consciousness ( Implanted assessment , Authoritative opinion , Authority of science , the Mention of major events , Masks , Appeal to technical progress , Question-answer/Rhetorical question, Affirmative statement ) and the use of a positive value images, concepts, words ( the Appeal to precedent phenomena , Humor , Rhyme ). In this work I also investigate lexical part of television advertisements (for example, the so-called vocabulary of happiness , family vocabulary, vocabulary of intimidation, vocabulary of advanced Internet users, and others), as well as various stylistic techniques used by advertisers to as speech influence in this advertisement.