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Resumen El presente artículo tiene por propósito abordar la publicidad comercial, develando su noción en nuestro derecho, identificando los principios sobre los que se erige y construyendo, a partir de ellos, una tipología que limite el contenido del mensaje publicitario. Abstract The purpose of this article is to reveal the notion of commercial advertising in our law identifying the principles on which it is built and building a typology that determines the content of the advertising message.

В настоящее время в социальных науках особую популярность приобретает теория Э.Хермана и Н.Хомского, которая носит название «Модель пропаганды». В соответствии с данной теорией, современные средства массовой информации являются заинтересованными продавцами искаженной информации и в целом отражают происходящее в мире необъективно. Современное российское общество является ценностно поляризованным, что находит объяснение в теории психологической поляризации С.Московиси. Психологическое влияние на население осуществляется с помощью политического маркетинга, к которому прибегают и властные структуры, и оппозиция. Разница в том, что властные структуры используют главным образом, телевидение, а оппозиция – Интернет. Основана задача политического маркетинга – не переубедить оппонентов, поскольку это, в соответствии с теорией С.Моковиси, невозможно, а привлечь на свою сторону тех, у кого нет собственной устойчивой системы взглядов. В статье приводятся некоторые результаты экспериментальных психологических исследований с оценками политической рекламы респондентов с различной ценностной поляризацией сознания., Currently, the theory of E.Herman and N.Chomsky, which is called the "Propaganda Model", is becoming extremely popular in the social Sciences. According to this theory, modern mass media are interested sellers of distorted information and generally reflect what is happening in the world biased. Modern Russian society is valuepolarized, which is explained by psychological polarization theory of S. Moscovici. Psychological influence on the population is carried out with the help of political marketing, which is resorted to by both government structures and the opposition. The difference is that the authorities mainly use television, while the opposition uses the Internet. The main task of political marketing is not to convince opponents, because this is, according to the S.Mokovici theory, is impossible. It executes to attract to their side those who do not have their own stable system of views. The article presents some results of experimental psychological research with assessments of political advertising of respondents with different value polarization of consciousness.

The article is devoted to analysis of implicit resources of manipulation strategy in commercial advertising, and an impact is considered both on the emotional and rationalspheres of recipient`s consciousness. Basic tactics are considered by examplesof commercial advertising. Special attention is paid to linguistic, semiotic, cognitive,and psychological resources.

International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies, 10, 7, 917-924

The current paper presents the analysis of linguistic characteristics of commercial and social advertising slogans. There is no uniform definition of the advertising slogan in the scientific literature, therefore, an attempt to provide the definition of a slogan in the context of marketing communication was made. One of the main functions of both social and commercial advertising is to provide information to the target audience and make it act in a way desired by the advertisers. As language, either spoken or written, has a powerful influence over people and their behaviour, the article analysis the language of advertising from the linguistic point of view and focuses on the phonological and semantic characteristics of slogans for commercial and social advertising campaigns. The analysis of 110 English slogans (55 commercial and 55 social advertising campaigns) showed the frequent use of both sound techniques and figurative language in commercial advertising slogans, which make the slogans more memorable, attractive and highlighting the advertised brand in a positive way. In contrast, the sound techniques and figurative language are scarce in slogans for social advertising campaigns.

The article is dedicated to the elaboration of advertising slogans typology, which is the basis to the study of advertising texts in the aspect of translation. The relevance of the translation studies approach to the advertising text is established, and given the review of the scientific researches dealing with the problems of advertising texts analysis in different languages, and in the comparative aspect. The objective of the article is in the devising of the typology of advertising slogans, relevant for the translation studies aspect of the research. This objective presupposed the necessity of solving such tasks: to define such a notion as «slogan», to review the theoretical works on the advertising slogans typology, to develop the own typology of slogans, relevant for the translation studies. The object of the research – English slogans and their translations into Ukrainian, the subject of the research – typological specifics of advertising slogans in English and Ukrainian. The article gives the definition of the notion «advertising slogan», studies existing in the area typologies of advertising slogans, and suggests its own, which presents the division into commercial, social and political slogans. Commercial slogans are the markers of the unique trade proposition, connected with a certain commodity or service, they are divided into image and trade ones; social slogans aim at social, moral and ethical problems and manifest society values; political slogans express the main idea of the political campaign or a political program and can be subdivided into slogans of politicians, political parties and states. Each type of slogans requires a special approach when being translated, attention particularly being paid to the addressee.

Este trabajo se realizó con el objetivo de conocer cómo funcionan los valores en la publicidad comercial y en la propaganda política, específicamente en el spot televisivo. Se parte de pensar que los valores son ideas persuasivas que se incluyen en este tipo de discursos, para vender más productos y servicios, y para conseguir el voto a partidos políticos y candidatos. La muestra quedó enmarcada por los periodos de las Elecciones Generales de España 2008 y 2011., This project was made with the purpose to know how do the values in commercial publicity and political advertising work, specifically in TV spots. In order to achieve such knowledge, the research starts from the notion that values are persuasive ideas which are included in this kind of speeches to sell products and services, and also to get the vote for political parties and candidates. The sample to work on are numerous spots compiled during the Spanish Term General Elections of 2008 and 2011.

El presente artículo propone un análisis de la publicidad comercial en tanto expresión de la hegemonía cultural estadounidense en Cuba durante la segunda postguerra. Durante el periodo escogido, la actividad publicitaria reflejó la profunda dependencia cubana a la economía estadounidense –perceptible tanto en la profusión de anuncios referentes a valores de esa nación, como en las esferas que los mismo conquistaron– y, a su vez, el proceso de consolidación de un imaginario cultural dominado por los símbolos norteamericanos. This article proposes an analysis of commercial advertising as an expression of American cultural hegemony in Cuba during the second postwar period. During the period chosen, the advertising activity reflected the deep Cuban dependence on the U.S. economy –perceptible both in the profusion of announcements concerning values of the nation, as in the areas that it conquered– and, in turn, the process consolidation of a cultural imaginary dominated by american symbols.

En este artículo analizo seis ejemplos distintos por épocas y procedencia sociocultural de mezclas entre la publicidad y la política. Tres casos en los que tres sujetos políticos (Zapatero, ABC, Partido Comunista Italiano) emplean la publicidad en sus discursos políticos para alcanzar sus fines socio-discursivos, y tres casos en los que tres sujetos comerciales (Quilmes, Axe, M&M’s) emplean la política en sus discursos publicitarios para alcanzar sus fines socio-discursivos. Mediante el análisis de estos seis casos pretendo demostrar que, aunque tengan lugar «préstamos cruzados» entre estos dos dominios semióticos y sociales, la relación entre la política y la publicidad está lejos de ser simétrica, siendo el publicitario un discurso totalizante, que fagocita el discurso político, como muchos otros, banalizándolo. In this paper I will analyze six cases of mix between politics and advertising. In the first three examples three political subjects (Zapatero, ABC, Partido Comunista Italiano) employs advertising in their political discourse in order to achieve their social and discursive ends. In the last three examples, three commercial subjects (Quilmes, Axe, M&M’s) employs politics in their commercial discourse in order to achieve their social and discursive ends. Through the analysis of these six cases, I will show that, even if reciprocal borrowings exist between these two semiotic and social domains, the relation between Politics and Advertising is not symmetrical. Actually the advertising discourse phagocytes political discourse (as many other ones), banalizing it.

In this paper I will analyze six cases of mix between politics and advertising. In the first three examples three political subjects (Zapatero, ABC, Partido Comunista Italiano) employs advertising in their political discourse in order to achieve their social and discursive ends. In the last three examples, three commercial subjects (Quilmes, Axe, M&M’s) employs politics in their commercial discourse in order to achieve their social and discursive ends. Through the analysis of these six cases, I will show that, even if reciprocal borrowings exist between these two semiotic and social domains, the relation between Politics and Advertising is not symmetrical. Actually the advertising discourse phagocytes political discourse (as many other ones), banalizing it. En este artículo analizo seis ejemplos distintos por épocas y procedencia sociocultural de mezclas entre la publicidad y la política. Tres casos en los que tres sujetos políticos (Zapatero, ABC, Partido Comunista Italiano) emplean la publicidad en sus discursos políticos para alcanzar sus fines socio-discursivos, y tres casos en los que tres sujetos comerciales (Quilmes, Axe, M&M’s) emplean la política en sus discursos publicitarios para alcanzar sus fines socio-discursivos. Mediante el análisis de estos seis casos pretendo demostrar que, aunque tengan lugar «préstamos cruzados» entre estos dos dominios semióticos y sociales, la relación entre la política y la publicidad está lejos de ser simétrica, siendo el publicitario un discurso totalizante, que fagocita el discurso político, como muchos otros, banalizándolo.

Die Arbeit präsentiert die Geschichte der modernen Wirtschaftswerbung in der ersten Hälfte des 20. Jahrhunderts und zeigt, dass Werbung trotz kultureller Barrieren die Alltagswelten der Deutschen kolonialisierte und Einfluss auf die „deutsche Kultur“ nahm. Die Arbeit zeigt, dass das Konstrukt der „deutschen Kultur“ nicht ausschließlich durch die bürgerliche Hochkultur definiert wurde, sondern zunehmend auch durch Einflüsse der Konsumkultur bestimmt war. Die Bilderwelten der Werbung prägten nationale Ikonen, schufen (bspw. durch Leuchtwerbung) modifizierte "Oberflächen" und Raumwahrnehmungen, ebenso wie die Logik der Marktdifferenzierung und des Marketing soziale Interaktionen als auch die politische Kommunikation (Hitler als Marke) zu bestimmen begann. Diese Entwicklung verlief nicht konfliktfrei. Sowohl die Debatten über Werbung als auch die direkte Konfrontation zwischen Kulturkritikern und Werbern verdeutlichen den massiven Zusammenprall zweier Mentalitäten, die den Konflikt von traditionellem zünftigem Denken, hochkultureller Repräsentation sowie einer vermeintlich authentischen Ästhetik des Inhalts auf der einen Seite und einer "Welt des Scheins" und einer Ästhetik der äußeren Form auf der anderen Seite hervortreten ließ. In dieser Debatte spielte eine Frage eine zentrale Rolle: inwieweit Kapitalismus, Marktwirtschaft, Konsum und die Ästhetik der modernen Lebenswelt mit ihrer spezifischen (werblichen) Oberflächenstruktur mit Vorstellungen "des Deutschen" zu vereinbaren waren., This dissertation offers a history of modern commercial advertising during the first half of the twentieth century and demonstrates that despite cultural barriers, advertising colonized the everyday world of Germans and began to encroach upon “German culture”. The work shows that the construct of “German culture” was not only defined by bourgeois high culture, but rather increasingly by factors from consumer culture. The imagery of advertising shaped national icons, created modified “surfaces” (for example, through illuminated ad media) and perceptions of space. Likewise, the logic of market differentiation and marketing began to determine social interactions as well as political communication (Hitler branding). This development did not progress without conflict: Debates surrounding both advertising as well as the direct confrontation between cultural critics and advertisers make clear that there was a massive collision between two mentalities. This allowed a conflict to emerge between traditional, guild thinking, high cultural representations and a putatively authentic aesthetics of content, on the one hand, and on the other hand, a “world of appearances” and aesthetic of the exterior form. One question in particular played a central role in this debate, namely: the extent to which capitalism, the market economy, consumption and the aesthetics of the modern Lebenswelt with its specific (commercial) texture were in accord with ideas of “Germanness.”