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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.

Despite advertising now being ubiquitous in China, the phenomenon is still considered to be relatively new. It was officially reintroduced after the Maoist years, thanks to the economic reforms and opening-up policy initiated by Deng Xiaoping in 1979. Advertising has seen tremendous growth over the past 40 years and is now acknowledged as an indispensable tool in the country’s economic growth: it fuels domestic consumption and is the main source of income for the national media. In 2011, China became the second biggest advertising market in the world, but the Chinese authorities still have an ambivalent attitude towards it. Although advertising is a key creative industry in China and is strongly supported by the government, through dedicated plans and policies, it tends to be strictly aligned with the Party-State’s political agenda and, as a result, it is heavily regulated and required to help with the construction of a socialist spiritual civilisation. This article provides the first comprehensive and up-to-date critical overview of the 40 years since the return of advertising in China, addressing its history, growth, recent trends and government regulation, as well as the development of its counterpart for the common good – public service advertising.

Karşılaştırmalı reklamda, çeşitli ürün ya da hizmetler, rakiplere ait ürün ya da hizmetlerle mukayese edilir. Rakibin şahsı, mal ve hizmetleri, açıkça ya da ima yoluyla karşılaştırmalı reklama konu olabilir. Bu yönüyle karşılaştırmalı reklam, diğer reklam türlerinden farklılık arz eder. Ayrıca karşılaştırmalı reklam, diğer reklam türlerine göre daha etkilidir. Tüketicinin Korunması Hakkında Kanun’da ve Ticari Reklam ve Haksız Ticari Uygulamalar Yönetmeliği’nde karşılaştırmalı reklama dair düzenlemeler yer almaktadır. Bahsi geçen Yönetmelik’te, karşılaştırmalı reklamın tanımı yapılmış ve şartları belirlenmiştir. Esasen bu düzenlemeler, 2006/114/EC sayılı Aldatıcı ve Karşılaştırmalı Reklamlara Dair Yönerge’de ifadesini bulan hüküm ve esaslara dayanmaktadır. Ne var ki, söz konusu Yönetmelik uyarınca, karşılaştırmalı reklamda rakiplere ait marka ve diğer ayırt edici işaretlere yer verilmesi yasaklanmıştır. Başta bu husus olmak üzere, karşılaştırmalı reklama dair önemli görülen hususlar bu çalışmanın konusunu oluşturmaktadır. Karşılaştırmalı reklam, Türk Ticaret Kanunu’nda da düzenlenmiştir. Bununla birlikte konu, haksız rekabet hükümlerinden ziyade, tüketici hukuku açısından ele alınmıştır. In comparative advertising, a variety of goods or services are compared to goods or services off ered by competitors. The competitor’s person, goods and services may be the subject of a comparative advertisement, either explicitly or implicitly. In this respect, comparative advertising diff ers from other types of advertising. Comparative advertising is also more eff ective than other types of advertising. The Code on Consumer Protection and the Regulation on Commercial Advertising and Unfair Commercial Practices include provisions on comparative advertising. In the aforementioned Regulation, the defi nition of comparative advertising has been made and its conditions have been regulated. These regulations are based on the provisions and principles stated in the Directive 2006/114/EC concerning misleading and comparative advertising. However, in accordance with the said Regulation, comparative advertising is prohibited to include trade marks and other distinguishing marks of competitors in comparative advertisements. This is subject of this study, which is important for comparative advertising. Comparative advertising is also regulated in the Turkish Commercial Code. However, the issue has been discussed in terms of consumer law rather than unfair competition provisions.

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.

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

В данной статье рассматриваются визуальные стилистические тропы на материале коммерческой и социальной рекламы., The present research focuses on visual stylistic devices as means of manipulation in commercial and so-cial advertising within the novel and promising theory of visual communication. According to the theory, visual stylistic means possess the power to direct and manipulate the perception of the recipient. The study specifies the definitions of visual stylistic expressive means that are used in commercial and social advertising., Политическая лингвистика, Issue № 4 (76), Pages 83-102

Karşılaştırmalı reklamlarda, çeşitli ürün ya da hizmetler, rakiplere ait ürün ya da hizmetlerle mukayese edilir. Rakibin şahsı, mal ve hizmetleri, açıkça ya da ima yoluyla karşılaştırmalı reklama konu olabilir. Bu yönüyle karşılaştırmalı reklam, diğer reklam türlerinden farklılık arz eder. Ayrıca karşılaştırmalı reklam, diğer reklam türlerine göre daha etkilidir. Zira karşılaştırmalı reklam ile sadece söz konusu ürün ya da hizmetlerin tanıtımı yapılmaz; söz konusu ürün ya da hizmetlerin fiyatı, kalitesi gibi çeşitli özellikleri, rakiplere ait ürün ve hizmetlerle mukayese edilerek ön plana çıkarılır. Tüketicinin Korunması Hakkında Kanun’da ve Ticari Reklam ve Haksız Ticari Uygulamalar Yönetmeliği’nde karşılaştırmalı reklamlara dair düzenlemeler yer almaktadır. Bahsi geçen Yönetmelik’te, karşılaştırmalı reklamın tanımı yapılmış ve şartları belirlenmiştir. Esasen bu düzenlemeler, 2006/114/EC sayılı Aldatıcı ve Karşılaştırmalı Reklamlara Dair Yönerge’de ifadesini bulan hüküm ve esaslara dayanmaktadır. Ne var ki, söz konusu Yönetmelik uyarınca, karşılaştırmalı reklamlarda rakiplere ait marka ve diğer ayırt edici işaretlere yer verilmesi yasaklanmıştır. Aslında Yönetmelikte bu hükmün yerine aksi yönde bir hüküm bulunmaktaydı. Bu hükme göre, karşılaştırmalı reklamlarda rakiplere ait marka ve diğer ayırt edici unsurlar kullanılabilirdi. Ne var ki, bu hükmün uygulanması birer yıl aralıklarla ertelenmiştir. Aralık 2018 tarihli değişiklik ile söz konusu hüküm yürürlükten kaldırılmıştır. Ayrıca söz konusu Yönetmeliğe eklenen yeni hüküm ile birlikte, rakiplere ait marka ve diğer ayırt edici unsurların karşılaştırmalı reklamlarda yer almaması bir şart olarak öngörülmüştür. Başta bu husus olmak üzere, karşılaştırmalı reklamlara dair önemli görülen hususlar bu çalışmanın konusunu oluşturmaktadır. Karşılaştırmalı reklam, Türk Ticaret Kanunu’nda da düzenlenmiştir. Bununla birlikte konu, haksız rekabet hükümlerinden ziyade, tüketici hukuku açısından ele alınmıştır. In comparative advertising, a variety of goods or services are compared to goods or services offered by competitors. The competitor’s person, goods and services may be the subject of a comparative advertisement, either explicitly or implicitly. In this respect, comparative advertising differs from other types of advertising. Comparative advertising is also more effective than other types of advertising. Because, with the comparative advertising, only the goods or services in question are not promoted; various features such as price and quality of the said goods or services are compared with the goods and services of the competitors. The Code on Consumer Protection and the Regulation on Commercial Advertising and Unfair Commercial Practices include provisions on comparative advertising. In the aforementioned Regulation, the definition of comparative advertising has been made and its conditions have been regulated. These regulations are based on the provisions and principles stated in the Directive 2006/114/EC concerning misleading and comparative advertising. However, in accordance with the said Regulation, comparative advertising is prohibited to include trade marks and other distinguishing marks of competitors in comparative advertisements. In fact, there was a provision contrary to this provision in the said Regulation. According to this provision, trade marks and other distinguishing marks of competitors could be used in comparative advertisements. However, the implementation of this provision was postponed at intervals of one year. With the amendment dated December 2018, the said provision was abolished. In addition, with the new provision added to the Regulation, it is stipulated that trade marks and other distinguishing marks of competitors are not included in comparative advertising. This is subject of this study, which is important for comparative advertising. Comparative advertising is also regulated in the Turkish Commercial Code. However, the issue has been discussed in terms of consumer law rather than unfair competition provisions.

Статтю присвячено аналізу ключових слів, виокремлених із текстів комерційної реклами та власне рекламних слоганів, які збагачені сугестійним ефектом. Висвітлено низку мовних ознак зафіксованих ключових слів, за допомогою технологій нейролінгвістичного програмування розкрито їхню сугестогенну природу., Статья посвящена анализу ключевых слов рекламных текстов, в том числе рекламных слоганов, что доказывает их суггестивную эффективность. В статье указывается на лингвистические особенности, ключевых слов, и с помощью определенных техник НЛП раскрывается их суггестивная природа., The article is devoted to the analysis of keywords, isolated from the texts of commercial advertising including advertising slogans, which are enriched by the suggestive effect and neuro-linguistic influential potential. A number of linguistic features of the fixed keywords are highlighted, their neurolinguistic programming (NLP)technologies reveal their predestined nature. In the article suggestive markers of lexical semantic level of Ukranian-language commercial advertisement are analysed. Quantitative indices of such units are established, their neuropsycholinguistic nature is explained. The functional role in designing of suggestive discourses is defined, stages of origin and formation of a communicative suggestion are described. The concept of a speech suggestion is detailed, approaches to its understanding and qualification of the main components are systematized. Be guided by classical and creative methods of the linguistic analysis (Milton model, predicate markers of the NLP) during the work the array of keywords and neurolinguistic markers is grouped. Relevant lexical semantic groups of speech suggestogen which maximize the corresponding communicative effect of such messages are emphasized. In the article we rely on the postulates of suggestive linguistics but the main methodological apparatus are the ideas and tools of neurolinguistic programming.Consequently, the complexity of SI as an object of study, its multidimensional nature and the practical absence of relevant and effective research methods predetermine the urgent need for further investigation and scientific qualification of this phenomenon.

Im Wintersemester 2017-2018 hat der erste Autor ein Seminar zum Thema "Geschichte in der Werbung" angeboten, das für Studierende der Studiengänge Geschichte der Pädagogischen Hochschule Heidelberg und der Ruprecht-Karls-Universität Heidelberg zugängig war. Dieser Beitrag berichtet über diese Lehrveranstaltung und beinhaltet eine Auswahl studentischer Arbeiten, die aus dem Seminar herkamen., THERSITES. Journal for Transcultural Presences & Diachronic Identities from Antiquity to Date, Vol. 6 (2017): Advertising Antiquity

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.

Рассматриваются механизмы объективации текстовых миров как когнитивно-прагматических репрезентационных структур дискурса, опосредую­щих взаимодействие агента и клиента в коммерческой рекламе. Отстаивается идея о том, что конструирование рекламной реальности предопределяется совокупностью экстралингвистических факторов, имеющих маркетинговый, когнитивно-прагматический и психологический характер. Формиро­вание ракурса восприятия товара в текстовых мирах, индуцируемых слоганами коммерческой рекламы, осуществляется с опорой на массовые представления. Конструирование реальности агентами британской и российской рекламы выявляет перспективу БЫТИЕ – ИНОБЫТИЕ, в рамках реализации которой происходит закрепление существующих массовых представле­ний о жизни, хорошо известной клиентам из опыта, или отклонение от них. Направленность на преобразование представленного в текстовом мире ирреального положения дел в реальное создает потенциальную реальность как фрагмент «другой жизни» в ракурсах клиента, товара, производителя или безотносительно к ним., The author analyses mechanisms of linguistic representation of text-worlds as cognitive-pragmatic representational structures of discourse, mediating the interaction of agent and client in commercial advertising. It is argued that discourse construal of advertising ‘reality’ is influenced by a range of extra linguistic factors having marketing, cognitive-pragmatic, and psychological character. The focus of perception of goods in advertising text-worlds created by slogans is primarily based on the existing mass ideas. British and Russian agents often construct advertising text-worlds in the perspective REALITY – IRREALITY. The tendency to reinforce the existing mass ideas creates reality, the deviation from commonly accepted ideas is connected with quasi reality as ‘desirable’ alternative reality which is potential and can become real for the client in case they buy the promoted products., №3(13) (2017)

Рассматриваются особенности современной социальной рекламы. Освещается вопрос о соотношении рекламы и культуры, о влиянии рекламы на формирование поведенческих стереотипов и нравственных ценностей об­щества. Приводятся и анализируются основные признаки социальной рекламы. Утверждается, что реклама, созданная для распространения в опреде­ленном национальном коллективе, отражает картину мира этого коллектива, которая фиксируется в языковых единицах рекламного текста как национально значимая информация или национально значимые ключевые смыслы. Высказывается мнение о том, что современная телевизионная реклама часто совмещает в себе информацию двух типов – коммер­ческую и социаль­ную. При этом коммерческая составляющая текста как бы уходит на второй план, становится сопутствующей информацией, приобретая при этом, за счет ценностных смыслов «социального» плана, акцентиро­ванный, усиленный характер звучания в общем контексте рекламного сообщения. Доказывается, что в коммерческой телерекламе усиливается воспитательная функция, свойственная социальной рекламе., The article considers features of modern social advertising. We highlight the question of the relationship between advertising and culture, on the impact of advertising on the formation of behavioral stereotypes and moral values of society. The main features of social advertising are given and analyzed. It is claimed that the advertisements made for distribution in a particular national team, reflects the world view of this group that is fixed in language unit of the advertising text as national important information, or nationally significant key meanings. It suggests that modern commercials often combine the information of two types – commercial and social. While the commercial component of the text, as it fades away, becomes related information, that gets accented, reinforced character in the overall context of the advertising message at the expense of the value meanings of “social” plan. It is proved that educational function inherent in social advertising is enhanced in commercial television., №3(13) (2017)

Treball Final de Grau en Publicitat i Relacions Públiques. Codi: PU0932. Curs acadèmic: 2016/2017 Social advertising is a communication model where the message that the recipient receives has a social character. The process that takes place is that the emitter takes a social tension and, through a massive and persuasive communication, shows the tension to society and proposes a solution. The following research is going to analyze how social advertising has evolved from a communication model used to the third sector (NGOs and institutions) to the current use of trademarks. It’s for this reason, that an updated definition of the term will be proposed. To verify the evolution of social advertising and the results in terms of the effectiveness of the model, we will analyze the ads of the Campofrío campaigns in a specific period (2008- 2014). It can be said that social advertising is consolidating in the commercial strategies of the brands and it is also a type of communication that magnifies the emotional links consumer-brand. In a supersaturated market with a consumer that demands to the brands a greater transparency and that act before the problems of the society, the social publicity is one of the answers to these exigencies, besides being an optimal way to differentiate of the competition, to improve their image, to increase their reputation and to gain legitimacy in society. La publicidad social es un modelo de comunicación donde el mensaje que recibe el receptor tiene un carácter social. El proceso que se lleva a cabo es que el emisor coge una tensión social y, mediante una comunicación masiva y persuasiva, la muestra a la sociedad y propone una solución. Con la siguiente investigación se va analizar cómo la publicidad social ha ido evolucionando desde un modelo de comunicación utilizado por el tercer sector (ONGs e instituciones) hasta el uso actual que hacen las marcas comerciales. Es por ello, que se va a proponer una definición actualizada del término y para poder verificar dicha evolución y los resultados en términos de eficacia del modelo, se va a analizar los anuncios de las campañas de Campofrío en un periodo de tiempo concreto (2008-2014). Se puede decir, que la publicidad social se está consolidando en las estrategias comerciales de las marcas y además es un tipo de comunicación que magnifica los vínculos emocionales consumidor-marca. En un mercado sobresaturado y con un consumidor que exige a las marcas una mayor transparencia y que actúen ante los problemas de la sociedad, la publicidad social es una de las respuestas a estas exigencias, además de ser una manera óptima para diferenciarse de la competencia, de mejorar su imagen, de aumentar su reputación y conseguir una legitimación ante la sociedad.

The main aim of the research is to estimate the efficiency of psychological influence mechanisms in social advertising. Numerous psychological, sociological, culturological studies, devoted to this issue, do not answer the question which mechanisms will be efficient and will lead to the expected reaction of a recipient. The correlation between the psychological influence methods and the goals set by the creators is especially important for social advertising, because its efficiency can’t be measured by economic indicators as it occurs in commercial advertising. In addition, it should be remembered that for guaranteeing of efficiency in this kind of advertising one need to take into account such special features of a recipient as their beliefs and sets. The study concentrates on the comparison of psychological influence mechanisms, used in World Wildlife Fund (WWF) social advertising. Its creators use a great number of methods. But as practice shows us by no means all of them lead to the planned results. The study justifies, that the efficiency of advertising influence should be estimated by such indicators as the willingness of a recipient to take part in WWF programs (conative component) and their emotional response (affective component). Consequently, it has been established that the behaviour of a recipient does not depend on a chosen creative strategy’s type, which is used by the creators. The willingness of a recipient to take part in the programs, advertised by WWF, is estimated by the content of their social and psychological sets (attitudes). The displayed results prove that one need to refuse a cruel and shocking way of advertising, which causes people’s negative emotions. It is corroborated by experiments that social advertising which defends wild nature can be efficient on condition that it gives a recipient an opportunity to actualize their own social and psychological sets. Key words: affective component, commercial advertising, conative component, psychological influence mechanisms, social advertising.

У статті аналізуються емоційні мотиви в слоганах комерційної реклами періоду 2012−2017 рр. та проводиться паралель між використанням емоційних мотивів та соціокультурними змінами в Україні. This article analyzes the emotional motivtes in commercial advertising slogans in 2012−2017 and helds parallel between using emotional motives and sociocultural changes in Ukraine.

Цель статьи заключается в определении дефинитивных границ понятия «культурный код» и описании влиятельных потенций лингвосемиотических единиц данного типа, функционирующих в украинской коммерческой телерекламе, продуцируемых, прежде всего, их онимными конституентами. В соответствии с этим объектом научного интереса стали культурные коды с онимным компонентом, представленные в соответствующих рекламных контекстах, а предметом — суггестивные трансформации, которые ими обусловлены. Для получения достоверных данных в работе применены следующие методы: описания, индуктивно-дедуктивный, наблюдения, количественного анализа, а также компонентного и контекстуально-интерпретационного анализа. Результатом работы над указанной проблематикой стало комплексное объяснение сущности влиятельного субстрата культурных кодов и определение суггестивной направленности этих единиц с учётом типа онимного конструкта. Выводы: основные влиятельные потенции культурных кодов с онимным компонентом в украинской коммерческой телерекламе актуализируются путём реализации ими идентифицирующей, аргументативной и ассоциативно-генерирующей функций., The purpose of the article is to determine the definitive boundaries of the concept of «cultural code». The description of the influential linguosemiotics potency of the units with an onymic component, operating in the Ukrainian commercial television advertising, is the aim of this article too. In accordance with that, the object of our scientific interest were the cultural codes with an onymic component represented inthe corresponding advertising contexts, and the subject − the suggestive transformations which they have caused. To obtain the reliable data we used the following methods: description, induction and deduction, monitoring, quantitative analysis, component and contextually-interpretive analysis. The result of solving the above mentioned problems was a comprehensive explanation of the essence of the influential substrate in the cultural codes and determining the suggestive intention of these units with the type of the onymic construct taken into account. Conclusions: the main influential potency of cultural codes with an onymic component is realised in the Ukrainian commercial television commercials due to their identifying, argumentative, and associative-generating functions., Мета статті полягає в окресленні дефінітивних меж поняття «культурний код» і визначенні впливових потенцій лінгвосеміотичних одиниць цього типу в українській комерційній телерекламі, що продукуються насамперед їхніми онімними конституентами. Відповідно до цього об’єктом наукового зацікавлення стали культурні коди з онімним компонентом, репрезентовані у відповідних рекламних контекстах, а предметом — впливові трансформації, що ними зумовлюються. Для отримання достовірних даних у роботі застосовано методи опису, індукції й дедукції, спостереження, кількісних підрахунків, а також компонентний і контекстуально-інтерпретаційний аналіз. Результатом роботи над зазначеною проблематикою стало всебічне обґрунтування впливового субстрату культурних кодів і визначення сугестивної скерованості цих одиниць з огляду на тип онімного складника. Висновки: основні впливові потенції культурних кодів з онімним компонентом в українській комерційній телерекламі актуалізуються шляхом реалізації ними ідентифікувальної, аргументативної та асоціативно-генерувальної функцій.

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.

Actuality of the chosen problematic depends not only on its general theoretical weight, but also the possibility to search for the protective mechanisms from the devastating impact of pathogenic texts, which according to the researchers are the characteristic feature of modern communication space, that produce a conflict interaction. Among the common methods the author relies on the descriptive method and method of observation, analysis and inductive generalization of factual material that in general gives an opportunity for systematizing and objective qualification of linguistic skills of the material. The practical significance of the research primarily lays in the possibility to use the results in the direct synthesis of correct ad copies with programmable outcome. The results will be useful in the learning process in teaching courses of Ukrainian language lexicology and stylistics, certain aspects of the morphology and also provide further develop of such branches as theory of speech activity, communicative linguistics. After analyzing a large array of advertisements it was decided to make analysis of the obtained factual material at the lexical-semantic level, the keywords have been distributed by major lexical-semantic groups. Based on the quantitative and semantic characteristics of the recorded keywords, it was found that the most active subgroup of this block are keywords that illustrate the practical value of advertized products, their uniqueness among identical and at the same time - compliance with the established standards of production, consumption, and other goods like that. Also it was identified the maximum frequent and semantically powerful keywords used by advertising specialists apart from the referential group of the advertized products, that confirm the semantic fullness, diversity and influential power of the keywords., Статья посвящена анализу ключевых слов коммерческой рекламы как маркеров речевого влияния. Выделенные ключевые слова распределены на группы, охарактеризованы некоторые языковые особенности зафиксированных ключевых слов, с помощью технологий нейролингвистического программирования объяснена их сугестогенная природа., Статтю присвячено аналізу ключових слів комерційної реклами як маркерів мовного впливу. Виокремлені ключові слова розподілено на групи, висвітлено низку ознак зафіксованих ключових слів, за допомогою технологій нейролінгвістичного програмування розкрито їхню сугестогенну природу.

This study investigated whether age and its associated implicit memory deficits influences responses to contextual television advertising.Prior exposure to the advertised product or brand during a program should improve recall and brand attitude for contextual commercials. The results of a lab experiment, with participants ranging in age from 19 to 78, revealed that unbranded product appearances significantly improved recall, compared to normal unprimed commercials, but only for younger consumers. Branded product appearances did not significantly improve recall, compared to unbranded appearances. Contextual commercials had no positive effects on brand attitude. However, a competitor-brand appearance had a negative effect on brand attitude, for both older and younger consumers. Implications of these results, and their limitations, are discussed. Refereed/Peer-reviewed

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.

Українська символіка, слогани, які апелюють до почуття гордості за свою країну, національні орнаменти та кольори в минулому та поточному роках дедалі частіше почали виникати в друкованій рекламі. Тож актуальність роботи зумовлена підвищеною увагою рекламодавців до української символіки та надмірне апелювання до патріотизму в комерційній рекламі протягом 2014-2015 років.

The current paper presents an analysis of the concept of advertising and its functions in the present-day world. Three prime advertising functions have been singled out: the informative or communicative, economic and social. In addition, the impact of advertising on the consumer is discussed based on seven main appeals (fear, humour, sex, music, rationality, emotions, scarcity) used by advertisers when targeting feelings and emotions of an audience. Moreover, the paper presents and defines the concept of shocking advertising as well as analyses the aims of its use. One of the main purposes of shocking advertising is to draw the attention of the target audience to the advertising message. It is rather frequent that shocking content – disgusting images, sexual reference, profanity/ obscenity, vulgarity, impropriety, moral offensiveness and religious taboos – is presented and described. Šokiruojantys turiniai socialinėje ir komercinėje reklamoje Santrauka.Straipsnyje analizuojama reklamos sąvoka ir nagrinėjamos funkcijos, kurias reklama atlieka šiuolaikiniame pasaulyje. Išskiriamos trys pagrindinės reklamos funkcijos – informacinė, arba komunikacinė, ir ekonominė bei socialinė. Taip pat aptariamas reklamos poveikis vartotojui, aprašomos septynios reklamos apeliacijos (baimė, humoras, seksas, muzika, racionalumas, emocijos ir stygius), kurias naudoja reklamos kūrėjai, taikydamiesi į tikslinės reklamos auditorijos jausmus ir emocijas. Be to, šiame darbe didelis dėmesys skiriamas šokiruojančiai reklamai ir jos sąvokos apibrėžimui, analizuojamos šokiruojančios reklamos naudojimo priežastys, kurių viena pagrindinių yra tikslinės auditorijos dėmesio patraukimas į reklaminį pranešimą. Nagrinėjami ir aprašomi dažniausiai komercinėje ir socialinėje reklamoje naudojami šoką sukeliantys turiniai, tokie kaip bjaurūs vaizdai, seksualinės užuominos, nešvankybės, cinizmas, vulgarumas, nepadorumas, moralinių normų pažeidimai ir religiniai tabu. Reikšminiai žodžiai:reklamos apeliacijos,reklamos funkcijos,reklamos pranešimas,komercinė reklama,komunikacija,šokiruojantys turiniai,šokiruojanti reklama,socialinė reklama. First Published Online: 22 Dec 2014

Advertising and PR are instrumental communication technologies in liberal societies with market type of economic relations. Advertising in sport is not only aimed at achieving business goals, but also on the social agenda. Реклама и PR являются инструментальными технологиями коммуникации в либеральных обществах с рыночным типом экономических отношений. Реклама в спортивной сфере направлена не только на достижение коммерческих целей, но и на решение социальных задач.

У статті проаналізовано особливості запозичень у текстах україномовної комерційної реклами з урахуванням їх функційного та комунікативно-прагматичного призначення. Розглянуто комунікативну модель рекламного тексту, що складається з трьох блоків: 1) інтродуктивного, що включає заголовок і підзаголовки; 2) основного, репрезентованого корпусом тексту; 3) завершального, що містить назву фірми, логотип, тобто марку фірми, слоган – гасло фірми, координати фірми, а в деяких випадках також торговельний купон. З’ясовано активне використання запозичень у межах кожного комунікативного блоку. Проте спостережено збільшення їх частотності в основному та завершальному блоках. Звернено увагу як на позитивні, так і негативні наслідки входження запозичень у сучасний рекламний простір. This article analyzes the features of borrowings in the texts of Ukrainian commercial advertising based on their functional, communicative and pragmatic purpose. We consider the communicative model of advertising text, which consists of three blocks: 1) introductive, including the title and subtitle; 2) main, represented by corpora of text; 3) and final that contains the company’s name, logo, i.e. firm’s brand, slogan - catchword of the firm, location of the firm, and in some cases also a shopping coupon. It was found out an active usage of loans within each communicative block. However, an increase in frequency of borrowings was observed in the main and final blocks. A great attention is paid to both positive and negative consequences of entering borrowings into current advertising space.

UNIVERZITA KARLOVA V PRAZE FAKULTA SOCIÁLNÍCH VĚD Institut mezinárodních studií Jan Kleňha Porovnání metod komerčního a politického marketingu v amerických médiích v 70. a 80. letech 20. století Bakalářská práce Praha 2014 Abstract: Two decades of 1970's and 1980's are perceived from a media point of view as an era of large and previously inexperienced systemic changes within the industry, with far-reaching impacts on the American society. This bachelor's thesis will focus on proving that, since it's extensive emergence in 1970's, the political marketing has been implementing many of the methods of commercial marketing, which were previously developed by rigorous empirical studies and were proven to be successful. Political campaigns were using the same media as the commercial campaigns and were forced to deal with the same cultural background and the same changes in the society. No matter what the crucial differences in financing, preconditions, aims or impacts between political and commercial advertising were, many of their methods were based on the same socio-psychological principles of influence and persuasion. Therefore, the more these methods were used in specific political campaigns, the more successful these campaigns were in reaching its objective.

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.

У статті досліджено особливості трансляції цінностей сучасною комерційною і політичною рекламою. Проаналізована проблема соціальної відповідальності рекламістів перед суспільством. В статье исследованы особенности трансляции ценностей современной коммерческой и политической рекламой. Проанализирована проблема социальной ответственности рекламистов перед обществом. The article deals the features of translation of values of the modern commercial and political advertising. The article analyzes the problem of social responsibility of advertisers before the society.

Šiandieninėje visuomenėje tiek komercinė, tiek socialinė reklama užima svarbią vietą. Komercinė reklama ragina pirkti, įsigyti vienokį ar kitokį daiktą. Socialinė reklama aprėpia opiausias žmonių problemas ir bando parodyti vartotojams tinkamo elgesio normas. Iki šiol bakalauro darbo tema „Liepiamosios nuosakos vartojimas komercinėje ir socialinėje reklamoje“ nėra plačiai nagrinėta. Šiame darbe pabandyta pasižiūrėti į liepiamosios nuosakos funkcijas bei paskirtį reklamose. Palyginta, kokia forma, vienaskaitos ar daugiskaitos, labiau vartojama reklamose. In today's society, both commercial and social advertising plays an important role. Commercial advertising prompts to buy, to possess some sort of object. Social advertising covers the most acute problems of people and tries to show its consumers the proper norms of behavior. So far, the Bachelor thesis on the use of imperative mood in commercial and social advertising is not widely examined. The thesis attempted to look at the imperative mood functions and purpose in advertising. The comparison was made of what form, singular or plural, is used more in commercials.

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.”

Dažnai susiduriame su nekomercinėmis, arba socialinėmis, reklamomis, t. y. su rašytine ar vaizdine informacija, kuri skatina ne vartoti, o keisti, keistis, toleruoti, populiarinti socialines problemas, pakeisti elgesio modelius, sukurti teigiamą visuomenės nuomonę tam tikru klausimu. Akivaizdžiai matyti, kad socialinės reklamos skiriasi nuo komercinių, kurioms netrūksta įvairių tyrimų, bet pasigendama išsamesnės socialinių reklamų analizės. Šios priežastys ir paskatino išsamiau tirti lietuviškas socialines reklamas. Straipsnyje trumpai aprašoma socialinių reklamų istorija, jų klasifikacija, kalbinės ypatybės, skirtumai nuo komercinių reklamų. Straipsnyje ištirtos 74 lietuviškos socialinės reklamos, surinktos 2007 metų gruodžio – 2008 metų vasario mėnesiais iš Kauno pakelės stendų, interneto ir televizijos. Surinkti reklamų tekstai pagal juose reklamuojamus objektus gali būti skirstomos į privalomąsias (informacija apie alkoholio ir tabako žalą) ir neprivalomąsias. Šios reklamos atskleidžia individo, šeimos ir bendruomenės problemas. Straipsnyje keliama prielaida, kad jei socialinėmis reklamomis raginama keisti ir keistis, tai toks reklamos poveikis turi būti sukuriamas kalbinėmis priemonėmis. Dėl to atlikta kalbinė (morfologinė, sintaksinė ir semantinė) analizė. Išanalizavus socialines reklamas, paaiškėjo, kad tam tikrų gramatinių kategorijų, žodžių reikšmių ir sakinių funkcijų pasirinkimas socialinėse reklamose nėra atsitiktinis. Pavyzdžiui, morfologinė analizė atskleidė skirtumą, kad socialinėse reklamose daug mažiau aukščiausiojo laipsnio būdvardžių nei komercinėse reklamose; iš semantinės daiktavardžių analizės paaiškėjo, kad socialinėse reklamose dažnai vartojami asmenų pavadinimai, nes tokios reklamos skatina spręsti su asmenimis susijusias problemas. Article presents the analysis of the topics and linguistic features of social advertisements, which are constantly increasing in number. In this article, a social advertisement is understood as written or visual information inducing change and toleration, but not consumption. The information in social advertisements does not seek commercial profit; usually the whole community, not a particular individual, is addressed. The classification of social advertisements and their linguistic analysis are based on 74 texts of social advertisements on stands found by Kaunas roadsides, on the Internet or on television in the period of December 2007 – February 2008. The majority of social advertisements’ examples were selected from roadside stands. This implies that the target audience of such advertisements is the whole community. Social advertisements can be classified according to advertised objects: indispensable (advertisements about alcohol and tobacco harm) and dispensable. The latter reveal problems of an individual, a family and a community. The research showed that the grammatical categories of the parts of speech, the meanings of words and the functions of sentences are not chosen at random. These linguistic devices are used to cause changes and increase the awareness of different social problems. The effect of the advertising is influenced by various linguistic features: the frequent usage of imperative verb forms for the singular second person; the superlative adjective forms that are used more rarely than in commercial advertisements (this proves that adjectives in social advertisements are not "advertisement-like"); by the usage of mental adjectives (appealing to the feelings and psychological state of the addressee); the verbs expressing deliberate mental and social action; and by imperative and declarative (which usually express certain motivation) sentences. The analysis of the data supports the hypothesis that certain grammatical categories, the meanings of words and sentences with certain functions reinforce the desired effect in social advertising. More specific characteristic linguistic features of social advertisements would be revealed in further research: comparison of the features of commercial advertisements, taking into consideration oral and written language.