80801 skanuj0002 (550)

ni. B3biK mmmm kahajiob KOMMyHHKflip

—    peKAaMa — 3TO onAaneHHaa <J>opMa KOMMyHHKaijHH;

HHcjDopMaiłHH, coAepjscamancH b peKAaMe, haghth-

(JmpHpyeT cnoHcopa;

—    peKAaMHoe cooSmeHHe MOSceT npoxoAHTb KaK no OAHOMy, TaK H no HeCKOAbKHM BHA3M CpeACTB MaCCOBOH KOMMyHHKan,Hn; jj,gal peKAaMbi — ckaohhtb noTeHpnaAt-hbix noKynaTeAeń k npnodpeTeHHio TOBapa hah ycAyrn;

—    peKAaMa He nepcoHH<J)mj,HpoBaHa; MexaHH3M ne-peAann noKynaTeAHM HHcjaopMapHH Ha3tiBaeTCH Mapxe-THHroBoń KOMMyHHKapneH;

—    peKAaMa nepeAaeT MapKeTHHroByio nHc^opMapnio, HanpaBAeHHyio Ha ycTaHOBAeHHe coTpyAHnnecTBa Mexc-Ay peKAaMOAaTeAeM h noTpeSHTeAeM.

OneBHAHO, hto peKAaMa HMeeT BaxcHoe copnaALnoe 3HaneHHe, a CAeAOBaTeABHO, Tpe6yeTcn HHTepaicTHBHbiń noAXOA k ee H3yneHHK>.

Oco6eHHOcra h 3aK0H0MepH0CTH HcnoAb30BaHHH Tex HAH HHbIX CTHAHCTHneCKHX npHeMOB B peKAaMHbIX COO6-meHHHX H 3(J)(|)eKTHBH0CTb HX HCn0Ab30BaHHH BO MHOrOM

3aBHCHT ot Toro, k KaKOMy THny npHHaAAexcHT AaHHoe peKAaMHoe coo6iu;eHHe, a TaKsce ot Toro, o KaKOM CTpyK-TypHOM SAeMenTe peKAaMHoro cooSmeHHH HAeT penb.

CAeAyeT oTMeTHTb, hto MHoroMepHoeTb h HeoAH03Han-hoctb caMoro noHHTHH peKAaMa onpeAeAHAH h pa3HOO0-pa3He noAXOAOB k ee THnH3apHH. IlpeACTaBAHeTCH B03-MOaCHblM TOBOpHTb O CyiH,eCTBOBaHHH CAeAyK>mHX THnOB peKAaMbi: peKAaMa ToproBoił MapKH; ToproBO-po3HHHHasi peKAaMa; noAHTHHecKan peKAaMa; peKAaMa b cnpaBOHHH-Kax; HHCTHTypHOHaAbHaa (KopnopaTHBHan peKAaMa); co-pnaAbnaH peKAaMa; HiriepaKTHBnaa peKAaMa [Ysaac, 2001],

PeKAaMa pasAeAKeTCH Ha k o m m e p h e c Kyio h HeKOMMep-necKyio. KoMMepnecKaa peKAaMa noApa3AeAaeTCH na hmha-yKenyio, npoMbiniAeHHyio h iiorpeSHTeAbCKyio. Emy oahhm cymecTBeHHbiM b nAaHe H3biKOBoro otjjopMAeHHH peKAaM-hł>ix TeKCTOB HBAH6TCH pa3AeAeHHe peKAaMbi na peKAaMy Ha pa3BopoTe h pySpHnnyio peKAaMy [Vestergaard, 1985],

BbiAeAHiOTCH pa3AHHHbie CTpyKTypHbie SAeMeHTbi peKAaMHbIX TeKCTOB — 3arOAOBOK, OCHOBHOH TeKCT h Ae-BH3, a TaK*e noA3aroAOBOK, BCTaBKH h paMKH, nenaTH, AoroTHnbi h aBTorpacJzbi (noAnHCH).

3aroAOBOK cnHTaeTca caMoń BascHoń nacTbio pckabm-hoto TeKCTa (HMeHHO oh npHBAeKaeT BHHMaHHe noTpeSn-TeAH, H OT CTeneHH ero Bbipa3HTeAbH0CTH 3aBHCHT, Ha-ckoabko noTeHpHaAbHbiń noTpedHTeAb 3aHirrepecycTCJi b npoHTenHH ocHOBHoro TeKCTa). 3aroAOBKH H0Apa3AeAH-K3TCH Ha HeCKOAbKO THIIOB: 3arOAOBKH, cooSmaiomHe o noAe3Hbix cBOHCTBax, upoBOipipytoinHe, hii c ja o p m a tmb h bie, BonpocHTeAbHbie h coAepaKanjHe KOMaHAy.

Bąblu peyaMbi

OcHOBHOH TeKCT peKAaMHOrO cooSmeHHH MOJKeT SblTb riOBeCTBOBaTeAŁHbIM, H3o6pa3HTeAbHbIM, TpiOKOBMM (opH-rHHaABHtiM); oh mo>KeT 6łitl HanncaH b (JjopMe MOHOAora hah AHaAora [Bobs, 1995].

OcHOBHan ncah peKAaMHoro TeKCTa — npHBAenb bhh-MaHHe, BBI3BaTŁ HHTepeC H CTHMyAHpOBaTb cdblT¹. Aah AO-CTHSCeHHH 3TOH peAH COCTaBHTeAH peKAaMHoro TeKCTa 06-paipaiOTCH K HCIIOAb30BaHHK) pa3AHHHHX AHHTBHCTHHeC-KHX II nCHXOAOTHHeCKHX npHeMOB. PeKAaMHblH TeKCT AOAJKHbl OTAHMaTb AOKOA^HBOCTb, HpKOCTb, Aćl KOHHMIIOCTb, 3KCTpaBaraHTHOCTb, BbicoKonpoiłieccHOHaAbHoe hciioa-iieHiie.

PeKAaMa KaK oAHa H3 (|)opM peneBoń KOMMyHHKapHH HMeeT ocoóeiiHocTH. Bo-nepBbix, OHa npeACTaBAHeT co6oń TaK Ha3biBaeMbiń oahoctopohhhh ran KOMMyHHKapHH (Ha3biBaeMbiń one-way communication), hto coKpaipaeT KOAHnecTBO MexaHH3MOB B03AeńcTBHH Ha ayAHTopmo.Bo-BTOpbIX, B03M0XCH0CTb HCn0Ab30BaHHH B peKAaMe CpeACTB bo3A6hctbhh Ha ayAHTopHio b H3BecTHoń CTeneHH orpa-HHHHBaeTCH 3THHeCKHMH HOpMaMH H lOpHAHHeCKHMH aK-TaMH. B-TpeTbHX, peKAaMHblH TeKCT AOAJKCH 6bITb KpaT-KHM, nOTOMy MOJKHO HaÓAIOAaTb BblCOKyro KOHU,eHTpapHIO pa3Hoo6pa3Hbix cthahcthh6Ckhx npneMOB.

Mrpa caob h o6pa30B, HCKajKeHHe npaBonHcaHHH h HAHOM, «HenpaBHAbHbIH» CHHTaKCHC H Heo6bIHHOe HC-noAb30BaHHe 3HaKOB npenHHaHHa xapaKTepnbi aah peKAaMbi h HepeAKO cnoco6cTByiOT co3AaHHio HaH6oAee Bbipa3HTeAbHbix h ycneiHHbix peKAaMHbix coodmeHHH.

IlpHBeAeM npHMepbi HeKOTopbix npneMOB, ncnoAb-3yeMbix b peKAaMe.

1.    Bbipa3HTeAbHOCTb TeKCTa MOJKeT 3aKAKHiaTbCfl B HcnoAb30BaHHH KaAaMdypa, ocHOBaHHoro Ha MHoro3Han-hocth <|)pa30Boro rAaroAa to, pick up, kotopuh b pa3AHH-Hbix coHeTaHHHX npnoópeTaeT pa3Hbie 3HaneHHH — «no-npaBHTb, yAyMiHHTb AeAa»; «cHHTb TeAeiJioHHyio Tpy6Ky». 3HaneHHH rAaroAa odbirpbiBaioTCH b nocAeAHeM npeAAO-iseHHH TeKCTa, peKAaMHpyK)iu,ero KOMnaHHio AT&T (// you want your business to pick up, pick up the phone), KOTopoe

COAepJKHT ripH3bIB BOCIIOAbSOBaTbCH TeAecJlOIlIIblMH yCAy-raMH ROMnaHHH c peAbio noBbimeHHH ycnemHocTH 6h3-Heca H ASAOBbIX KOHTaKTOB.

2.    B TeKCTe, peKAaMHpyiomeM ceTb OTeAeń Holiday Inn, npeAHaMepeHHO HCKaxceHO npaBonncaHHe CAOBa weekend:

¹ YKa3aHHbie 3aAaHH OTpajKeHH b B3BecTHOH cpopMyAe — AIDA (attention — BHUMamie, interest — unmepec, desire — xeAanue, activity — geucmBue).

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