Інтегровані комунікації (Dec 2024)
MEDIADISCURSIVITY AND MEDIACULTURE OF VISUALIZATION AND CONTENT FILLING OF ADVERTISING TEXTS (ON THE EXAMPLE OF UKRAINIAN CITIES)
Abstract
The modern information space is in a continuous communication and discursive functioning process. Information and communication technologies for the functioning of the content of various types, such as text, visualization, audio, advertising, and convergent, are accompanied by the emergence of new types of communication. The functioning of media discursiveness of visualization and content content will be divided into advertising content: visualization and text. This type of media text is a visual representation of the functioning of media culture, as it is in an open and psychologically active process of perception by the audience. Most types of advertising use almost the most effective way of transmitting information - in words, so the following phrases appeared: "advertising rhetoric" and "advertising eloquence". Unfortunately, for certain reasons, the last verbal construction can be an example of an oxymoron - a combination of concepts that are opposite in meaning. Can the vast majority of advertising texts be called a manifestation of eloquence? Considering the presence of errors and irregularities in the texts of advertising blocks, it is appropriate to discuss the need to analyze the latter and determine the impact of the inappropriate design of advertising text on the consumer. The system of images offered by the creators of modern advertising products can offer something radically new and present a ready-made version of perception, creating the effect of the consumer's involvement in the process. In reality, the communication between the advertiser and the consumer of the product will manifest itself only through the active reaction of the latter: the fact of consumption of a certain type of product or its subsequent deliberate ignoring. In the modern information space, it is important to analyze advertising not only from the standpoint of the linguistic and visual construction of the text but also to understand the essence of consciousness manipulation and the philosophical load of the advertising block on the culture of the advertising text.
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