Манипулятивные приемы в российской телевизионной и интернет-рекламе глазами иностранца

• 영문명: Manipulative techniques in the Russian television and Internet advertising from a foreigner’s viewpoint
• 발행기관: 한국슬라브어학회
• 저자명: Пак, Сон-Гу(Park, Soung-Goo)
• 간행물 정보: 『슬라브어 연구』제20권 제1호, 17~43쪽, 전체 27쪽
• 주제분류: 인문학 > 기타인문학
• 파일형태: PDF
• 발행일자: 2015.04.30

영문 초록

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.

목차

1. Введение

2. Приемы манипулирования в рекламе

3. Заключение

Литература

키워드

러시아어 광고 광고주 슬로건 심리 유인전략 Russian advertisement advertiser slogan manipulative psychological techniques