Антропоморфизм в современном рекламном дискурсе

Чон Ку Ли, Косик Алексей
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引用次数: 1

Abstract

Goal – the main goal of this study is to identify the role and possible ways of using anthropomorphism to improve the effectiveness of advertising. Research methodology – the article provides a comparative analysis of terminology systematizes the conceptual apparatus of anthropomorphism in the works of domestic and foreign authors, analyzes the experience of using anthropomorphism in the advertising activities of the European dairy companies “Mlekovita” and “Valio”. Score/results – as a conclusion, the authors formulated the main criteria for character images for the advertising discourse of the Belorussian company “Molochnyj Mir”. Originality/value – for the first time in the domestic literature the problem of anthropomorphism in contemporary advertising discourse is considered. The article has scientific and practical significance and contains the author’s ideas and conclusions.
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目的-本研究的主要目的是确定使用拟人化的作用和可能的方法,以提高广告的有效性。研究方法:本文通过对术语的比较分析,系统梳理了国内外作者作品中拟人化的概念装置,分析了拟人化在欧洲乳业公司“Mlekovita”和“Valio”广告活动中运用的经验。得分/结果-作为结论,作者为白俄罗斯公司“Molochnyj Mir”的广告话语制定了人物形象的主要标准。原创性/价值——国内文献首次探讨当代广告话语中的拟人化问题。文章包含了作者的观点和结论,具有一定的科学意义和现实意义。
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