Modern Approaches to Assessing the Effectiveness of the Text

Abstract

Purpose. For scientists studying communication and for specialists who create texts, it is important to understand how you can evaluate the impact on the audience, the result of this impact. In this paper, the author made an attempt to combine practical knowledge in the field of text creation with a scientific approach to studying its effectiveness. Based on the functions inherent in the text, the author considers the very concept of text effectiveness, which is defined differently by different specialists. Different approaches to evaluating effectiveness are used in different communication areas: in journalism, PR, advertising, and literature. Results. The analysis made it possible to highlight the general and specific in modern approaches to evaluating the effectiveness of texts, to use traditional and new evaluation approaches in the preparation of high-quality messages. Conclusion. In general, based on the analysis, it was concluded that today in journalism, and in PR, and in advertising, and in literature, there is an expansion of economical opportunities for an objective assessment of texts. Their study and use allows the creators of modern texts to improve the quality of their work to communicate more effectively with their audience.