Systematization of Methods of Masking Unethical Content of Advertising Content

Abstract

The authors discuss the methods of masking the unethical content of advertising. The authors emphasize that, despite the long period of exploitation for advertising purposes (about 20 years), stories with sexual and offensive content, although they cause mainly negative emotions in the audience, but still continue to attract attention, and therefore are widely used by advertising specialists. Analysis of advertising content is carried out on the basis of the practice of considering complaints about the content of advertisements of the Advertising Council under the FAS of Russia. All of the above determines the relevance of the study of the main methods of masking unethical components of visual and semantic nature used by advertising specialists. The authors see the purpose of the article in demonstrating the experience of systematizing the types of masking the unethical content of advertising content: its text and visual components. The scientific novelty of the study lies in the systematization of methods of masking the unethical content of advertising content, which can become the basis for the methodology for conducting an examination of advertising content in expert councils at the FAS of Russia. Among the main conclusions reached by the authors of the article, it is necessary to highlight the need to formulate requirements for the vocabulary of advertising messages: preventing the use of swear words, vulgar, "swear" words and images in advertising at the level of legislative acts of the FAS of Russia as a regulator, whose functions include control over the content of advertising content. The significance of the study from a theoretical point of view is determined by the systematization and classification of techniques used to mask unethical components in advertising content. Practical significance is the demonstration of examples of unethical advertising based on the practice of the FAS of Russia, which will help advertising specialists to avoid mistakes in practical activities when creating advertising content.