L. Ukhova
Price: 50 руб.
The notion “motivational reflexive effectiveness” of advertisement is introduced for the first time in the article, basing on the results of the panel study of respondents. Texts of social nature were intentionally chosen as a research material, since in this case the economic indices are irrelevant and the desired effect can be estimated only by communicative and psychological criteria. Thus, demotivational posters (demotivators) disseminated in social networks are used. The author considers them as a genre of value advertisement and motivates the necessity to introduce the typological feature of this kind.
Key words: social advertisement, communicative effectiveness, commercial effective-
ness, motivational reflexive effectiveness, shocking advertisement, addressee factor, demotivational posters (demotivators), value advertisement.
References
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