{"id":10322,"date":"2023-08-27T18:54:55","date_gmt":"2023-08-27T16:54:55","guid":{"rendered":"https:\/\/zinaida-english.mamchenkov.net\/blog\/?p=10322"},"modified":"2023-10-05T22:16:40","modified_gmt":"2023-10-05T20:16:40","slug":"%d1%8f%d0%b7%d1%8b%d0%ba-%d1%80%d0%b5%d0%ba%d0%bb%d0%b0%d0%bc%d1%8b-the-language-of-advertising","status":"publish","type":"post","link":"https:\/\/zinaida-english.mamchenkov.net\/blog\/archives\/10322","title":{"rendered":"\u042f\u0437\u044b\u043a \u0440\u0435\u043a\u043b\u0430\u043c\u044b (The language of advertising)"},"content":{"rendered":"<p>\u041d\u0435\u043a\u043e\u0442\u043e\u0440\u044b\u0435 \u043c\u0435\u0442\u043e\u0434\u044b, \u0438\u0441\u043f\u043e\u043b\u044c\u0437\u0443\u0435\u043c\u044b\u0435 \u0432 \u0440\u0435\u043a\u043b\u0430\u043c\u0435.<br \/>\n<strong>1 Repetition (\u041f\u043e\u0432\u0442\u043e\u0440\u0435\u043d\u0438\u0435)<\/strong><br \/>\n<em>The simplest kind of advertising. A slogan is repeated so often that we begin to associate a brand name with a particular product or service. (\u0421\u0430\u043c\u044b\u0439 \u043f\u0440\u043e\u0441\u0442\u043e\u0439 \u0432\u0438\u0434 \u0440\u0435\u043a\u043b\u0430\u043c\u044b. \u0421\u043b\u043e\u0433\u0430\u043d \u043f\u043e\u0432\u0442\u043e\u0440\u044f\u0435\u0442\u0441\u044f \u0442\u0430\u043a \u0447\u0430\u0441\u0442\u043e, \u0447\u0442\u043e \u043c\u044b \u043d\u0430\u0447\u0438\u043d\u0430\u0435\u043c \u0430\u0441\u0441\u043e\u0446\u0438\u0438\u0440\u043e\u0432\u0430\u0442\u044c \u043d\u0430\u0437\u0432\u0430\u043d\u0438\u0435 \u0431\u0440\u0435\u043d\u0434\u0430 \u0441 \u043a\u043e\u043d\u043a\u0440\u0435\u0442\u043d\u044b\u043c \u043f\u0440\u043e\u0434\u0443\u043a\u0442\u043e\u043c \u0438\u043b\u0438 \u0443\u0441\u043b\u0443\u0433\u043e\u0439.)<\/em><br \/>\n<strong>2 Endorsement (\u041e\u0434\u043e\u0431\u0440\u0435\u043d\u0438\u0435)<\/strong><br \/>\n<em>A popular personality is used in the advertisement. ( \u0412 \u0440\u0435\u043a\u043b\u0430\u043c\u0435 \u0438\u0441\u043f\u043e\u043b\u044c\u0437\u0443\u0435\u0442\u0441\u044f \u043f\u043e\u043f\u0443\u043b\u044f\u0440\u043d\u0430\u044f \u043b\u0438\u0447\u043d\u043e\u0441\u0442\u044c.)<\/em><br \/>\n<strong>3 Emotional appeal (\u042d\u043c\u043e\u0446\u0438\u043e\u043d\u0430\u043b\u044c\u043d\u0430\u044f \u043f\u0440\u0438\u0432\u043b\u0435\u043a\u0430\u0442\u0435\u043b\u044c\u043d\u043e\u0441\u0442\u044c)<\/strong><br \/>\n<em>Advertising often appeals to basics such as mother-love, sex, manliness, femininity. (\u0420\u0435\u043a\u043b\u0430\u043c\u0430 \u0447\u0430\u0441\u0442\u043e \u043e\u0431\u0440\u0430\u0449\u0430\u0435\u0442\u0441\u044f \u043a \u0442\u0430\u043a\u0438\u043c \u043e\u0441\u043d\u043e\u0432\u0430\u043c, \u043a\u0430\u043a \u043c\u0430\u0442\u0435\u0440\u0438\u043d\u0441\u043a\u0430\u044f \u043b\u044e\u0431\u043e\u0432\u044c, \u0441\u0435\u043a\u0441, \u043c\u0443\u0436\u0435\u0441\u0442\u0432\u0435\u043d\u043d\u043e\u0441\u0442\u044c,<\/em><br \/>\n<em>\u0436\u0435\u043d\u0441\u0442\u0432\u0435\u043d\u043d\u043e\u0441\u0442\u044c.)<\/em><br \/>\n<strong>4 Scientific authority (\u041d\u0430\u0443\u0447\u043d\u044b\u0439 \u0430\u0432\u0442\u043e\u0440\u0438\u0442\u0435\u0442)<\/strong><br \/>\n<em>Sometimes the advert shows a person in a white coat (i.e. a scientist) telling us about the product. More often it mentions &#8216;miracle ingredients\u2019 or &#8216;scientific testing&#8217; to persuade us.<\/em><br \/>\n<em>(\u0418\u043d\u043e\u0433\u0434\u0430 \u0432 \u0440\u0435\u043a\u043b\u0430\u043c\u0435 \u0438\u0437\u043e\u0431\u0440\u0430\u0436\u0435\u043d \u0447\u0435\u043b\u043e\u0432\u0435\u043a \u0432 \u0431\u0435\u043b\u043e\u043c \u0445\u0430\u043b\u0430\u0442\u0435, \u0442\u043e \u0435\u0441\u0442\u044c \u0443\u0447\u0435\u043d\u044b\u0439, \u0440\u0430\u0441\u0441\u043a\u0430\u0437\u044b\u0432\u0430\u044e\u0449\u0438\u0439 \u043d\u0430\u043c \u043e \u043f\u0440\u043e\u0434\u0443\u043a\u0442\u0435. \u0427\u0430\u0449\u0435 \u0432\u0441\u0435\u0433\u043e \u0443\u043f\u043e\u043c\u0438\u043d\u0430\u044e\u0442\u0441\u044f \u00ab\u0447\u0443\u0434\u043e\u0434\u0435\u0439\u0441\u0442\u0432\u0435\u043d\u043d\u044b\u0435 \u0438\u043d\u0433\u0440\u0435\u0434\u0438\u0435\u043d\u0442\u044b\u00bb \u0438\u043b\u0438 \u00ab\u043d\u0430\u0443\u0447\u043d\u044b\u0435<\/em><br \/>\n<em>\u0438\u0441\u043f\u044b\u0442\u0430\u043d\u0438\u044f\u00bb, \u0447\u0442\u043e\u0431\u044b \u0443\u0431\u0435\u0434\u0438\u0442\u044c \u043d\u0430\u0441.)<\/em><br \/>\n<strong>5 &#8216;Keeping up with the Jones&#8217;s&#8217; (\u00ab\u0418\u0434\u0442\u0438 \u0432 \u043d\u043e\u0433\u0443 \u0441 \u0414\u0436\u043e\u043d\u0441\u0430\u043c\u0438\u00bb)<\/strong><br \/>\n<em>An appeal to pure snob value. You want to appear to be richer or more successful than your neighbours. (\u041f\u0440\u0438\u0437\u044b\u0432 \u043a \u0446\u0435\u043d\u043d\u043e\u0441\u0442\u044f\u043c \u0441\u043d\u043e\u0431\u043e\u0432. \u0412\u044b \u0445\u043e\u0442\u0438\u0442\u0435 \u043a\u0430\u0437\u0430\u0442\u044c\u0441\u044f \u0431\u043e\u0433\u0430\u0447\u0435 \u0438\u043b\u0438 \u0443\u0441\u043f\u0435\u0448\u043d\u0435\u0435, \u0447\u0435\u043c<\/em><br \/>\n<em>\u0432\u0430\u0448\u0438 \u0441\u043e\u0441\u0435\u0434\u0438.)<\/em><br \/>\n<strong>6 Comparison (\u0421\u0440\u0430\u0432\u043d\u0435\u043d\u0438\u0435)<\/strong><br \/>\n<em>The advert lists the qualities of a product in direct comparison with rival products. (\u0420\u0435\u043a\u043b\u0430\u043c\u0430 \u043f\u0435\u0440\u0435\u0447\u0438\u0441\u043b\u044f\u0435\u0442 \u043a\u0430\u0447\u0435\u0441\u0442\u0432\u0430 \u043f\u0440\u043e\u0434\u0443\u043a\u0442\u0430 \u0432 \u043f\u0440\u044f\u043c\u043e\u043c \u0441\u0440\u0430\u0432\u043d\u0435\u043d\u0438\u0438 \u0441 \u043a\u043e\u043d\u043a\u0443\u0440\u0438\u0440\u0443\u044e\u0449\u0438\u043c\u0438 \u043f\u0440\u043e\u0434\u0443\u043a\u0442\u0430\u043c\u0438.)<\/em><br \/>\n<strong>7 An appeal to fear or anxiety (\u041e\u0431\u0440\u0430\u0449\u0435\u043d\u0438\u0435 \u043a \u0441\u0442\u0440\u0430\u0445\u0443 \u0438\u043b\u0438 \u0442\u0440\u0435\u0432\u043e\u0433\u0435)<\/strong><br \/>\n<em>This type is similar to 3, but works on our fears. (\u042d\u0442\u043e\u0442 \u0442\u0438\u043f \u043f\u043e\u0445\u043e\u0436 \u043d\u0430 3, \u043d\u043e \u043d\u0430\u043f\u0440\u0430\u0432\u043b\u0435\u043d \u043d\u0430 \u043d\u0430\u0448\u0438 \u0441\u0442\u0440\u0430\u0445\u0438.)<\/em><br \/>\n<strong>8 Association of ideas (\u0410\u0441\u0441\u043e\u0446\u0438\u0430\u0446\u0438\u044f \u0438\u0434\u0435\u0439)<\/strong><br \/>\n<em>This is usually visual. Until it became illegal in Britain, cigarette advertising showed attractive, healthy people smoking in beautiful rural situations. (\u042d\u0442\u043e \u043e\u0431\u044b\u0447\u043d\u043e \u0432\u0438\u0437\u0443\u0430\u043b\u044c\u043d\u043e. \u041f\u043e\u043a\u0430 \u044d\u0442\u043e<\/em><br \/>\n<em>\u043d\u0435 \u0441\u0442\u0430\u043b\u043e \u043d\u0435\u0437\u0430\u043a\u043e\u043d\u043d\u044b\u043c \u0432 \u0411\u0440\u0438\u0442\u0430\u043d\u0438\u0438, \u0440\u0435\u043a\u043b\u0430\u043c\u0430 \u0441\u0438\u0433\u0430\u0440\u0435\u0442 \u043f\u043e\u043a\u0430\u0437\u0430\u043b\u0430\u0441\u044c \u043f\u0440\u0438\u0432\u043b\u0435\u043a\u0430\u0442\u0435\u043b\u044c\u043d\u043e\u0439, \u0437\u0434\u043e\u0440\u043e\u0432\u044b\u0435 \u043b\u044e\u0434\u0438 \u043a\u0443\u0440\u044f\u0442 \u0432 \u043a\u0440\u0430\u0441\u0438\u0432\u044b\u0445 \u0441\u0435\u043b\u044c\u0441\u043a\u0438\u0445 \u0443\u0441\u043b\u043e\u0432\u0438\u044f\u0445.)<\/em><br \/>\n<strong>9 Information (\u0418\u043d\u0444\u043e\u0440\u043c\u0430\u0446\u0438\u044f)<\/strong><br \/>\n<em>If a product is new, it may be enough to show it and explain what it does. (\u0415\u0441\u043b\u0438 \u043f\u0440\u043e\u0434\u0443\u043a\u0442 \u043d\u043e\u0432\u044b\u0439, \u0432\u043e\u0437\u043c\u043e\u0436\u043d\u043e \u0435\u0433\u043e \u0434\u043e\u0441\u0442\u0430\u0442\u043e\u0447\u043d\u043e \u043f\u043e\u043a\u0430\u0437\u0430\u0442\u044c \u0438 \u043e\u0431\u044a\u044f\u0441\u043d\u0438\u0442\u044c, \u0447\u0442\u043e \u043e\u043d \u0434\u0435\u043b\u0430\u0435\u0442.)<br \/>\n<\/em><strong>10 Special offers\/free gifts (\u0421\u043f\u0435\u0446\u0438\u0430\u043b\u044c\u043d\u044b\u0435 \u043f\u0440\u0435\u0434\u043b\u043e\u0436\u0435\u043d\u0438\u044f\/ \u0431\u0435\u0441\u043f\u043b\u0430\u0442\u043d\u044b\u0435 \u043f\u043e\u0434\u0430\u0440\u043a\u0438)<\/strong><br \/>\n<em>This is a very simple and direct appeal &#8211; it&#8217;s half price! (\u041e\u0447\u0435\u043d\u044c \u043f\u0440\u043e\u0441\u0442\u043e\u0435 \u0438 \u043f\u0440\u044f\u043c\u043e\u0435 \u043f\u0440\u0435\u0434\u043b\u043e\u0436\u0435\u043d\u0438\u0435 \u201c\u042d\u0442\u043e \u043f\u043e\u043b\u043e\u0432\u0438\u043d\u0430 \u0446\u0435\u043d\u044b!\u201d)<\/em><br \/>\n<strong>11 Anti-advertising (\u0410\u043d\u0442\u0438\u0440\u0435\u043a\u043b\u0430\u043c\u0430)<\/strong><br \/>\n<em>This is a version which appeals to the British sense of humour. It makes fun of the techniques of advertising. (\u042d\u0442\u043e \u0432\u0435\u0440\u0441\u0438\u044f, \u043a\u043e\u0442\u043e\u0440\u0430\u044f \u043e\u0431\u0440\u0430\u0449\u0430\u0435\u0442\u0441\u044f \u043a \u0431\u0440\u0438\u0442\u0430\u043d\u0441\u043a\u043e\u043c\u0443 \u0447\u0443\u0432\u0441\u0442\u0432\u043e \u044e\u043c\u043e\u0440\u0430. \u041e\u043d\u0430 \u0432\u044b\u0441\u043c\u0435\u0438\u0432\u0430\u0435\u0442 \u0442\u0435\u0445\u043d\u0438\u043a\u0443 \u0440\u0435\u043a\u043b\u0430\u043c\u044b.)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u041d\u0435\u043a\u043e\u0442\u043e\u0440\u044b\u0435 \u043c\u0435\u0442\u043e\u0434\u044b, \u0438\u0441\u043f\u043e\u043b\u044c\u0437\u0443\u0435\u043c\u044b\u0435 \u0432 \u0440\u0435\u043a\u043b\u0430\u043c\u0435. 1 Repetition (\u041f\u043e\u0432\u0442\u043e\u0440\u0435\u043d\u0438\u0435) The simplest kind of advertising. A slogan is repeated so often that we begin to associate a brand name with a particular product or service. (\u0421\u0430\u043c\u044b\u0439 \u043f\u0440\u043e\u0441\u0442\u043e\u0439 \u0432\u0438\u0434 \u0440\u0435\u043a\u043b\u0430\u043c\u044b. \u0421\u043b\u043e\u0433\u0430\u043d \u043f\u043e\u0432\u0442\u043e\u0440\u044f\u0435\u0442\u0441\u044f \u0442\u0430\u043a &hellip; <a href=\"https:\/\/zinaida-english.mamchenkov.net\/blog\/archives\/10322\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1227],"tags":[1257,1203],"class_list":["post-10322","post","type-post","status-publish","format-standard","hentry","category-advanced-c1-c2","tag-c1","tag-vocabulary"],"_links":{"self":[{"href":"https:\/\/zinaida-english.mamchenkov.net\/blog\/wp-json\/wp\/v2\/posts\/10322","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/zinaida-english.mamchenkov.net\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/zinaida-english.mamchenkov.net\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/zinaida-english.mamchenkov.net\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/zinaida-english.mamchenkov.net\/blog\/wp-json\/wp\/v2\/comments?post=10322"}],"version-history":[{"count":1,"href":"https:\/\/zinaida-english.mamchenkov.net\/blog\/wp-json\/wp\/v2\/posts\/10322\/revisions"}],"predecessor-version":[{"id":10324,"href":"https:\/\/zinaida-english.mamchenkov.net\/blog\/wp-json\/wp\/v2\/posts\/10322\/revisions\/10324"}],"wp:attachment":[{"href":"https:\/\/zinaida-english.mamchenkov.net\/blog\/wp-json\/wp\/v2\/media?parent=10322"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/zinaida-english.mamchenkov.net\/blog\/wp-json\/wp\/v2\/categories?post=10322"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/zinaida-english.mamchenkov.net\/blog\/wp-json\/wp\/v2\/tags?post=10322"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}