The use of writers‘ names and literary images in media texts (on the example of world and russian advertising)
DOI:
https://doi.org/10.26577/HJ.2021.v61.i3.02Abstract
This article discusses understanding the use of the value of literary plots, images, and quotations that help achieve high effectiveness in the advertising industry. Everyone knows that classical literature is always associated with high quality in the public.
The article includes an examination of the motives and techniques by which advertisers appeal to literary images, plots, and characters.
The methodological basis of the article can be defined as culturological, since advertising activity is considered as part of the national culture, as well as a comparative methodology that gives a chance to consider the phenomenon of advertising in the aspect of comparative analysis of literature, journalism and, in general, the mass media.
The use of works of literature and art as a tool of modern advertising, i.e. represent the interaction, the interaction of literature and advertising. The use of allusion, reminiscence (reference to previously read) allows a wide range of speakers, hearing or seeing symbolic concepts (familiar lines, images and motifs, quotations from works of literature), to build an associative series, to show interest in advertising, to respond to it - the process of promoting goods and services is carried out through the impact of persuasion based on the familiar and meaningful literary images and motifs. Advertising translates the values that, we can say, consumers expect, using symbolic (including literary) motives and creates full-fledged brands-symbols of consumer society. Of course, it happens that the symbols become hostages of the advertising idea and are transformed. Therefore, the analysis of advertising from the point of view of cultural studies is necessary, since modern advertising faces the task of competently and productively using the method of symbolization.
The purpose of this article is to display the relevance of the use of literary images and motifs, in the digital-communication advertising strategy.
Key words: journalism and advertising, classical literature, literary plot, motive, quotes, advertising.
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