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Каталог статей из сборников научных конференций и научных журналов- Music in creating mediatext of advertising

К-05.25.21
25.05-26.05.2021

Music in creating mediatext of advertising

E. V. Zvonova Candidate of Pedagogical Sciences, Associate Professor,

A. S. Fedorova student,

Moscow Pedagogical State University,

Moscow, Russia

 

The term media text has been actively used since the 90s of the twentieth century [1]. Media text is used in two ways. First, it is the text in the media. Secondly, media text is a multi-layered and non-uniform text. Media text is focused on complex relationships with the surrounding cultural context and with readers. Mediatex is both a "generator of new meanings and a capacitor of cultural memory" [3, с. 102]. The essence of the media text as a product of mass information activity and mass communication lies in the use of syncretic language. The main characteristics of a media text are logical completeness of statements, pragmatic attitude and communicative intention [4, с. 56].

Media text is a model of a situation or event, depicted through the prism of the individual perception of the author. This is a special type of media reality, which is characterized by a special symbolic space with a special value system of landmarks and coordinates [5, с. 47].

Advertising media texts have a high level of effectiveness. The concept of effectiveness is used in three meanings: as a way of clarity; as an indicator of the degree of achievement of the set goal; as a means of influence.

Music is a powerful tool for influencing human consciousness, therefore it is widely used in all types of advertising activities. Music is an important part of advertising media text. It enhances emotional impact, promotes memorization and has suggestive power.

Much little attention has been paid to the use of music in advertising. However, poorly selected music can negate the expected effect of advertising. Recently, however, music in political advertising has attracted the attention of researchers-psychologists [6].

Music can be used as a trademark, a distinctive mark of a brand. The leader in the use of music in advertising is the Coca-Cola company.

Small budgets are cited by many experts as the main barrier to effective use of music in advertising. However, music and sound effects are used in advertising to improve the perception and memory of the product. They can influence the mood and behavior of people when buying, thereby stimulating sales growth.

Music "turns on" emotions, creates the mood of the advertising message, helps to remember the TV screensaver, and arouses sympathy for the product. Skillfully selected words of the text, comfortable background music, pleasant timbre of the presenter's voice are the main components of the effectiveness of the media text of advertising.

The conducted empirical research was devoted to the study of the influence of music in advertising on respondents. 94 senior university students took part. The study was conducted from January 15, 2020 to March 22, 2020. The results are shown in Table 1.

Table 1.

Results of the study of assessing the role of music in advertising media texts


Question
Respondents' answers
1
Does music help you remember ads?
80 % – remembered

20 % is not remembered
2
What attracts you more in advertising: music, image, color, story?
Music – 90 %

Image – 50 %

Colors – 50 %

Story – 90 %
3
What kind of music is suitable for advertising sneakers: fast, danceable, light classical, rock compositions?
Fast – 25 %

Dance – 25 %

Popular classic – 25 %

Rock compositions – 25 %
4
What kind of music is suitable for advertising lingerie: fast, danceable, light classical, rock compositions?
Fast – 25 %

Dance – 25 %

Popular classic – 25 %

Rock compositions – 25 %
5
What kind of music is suitable for advertising cars: fast, danceable, light classical, rock compositions?
Fast – 25 %

Dance – 25 %

Popular classic – 25 %

Rock compositions – 25 %
 

An analysis of the results obtained shows that there is a very large spread of the answers received. To continue the research, it is necessary to select a specific stimulus material. The purpose of further research is to study the semantic content of the respondents' choice.

Bibliography

  1. Bell D. Social framework of the information society // New technocratic wave in the West. Moscow: Progress, 2016. pp. 331–354. [in Rus]
  2. Lotman, Yu. M. About art: The structure of a literary text. Semiotics of cinema and problems of cinema aesthetics. Articles. Notes. Performances (1962-1993). - SPb .: Art-SPB, 1998. [in Rus]
  3. Musician, VL Advertising in action: history, audience, techniques. - M .: Eksmo education, 2017. [in Rus]
  4. Nayser W. Cognition and reality. Moscow: 2015. [in Rus]
  5. Psychological dictionary / ed. V.P. Zinchenko, B.G. Meshcheryakov. - M .: Astrel: AST: Transitkniga, 2016. [in Rus]
  6. Vlasov A.D. Political advertising as a tool for shaping the political preferences of youth / Vlasov A.D., Zvonova E.V. //Социосфера. 2020. № 2. С. 162-164.
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