GRAMOTA Publishers suggests publishing your scientific articles in periodicals
Pan-ArtPedagogy. Theory & PracticePhilology. Theory & PracticeManuscript

Archive of Scientific Articles

SOURCE:    Philology. Theory & Practice. Tambov: Gramota, 2015. № 7. Part 2. P. 112-114.
SCIENTIFIC AREA:    Philological Sciences
Procedure of Scientific Articles Publication | To Show Issue Content | To Show All Articles in Section | Subject Index

License Agreement on scientific materials use.

THE HUMOROUS CONTENT OF THE RUSSIAN TELEVISION ADVERTISEMENT: NEW TENDENCIES, LANGUAGE PECULIARITIES
Miroshnichenko Galina Anatol'evna
Peoples’ Friendship University of Russia
Abstract. The article examines the specificity of a humorous content of the modern Russian television advertisement. The mechanism of production, development and perception of a joke is revealed. The language games, intensifying the comical effect, are described. By the example of samples of the television advertisement the possibilities of the comedy verbal humour in intensifying the communicative attractiveness of an advertisement, efficiency of perception and remembering the advertising offer of brands are demonstrated.
Key words and phrases: рекламный контент, вербальный юмор, развитие и кульминация шутки, эффект комического, языковые игры, advertising content, verbal humour, development and culmination of a joke, effect of comical, language games
Open the whole article in PDF format. Free PDF-files viewer can be downloaded here.
References:
  1. Anonimnye internetchiki [Elektronnyi resurs]: reklama MTS. URL: http://www.youtube.com/watch?v=JUahPvHBmJc (data obrashcheniya: 03.02.2015).
  2. Borisov B. L. Tekhnologii reklamy i PR. M.: Grand, 2004. 624 s.
  3. Dmitrii Brekotkin (ural'skie pel'meni) [Elektronnyi resurs]: "Trikolor TV" ? Reklama 2014. URL: http://www.youtube.com/watch?v=PVPPWwKUnTk (data obrashcheniya: 02.02.2015).
  4. Zazykin V. G. Psikhologiya reklamy // Psikhologiya i psikhoanaliz reklamy. Lichnostno-orientirovannyi podkhod / red.-sost. D. Ya. Raigorodskii. M., 2007. Ch. 3. S. 448-469.
  5. Internet na vse (Mini Svetlakov) [Elektronnyi resurs]: Reklama Bilain. URL: http://www.youtube.com/watch ?v=tMn4Vhi1xss (data obrashcheniya: 03.02.2015).
  6. Kazakova D. V. Teorii verbal'nogo yumora v sovremennoi zarubezhnoi lingvistike // Filologicheskie nauki. Voprosy teorii i praktiki. Tambov: Gramota, 2013. № 8 (26). Ch. 2. S. 77-80.
  7. Makienko I. I. Yumor v reklame [Elektronnyi resurs] // Marketing v Rossii i za rubezhom. 2002. № 5. S. 54-62. URL: http://www.vipstudent.ru/index.php?q=lib&r=17&id=1172827061 (data obrashcheniya: 11.12.2014).
  8. Matantsev A. N. Effektivnost' reklamy. M.: Finpress, 2002. 416 s.
  9. Modem MTS Konnekt [Elektronnyi resurs]: reklama MTS. URL: http://www.youtube.com/watch?v=nSFyeQ8YnnM (data obrashcheniya: 01.02.2015).
  10. MTS Smart | Mnogo-malo [Elektronnyi resurs]: reklama MTS. URL: http://www.youtube.com/watch?v=59P_UyIBoBs (data obrashcheniya: 15.02.2015).
  11. Na dache ukusila sova [Elektronnyi resurs]: reklama Bilain. URL: http://www.youtube.com/watch?v=aNyYC1Axt2s (data obrashcheniya: 03.02.2015).
  12. Oi, Telefonchik [Elektronnyi resurs]: reklama Bilain. URL: http:// www.youtube.com/watch?v=XFK8skFa1Ms (data obrashcheniya: 02.02.2015).
  13. Podarok "Beri menya, krasavitsa, ya tvoi" 2015 [Elektronnyi resurs]: reklama Bilain. URL: http://www.youtube.com/ watch?v=4E_AUybda5I (data obrashcheniya: 02.02.2015).
  14. Svetlakov vyzyvaet ZhEK [Elektronnyi resurs]: reklama Bilain. URL: http://www.youtube.com/watch?v=PclRFlurBnc (data obrashcheniya: 15.03.2015).
  15. SMS-spam zashchita [Elektronnyi resurs]: reklama Bilain. URL: http://www.youtube.com/watch?v=jN718coyqJ0 (data obrashcheniya: 03.02.2015).
  16. Trenirui glaza [Elektronnyi resurs]: reklama Bilain. URL: http://www.youtube.com/watch?v=EZBxHEVMJ-s (data obrashcheniya: 05.02.2015).
  17. Ekman P. Psikhologiya emotsii. Ya znayu, chto ty chuvstvuesh' / per. s angl. Izd-e 2-e. SPb.: Piter, 2012. 334 s.
  18. 4G "Taksi" [Elektronnyi resurs]: reklama Bilain. URL: http://www.youtube.com/watch?v=qgs2qEQgvgI (data obrashcheniya: 03.02.2015).
Procedure of Scientific Articles Publication | To Show Issue Content | To Show All Articles in Section | Subject Index

© 2006-2024 GRAMOTA Publishers

site development and search engine optimization (seo): krav.ru