THE CHOICE OF HASHTAGS IN THE PROMOTION OF "SMART HOUSE" VIDEO ADVERTISING CAMPAIGN
Apraksina Ol'ga Nikolaevna, Borodulina Nataliya Yur'evna, Makeeva Marina Nikolaevna
Tambov State Technical University
Abstract. The article provides a linguo-cognitive analysis of SMART HOUSE concept. The authors focus on the problem of choosing lexical units which can be used as hashtags providing the most successful promotion of video advertising devoted to "Smart House" design. Lexical units objectifying conceptual characteristics were identified on the basis of a cognitive and matrix analysis of SMART HOUSE concept and the results of mini-experiment. Identified lexical units are proposed to be included in the hashtags of "Smart House" advertising.
Key words and phrases: реклама, хэштег, концепт, когнитивная матрица, когнитивно-матричный анализ, мини-эксперимент, advertising, hashtag, concept, cognitive matrix, cognitive and matrix analysis, mini-experiment
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