Thematic Characteristics of the Japanese Public Service Advertising
Rufova Elena Stepanovna, Petrova Nadejda Nikolaevna
North-Eastern Federal University
Submitted: 31.05.2021
Abstract. The article is devoted to studying the language of public service advertising in Japan. The Japanese public service advertising is characterised by the emotional approach to a consumer, creation of unique atmosphere, as well as by a high degree of individualism and desire to preserve national distinctness. The purpose of the study is to identify thematic characteristics of the Japanese public service advertising. The work is novel in that it is the first to consider the language of advertising texts in the aspect of thematic characteristics of public service advertising. As a result of the study, priority thematic areas of public service advertising have been identified: problems of the family, addiction, state of the environment and security concerns.
Key words and phrases: язык рекламы, текст, социальная реклама, тематика, японская реклама, advertising language, text, public service advertising, themes, Japanese advertising
Open the whole article in PDF format. Free PDF-files viewer can be downloaded .
References:
Agrba A. A. Sotsial'naya reklama v Rossii i Ispanii: strukturno-komparativnyi analiz tsennostnogo soderzhaniya // Konfliktologiya / nota bene. 2018. № 2. S. 54-65.
Budnichenko L. A. Sotsial'naya reklama na natsional'nom yazyke kak innovatsionnaya tekhnologiya // Znak: problemnoe pole mediaobrazovaniya. 2017. № 2 (24). S. 38-45.
Dodukova E. S. Spetsifika ispol'zovaniya sredstv vyrazitel'nosti v sotsial'noi reklame // Tvorcheskie i innovatsionnye podkhody v obrazovanii, nauke i iskusstve: sbornik nauchnykh trudov po materialam I Mezhdunarodnoi nauchno-prakticheskoi konferentsii (g. Sankt-Peterburg, 13 noyabrya 2017 goda). SPb.: Nauchnaya obshchestvennaya organizatsiya "Professional'naya nauka", 2017. S. 61-68.
Isaev S. M. Pravitel'stvennaya sotsial'naya reklama: teoriya i praktika. M.: List N'yu, 2002. 151 s.
Klimenok N. A. Institutsionalizatsiya sotsial'noi reklamy v sovremennom rossiiskom obshchestve: diss. … k. sots. n. Penza, 2005. 145 s.
Kovaleva A. V. Sotsial'naya reklama v Rossii: sostoyanie, problemy i resheniya / Federal'noe agentstvo po obrazovaniyu Rossiiskoi Federatsii; Altaiskii gos. un-t. Barnaul: Izd-vo Altaiskogo un-ta, 2006. 171 s.
Krivonosov A. D. PR-tekst v sisteme publichnykh kommunikatsii. Izd-e 2-e, dop. SPb.: Peterburgskoe Vostokovedenie, 2002. 288 s.
Lipatova V. Yu. Reklama // Pedagogicheskoe rechevedenie: slovar'-spravochnik. M.: Flinta, 1998.
Nikolaishvili G. G. Sotsial'naya reklama: teoriya i praktika: ucheb. posobie dlya studentov vuzov. M.: Aspekt Press, 2008. 191 s.
Romanov A. A. Reklamnoe delo. M.: Izd-vo MGU, 1998. 175 s.
Khlopunova O. V. Metafory sotsial'noi reklamy noveishego vremeni // Reklama, marketing, PR: teoreticheskie i prikladnye aspekty integrirovannykh kommunikatsii: materialy II Mezhdunarodnoi nauchno-prakticheskoi konferentsii (g. Krasnodar, 1-2 marta 2019 goda). Krasnodar: Kubanskii gosudarstvennyi universitet, 2019. S. 198-204.
Tsyganova N. D. Sotsial'naya internet-reklama v formate kreolizovannogo teksta // Ekologiya yazyka i kommunikativnaya praktika. 2020. № 1. S. 85-92. DOI: 10.17516/2311-3499-103.
Русский
