Storytelling Technology in Viral Advertising as a Way of Appealing to Young People’s Values (by the Example of the Branded Content of Food Products "Uncle Vanya")
Chemezova Irina Anatolyevna
Ural Federal University named after the First President of Russia B. N. Yeltsin
Submitted: 15.12.2021
Abstract. The paper examines the linguistic mechanisms of appealing to the target audience of young people by means of the storytelling technology in viral advertising. The research aims to identify and analyse verbal components of the storytelling technology in projection advertising that appeal to young people’s value attitudes. Scientific novelty of the research lies in conducting a comprehensive linguoculturological and semiotic analysis of language markers of the storytelling technology appealing to the basic values of young people, as well as in studying the specifics of linguistic embodiment of the key idea of branded content. The obtained results have shown that the main linguistic mechanisms of the storytelling technology are appeal to precedents, desterotyping, as well as communication of values through various kinds of associative-dissociative language techniques.
Key words and phrases: сторителлинг, рекламный текст, вирусная реклама, нарратив, брендированный контент, storytelling, advertising text, viral advertising, narrative, branded content
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