Технология ньюсджекинга в рекламе: дискурсивная доминанта "COVID-19"

Abstract

The article is dedicated to a newsjacking as a fairly new media technology that allows you to draw more attention to the promoted product: goods, service, personality, social problem, etc., as well as to ensure standing out from the competitors. The effectiveness of this tool is explained by the following fact: in the wake of the popularity of an event important for a region, country or even the world, and increased attention to it, you can also increase the recognition of your product in the media space. Moreover, situational marketing of this type, as a rule, presupposes a focus of attention towards the current newsworthy events and a high reaction rate to them. In the classic form, a newsworthy event rarely lives longer than five days, but there are also options for a prolonged newsworthy event, the appeal to which can be quite lengthy. COVID-19 became such a relevant “news stream” in 2020. The author analyzes the methods of representing the discursive dominant "COVID-19" in advertising texts, considers tools for ensuring greater attractiveness and effectiveness of advertising campaigns based on appeal to coronavirus topics. The material for the study was more than 60 multi-code advertising texts (video advertising, outdoor advertising, print advertising, product packaging), which are based on an appeal to the discursive dominant "COVID-19". The method of complex linguistic description was used as a basic one, including methods of generalization, interpretation and classification of linguistic facts.