Новые формы реконфигурации рекламного дискурса

Abstract

The article identifies some trends in the process of transformation of advertising discourse. There is a rejection of traditional advertising practices and a shift in advertising communication towards Internet technologies (banners, pop-up notifications). One of the trends in modern advertising communication is the appeal to new methods and tools that allow achieving the goal of an advertising campaign by varying the impact on the advertising consumer. New forms of advertising communication due to the diversification of information carriers are described. Specific features of the reconfiguration of advertising discourse are established: interactivity, shifting the focus from products as such to brand promotion, various forms of advertising mimicry, «blurring» through meta-discursive practices and referring to the game register, «tightening» as a result of referring to shock advertising strategies. There is a radicalization of institutional advertising, manifested in the re-creation of pathos or dysphoria in the field of anti-smoking advertising campaigns, road safety, etc. It is emphasized that significant changes occur both at the level of creating an advertising product (at the stages of determining the target audience, formulating an advertising message, giving it the appropriate form) and at the level of advertising distribution (in particular, choosing the appropriate media for advertising information).