ГРАФІЧНА ОРГАНІЗАЦІЯ ТЕКСТУ ДРУКОВАНИХ РЕКЛАМНИХ ВИДАНЬ

Abstract

The aim of the work is to analyze the construction, structural components of modern advertising text, as well as the basic requirements for writing printed advertising messages. Research methodology. Investigating the construction of modern advertising, general scientific methods and techniques were used: observation, descriptive method, structural analysis of advertising messages, classification method. The scientific novelty of the study lies in a comprehensive analysis of the construction of printed advertising messages. The basic structural elements of texts are singled out, the rules of their writing are clarified and the most used constructions of advertising texts are determined. Conclusions. Thus, the graphic organization of the text of printed advertising publications can be made in different forms. However, product groups should be distinguished on the basis of similarity of production processes. For example, a flyer, booklet, poster, prospectus, catalogs, flyers, various types of calendars, accident products. Advertising in newspapers and magazines is popular with entrepreneurs, individuals / legal entities and advertising agencies, as these printed products are re-read and reviewed many times. In the appendices and color inserts of newspapers and magazines, you can specify exactly for which target audience they are intended. This segmentation of demand for target groups increases the effectiveness of advertising, because the advertising message is responded to by the consumer to whom it was addressed. Increasing the requirements set by the customer for the printing of advertising products, necessitates four-color printing using fast, flexible printing systems with maximum automation of each production stage, which ensures improved quality of printed advertising products. When composing an advertising text, we must remember that it must be positively perceived by a particular person. Advertising should resemble an open conversation, which always evokes positive emotion. The text should be set out in simple sentences. Without using, specialized terms and complex sentences that include multiple opinions, theses, arguments, and adverbial inflections. In the advertising text, one phrase must contain one opinion, and graphic constants confirm the opinion of the author of the advertising message.