Abstract
The article deals with the description of types of modern German multimodal advertising and its analysis from the position of its realization of pragmatic goals of attracting the attention of potential consumers, creating an impression of reliability of the received information by activating emotional perception as a way of influence. The definition of advertising discourse makes it possible to consider it as a social phenomenon, in the perception of which a certain role is played by the general conceptual systems of participants of advertising communication. Based on the data of domestic and foreign scientists, it is shown that advertising producers rely on all channels of influence on the consumer, taking into account the data of psycholinguistics and cognitive research. The verbal side of advertising messages is eliminated through the inclusion of visual or sound series, compensating for the insufficiency of factual information, and by strengthening the emotional impact on the recipient. The complex of factors influencing the degree of communicative competence of participants of advertising communication includes the staging technique as a means of creating an impression of direct communication in secondary advertising communication. It is shown that the optimal combination of several channels for simultaneous transmission of various information significantly increase the effectiveness of communicative impact in advertising.
Published Version
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