Abstract
Three Ways to Use ASMR-Technologies in Modern Advertising and Marketing
Highlights
The article is devoted to the peculiarities of autonomous sensory meridional response technologies application in marketing and advertising communication
After the analysis of global trends in the development of advertising technologies, it is concluded that autonomous sensory meridional response is becoming a popular trend in both online video content and commercials
In Ukraine, the usage of autonomous sensory meridional response technology in video content has gained popularity on YouTube and Instagram but has not yet become an instrument of influence in domestic commercial video advertising, unlike in the global advertising market
Summary
The article is devoted to the peculiarities of autonomous sensory meridional response technologies application in marketing and advertising communication. The aim of this study is to consider three methods of ASMR-technologies application in global and, in particular, Ukrainian advertising and marketing. The subject of the research is the specificity of the ASMR-technologies application in advertising videos and the advertising potential of ASMR-video. The object of the research consists of videos of foreign and domestic ASMR-bloggers on YouTube and commercials in which these technologies are used. The scientific originality of the research is conditioned by the fact that usage of ASMR-influence in the field of advertising and marketing has not yet been thoroughly investigated, and requires scientific study
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