Communicative Effects of Voice Advertisement: How to Come Back to Silence?
How to Cite
Anikin D.V., Kovaleva A.V., Yavinskaya Y.V. Communicative Effects of Voice Advertisement: How to Come Back to Silence?. Vlast’ (The Authority). 2016. Vol. 23. No. 12. P. 69-73. (in Russ.).
Abstract
The article presents the results of the sociological research held in shopping centers of Barnaul in March 2015. The main criteria of advertisement communicative effects were the following: 1) creating a need in a product, 2) creating a knowledge of a brand, 3) forming an attitude to a product, 4) forming an intention to buy a product of a specific brand, 5) promotion of a product which helps to buy it. From the point of the communication theory, the results of the poll prove the idea that the advertisement is a phatic communication aimed rather to the contact than to the contents. In contemporary philosophy this effect is known as a high intensity noise.
Keywords:
sound advertisement, communicative effects, shopping centers, brand, phatic communication, high intensity noise
References
Domcheva E. 2014. Proekt: Zvukovaya reklama v torgovykh tsentrakh ne budet razdrazhat'. - Rossiiskaya gazeta. URL: http://www.rg.ru/2014/07/01/reklama-site-anons.html (accessed 05.10.2015)
Klyuev E.V. Faticheskaya funktsiya yazyka i problemy referentsii. - Mezhdu dvukh stul'ev. URL: http://www.kluev.com/?p=5 (accessed 20.10.2015)
Kutlaliev A., Popov A. 2006. Effektivnost' reklamy. M.: Eksmo. 416 p
Rossiter Dzh.R., Persi L. 2000. Reklama i prodvizhenie tovarov. SPb.: Piter. 656 p
Eko U. 2014. Glyanets i molchanie. - Sotvori sebe vraga. I drugie teksty po sluchayu: sbornik. M.: AST: CORPUS. 352 p
Klyuev E.V. Faticheskaya funktsiya yazyka i problemy referentsii. - Mezhdu dvukh stul'ev. URL: http://www.kluev.com/?p=5 (accessed 20.10.2015)
Kutlaliev A., Popov A. 2006. Effektivnost' reklamy. M.: Eksmo. 416 p
Rossiter Dzh.R., Persi L. 2000. Reklama i prodvizhenie tovarov. SPb.: Piter. 656 p
Eko U. 2014. Glyanets i molchanie. - Sotvori sebe vraga. I drugie teksty po sluchayu: sbornik. M.: AST: CORPUS. 352 p
Citation Formats
Other cite formats:
APA
Anikin, D. V., Kovaleva, A. V., & Yavinskaya, Y. V. (2016). Communicative Effects of Voice Advertisement: How to Come Back to Silence?. Vlast’ (The Authority), 23(12), 69-73. Retrieved from https://www.jour.fnisc.ru/index.php/vlast/article/view/3147
Issue
Section
EXPERTISE
Following the submission of the manuscript to the Publisher, the author binds oneself not to publish it somewhere else without permission of the Publisher.