The interaction of self-reference and ino-reference components of social advertising texts
https://doi.org/10.51955/2312-1327_2022_4_116
Abstract
The study purpose is to identify the self-referential and ino-referential components interaction of the French social advertising.
The use of the «self-reference» and «ino-reference» concepts developed by N. Luhmann helps to identify self-referential and ino-referential elements in social advertising.
- Kozhemyakin and T. Krasikova applied these concepts to the media reality in the TV shop. Their scheme has been modified. The social advertising components have been identified:
- self-referential (the addressee's emotions, the addressee's social values, the problem statement in everyday situations);
- non-referential (advertising initiator, call to action, functional / design characteristics of advertising).
Design characteristics are obligatory for all social advertisements. This is the most difficult component: according to the canons of creating this type of advertising, the social problem should not be demonstrated directly, but through hints, metaphors, comparisons, and playing around the situation. Thus, visual material in social advertising is presented in an unusual way, and the verbal component is conveyed by various stylistic means of expression.
In the practical part, visual schemes of the interaction of internal and external referents with a different number of active, explicitly presented elements (from 2 to 4) have been built, which contribute to the decoding of implicit components and the correct decoding of the main message of social advertising by the addressee
About the Authors
Elizaveta C. Dakhalaeva
Siberian Federal University
Russian Federation
Russian Federation
Candidate of Sciences in Philology
79, Svobodny avenue, Krasnoyarsk, 660041
Alexandra A. Serebryakova
Языковой центр Enjoy
Russian Federation
Russian Federation
30, Lado Ketzkhpveli, Krasnoyarsk, 660001
References
1. Anisimova, E.E. (2003). Linguistics of the text and intercultural communication (on the material of creolized texts). Moscow: Publishing Center «Academy»: 128 p. [In Russian]
2. Avraham, E,. First, A. (2003). «I Buy American»: The American Image as Reflected in Israeli Advertising. Journal of Communication. Vol. 53. Issue 2: 282-299. DOI: https://doi.org/10.1111/j.1460-2466.2003.tb02591.x
3. Brazgovskaya, E.E., Smerdova, E.A. (2013). Cognitive potential of self-reference: self-description in the prose of Stanislav Lem. Bulletin of Perm University. Issue 2(22): 94-101. [In Russian]
4. Burnkrant, R.E., Unnava, H.R. (1989). Self-Referencing: A Strategy for Increasing Processing of Message Content. Personality and Social Psychology Bulletin. 15(4): 628-638.
5. Guy, J.-S. (2018). Niklas Luhmann before Relational Sociology: The Cybernetics Roots of Systems Theory. Systems Research and Behavioral Science. Vol. 35. Issue 6: 856-868. DOI: 10.1002/sres.2523
6. Kemp, E., Cowart, К., Bui, М. (2020). Promoting consumer well-being: Examining emotion regulation strategies in social advertising messages. Journal of Business Research. Vol. 112: 200-209. DOI: https://doi.org/10.1016/j.jbusres.2020.03.010
7. Kozhemyakin, E.A., Кrasikova, Т.R. (2017). «This product speaks for itself»: designing media reality in the TV shop. Scientific statements. Issue 33. No. 7(256): 106-113. [In Russian]
8. Lantolf, J.P., Bobrova, L. (2012). Happiness is drinking beer: a cross-cultural analysis of multimodal metaphors in American and Ukrainian commercials. International Journal of Applied Linguistics. Vol. 22. No. 1: 42-66. DOI: https://doi.org/10.1111/j.1473-4192.2011.00292.x
9. Luhmann, N. (2005). Reality of mass media. Moscow, Praxis: 256. [In Russian]
10. Marchand, J., Filiatraud, P. (2001). AIDS prevention advertising: Different message strategies for different communication objectives. International Journal of Nonprofit and Voluntary Sector Marketing. Vol. 7. No. 3: 271-287. DOI: https://doi.org/10.1002/nvsm.185
11. Meyers-Levy, J., Peracchio, L.A. (1995). Moderators of the impact of self-reference on persuasion. Journal of Consumer Research. 22(4): 408-423.
12. Missaglia, A.L. Oppo, A., Mauri, M. [and others] (2017). The impact of emotions on recall: An empirical study on social ads. Journal of consumer behavior: 424-433. DOI: 10.1002/cb.1642
13. Moon, L.N. (2012). Self-reference as a creative improvisational technique in the educational space of the synthesis of arts and sciences. Available at: https://psychology.snauka.ru/2012/02/183 (accessed 12 June 2021). [In Russian]
14. Petty, R.E., Cacioppo, J.T. (1986). The Elaboration Likelihood Model of Persuasion. Springer Verlag New York Inc: 205.
15. Piwowarski, M., Nermend, K. (2020). Cognitive neuroscience in the design process of social advertising. Procedia Computer Science. Vol. 176: 2959-2968. DOI: https://doi.org/10.1016/j.procs.2020.09.207 (In English).
16. Prom, N.A. (2020). Multimodal media text: methods of analysis. Russian linguistic bulletin. 3(23): 6-8. [In Russian]
17. Sweetser, E. (2017). Metaphor and metonymy in advertising: Building viewpoint in multimodal multi-space blends. Journal of Pragmatics. Vol. 122: 65-76. DOI: https://doi.org/10.1016/j.pragma.2017.10.012
18. Tulupov, V.V. (2010). Journalism, advertising, public relations: Dictionary / Compiled by V.V. Tulupov. Voronezh: Faculty of Journalism of Voronezh State University: 76. [in Russian]
19. Ukhova, L.V. (2013). Theoretical problems of researching the effectiveness of the advertising text. Doctor’s degree dissertation. Yaroslavl’: 47. [in Russian]
20. Ustinova, I.P. (2006). English and emerging advertising in Russia. World Englishes. Vol. 25. No. 2: 267-277. DOI: https://doi.org/10.1111/j.0083-2919.2006.00464.x
Review
For citations:
Dakhalaeva E.C., Serebryakova A.A. The interaction of self-reference and ino-reference components of social advertising texts. Crede Experto: transport, society, education, language. 2022;(4):116-131. (In Russ.) https://doi.org/10.51955/2312-1327_2022_4_116
Views:
14
JATS XML
Email this article 