Research work on advertising. Research project "TV advertising and children"

Municipal Autonomous Educational Institution "Secondary School in Uglovka" Topic: "English Folk Art Painting" Completed by: Bagina Anna 9 "A" class Head: Fedorova Yulia Vladimirovna English teacher

I know a lot about Russian folk art paintings. And one day I asked myself if there were any English folk art paintings. The aim of my project is: to find out the information about English folk art painting Tasks are: to collect the necessary material about English folk art painting; to make the presentation; to present the project to the class.

Folk art is quite simply any decorative art or decor created by someone who was not professionally trained, far outside the guilds and apprenticeships that guided the style. From Colonial America to the valleys of Norway, local people have made due, creating handmade pieces of pottery, furniture, kitchen wares and sculpture. It's a tradition as old as civilization itself.

The folk arts of England associated with the "narrow boats" of the midland canals presumably cannot predate the boats themselves, and those boats were not in existence before the middle of the eighteenth century when the narrow canals were built. That is quite recent in art history terms. The first written and pictorial references to bright colors and painted roses and castles on canal boats do not occur until even later, in the mid nineteenth century.

As a general rule, the outer surfaces of boats owned by companies tended to have large lettering and scrollwork, supplemented with geometric patterns. Roses and castles were primarily for the interiors, although individual owner-operators tended to have their boats decorated quite lavishly on the outsides. Some companies too, had decoration outside.

The origin of the roses and castles found on canal boats is unclear. The first written reference to them appears to be in an 1858 edition of the magazine Household Words in one of a series of articles titled "On the Canal", but while this shows that the art form must have existed by this date, it doesn't" t provide us with an origin. For some time, a popular suggestion was that it had some form of Romani origin; however, there does not appear to be a significant link between the Romani and boating communities. clock-making industry or the pottery industry. There is certainly a similarity in style and a geographical overlap, but no solid proof of a link. There are similar styles of folk art in Scandinavia, Germany, Turkey and Bangladesh.

The boat decorations have lots of colors carefully contrasted in tone. Add to all that the boatwoman's domestic instincts, her distillation of all the outward signs of house dwelling respectability into a miniature parlour on the move, and the result was a wonderfully fertile field for the development of the folk art tradition.

This article is a summary of the main work. Full text scientific work, applications, illustrations and other additional materials are available on site II International Competition research and creative work of students "Start in Science" at the link: https://www.school-science.ru/2017/14/26521.

The rudiments of modern advertising, which have accompanied mankind for many centuries, were not perceived for a long time as an expression of one phenomenon, but were perceived separately. Some of these forms can be considered the prototype of modern types of advertising. Namely: Rock paintings, containing information about the place of hunting and its results, can be considered the starting point of modern outdoor advertising. The desire of a person to stand out among his own kind, decorating his appearance in a variety of ways, can be called image advertising. And of course, the most common transmission of information - oral transmission, for example, about who is good at making skins or sewing clothes - a prime example advertising by word of mouth. Of course, so far this is just primitive advertising. The further development of advertising was completely dependent on the development of both society as a whole and the productive forces in particular. It should be emphasized that it is the technical and scientific achievements of mankind, such as the invention of printing, the discovery of electricity, radio, human spaceflight, the computer revolution, etc., that will become the basis of the means of distributing modern advertising.

Destined to become the most ubiquitous, most distinctive, and most profitable form of American printed matter, advertising gained recognition only in the second half of the 19th century. This new sub-literature was destined to touch the innermost feelings of the people and to have such a huge impact on the nation, such as neither sacred nor secular writings have made in all history. In America, the middle of the XX - XXI centuries. the power of the advertising word and the advertising image has eclipsed the power of all other literature.

The relevance of this work lies in the study of types of advertising and its impact on the consumer.

Subject of study: prospects for the use of social advertising and its impact on the consumer.

The purpose of the work: to study the stages of development and formation of social advertising.

1. Get acquainted with the stages of development and application of social advertising.

3. To identify the features of the impact of social advertising on goods and services.

4. Analyze usage various kinds advertising in modern life.

5. Conduct a sociological survey among parents and children of the gymnasium on the topic "Your attitude to advertising."

When performing research work, the following methods were used:

analytical in the study of scientific literature;
testing during a sociological survey;
comparative in the design of the practical part of the work.

The practical significance of the work lies in the possibility of using the obtained results as additional material when studying the subject "Fundamentals of Economic Culture" in grades 5-9.

Research part

In order to successfully interpret the qualities of goods and services that can satisfy requests from the point of view of the needs and requirements of buyers, the advertiser must have as complete an idea as possible about the consumer and the product itself, as well as about the structure of the market. That is why research in advertising is conducted in three main areas:

1) consumer research,

2) product analysis;

3) market analysis.

Thus, research plays the role of the main working tool in creating effective advertising. However, it should be remembered that research only supplements, and does not replace, the creativity and high professionalism of task force leaders, text writers, artists, etc., whose efforts are born successful advertising campaigns.

The largest nationwide advertisers account for almost 70% of total advertising spending in the country. The revenues of magazines and newspapers are 60-70% paid off by advertising, and the revenues of television and radio are almost 100% made up of advertising revenue.

The study involved 52 people, including women - 30 people, men - 22 people. Age of participants: from 16 to 50 years; of them from 16 to 25 years - 35%, from 26 to 50 years - 65%.

Research methods: The main method is a survey, which was conducted using a questionnaire and the technique of "unfinished sentences".

The questionnaire contains both open and closed questions; of these, three questions (on preferred types of advertising on television, on attitudes towards advertising in general, on behavioral reactions to commercials while watching television programs were worked out in the most differentiated way (they offer about 10 possible answers).

As a result of the study, the following data were obtained.

3. To the question "What do you usually do during commercials?" 66% answered that they switch to another channel, 23% turn down the sound; 7% stay on the same channel and watch ads, and 4% answered that they are doing household chores.

According to the participants of the study, Russian advertising is characterized primarily by the following adjectives:

Obsessive (24%);

Primitive (18%);

Smug (12%);

Subjective (22%);

Useless (22%).

To the question about the attitude towards advertising on television as the most popular advertising medium mass media The answers were distributed as follows: 51% answered that advertising annoys them, 39% of respondents are indifferent to it, 10% of respondents are interested in it.

Moreover, the leading "five" of the most preferred types of television advertising is as follows:

1) humorous - 57%

2) playful - 15% - romantic

3) cartoon -10% - fabulous or fantastic

4) informational, reasoned - 9% - traditional

5) reproduction of the image and lifestyle - 9% - national.

The survey was conducted among parents and students in the 7th grade. The survey data shows:

The consumer believes that it is necessary to limit the display of advertising to 2-3 times per transmission (90%);

All participants in the survey bought goods on sale (100%).

Conclusion

From this, it seems, one very clear conclusion can be drawn. Advertising will continue to appear in many guises for many people: as a guide for consumers, as a stimulus for market activity and the sale of consumer goods.

Bibliographic link

Pavelina M.M. RESEARCH WORK: "ADVERTISING" // International School Scientific Bulletin. - 2016. - No. 3. - P. 102-103;
URL: http://school-herald.ru/ru/article/view?id=96 (date of access: 09/02/2019).

The text of the work is placed without images and formulas.
Full version work is available in the "Files of work" tab in PDF format

Introduction

The rudiments of modern advertising, which have accompanied mankind for many centuries, were not perceived for a long time as an expression of one phenomenon, but were perceived separately. Some of these forms can be considered the prototype of modern types of advertising. Namely: Rock paintings, containing information about the place of hunting and its results, can be considered the starting point of modern outdoor advertising. The desire of a person to stand out among his own kind, decorating his appearance in a variety of ways, can be called image advertising. And, of course, the most common transmission of information - word of mouth, for example, about who is good at dressing skins or sewing clothes - is a vivid example of word-of-mouth advertising. Of course, so far this is just primitive advertising. The further development of advertising was completely dependent on the development of both society as a whole and the productive forces in particular. It should be emphasized that it is the technical and scientific achievements of mankind, such as the invention of printing, the discovery of electricity, radio, human spaceflight, the computer revolution, etc., that become the basis of the means of distributing modern advertising.

Destined to become the most ubiquitous, most distinctive, and most profitable form of American printed matter, advertising gained recognition only in the second half of the 19th century. This new sub-literature was destined to touch the innermost feelings of the people and to have such a huge impact on the nation, such as neither sacred nor secular writings have made in all history. America in the middle of the 20th - 21st centuries. in. the power of the advertising word and the advertising image has eclipsed the power of all other literature.

The relevance of this work is: in the study of types of advertising and its impact on the consumer.

Object of study: stages of advertising.

Subject of study: prospects for the use of social advertising and its impact on the consumer.

Objective: to study the stages of development and formation of social advertising.

Tasks:

1. Get acquainted with the stages of development and application of social advertising.

3. To identify the features of the impact of social advertising on goods and services.

4. Analyze the use of various types of advertising in modern life.

5. Conduct a sociological survey among parents and children of the gymnasium on the topic "Your attitude to advertising."

When performing research work, the following methods were used:

analytical in the study of scientific literature;

testing during a sociological survey;

comparative in the design of the practical part of the work.

The practical significance of the work lies in the ability to use the results obtained as additional material in the study of the subject "Fundamentals of Economic Culture" in grades 5-9.

Chapter 1. Theoretical information.

Advertising 1 - a direction in marketing communications, within the framework of which the distribution of non-personalized information, paid by a well-known sponsor, is carried out in order to draw attention to the object of advertising, form or maintain interest in it.

Advertising in ancient world: The first mention of advertising dates back to ancient times. Egyptian, Babylonian, Greek and Roman cultures surprise with the high rates of development of advertising information. It has been expressed in different forms. Even at that time, ancient entrepreneurs in the form of slave traders set themselves the goal of winning over a potential consumer to their side, capturing his attention and forcing him to make a profitable deal for them. The most important means of disseminating information and advertising in the ancient states of the world was the so-called institute of heralds, one of the oldest institutions of state power. These positions were established in various ancient states. The profession of a herald was intended for the daily informing of large crowds of people, such as cities were at that time. Moreover, the information of the heralds was of a diverse nature - from political appeals and denunciations, honoring famous commanders, reports of embassies arriving in the city, circus performances to purely commercial advertising. In ancient Greece, heralds walked the streets with advertising songs. Why not a sample of a modern advertising company?! Heralds were also instructed to promptly notify the population about the summoning of citizens to court, about the verdicts passed and the upcoming executions. Over time, this area of notification has become a special branch of legal advertising, which exists today. The object of oral advertising in antiquity was often "living things" - slaves. In Rome, for example, there were several places of the slave trade, where ingenious advertising calls sounded, partly come down to us in classical writings. No less common were advertisements inviting citizens to attend this or that spectacle: another gladiator fight, a new comedy farce, performances by jugglers, magicians, street acrobats, etc.

It is known for certain that ancient artisans put a special stamp on their products, thus taking care of their reputation and advertising quality products. The formation and development of advertising began long before the advent of printing. (Attachment 1)

The formation of advertising in Western Europe: In 1450 Gutenberg created the world's first printing press. This was the beginning of a new era of mass communication and advertising. Now it was not necessary to spend a lot of time and effort on any publications, since the printing press made it possible to publish books in bulk. In the second half of the 15th century, Gutenberg initiated several printing enterprises, which then quickly spread in Europe: first in Italy in 1465, then in Switzerland in 1468, in France in 1470, in Hungary and in Belgium in 1473. ., and around the same year in Poland. And already in 1476 printing enterprises appeared in such European countries as England, the Czech Republic and several others. By 1472, the very first printed advertisement in England is attributed. In London, an advertisement for the sale of prayer books was placed on the door of one of his churches. Most researchers believe that the founder of print advertising in Europe was french doctor Theophrastus Renaudot. In 1630, he opened a reference office in Paris, which printed advertisements in the French newspaper La Gazette. The very first advertisement published at this time was a message about a reward for finding 12 horses that were stolen by thieves. This advertisement later appeared in a London newspaper. Advertisements will soon appear from merchants selling wholesale bread, flour, waffles, tea, coffee and more. The first ads simply told people that there was something to sell. But gradually such advertising stopped working, and advertisers began to actively use various tricks and tricks to attract the attention of buyers to their product. It could be fables, proverbs and sayings, small plot stories that skillfully offer goods. New methods of delivering advertising information to people also appeared. (App. 2)

The rise of advertising in the USA: In 1704, the Boston News-Letter appeared in the American colonies. This newspaper was completely focused on advertising. In 1729, Benjamin Franklin created the Pennsylvania Gazette. It is with Franklin in the United States that the development of advertising in this country is associated. The Pennsylvania Gazette had the largest circulation and most print advertising that had ever existed before that time. In the middle of the 18th century, the industrial revolution began in England, and at the beginning of the 19th century in North America. Merchants have realized the true power of advertising and the effectiveness of using it to secure high profits.

Over time, print advertising itself began to change. This was due to the emergence in 1839 of photography. Now advertising information began to go along with pictures and images of a particular product, which in turn created more confidence in the product. In 1884 there was telegraph invented, which made it possible to connect the distant regions of large cities with their center. Since that time, advertising has become one of the main functions of marketing. Now advertising was a powerful weapon in a privileged society and helped the elite create needs for the individual in a market economy. Over time, specialized agencies and firms began to engage in advertising. Separate advertising divisions of trade campaigns, organizations and publishing houses were created. Advertising agencies of the 19th century began their work with the purchase of land and their further resale with huge proceeds. The first advertising agent in the United States was a certain Palmer. In 1841, in Philadelphia, he entered into agreements with publishers of newspapers and magazines to purchase advertising space, and then he sold them to other advertisers for a high price. Back then, advertisers made their own advertisements. Only after some time, advertising agents began to prepare ads for advertisers. In 1890, the first advertising agency in Philadelphia, Ayer and Son, was established. It was one of the first to plan and carry out work on the creation of advertisements. Today, downtown New York is home to some of America's largest advertising agencies, employing over thirty thousand people! But this is not all advertising agencies in the US. Almost every city North America there is at least one advertising agency. The largest advertising agency in the world is Dentsu, located in Japan. (App. 3)

The formation of advertising in Russia: Advertising in Russia, as well as in the countries of Western Europe, began to develop also early. Its first rudiments made themselves felt around the 10th-11th centuries. - Russian merchants tried in various ways to offer their products to customers. In most cases, special people hired by merchants - barkers - were used for this. They tried to attract buyers with loud speeches, describing the merits of this or that product and its seller. In Russia, the so-called funny advertising was also known, the performers of which were peddlers. They sold mostly small items like bread, gingerbread and bagels.

At that time, it was still normal to deceive customers by praising their products by any means. A huge contribution to the early stage of the development of advertising in Russia was played by luboks - folk paintings. They first became known at the beginning of the XVII century. In the royal palace of Alexei Mikhailovich Romanov, there were many such cheerful advertising leaflets. He loved to amuse himself with them and passed on a similar habit to his children - Peter I, Ivan and Sofia. Over time, the popular prints became more serious - more meaningful inscriptions appeared on them. "Amusing" lists began to appear in every Russian home, both among the highest elite of society (nobles, merchants), and among ordinary peasants. This made luboks one of the most powerful means of advertising at that time, because they made it possible to communicate various kinds of information to a large number of people, which were personified in colorful pictures. Later, advertising information in popular prints began to take up even more space. When it began to develop Russian economy and a stream of foreign goods poured into Russia, popular prints began to be used for commercial advertising of products from Western European countries. The first printed ads containing advertising appeared under Peter I in the 17th century. But only after 100 years they became widespread. Print advertising in the 19th century was by no means the only means of conveying information about goods to people. At this time, advertising began to be placed on special round pedestals, which were installed in many crowded points of each major city. Even in the trams you could see advertisements. The first promoters appeared - ordinary boys who handed out flyers not far from the shops with an invitation to visit them and buy something. In St. Petersburg, the first magazines with advertising appeared, such as "Business Businessman" and "Trading". A few years later, such publications appeared in other cities. AT late 19th. In the 20th century, the first advertising offices and bureaus arose. They began to massively advertise patent medicines, especially at the beginning of the First World War. The reasons for such a rapid development of advertising in Russia can be called the growth of the population in cities and the production of many goods aimed at all people. After the Bolsheviks came to power in October 1917, the tasks and content of advertising changed. Advertising became monopolized by the state, and entrepreneurs could no longer use it. (Annex 4)

Advertising in the USSR: Now only the Soviet leadership and workers' councils could publish advertisements. After the end of the civil war in the USSR, the first Soviet advertising agencies appeared - Svyaz and Reklam Trans. Advertising began to be placed in trams, buses, in crowded centers. Advertising received the greatest growth during the NEP period. V. V. Mayakovsky made a special contribution to its development. He created poems that attracted the attention of people, which skillfully advertised a particular product. In 1925, an international art and industrial exhibition was held in Paris, where the works of the best advertising specialists were demonstrated. V. V. Mayakovsky and artist A. M. Radchenko, who participated in it, received silver medals. Over time, through improvement economic situation USSR, its organizational forms are being improved in advertising. From the 60s to the 70s, the first advertising organizations appeared - Rostorgreklama, Soyuztorgreklama and Glavkooptorgreklama. Advertising publications began to be issued - "Commercial Bulletin", "Moscow Advertising", "Reklama". Promotional films were produced. Various advertising programs were shown on radio and TV. Special advertising fairs were held to sell various products. On the basis of the former All-Union Association "Soyuztorgreklama" in 1989, an advertising organization was formed - the All-Union Production Association (VPO) "Soyuzreklama". It was engaged in the production of advertising media and conducted advertising activities. In the system of consumer cooperation, an advertising service independent of Soviet trade was formed. In the consumer cooperation of the Soviet Union there were about 30 advertising agencies and factories, over 200 workshops and workshops. They provided various services for advertising goods and the stores themselves. There were positions of graphic designers and merchandise organizers who were well paid. However, in the Soviet Union the importance of advertising in trade was often underestimated. The first reason was the lack of the most necessary goods, which did not need advertising at all, because they would have been bought anyway. Naturally, in the advertising of the USSR there was a place for the Soviet ideology. The leadership of the USSR believed that the advertising of the capitalist countries only misled people and deceived them. It was believed that capitalist advertising is very expensive and impoverishes the working people, due to the large expenditure of the state budget. In this regard, advertising costs in the USSR were small. Therefore, the professionalism of advertising was quite low. (App. 5)

Advertising technology was also underdeveloped. After the collapse of the Soviet Union, there were big changes in advertising in Russia. Many old advertising services and agencies collapsed, and new ones appeared in their place. Now there are more than 1,000 advertising agencies in Russia. The market economy has significantly changed the content and forms of advertising. Advertising has become the main link between consumption and production. It helps to communicate with the consumer and the market. Advertising efforts must be carried out in the sphere of trade and production. Without owning the main means of advertising, it is impossible to influence the market and successfully compete with competitors for sales markets. It is necessary to strive to ensure that advertising contributes to the formation of conditions for buyers to choose goods or services. This makes it possible to control the promotion of products on the market, to form and strengthen the system of preferences for advertised products among consumers, which is simply important for a saturated market with services and goods. Very often, false advertising penetrates advertising information, which deceives and misleads buyers. In most cases, this applies to foreign products that contain data about the characteristics, properties and purposes of goods that do not correspond to reality.

Advertising in Russia: Foreign campaigns and firms professionally use best practices advertising to capture the modern Russian market. On TV and radio, advertisements of foreign products are constantly broadcast - refrigerators, washing machines, televisions, music centers, etc., and very rarely you can hear and see advertisements for domestic products. The main reason for this phenomenon can be called the widespread use of mass media by foreign campaigns. Despite the fact that the prices for advertising in newspapers, radio and TV are much higher, foreign manufacturers still actively use it and achieve good results. At the same time, it is worth mentioning one interesting fact- stupid transfer of advertising techniques from the West does not work in all cases. The reason lies in the usual mentality of the Russian people, their habits, traditions and way of life. The boundaries of the advertising market in Russia are currently developing widely. New campaigns, businesses and organizations emerge, which in turn leads to new customers. A growing number of advertising agencies are beginning to provide advertising services and conduct advertising campaigns. (Annex 6)

To understand advertising, one must first of all understand its most essential functions and tasks, and a number of questions can also be raised: who uses advertising, for which audiences, by what means does advertising communicate information?

1. Introduce the consumer to a new product, product or service.

2. Influence consumer choice.

3. Talk about the properties of the product, product or service.

4. Promote the promotion of a product, product or service.

5. Reduce or increase the price and affect the competitiveness of the product, product or service.

6. To help the manufacturer in the sale of their product, product or service.

And advertising is never and never does not force, but only informs about the product, product or service. However, it is safe to say that in recent years, advertising will become more widespread. Advertising changes and finds its consumer. All advertising can be divided into several types and characterize it.

5. Fabulous and fantastic - found in advertising for various products.

1. Brand advertising- the predominant type of visual and visual-text advertising. Such advertising is intended primarily to achieve a higher degree of consumer recognition of specific brands.

2. Trade and retail advertising- advertising of this type focuses on a specific production facility or sale of products: it can be some kind of service company or outlet. The main task of retail advertising is to stimulate the influx of potential buyers by informing them about the place and basic conditions for the provision of certain goods or services.

4. Address-reference advertising- a kind of retail advertising. The task of such advertising is to provide the maximum amount of commercial information to several, sometimes overlapping, consumer groups at once.

5. Feedback advertising- another type of retail advertising, this is the type that involves the exchange of information with a potential consumer. The most common is direct mail to specific recipients of greatest interest to advertisers and distributors' advertisements as likely buyers (for example, in the form of catalogs).

6. Corporate advertising- such advertising almost never contains advertising information (in the generally accepted sense of the word) and serves to prepare and subsequently incline a part of public opinion (a certain segment of buyers) to the advertiser's point of view.

7. Business advertising- professionally oriented advertising, intended for distribution among population groups formed by their affiliation to a particular occupation. Such advertising is distributed mainly through specialized publications.

1. Disposable - designed for one-time use: for advertising a concert.

2. Long-term - designed for long-term use: chocolate advertising.

3. Direct - designed for direct information in any media.

4. Hidden - designed for a specific consumer.

5. Real - designed for informational use in advertising enterprises.

6. Exaggerated - designed for a certain category of consumer.

Study of consumers, goods or services to be advertised;

Strategic planning in the sense of setting goals, defining market boundaries, securing funding and developing creative and media plans;

Making tactical decisions on cost estimates when choosing advertising media, developing publication schedules and broadcasting announcements;

Drafting of announcements, including writing text, preparation of layout, artwork, and their production.

It should be borne in mind that advertising is paid and the identity of the payer is known. For better or worse, when we encounter an ad, we immediately know who exactly is trying to sell us a product or service. And it goes without saying that the advertiser paid for the time or space used in an open attempt to persuade us. (When you consider that some top advertisers spend up to $600 million a year, it becomes clearer just how serious the elusive consumer race is.) It's important to realize that advertising is a multifunctional activity. It serves many masters for many purposes.

We are advertising the sale of a garage or, for example, a bicycle. Retailers advertise the goods or services they sell at regular or "below retail" prices. Reporting openings, closings, anniversaries or new employees. Emphasis on price or prestige, on discounts or first-rate goods, on novelties or fashionable oldies. Or they just congratulate us on the holiday or ask us to drive more carefully. Manufacturers advertise to encourage us to buy their products or services from retailers. Or they act directly, trading on the basis of mail orders or with the help of traveling salesmen. Businesses direct their advertising to businesses to sell chemicals, equipment, computer services, or to the government, offering tank manufacturing facilities, and so on. The government touts the sale of bonds, the idea of rational use of energy resources, the idea of service in the armed forces. Local governments advertise to spur (or limit) tourism, attract industries, promote the idea of mass transit through their territory, or instill a sense of pride in fellow countrymen. Non-profit organizations call in advertising to actively support or oppose this or that political candidate, protect wildlife or just the human race.

ADVERTISERS - use advertising for information; very different company. These are manufacturers, retailers, wholesalers, service firms, distributors, trade unions, individuals and many, many others. Advertisers pay the bills, and today there are more than $65 billion in bills annually.

Advertising agencies - create and distribute their product; speaking official language, advertising agencies are "independent businesses" made up of creatives and merchants who design, prepare and place advertisements in customer media in an effort to find buyers for their products or services. As a rule, agencies offer potential clients the services of a variety of specialists, including text writers, artists, television and radio producers, and advertising media specialists.

Advertising media - usually the mass media, to familiarize the consumer; advertising professionals watch TV, listen to the radio, read newspapers and magazines. But as professionals, they see the media as a vehicle that delivers advertising messages to an audience gathered through the main (non-advertising) material offered by radio and television stations, newspapers or magazines.

First, advertising is repetitive. Not only do we see ads from the same advertiser over and over again, but we also see the same ad over and over again. And this, of course, corresponds to the advertiser's intent:

Secondly, we perceive advertising in a highly competitive environment. Some advertisers urge to spend, others - to save, some - to smoke, others - to quit smoking. And of course, most of them want us to do something about a particular brand of product or a particular store.

Finally, advertising is perceived as part of our daily public culture. We take a lot of what advertisements tell us "for granted", although in many other types of communication it would seem to us a strange eccentricity.

Social advertisement- a type of non-commercial advertising aimed at changing models of social behavior and drawing attention to the problems of society. Regional social advertising is a type of non-commercial advertising aimed at highlighting the most relevant phenomena in the region in order to influence the model of social behavior and draw attention to the problems of the society of this subject. Most often, the customers of such advertising are government agencies or non-profit organizations, and agencies and distributors of advertising in some cases produce and place it free of charge or at reduced prices. The best-known examples of such advertising are anti-drug campaigns, traffic enforcement, healthy lifestyle promotion, environment and others. Social advertising 1 is considered a long-term project, and its results cannot be known immediately, and therefore 4 of its varieties are distinguished: (Appendix 7.)

Non-commercial. It is an advertisement sponsored by non-profit institutions or charitable donations. Its task is not to promote a product or service, but to influence human consciousness. The ultimate goal is not considered to be a profit or benefit, since a non-commercial product is provided as an object of advertising. Despite this, for its distribution, it uses the same methods and techniques as the commercial variety. In contrast, non-commercial advertising has two purposes. 1) impact on the behavioral model of society, 2) a clear focus on a large audience;

Public. This type of advertising is used to promote a certain positive phenomenon. This message is created by professionals for free, it is an ethical rejection of the opportunity to make a profit. Thanks to the public subspecies of social advertising, it is possible to influence a large number of people, create new social values and idealize behavior;

State. As a rule, this type of advertising is used by traffic police infrastructures, police, tax authorities and similar social institutions. Advertising promotes their interests, opportunities,

_____________________________________

related to their activities. This is an existing practice that big influence on a person and his thinking, in general. Ideas about these spheres of life are changing, attitudes towards the relevant bodies are being reassessed;

Social. This is the most extensive category, as it has many tasks. Thanks to it, you can attract a large number of people to topical issues or social events. The main purpose is the humanization of a large number of people, as well as the new formation of everyday and moral values. This variety is further divided into two types. 1) advertising necessary for the introduction and consolidation of certain norms of behavior, 2) advertising that demonstrates the image of the whole world. It aims to improve already existing moral norms. For example, it describes not just the fact that you can not throw garbage on the street, but shows the whole general picture, from which the consumer independently finds out and uses it.

The history of public service advertising in the United States begins in 1906, when social organization The American Civic Association created the first ad of its kind calling for the protection of Niagara Falls from the harm caused by energy companies. The largest social advertising project before great war It was White Chamomile Day.

During the First World War, in 1917, a recruiting poster by James Montgomery Flagg appeared in the United States “You are needed american army”, on which “Uncle Sam” urged recruits to join the army.

The first social advertising campaign widely known in Russia after the collapse of the USSR was a series of commercials “Call your parents!”. After that, a series of videos "Russian Project" (which can be found on YouTube) was launched on the air of the first channel. Both projects are still primarily associated with the term "social advertising" among the majority of Russians.

Social advertising is found everywhere and everywhere, but few people notice it or pay attention to it. Most people probably won't even be able to remember at least one slogan. Examples of social advertising can be considered posters, signs on the streets with instructions and calls to action.

Chapter 2. Research part

To successfully interpret the qualities of goods and services capable of

to satisfy requests from the point of view of the needs and requirements of buyers, the advertiser should have as complete an idea as possible about the consumer and the product itself, as well as about the structure of the market. That is why research in advertising is conducted in three main areas: 1) consumer research, 2) product analysis and 3) market analysis. Thus, research plays the role of the main working tool in creating effective advertising. However, it should be remembered that research only supplements, and does not replace, the creativity and high professionalism of task force leaders, text writers, artists, etc., whose efforts are born successful advertising campaigns.

The largest nationwide advertisers account for almost 70% of total advertising spending in the country. D 60 - 70% of magazine and newspaper revenues are paid off by advertising, and television and radio revenues are almost 100% made up of advertising revenue.

The study involved 52 people, including women - 30 people, men - 22 people. Age of participants: from 16 to 50 years; of them from 16 to 25 years - 35%, from 26 to 50 years - 65%.

Research methods: The main method is a survey, which was conducted using a questionnaire and the technique of "unfinished sentences".

As a result of the study, the following data were obtained.

3. To the question "What do you usually do during commercials?" 66% answered that they switch to another channel, 23% turn down the volume; 7% stay on the same channel and watch ads, and 4% answered that they are doing household chores. (Appendix 8.)

According to the participants of the study, Russian advertising is characterized primarily by the following adjectives:

Obsessive (24%); -primitive (18%);

Smug (12%); -subjective (22%);

Useless (22%).

When asked about the attitude to advertising on television as the most popular advertising medium, the answers were distributed as follows: 51% answered that advertising annoys them, 39% of respondents are indifferent to it, 10% of respondents are interested in it.

Moreover, the leading "five" of the most preferred types of television advertising is as follows:

1) humorous - 57%

2) playful - 15% - romantic

3) cartoon -10% - fabulous or fantastic

4) informational, reasoned - 9% - traditional

5) reproduction of the image and lifestyle - 9% - national.

The survey was conducted among parents and students in the 7th grade. The survey data shows:

The consumer believes that it is necessary to limit the display of advertising to 2-3 times per transmission (90%);

All participants in the survey bought goods on sale (100%). (Annex 9)

Conclusion

Bibliography

1. Makarov V.A. "Manager at work"; Moscow "Enlightenment"; 2001 101s.

2. Albert Meskon "Fundamentals of Management"; Rostov-on-Don "Don"; 1989. 154 p. (Translation)

3. Albert Kunz "Management. System and situational analysis of advertising", Moscow "Prosveshchenie"; 2000. 201s. (Translation)

4. Daniel Burstin "Americans: the experience of democracy"; s - Petersburg "Star" 2005 79 p. (Translation)

5. Peters Waterman "In Search of Effective Advertising Management"; Ufa: "Bashkortostan", 2000. 123 p. (Translation)

6. Wikipedia - free encyclopedia: http: // ru. wikipedia. org/wiki/

7. http://diletant.ru/articles/15519650/

8. http://www.grandars.ru/student/marketing/istoriya-reklamy.html

9. http://www.eso-online.ru/fakty_reklamy/istoriya_reklamy/

10. http://bigadvenc.ru/articles/p2_articleid/75

Application

2500 years ago. Ancient Egypt. In the ruins of the city of Memphis, the oldest advertising text was found: - I am Rino from Crete, at the behest of the gods I interpret dreams.

1450 Germany. John Gutenberg invented the first printing press, which made it possible to quickly and accurately reproduce advertisements.

1477 England. William Caxton printed the first advertisement in the Easter Rule Book.

1703 Russia. By decree of Peter 1, the publication of the first Russian newspaper, and advertising in it, begins. The newspapers Saint-Petersburgskie Vedomosti, Moskovskiye Vedomosti, and others appear.

1774 USA. Publication of Benjamin Franklin's first catalog of merchandise. through which it was possible to order the required goods.

1871 USA. Registration of the first professional advertising agency in its modern sense; in Europe it happened somewhat later. These were agencies for creating and placing advertisements in the press - media agencies.

1899 USA. The beginning of the creation of international advertising networks: advertising agency "J. Walter Thompson was the first agency to enter the international market.

Beginning of XX century. USA. The first group interviews are conducted, which then, in the 40s. led to the emergence of focus groups.

1917 USA. First political poster.

1922 USA. The first radio advertisement was broadcast.

1925 France. In Paris, at the International Art and Industry Exhibition, V. Mayakovsky and A. Rodchenko were awarded silver medals for a series of advertising posters.

1929 USA. The first public relations event (public relations) on the occasion of the 50th anniversary of the invention of the light bulb by Edison.

1941 USA. First use of focus groups for promotional purposes (Columbia University of New York).

USA. The first TV commercial aired in New York. It was a 10-second commercial of the Bulova watch company. Advertising was seen by 4 thousand owners of TV receivers.

1998 Russia. The emergence of a new type of outdoor advertising - the first moving superbillboard: advertising, but decorated electric train.

Appendix 2

Appendix 3

Appendix 4

Appendix 5

Appendix 6

Appendix 7

Appendix 8

Appendix 9

Annex 10.

a) YES b) NO

a) 2 - 3 times b) 5 - 7 times c) 10 or more times d) not at all

a) YES b) NO

Language tools for creating advertising texts (research project on the Russian language) Alimbekova Anna Sergeevna, Alistratova Anastasia Alexandrovna, MOAU "Secondary School 2", grade 8 "b", Head: Yudina Tatyana Alexandrovna, teacher of Russian language and literature.

The purpose of the project: the study of visual and expressive means of the language of modern advertising text, as well as consideration of the features of the style of advertising and familiarization with the main advertising genres. Tasks - collection of language material; - to study the interpretation of the word "advertising"; - to carry out etymological work; - observe the evolution of advertising; - consider the classification of advertisements; - to study the specific linguistic features of advertising texts; - observe the use of psychophysiological factors of text perception.

Lexical meaning of the word "advertising" Advertising is a part of marketing communications, within the framework of which distribution of non-personalized information paid by a well-known sponsor is carried out in order to draw attention to the object of advertising, form or maintain interest in it.

"Optimism is in your hands!" "The best way to convey love." "In a moment, throw the pain out of your head From the very heart of the Russian fields." "Your personal sun." "ACC is faster than a cough." "Chibo - from the heart of Brazil". "Collection of jewels on the tips of the nails." "Knows your allergies from A to Z." one. Figuratively expressive means of language Metaphor

"Perfect Tone" "Fabulous novelty". "Luxurious volume effect". "Perfect taste for your figure." "Tempting brilliance". "Food for Energetic Cats". "Powerful Allergy Response". "Careful Breathing". Milka is a fabulously smooth chocolate. "Bounty is heavenly delight." "Highlights with Hochland". Epithet

Hyperbole "Stimorol - taste on the edge of the possible." "Perfect result". "Infernal tenacity of strong nails." Ultra Shiny Liquid Lipstick. "Incredible Brilliance" "Infinitely long eyelashes." "Sensational volume for your eyelashes." "Giant skyscrapers of the metropolis". "No battery will last longer." "Everything will be in chocolate."

2. Syntax "Moms know what they trust." "Go to the goal, and Rexona will never let you down." "To keep the tummy in order." “After all, we are not so different.” "Whiskas knows and understands cats." "Life without pain is our goal!" "Mars is the wealth and strength of nature itself." Two-part sentence

4. Choose an advertisement that interests you the most. a) 24-Whiskas knows and understands cats. Picnic is ok, born in disorder. b) 20-Look how delicious, try how beautiful! So tasty you can't resist. c) 32-Optimism is in your hands! The best way to convey love.

Conclusion Advertising plays big role in people's lives. It helps someone in teaching profit, someone in achieving useful goals, it affects desires and dreams. Expressive means are often used in advertising texts. They help create a bright, clear advertising image for the consumer. Professionals involved in advertising texts must be well versed not only in grammar rules Russian speech, but also brilliantly know the style of the Russian language, the ecology of the language and the psychology of influence.

List of used literature 1) Bernadskaya Yu.S. "Text in advertising" (Chapter: Syntax, p. 1) (library Internet portal lib.rus.ec) 2) Petrov O.V. "Rhetoric" - M .: Prospect, p. 92 3) Elina E.A. "Semiotics of advertising" (Chapter 10. Metaphor as the basis of a creolized advertising text) (lib.rus.ec) 4) "Russian language and culture of speech" Golovanova D., Mikhailova E (48 Language means and special techniques for creating advertising genres) (lib .rus.ec) 5) Berdyshev S.N. "Advertising text. Methods of compilation and design "(Chapter 4 p. Advertising genres) (lib.rus.ec) 6) Linguistic Dictionary (dic.academic.ru)

Pykhtina Daria

Project Manager:

Blinova Svetlana Yurievna

Institution:

MBOU secondary school them. Hero of the Soviet Union S.V. Rudneva village of De-Kastri, Ulchsky municipal district, Khabarovsk Territory

Presented research work on psychology "Television advertising and children" is devoted to acquaintance with advertising and its influence on children. This research project examines the positive and negative effects of advertising on children.

In this psychology research project on TV Advertising and Children, the student defines advertising, explores the history of advertising, and learns about existing species advertising.

In the course of the research work on the Russian language "Television advertising and children", an interesting social survey of Moscow schoolchildren and students of the MBOU Secondary School in the village of De-Kastri, as well as a survey of parents of Moscow schoolchildren and parents of students of our school, is being conducted.

Introduction
1. Main body
1.1. Definition of advertising
1.2. A bit of advertising history
1.3. Types of advertising
1.4. The impact of advertising on children
2. Practical part of the work
2.1. Opinion poll of Moscow schoolchildren and students of MBOU secondary school in the village of De-Kastri.
2.2. Survey of parents of Moscow schoolchildren and parents of students of MBOU secondary school in the village of De-Kastri.
Conclusion
Bibliography

Introduction

It is believed that young children better absorb information that is remembered for a lifetime. This is used by advertisers who create advertising aimed at children - bright funny pictures, funny heroes, cartoons - every child likes it.

It's not for nothing that parents can't take their kids away from the TV screen when the ads are on.

But young children still cannot understand that advertising is not always reliable and truthful. Therefore, they require their parents to buy a widely advertised product.

Tasks:

Learn the history of advertising.
Get to know the types of advertising.
Find out what effect advertising has on the child.

Study plan:

The study of the history of the emergence of advertising, types of advertising.
Sociological survey of the Institute of Man of the Russian Academy of Sciences of Moscow schoolchildren and their parents, as well as parents and students of the MBOU secondary school in the village of De-Kastri
Processing survey results.