Socio-Cultural Advertising Discourse and the Issue of Advertising Insight

<p>Our research work is devoted to the study of the socio-cultural advertising discourse and the issue of advertising insight. Advertising provides the &nbsp;communicational impact on the target audience: actualizing and retaining the object in recipients&rsquo; minds, increasing knowledge about it, improving their beliefs about the product, it persuades them of product&rsquo;s benefits, formulates and holds the audience&rsquo;s interest, through communicating its real and symbolic advantages for the target, thereby creating an inclination for choosing the product of promotion. The achievement of the advertising aims in condition of appealing texts&rsquo; absorption into communication, e.g. in condition of making appropriate the advertising discourse support. Today the advertising discourse is one of the most actively upcoming discourses, every day it occupies a growing prominent place in the communicative space.</p><p>Great attention in today&#39;s advertising business is paid to the insight&rsquo;s concept. This term is permanently presented in the current professional discourse of the advertising industry. Nowadays almost every advertising campaign is built around this communication&rsquo;s nerve. But, nevertheless, there is no common definition of what is insight, understanding its role in building the campaign.&nbsp;</p><p>The empirical part of the project proposal is represented by &nbsp;case-study, &nbsp;expert interviews, retrospective study, content-analysis of the relevant sources.&nbsp;</p>