Folklore Motifs in Advertising on Russian TV

Student: Koroleva Karolina

Faculty: Faculty of Media Communications

Educational Programme: Bachelor

Final Grade: 8

Year of Graduation: 2014

ANNOTATION Fourth-year student: Koroleva Karolina VadimovnaFaculty: media communicationsGraduation paper «Folklore Motifs in Advertising on Russian TV» This work is a study of the peculiarities of using folklore motifs in the Russian television advertising as an interesting case of integration and mutual interpenetration as advertising, in turn, is fueling the development of modern folklore.In this paper we hypothesized that the use of folklore motifs is a versatile tool to promote absolutely any product or service . Communicative purpose in this case - to translate unfamiliar product category of "foreign " to " your ", using opposition folklore world picture with one hand and using the initially positive experiences - everyone loves a fairy tale - a positive perception and understanding .Relevance of the research topic is based on the fact that the interest in direct advertising to consumers falls , however, the principle and mechanism of marketing communications attracts people from a professional environment, and as a consequence, researchers.The purpose of the study - to analyze the practice of implementing folklore motifs in television commercials and their use for the successful promotion of goods and services, especially consider the impact of this tool on the audience to identify the advantages and disadvantages of this thematic advertising.This aim involves the following tasks:• Identify and analyze the points of intersection of advertising and folklore;• Identify and analyze the concept of folk motifs in the context of advertising communication ;• Analysis of the genesis of using folklore motifs in the Russian television advertising ;• The typology of folk motifs in advertising messages ;• Analysis of the use of advertising messages, built on folk motifs to promote a variety of products and services on Russian television and their impact on the audience , as well as analysis of the enrichment of contemporary folklore through advertising. As a theoretical basis there are three groups of sources:1. Proceedings of the field of folklore: the work of V. Propp  " Morphology of the Folktale",  A. Aarne's book " Fabulous pointer types".2 . Proceedings of the psychology of advertising exposure: the work of J. Baudrillard "System of things" , work of C. Jung "Archetype and Symbol ".3 . Proceedings of the theory of advertising : the work of V. Uchenova and N. Staryh " History of Advertising ", the book of I. Pendikova and L. Rakitina "Archetype and Symbol in advertising : a tutorial ".The empirical base of the study are 50 promotional television spots emerging in recent years, the analysis of commercials since their introduction on Russian television.During the execution of the thesis there has been applied set of theoretical and empirical research methods, such as theoretical analysis, the method of analysis and synthesis, the method of comparison.The practical significance of the study is to develop a "guidelines" and recommendations for the use and integration of folklore, fairy-tale motifs in televi

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