Advertizing Message as Fiction Text

Student: Khokhlova Nataliia

Supervisor: Mikhail I. Zhilyaev

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2019

The final qualified work is devoted to the analysis of advertising messages for the presence of artistry, as well as the specifics of the emotional impact of artistic advertising messages on the consumer. The purpose of the study is to find and describe language tools common to the texts of advertising messages and fiction texts, then to study the reaction of representatives of the youth environment to the samples of artistic advertising messages. Based on a database obtained as a result of an online survey of 204 respondents, an analysis was conducted using SPSS Statistics. As a result of this analysis, it was revealed that aesthetically expressive advertising leaves in the memory of the consumer more information about the brand than neutral. During the lexico-semantic analysis of some advertising messages, it was found that some advertising texts have signs of artistry.

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