Effektivnost' Reklamnoy Kommunikatsii: Sbornik Nauchnykh Statey - Larisa Ukhova - Books - LAP LAMBERT Academic Publishing - 9783846536735 - October 24, 2011
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Larisa Ukhova
Effektivnost' Reklamnoy Kommunikatsii: Sbornik Nauchnykh Statey Russian edition

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V sbornik voshli nauchnye stat'i, napisannye v poslednie tri goda i otrazhayushchie osnovnye rezul'taty issledovaniya effektivnosti reklamnykh tekstov verbal'no-vizual'nogo tipa. Posledovatel'nost' predstavlennykh v sbornike rabot otrazhaet logiku avtora po osmysleniyu etapov reklamnoy kommunikatsii, v osnove kotorogo lezhat printsipy perlokutivnoy lingvistiki. Effektivnost' teksta polikodovoy prirody, takim obrazom, issleduetsya s tochki zreniya kompleksnogo pragmaticheskogo vozdeystviya na adresata, kotoryy rassmatrivaetsya kak tekstoporozhdayushchiy faktor reklamnoy kommunikatsii. Materialom dlya issledovaniya posluzhili teksty kommercheskoy i sotsial'noy pechatnoy reklamy, a takzhe demotivatsionnye postery sotsial'noy napravlennosti, rasprostranyaemye v sotsial'nykh setyakh. Predstavlennaya v sbornike avtorskaya metodika otsenki effektivnosti reklamnogo teksta osnovana na kompleksnykh panel'nykh issledovaniyakh tselevoy auditorii i pozvolyaet vyyavit' indeks effektivnosti tekstov polisemioticheskoy prirody.

Media Books     Paperback Book   (Book with soft cover and glued back)
Released October 24, 2011
ISBN13 9783846536735
Publishers LAP LAMBERT Academic Publishing
Pages 184
Dimensions 150 × 11 × 225 mm   ·   292 g
Language German  

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