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Khakhaleva A.Yu. [Means of influence of modern digital genres of advertising discourse (based on the material of the 3D-billboard genre)] World of Science. Series: Sociology, Philology, Cultural Studies, 2024, Vol. 15, No. 3. Available at: https://sfk-mn.ru/PDF/11FLSK324.pdf (in Russian).

Means of influence of modern digital genres of advertising discourse (based on the material of the 3D-billboard genre)

Khakhaleva Anastasiya Yurjevna
Moscow State Linguistic University, Moscow, Russia
E-mail: mglu04@mail.ru
ORCID: https://orcid.org/0000-0002-1699-4252
RSCI: https://elibrary.ru/author_profile.asp?id=766259

Abstract. The article examines the features of advertising discourse in the context of digital technologies’ development. The need to study advertising discourse due to its active development and the fact that today almost all groups of the public fall under its influence is emphasized. The author of the article summarizes the main characteristics of advertising discourse and highlights the influence of sociocultural factors on its development. Based on genre-forming features, the genres of advertising images and advertising 3D-billboards are distinguished. The study compares the means of influence of these genres using the method of pragmatic analysis. The author comes to the conclusion that the main distinctive feature of the modern genres of advertising discourse is the significant role of the non-verbal component compared to the textual one. This is explained by the high effectiveness of non-verbal means of modern digital advertising, achieved through the placement of media in public places and the ability of video images to attract attention of the recipient by influencing him or her on the emotional level, as well as the social conditions, such as the high pace of life, under the influence of which the advertiser is forced to adapt his messages. In the course of the comparative analysis of traditional and modern genres of advertising discourse, similarities were also identified, consisting in the use of a number of similar tactics when creating advertising messages, such as taking into account the culturally specific characteristics of the target audience and turning to famous works of art to influence the recipient. The presence of these similarities is explained by the proven effectiveness of using of these means in the process of evolution of advertising discourse. As a result of the study, the author comes to the conclusion that the 3D-billboard genre is an example of the natural dynamics of the genre structure of advertising discourse under the influence of social factors.

Keywords: advertising discourse; digital technologies; digital advertising; genre; advertising image; 3D advertising billboard; pragmatic analysis; polycode

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