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Hu Z. [Сonvincing and persuading strategies in Russian television advertising (on the material of videoclips about food products)] World of Science. Series: Sociology, Philology, Cultural Studies, 2023, Vol. 14, No. 4. Available at: https://sfk-mn.ru/PDF/28FLSK423.pdf (in Russian).

Сonvincing and persuading strategies in Russian television advertising (on the material of videoclips about food products)

Hu Ziming
Saint Petersburg State University, Saint Petersburg, Russia
E-mail: st082227@student.spbu.ru

Abstract. The article is devoted to the study of convincing and persuading strategies realized in Russian television advertising. Persuading strategies, including convinction and persuasion, which have the same super-task and different ways to achieve it, play an important role in achieving the overall goal of television advertising, which is to encourage potential consumers to purchase the advertised product or service. The relevance of this study is related to the prospect of research of the convincing and persuading strategies in television advertising as a complex macro-structure and the need to distinguish the mechanisms of convincing and persuading strategies. In the study, convincing and persuading strategies are revealed on the examples of television commercials about food products.

The article systematically examines the convincing and persuading strategies in television advertising. Referring to a number of works of scientists, the author considers the convincing strategy as a set of speech actions, affecting the mind and logic of the addressee, aimed at inducing him to buy the advertised product, in the open form, and persuading strategy as a set of speech actions, affecting the emotions and feelings of the addressee, aimed at inducing him to buy the advertised product, in the hidden form. Relying on the scheme of description of speech tactics of O.S. Issers, the author of this study considers the main features of convincing and persuading strategies and the conditions of their successful implementation in television advertising. As a result of the study, the author distinguishes 3 speech tactics of convincing strategy- tactic of appeal to the satisfaction of basic and practical needs, tactic of appeal to experience and tactic of appeal to authority, and 5 speech tactics of persuading strategy — tactic of appeal to the satisfaction of basic and practical needs, tactic of appeal to experience and tactic of appeal to authority. Actualization of speech tactics occurs due to different techniques, represented by verbal and non-verbal means.

Keywords: speech strategies; speech tactics; television advertising; convinction; persuasion; techniques; verbal means; non-verbal means

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