Genres of Social Advertising

Abstract

The article continues the author's series of works proving that genre forms in all types of advertising do not have an independent character, they are borrowed from other discourses. There are three forms of using "alien" genres-borrowing, styling and imitation. Actually, borrowing assumes that the original genre naturally and without reconsideration fits into the form of the poster. This role is played by the genres of direct communication (request, advice, demand). Styling is expressed in the reproduction of the form of the genre, typical of another discourse, but not characteristic of social advertising (announcement, poster, toast). At the same time, the advertising content is presented directly and fairly fully. Simulation differs in the use of game forms for the purpose of attracting attention to the problem (news announcement, dictionary article, note). A parallel is made between the types of commercial advertising and the forms of using genres in social advertising. The commodity advertising implies the use of information at the first stage of the life cycle, while in social advertising the genre of slogan is in demand at the stage of primary formation of the attitude to the idea. The direct appeals to the addressee by means of stimulating speech genres is peculiar of adverting advertisements, relevant at the second stage of the product life cycle. A variety of atypical genre forms (stylization) perform the function of reinforcing commodity advertising in social advertising. The parodying of genre forms of other types of discourse corresponds to reminding commodity advertising.

Topical Social Issues In The Context Of Public Advertising Discourse

“…The purpose of social advertising is to inform large audiences about the topical object of https://doi.org/10. 15405/epsbs.2021.05.02.26 Corresponding Author: Elena Mashkova Selection and peer-review under responsibility of the Organizing Committee of the conference eISSN: 2357-1330 213 everyday reality, while the target of commercial advertising is to increase profits by improving the product appeal (Anisimova, 2018). Social advertising attracts consumer's attention to a particular social event or subject addressing to the sense of fear of the audience and herein forms the new term fear appeal advertising.…”

Social advertising and its influence on the healthy lifestyle of student youth

“…(Slushaienko and Hiriievska, 2009), Анісімова Т.В. (Anisimova, 2018), Калмикова С.В. (Kalmykov and Sharkov, 2017), Юр'єва Є.В.…”