Constructive-style vectors in digital advertising text: transformation and interaction
https://doi.org/10.20310/2587-6953-2024-10-4-987-996
Abstract
INTRODUCTION. The study is devoted to the problem of digital advertising text transformation under the influence of constructive-style vectors (CSV) of bookishness, mass media and colloquialism. The purpose of the study is to identify the interaction features of various CSV in modern digital advertising.
MATERIALS AND METHODS. The object of the study is digital advertising texts. The manifestations of CSVs of bookishness, mass media, and colloquialism at the lexical, morphological, and syntactic levels are analyzed. To achieve this goal, methods of lingual-stylistic, discourse, contextual, and comparative analysis, as well as the method of continuous sampling, are used.
RESULTS AND DISCUSSION. The study identified ways to mix the means of various CSVs to enhance the effectiveness of advertising communication. It also established the influence of digital technologies on the formation of new trends in creating advertising texts, such as personalization, multimodality, and interactivity.
CONCLUSION. The results of the study can be used by copywriters and marketers as tools for creating more effective advertising texts in a digital environment. Additionally, the obtained data can be applied in developing educational programs in digital marketing, copywriting, and advertising, providing students with up-to-date knowledge of modern trends in advertising communication. For researchers in linguistics and communication, the work provides new material for further study of language transformation in the digital environment and its impact on communication effectiveness. Prospects for further research are related to studying the transformation of CSVs in the context of the development of artificial intelligence and virtual reality in advertising.
About the Authors
O. A. Uskova
Moscow State Linguistic University
Russian Federation
Russian Federation
Olga A. Uskova, Dr. Sci. (Philology), Associate Professor, Professor of Russian as a Foreign Language Department, Director of Testing Foreign Citizens Center
1 bldg 38 Ostozhenka St., Moscow, 119034
I. V. Valieva
Moscow State Linguistic University
Russian Federation
Russian Federation
Ilona V. Valieva, Lecturer of Russian as a Foreign Language Department
1 bldg 38 Ostozhenka St., Moscow, 119034
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For citations:
Uskova O.A., Valieva I.V. Constructive-style vectors in digital advertising text: transformation and interaction. Neophilology. 2024;10(4):987-996. (In Russ.) https://doi.org/10.20310/2587-6953-2024-10-4-987-996
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