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SOURCE:   Historical, Philosophical, Political and Law Sciences, Culturology and Study of Art.
Issues of Theory and Practice
. Tambov: Gramota, 2016. № 4. Part 1. P. 15-17. ISSN 1997-292X.
SCIENTIFIC AREA: Sociological Sciences
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Androsova Lyubov' Aleksandrovna, Teterina Evgeniya Aleksandrovna, Piterova Anna Yur'evna
Penza State University

Abstract. The paper focuses on the state of the modern Russian market of video advertising and emphasizes the necessity to use fiction film techniques with a view to raise its quality and potential. Working on these problems the authors conducted a content-analysis of the commercials that had been broadcasted in December, 2015, on the Russian TV channels according to six basic categories: idea, dramaturgy, staging, scriptwriter and producer’s solution, cameraman’s work, postproduction.
Key words and phrases: рынок видеорекламы, приемы игрового кино, контент-анализ, драматургия, режиссура, структурная композиция, сценарно-режиссерский ход, стратегические вовлечения, темпо-ритм, market of video advertising, fiction film techniques, content-analysis, dramaturgy, direction, structural composition, scriptwriter and producer’s solution, strategic involvements, tempo-rhythm.
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