Русский | Home | Procedure of Аrticles Publication | Archive of Scientific Articles | About the Publishers

Archive of Scientific Articles

SOURCE:	Philology. Theory & Practice. Tambov: Gramota, 2020. № 11. P. 254-257.
SCIENTIFIC AREA:	Philological Sciences
Procedure of Scientific Articles Publication \| To Show Issue Content \| To Show All Articles in Section \| Subject Index

License Agreement on scientific materials use.

https://doi.org/10.30853/filnauki.2020.11.53

Role of Associative Experiment in Examination of Visual Advertising

Nikaeva Tatyana Mikhailovna, Danilova Tuyara Anatolyevna
North-Eastern Federal University named after M. K. Ammosov

Submitted: 24.09.2020

Abstract. The article presents results of a psycholinguistic experiment on perception of visual advertising. The research objective is to identify violations of the advertising legislation using linguistic and psycholinguistic methods. Respondents were asked to put down their immediate responses to stimuli - advertising images and texts from the "Instagram" social network. Scientific originality of the paper lies in the fact that the free associations method is for the first time applied to identify violations of the advertising legislation. The research findings are as follows: the authors prove that the advertising materials under study contain features of inappropriate advertising.

Key words and phrases: психолингвистический эксперимент, ненадлежащая реклама, восприятие визуальной рекламы, семантический анализ ассоциативных реакций, psycholinguistic experiment, inappropriate advertising, perception of visual advertising, semantic analysis of associative reactions

Open the whole article in PDF format. Free PDF-files viewer can be downloaded here.

References:

Vikipediya - svobodnaya entsiklopediya [Elektronnyi resurs]. URL: https://ru.wikipedia.org/wiki/ (data obrashcheniya: 25.09.2020).
Goroshko E. I. Integrativnaya model' svobodnogo assotsiativnogo eksperimenta [Elektronnyi resurs]. URL: http://www.textology.ru/razdel.aspx?id=38 (data obrashcheniya: 25.09.2020).
Zapreshchennye priemy v reklame [Elektronnyi resurs]. URL: https://brand.incredibleart.ru/blog/zapreschennye-priemy-v-reklame (data obrashcheniya: 25.09.2020).
Krasova E. Yu. Spetsifika assotsiativnogo eksperimenta v issledovanii obrazov politikov [Elektronnyi resurs]. URL: http://www.relga.ru/Environ/WebObjects/tgu-www.woa/wa/Main?textid=2706&level1=main&level2=articles (data obrashcheniya: 25.09.2020).
Leont'ev A. A. Obshchie svedeniya ob assotsiatsiyakh i assotsiativnykh normakh // Slovar' assotsiativnykh norm russkogo yazyka / pod red. A. A. Leont'eva. M.: MGU, 1977. S. 3-16.
O reklame [Elektronnyi resurs]: Federal'nyi zakon ot 13.03.2006 № 38-FZ. URL: http://www.consultant.ru/ document/cons_doc_LAW_58968/ (data obrashcheniya: 25.09.2020).
Ob okhrane zdorov'ya grazhdan ot vozdeistviya okruzhayushchego tabachnogo dyma i posledstvii potrebleniya tabaka [Elektronnyi resurs]: Federal'nyi zakon ot 23.02.2013 № 15-FZ. URL: http://www.consultant.ru/document/ cons_doc_LAW_142515/ (data obrashcheniya: 25.09.2020).
Rossiiskii reklamnyi kodeks [Elektronnyi resurs]. URL: http://www.riaria.ru/pdf/zakon/rossijskij-reklamnyj-kodeks.pdf (data obrashcheniya: 25.09.2020).
Tarasov E. F. Aktual'nye problemy analiza yazykovogo soznaniya // Yazykovoe soznanie i obraz mira: sbornik statei / otv. red. N. V. Ufimtseva. M.: Institut yazykoznaniya RAN, 2000. S. 24-33.
Toburokova V. M. Regional'nyi russkii assotsiativnyi slovar': uchebnoe posobie. Yakutsk: Izd-vo Yakutskogo universiteta, 2008. 84 s.
Ufimtseva N. V. Etnopsikholingvistika: vchera i segodnya // Voprosy psikholingvistiki. 2006. № 4. S. 92-101.

Procedure of Scientific Articles Publication | To Show Issue Content | To Show All Articles in Section | Subject Index