scholarly journals Russian TV advertising: influencing perception and manipulating consumer consciousness

2021 ◽  
pp. 1-21
Author(s):  
Olga Alekseyevna Burukina
Keyword(s):  
System Analysis ◽  
Observation System ◽  
Selective Perception ◽  
Tv Advertising ◽  
Consumer Interests ◽  
Russian Media ◽  
Tv Commercials ◽  
Tv Commercial ◽  
Advertising Content ◽  
Transformative Function

The subject of this research is the peculiarities of Russian TV advertising, as well as the functions of advertising with regards to the goals of advertisers, developers of advertising content, and consumers of advertising products. The article explores the specifics of modern Russian TV advertising, and analyzes the existing traditions of selective perception marketing, as well as advances the original concept of divergence of public values by the Russian media. The research employs systematic and axiological approaches, observation, system analysis, case analysis and content analysis of TV commercials, structural-functional and socio-psychological methods, as well as conceptualization and generalization techniques. The study considers 150 TV commercials broadcasted on the central Russian channels over the period from 2017 to 2020. The author reveals the peculiarities of the Russian advertising content, as well as the trends that established thereof in recent decades. The scientific novelty lies in the conclusion that the Russian TV advertising features a unique (compared to Western advertising) transformative function aimed at changing the national value system as the framework of Russian culture and mentality and the pillar of the Russian system of social values. The author also notes that many TV commercial use the techniques of manipulating consumer perception and consciousness. The acquired results can be applied in the area of protecting consumer interests in the Russian Federation, as well as bringing into correlation the interests of advertisers and consumers of advertising content for more effective promotion of products and services in tune with the interests of customers.

scholarly journals MULTIMODAL ANALYSIS OF TV COMMERCIALS IN TEACHING ADVERTISEMENT: STIMULATING STUDENTS’ CRITICAL THINKING

2018 ◽  
Vol 5 (1) ◽  
Author(s):  
Ima Kusumastuti
Keyword(s):  
High School Students ◽  
Critical Thinking ◽  
Junior High School ◽  
Visual Image ◽  
School Students ◽  
English As Foreign Language ◽  
Multimodal Analysis ◽  
Persuasive Strategies ◽  
Tv Commercials ◽  
Tv Commercial

Advertisement has a big influence in our life as it shows everywhere each day through magazines, newspapers, radio, and even television. The advertisers use writing, visual images, speech, or music to promote their product. The creative and persuasive use of the multimodality supports them to promote the product. One of the attractive targets to promote their product is teenagers which are identified as people ages 12 to 17. This makes the study of multimodality in advertisement for students, mainly TV commercials, becomes important to be conducted at school. Stimulating students’ critical thinking to become aware of persuasive strategies through multimodality in TV commercial is needed. This study is focusing on the analysis of multimodality namely language, visual image, and music illustration used in TV commercials and its use to stimulate the junior high school students’ critical thinking at English as Foreign Language (EFL) classroom. The implication of this research is to analyze TV commercials using Multimodal Analysis and its use in stimulating students’ critical thinking, to become aware of Advertisement’s persuasive intention to promote their product.

scholarly journals Journalism and Intellectual Potential of Society: Theoretical Approaches to System Analysis of Intellectual Interaction in Media Landscape

2020 ◽  
Vol 9 (1) ◽  
pp. 90-105
Author(s):  
Tatiana Vladimirova ◽  
Valentina Panferova ◽  
Olga Smirnova ◽  
Luisa Svitich ◽  
Mikhail Shkondin
Keyword(s):  
Public Reason ◽  
System Analysis ◽  
Intellectual Culture ◽  
Editorial Boards ◽  
Theoretical Approaches ◽  
Systemic Factors ◽  
Russian Media ◽  
The Media ◽  
Intellectual Level ◽  
Intellectual Potential

The article describes systemic factors of optimization of Russian media landscape in the context of the societys growing intellectual level. This process provides for the best possible intellectual interaction between economic, political, scientific, educational, artistic and other social layers. The authors deal with the criteria of media publicity as combination of informational relations between the participants of this process. Using systemic and synergetic approaches the authors also study an optimal model of informational support of freedom of social creative activities based on interaction of such media realities as public reason, writers and audience communities, editorial boards and other media organizations, and others. In this relation, they analyze how the commentariat is motivated to be on the mission of increasing the societys intellectual level. The authors conclude that the purpose of intellectual interaction in the media landscape is repeat renewal of the societys intellectual potential via social creative activities. This provides the basis for intellectual maturity of each individual, which adds not only to development of intellectual culture of a person and that of various communities, but also to improvement of the current goal setting and achieving system.

scholarly journals To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance

2012 ◽  
Vol 4 (1) ◽  
pp. 14-23
Author(s):  
Thales Teixeira ◽  
Michel Wedel ◽  
Rik Pieters
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Large Scale ◽  
Television Advertising ◽  
Tv Advertising ◽  
Tv Commercials

Abstract Vast sums of money are still spent on TV advertising. In an environment of rising perviewer rates for advertisers and increased skipping past ads by consumers it is necessary for advertising managers to understand the determinants of commercial avoidance. In order to optimize brand exposure they need information on how to best retain consumers’ attention from moment-to-moment during television advertising. This large-scale eye tracking study shows that the decision to zap or not to zap depends on how the brand is presented within the commercial. First, the ability of a commercial to concentrate consumers’ visual attention reduced avoidance significantly. Second, the likelihood that viewers will zap can be decreased with a “pulsing strategy” in which brand images are shown more frequently for a shorter period of time within the commercial instead of longer at the beginning or end.

A Strategic Approach to Russian Media System Analysis: Defining Mission, Values and Priorities

2021 ◽  
Vol 2021 (2) ◽  
pp. 173-189
Author(s):  
Sergey Vartanov
Keyword(s):  
National Economy ◽  
System Analysis ◽  
System Development ◽  
Strong Dependence ◽  
Media Industry ◽  
Mathematical Economics ◽  
Media System ◽  
Macroeconomic Indicators ◽  
Russian Media ◽  
Media Monitoring

Modern media has transformed into a full-fledged industry, embedded in the national economy and inextricably linked with other industries. The strong dependence between the main economic indicators of the media industry and macroeconomic indicators determines the importance of a long-term media strategy. A successful strategy of media system development may improve the national economy and ensure social prosperity in the sense of Aristotelian eudaimonia. The research objective was to develop a new methodology for media strategizing with its mission, values, objectives, and strategic priorities. The study was based on strategy theory, media theory, mathematical economics, econometric methods of strategic media monitoring, and a new method of game-theoretic models of the three-sided market. The object of strategizing was a complex multi-level environment formed by media institutions in their interaction with each other and society, media market, infrastructure, manufacturers, developers, and distributors. The Russian media system was subjected to a primary OTSW analysis, which revealed five priorities. The author developed a quantitative assessment methodology for each priority. The research is a foundation for a separate interdisciplinary discipline “Theory of Media Strategy”.

Self-transcendence and excessive TV commercial viewing in senior pupils

2017 ◽  
Vol 41 (S1) ◽  
pp. S766-S766
Author(s):  
A. Vasilchenko ◽  
S. Tukaiev ◽  
Y. Havrylets ◽  
V. Rizun ◽  
D. Kashpur ◽  
...  
Keyword(s):  
Inverse Correlation ◽  
Well Being ◽  
Self Evaluation ◽  
School Anxiety ◽  
Character Inventory ◽  
Competing Interest ◽  
Self Transcendence ◽  
Tv Commercials ◽  
Tv Commercial ◽  
Watching Tv

Self-transcendence is an important component of mental health and emotional well-being, and associates with everyday stress. The aim of this study was to reveal the relationships between excessive TV commercial viewing and self-transcendence. Forty-two healthy senior pupils aged 14–17 years participated in the study. We used the temperament and character inventory by cloninger, cloninger tridimensional personality questionnaire, the school anxiety test by Philips, Maddi Hardiness survey, and the emotional intelligence self-evaluation by Hall. We found that excessive TV commercial viewing has been linked to self-transcendence, which directly correlates with empathy and school anxiety. There was an inverse correlation between self-transcendence and self-directedness. We also found interrelations between self-transcendence and reward dependence, mediated by the noradrenergic brain system. We argue that the propensity for watching TV commercials and self-transcendence may determine the activity of monoaminergic brain systems along with the constitutional traits and personality characteristics.Disclosure of interestThe authors have not supplied their declaration of competing interest.

scholarly journals The Representation of the “Other” in the Turkish TV Advertisements

2021 ◽  
Vol 3 (4) ◽  
pp. 139-162
Author(s):  
Içten Duygu Ozbek ◽  
Huriye Toker
Keyword(s):  
Socioeconomic Status ◽  
Content Analysis ◽  
Gender Roles ◽  
Qualitative Content Analysis ◽  
The Other ◽  
Prime Time ◽  
Symbolic Annihilation ◽  
Tv Advertising ◽  
Research Findings ◽  
Tv Commercials

Turkey, which has a rich cultural mosaic, consists of the combination of many ‘Others’, including cultural, religious and ethnic the ‘Others’; the ‘Other’ as a gender role; as refugees, emigrants, etc. In such a multicultural climate, our research aim is to identify the stereotypes that represent the ‘Other’ in TV advertisements on Turkey’s mainstream channels. For this purpose, we examined 101 prime-time TV commercials that were broadcast on the five most watched mainstream TV channels between September and December 2020. Having conducted the quantitative and qualitative content analysis of TV commercials, we revealed the symbolic annihilation of the ‘Others’ in the Turkish advertising environment, which is accordance with the conservative perception of the country. In line with the international research, we came to the conclusion that the white Turkish men with medium-high socioeconomic status were heavily represented in the prime-time Turkish TV advertising. Nevertheless, it was also revealed that gendered visibility of the others as well as women portrayals were considered only as the ‘Other’ in the Turkish TV ads. Besides, our research findings overwhelmingly reflect the hegemonic culture and highly traditional views on gender roles.

scholarly journals EMOTIONAL CONTEXT AND EFFECTIVENESS OF TV ADVERTISING

2018 ◽  
Vol 11 (2) ◽  
pp. 155-170
Author(s):  
Slavko Alčaković ◽  
Ana Orlić ◽  
Veljko Đurić
Keyword(s):  
General Public ◽  
Purchase Intent ◽  
Emotional Context ◽  
Tv Advertising ◽  
Ad Recall ◽  
Tv Commercials ◽  
The Impact ◽  
Negative Stimuli

This study examined the impact of emotional context on effectiveness of TV commercials (TVCs). In two experiments, participants were exposed to either emotionally positive or emotionally negative stimuli before watching a TVC. The effectiveness of the TVC was measured by 4 indicators: Ad recall, attitude toward the ad (Aad), attitude toward the brand (Ab), and purchase intent (PI). Results of Experiment 1 revealed that participants who were pre-exposed to a positive emotional context had a more positive Aad, Ab and a higher PI, when compared to those who were pre-exposed to a negative emotional context. Experiment 2 demonstrated that pre-exposure to the positive emotional context was associated with more positive Ab and a higher PI, while preexposure to the negative emotional context led to more negative Aad. In both experiments there was no indication of the influence of the emotional context on Ad recall. However, data from Experiment 2 suggested that both positive and negative emotional contexts positively affected ad recognition, when compared to an emotionally neutral situation. In conclusion, our findings advocate the importance of emotional context in which TVCs are broadcasted to the general public, a fact that has been vastly neglected so far by media planners.

Medical records preservation strategies in improving healthcare service providers’ access to patients’ medical histories in the Limpopo hospitals, South Africa

2020 ◽  
pp. 026666692090177 ◽  
Author(s):  
Ngoako Marutha
Keyword(s):  
South Africa ◽  
Medical Records ◽  
Healthcare Service ◽  
System Analysis ◽  
Service Providers ◽  
Healthcare Services ◽  
Observation System ◽  
Public Healthcare ◽  
Records Management ◽  
Medical Histories

Preservation of medical histories records is very crucial to patients’ healthcare quality since when preservation is not being discharged properly; medical histories records are either inaccessible or difficult to access, which has a detrimental effect on the healthcare services provided to patients. The purpose of the study was to investigate strategies for the preservation of medical records and to recommend a framework that healthcare institutions may use to ensure that they have their patients’ medical records/histories at their fingertips (readily available). Stratified random sampling was used in the study to collect questionnaire data from records management officials and heads of clinical, nursing and records management units at 40 state hospitals in the province of Limpopo in South Africa. The data was augmented with observation, system analysis and document analysis. The study revealed that the preservation of medical records in public healthcare institutions in Limpopo was very chaotic, to the extent that access to patients’ medical histories was not always a possibility. Healthcare institutions need a framework for medical records preservation throughout the process of healthcare service delivery, to avoid chaotic healthcare service that eventually hamper health of the patients. The study provided a generic framework that may be localised as a centre of benchmark for healthcare institutions to suit their own environmental needs.

scholarly journals Media Globalization Specificity and Contradictions to Diversification of Western Media

2021 ◽  
Vol 20 (6) ◽  
pp. 180-191
Author(s):  
Yu. V. Markina
Keyword(s):  
System Analysis ◽  
Developed Countries ◽  
Economic Life ◽  
Media Industry ◽  
Transnational Media ◽  
Russian Media ◽  
The Media ◽  
Media Globalization ◽  
Concept Of Information ◽  
Modern Mass

The issues of media concentration have currently been quite often the topic of public discussion and the subject of study of many analysts and publicists. The fact that the processes of concentration in recent decades are beginning to acquire a global character is first of all evidenced by the creation of large transnational media corporations, which are already showing a desire for international domination in a particular area of the media business. In addition, media owners from developed countries are actively expanding into the information markets of developing countries. Given the global impact of information technology on the entire socio-economic space, it seems necessary to define the concept of information globalization, to assess the scale of information shifts in the modern media economy. The relevance of this study is due to the need for a scientific understanding of concentration and diversification as forms of organizing media business in the context of globalization. Researchers identify globalization, convergence, glocalization, demassification, and diversification as the main trends characterizing the development of modern mass media.The purpose of this article is to characterize the processes of globalization in the communication industry that have influenced changes in the structure of the media market to describe the models of diversification and mutual integration of holding media.The theoretical and methodological basis of the work was formed by conceptual provisions, recommendations, and conclusions presented in the fundamental scientific works of domestic researchers on history, theory, typology, research methods of the Russian media industry (E. L. Vartanova, S. M. Gurevich, E. Ch. Andrunas, S. I. Beglov, S. S. Smirnov). When writing this article, we used the methods of system analysis, as well as expert analytical, descriptive, historical and theoretical methods.Conclusions. Globalization of information space, as an inevitable and extremely important phenomenon, affects all spheres of the socio-economic life of society, changing the motivation of economic actors at the micro level and modifying the macroeconomics in general. 

scholarly journals The  Formation  of  the Production Losses  data  for  Quick  Management  Decision-Making

2019 ◽  
Vol 6 (1) ◽  
pp. 62-68
Author(s):  
I. E. Mizikovsky
Keyword(s):  
System Analysis ◽  
Management Decision ◽  
Observation System ◽  
Data Generation ◽  
Space Management ◽  
Management Actions ◽  
Management Decision Making ◽  
High Degree ◽  
Efficiency And Reliability ◽  
Production Losses

The aim of the study is to form a set of accounting and calculation tools to reflect information about production losses, ensuring the adoption of operational management decisions. Application of methods of observation, system analysis, classification and grouping provided the possibility of modernization of existing methods and methods of data generation in the segment of information space management of economic entities of manufacturing industries. Improvement of methodological approaches of structuring and use of information base of development of management actions from subjects of management of the enterprises of processing industries for the purpose of reduction or elimination of production losses allow, with a high degree of efficiency and reliability, to manage production resources of the organization, to increase efficiency of production activity.

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