Reclame + READING

Work through the text and answer the questions.

Advertising quickly conquered the world, becoming the locomotive not only of the industrial and post-industrial, but also of the digital period. At the verbal and non-verbal level, it keeps information about the cultural diversity of countries and peoples, forming the socio-cultural space of a modern person. The interdependence of advertising and culture can be traced in many aspects. 

Experts believe that advertising originated with culture, since people began to exchange manufactured products. "The original term "reclaim" means civility, as well as culture, the ability of the population to be a society, not a crowd."

We have analyzed various interpretations of the concept of "advertising", which created the necessary basis for methodological research of this socio-cultural phenomenon, to give our own idea of its specifics.

The dynamics of the socio-cultural function of advertising has an ambivalent character, on the one hand it manipulates public consciousness and creates illusions, and on the other hand it educates, enlightens, promoting humanistic ideals and universal values. 

A. Verigin, speaking about advertising more than a century ago, objectively noted the following: "Depending on what exactly advertising carries, what arouses attention, what exactly it preaches, the question of its benefits or harm can be decided. In one case, it can be a boon, and in another a disaster, like any other instrument of civilization."

Turning to the problem of the destructive influence of advertising on society, experts talk about the creation of negative stereotypes and models of social actions that contribute to the differentiation of society and the increase of conflicts in it. That thinking is standardized with the help of advertising, virtual values are created, which depersonalizes people.

They point to the desire for possession reflected in advertising, which "blurs" the rules of ethics and promotes the development of a person's worldview, which elevates such material goods as: materialism, commercialism, the cult of pleasure and entertainment to the rank of universal, a desire to escape responsibility, selfishness and others.

How was the advertisement formed?

The WRONG purpose of creating ads:

Name the general information, but not the fact:

Advertising quickly conquered the world, becoming the locomotive not only of the industrial and post-industrial, but also of the digital period. At the verbal and non-verbal level, it keeps information about the cultural diversity of countries and peoples, forming the socio-cultural space of a modern person. The interdependence of advertising and culture can be traced in many aspects.

Experts believe that advertising originated with culture, since people began to exchange manufactured products. "The original term "reclaim" means civility, as well as culture, the ability of the population to be a society, not a crowd." We have analyzed various interpretations of the concept of "advertising", which created the necessary basis for methodological research of this socio-cultural phenomenon, to give our own idea of its specifics. The dynamics of the socio-cultural function of advertising has an ambivalent character, on the one hand it manipulates public consciousness and creates illusions, and on the other hand it educates, enlightens, promoting humanistic ideals and universal values.

A. Verigin, speaking about advertising more than a century ago, objectively noted the following: "Depending on what exactly advertising carries, what arouses attention, what exactly it preaches, the question of its benefits or harm can be decided. In one case, it can be a boon, and in another a disaster, like any other instrument of civilization."

Turning to the problem of the destructive influence of advertising on society, experts talk about the creation of negative stereotypes and models of social actions that contribute to the differentiation of society and the increase of conflicts in it. That thinking is standardized with the help of advertising, virtual values are created, which depersonalizes people. They point to the desire for possession reflected in advertising, which "blurs" the rules of ethics and promotes the development of a person's worldview, which elevates such material goods as: materialism, commercialism, the cult of pleasure and entertainment to the rank of universal, a desire to escape responsibility, selfishness and others.

Advertising manipulates people and doesn't always carry a semantic load –

Advertisement is considered as a special tool of marketing used to spark the interest of people in a certain product. Generally, it fulfills some functions. First of all, it should attract clients’ interest to something. Then, it serves as a product’s reminder to maintain interest. Besides, this is a good way to familiarize the buyers with the new offerings, companies and brands.

Many different types of advertisement have appeared with the mass media development. They can be varied depending on the purpose and be commercial, political, social, etc. Usually, advertisement could be found on TV, radio and in newspapers and be outdoor and indoor according to its location.

As other mass media, the advertisement has both pros and cons. Undoubtedly, it helps to increase sales and can give clients a run-down on the latest products and services. However, this marketing tool is uncontrolled and it is everywhere nowadays.

The role of advertisement is enormous in human life, and looks beyond just an economic role. Moreover, it helps us be aware of a world news, innovations, technological progress and development of other life parts.

Advertising has more pros than cons –

Where is the marketing trick-neediness?

Agitation, convergence, truth, veiling, accents, promotion, disclosure – related to the term: