Requirements for the language of advertising and propaganda. Basic requirements for advertising texts in PR campaigns

Advertising and marketing are two concepts that are inseparable from each other, although advertising arose long before marketing1. According to the American Marketing Association (AMA), advertising is any form of non-personal presentation and promotion of ideas, goods, services, paid for by precisely identified customers, and serves to attract the attention of potential consumers to the object of advertising, using the most effective techniques and methods tailored to the specific situation.

Depending on the venue, advertising is distinguished in the domestic market (local - local advertising, nationwide - national advertising) and international advertising (international advertising). International advertising has its own characteristics, but in general, the goals, principles and means of advertising goods on foreign markets in many cases the same as in the domestic market. This is especially true for branded goods. However, exporters, carrying out advertising, must know not only the specifics of each foreign market, but also the requirements of both wholesalers and individual consumers.

The content and direction of advertising also depend on whether the product is intended for the domestic or foreign market. Advertisements for export goods are subject to individual requirements. It should be maximally adapted to the peculiarities of the economic, cultural and living conditions of the countries to which it is directed. For example, advertising in developing countries should take into account the peculiarities arising from economic structures, material living standards, the degree of literacy of the vast majority of the population of these countries, historically established national customs and religious beliefs. National customs may limit the use of advertising. For example, in some Asian and African countries there are restrictions on the use of advertising media that do not correspond to the religion practiced in these countries. One of them is the prohibition to depict people in the drawings, in general, all animals or some of them. In countries where the vast majority of the population is illiterate, advertising must be visual and easy to remember, because the image of the item often becomes the name of the product for buyers.

The world market is characterized by a wide range of competing products and the supply of them exceeds the demand. One of the largest marketing specialists S. Madjaro2 draws attention to the fact that the difficulties promotional activities arise when a firm operating simultaneously in several markets tries to achieve high level efficiency. This statement is true when advertising activities are carried out on an international scale in very different markets in different countries.

The problem of advertising unification is exacerbated by the emergence of many unexpected and even paradoxical situations. For example, the national specificity of the audience is often not determined by geographical boundaries. When developing advertising campaigns that aim to bring goods and services to the EU markets in the future, firms strive to create, in contrast to traditional unique selling propositions (USP)3, uniform European selling propositions (ESP)4.

When conducting complex international advertising campaigns, much attention is paid to their coordination, that is, coordination in time, geography of coverage and target orientation of individual events that make up the complex. Such coordination is carried out between the advertiser, its affiliates and commercial agents in various countries and regions, the advertising agency serving the advertiser, and other organizations involved in the campaign. All participants are interested in coordination.

The product manufacturer needs competent and timely support for the advertising campaign from its commercial agents in countries, regions and sales areas, and commercial agents and subagents, respectively, spend less on advertising in local markets, because as a result of nationwide campaigns, consumers are to some extent already prepared for new products.

Each company, organizing a fairly large-scale international advertising campaign, seeks to reduce commercial risk. Almost always, a trial stage is provided, the task of which is to familiarize participants with the features and concept of the event, get their assessment, and make amendments taking into account the characteristics of individual markets or links. sales network. Practice sessions are held with the experts involved in the campaign, where they receive information about the timing of the campaign and recommendations on how to ensure support for the new product during this trial phase.

Western firms seek to find progressive organizational forms And optimal system financial control advertising activities of commercial agents. They assist them in preparing and distributing promotional materials and cooperate with them in organizing campaigns. Such a policy allows the maximum mobilization of local resources and knowledge and at the same time monitor developments, actively intervening at the first threat of unreasonable dispersion of funds.

In industrial developed countries ah, the practice of coordinating and cooperating during advertising campaigns has been worked out both technically and legally. The practice of commercial advertising in the capitalist countries makes it possible to establish certain General requirements for the content of advertising1:

Advertising began to develop especially rapidly from the beginning of the 50s. This, in particular, is evidenced by the huge increase in advertising spending in most industrialized countries, as a result of which advertising has become one of the leading sectors of the economy.

The legal basis for the implementation of advertising activities in the world market is the International Code of Advertising Practice, published by the International Chamber of Commerce (ICC) in Paris (June 1987)1. The International Code of Practice for Advertising is in line with the ICC's voluntary commitment to maintain high ethical marketing standards within the framework of national laws and international regulations. The International Code of Advertising Practice became the basis for the Russian Code of Advertising Practice, adopted on January 21, 1992 at a meeting of members of the Association of Advertising Workers2.

IN modern conditions development market relations in our country there is a process of renewal in political, economic and social spheres public life. Packages of laws and regulations have been adopted that contribute to the development of market relations, as well as stimulate and regulate the activities of organizations and enterprises, including those in the foreign economic sphere. Under these conditions, the role of advertising is growing, especially in foreign markets. An urgent need for a solution social problems, the growth of quality and the expansion of the range of products require an increase in the professional level of advertising specialists, as well as the solution of many organizational problems in this area.

To date, a number of necessary legislative acts have been adopted in Russia to promote the development of advertising practice. These include: the federal law"On Advertising" dated July 18, 1995 No. 108-FZ (adopted by the State Duma on June 14, 1995)3; Decree of the President of the Russian Federation "On Guarantees of the Right of Citizens to Health Protection in the Distribution of Advertising" dated February 17, 1995 No. 1611; Decree of the President of the Russian Federation "On the protection of consumers from unfair advertising" dated June 10, 1994 No. 11832 etc.

Changes in stereotypes in methods and forms foreign economic activity led to a rethinking of the importance of advertising in the activities of domestic exporters. They are forced to look for “niches” not occupied by competitors, to organize and conduct advertising campaigns more professional. In this regard, the need for advertising centers has increased, providing the customer with a full range of high-quality advertising services, as well as in qualified advertising products in the media (media).

In order to more fully meet the demand of foreign consumers for advertising information, it became necessary to use more widely the means, methods and forms of advertising that are still insufficiently developed in domestic practice. In particular, the following is required: improving the packaging of goods and increasing its information content; development of services for the use of direct advertising (direct mail advertising), including through personalized mailing list advertising materials; improving efficiency and scaling up use outdoor advertising, audiovisual means. The time has come to carry out the computerization of advertising activities, to join the international networks of computerized advertising information.

It seems possible to successfully solve numerous problems in the field of foreign economic advertising only if the vast experience accumulated foreign countries in the field of advertising. Moreover, the global advertising market is ultimately the environment where domestic foreign economic (international) advertising activities are carried out.

When studying the basic provisions of the text theory, the features of the text organization of the advertising text, the main focus of the researchers is on such parameters as integrity and coherence.

Big encyclopedic Dictionary defines the concept of text in general plan as a coherent and complete sequence of characters. Solodovnikov S.Yu. Big encyclopedic dictionary: philosophy, sociology, religion, esotericism, political economy. Minsk, 2002, p. 821.

In turn, various authors point to such phenomena as the text: D.N. Likhachev - on the existence of its creator, who implements a certain plan in the text; O.L. Kamenskaya - on the fundamental role of the text as a means of verbal communication; A.A. Leontiev - on the functional completeness of this speech work. In conclusion, I.R. Galperina gives the following definition of a text: “a text is a work of a speech-creative process that has completeness ... having a certain purposefulness and pragmatic attitude". Galperin I.R. Text as an object of linguistic research. M., 2007. S. 18.

As we can see from the many definitions, the text is a holistic, complete and unified language structure in which the language plays a dominant role and can have its own styles.

The language of advertising develops on the basis of the text theory and is a product of the speech-creative process, obeying the laws of completeness of the speech act, the language game, and the laws of stylistics. Elements of various functional styles are successfully used in advertising texts. The task of the editor is to assess the correctness of the author's choice of "intonation" of the text, the appropriateness of using certain language means of different styles in advertising this product. The use of elements of conversational style should be considered in more detail. Indeed, the advertiser all the time, as it were, turns to an invisible interlocutor - a potential buyer, argues with him. That is why expressions with the pronoun "you" are an indispensable accessory of advertising texts: "Do you know ...", "You can ...", "We offer you ...". Despite the apparent simplicity, this aspect, this style feature requires increased attention, because it is easy to get "out of tune" with the interlocutor, either telling him banal truths or asking questions on his behalf that he would never have asked. Kokhtev N.N. Advertising. The art of the word. M., 2004. S. 18.

by mail (“direct mail”);

· in newspapers;

· in mass magazines;

in special magazines;

prospectuses;

directories;

booklets;

· posters;

leaflets, postcards, calendars and other types of printed materials.

· TV;

large-sized posters drawn by the artist;

electrified (or gaslight) panels;

free-standing showcases with goods.

shop windows;

Signboards, signs, tablets in trading floor;

· packing (boxes, cases, paper with names and trademarks of the advertiser).

The preparation of advertising texts employs a large number of specialists in industry, trade, specialized advertising agencies and media advertising departments. The art of advertising depends on their qualifications, culture, exactingness.

The content of advertising texts in PR campaigns is diverse: these are materials about the activities of various industrial and trade enterprises who seek to sell their products, want to find partners for joint activities, and materials financial institutions engaged in banking, investment and other financial activities seeking to attract Money enterprises and the population and the provision of lending services, offering brokerage places selling shares, etc. In a special group, you can combine materials provided by educational institutions in order to attract listeners, as well as materials from medical, cosmetic, household institutions, leisure and tourism agencies, etc. A separate group should include materials that relate to advertising of printed products (books, magazines, newspapers, etc.). Their peculiarity lies in the fact that advertising of printed products is able to have a social and moral impact on a potential consumer. Aksha R. Creation effective advertising. M., 2003. S. 29.

It is difficult to overestimate the role of advertising in the development of foreign economic and, above all, export activities (especially the role of non-commercial, prestigious advertising). Such advertising - bearing in mind, of course, the sale of goods as a result advertising work- says almost nothing directly about the product. Its goal is to form positive emotions in relation to the firm. One of the strongest means of such advertising is a corporate brochure. Regular sections of a company prospectus: company history (often in connection with historical development countries), the most prestigious customers and products, the geography of trade, the dynamics of commercial development, the service network, the results of international tests (attestation) of goods, other information serving as evidence effective work. The need to influence the consumer, demand, the formation of a favorable public opinion about the company, about the product it produces, forces commercial structures to conduct active advertising activities.

Any advertising message must comply with the International Code of Advertising Practice adopted by the International Chamber of Commerce in Paris in 1987, as well as with the existing legal restrictions in the country. Failure to comply with these requirements can lead to major complications. Therefore, it is important to have a good knowledge of the basic principles and norms of the Advertising Code.

For the first time in 1937, some rules of conduct for advertising producers were formulated and published, which are known as the International Code of Practice for Advertising Practice. chamber of commerce in Paris".

The Code establishes ethical standards that must be followed by all those involved in advertising, including advertisers, advertisers, advertising agencies and the media (communications).

Here are excerpts from some articles of the "Code" in the 1987 edition.

No advertising message should undermine public confidence in advertising, which consistently meets the generally accepted norms of the Advertising Code. Publication of the International Chamber of Commerce in Paris 1987, Translated by N.V. Genina and V.E. Demidov, electronic edition www.reklamist.com.

4. Truthfulness. The advertising message should not contain any statements or images that, directly or indirectly, through omission and ambiguity, as well as exaggeration, could mislead the buyer, especially with regard to:

a) compliance with the purpose and scope, place of production and country of origin of the goods;

b) consumer properties of the goods and current prices;

c) delivery, exchange, return, repair and maintenance;

f) official recognition or approval, awarding with medals, diplomas, prizes.

6. Objectivity. Comparison of the merits of products must be fair and evidence-based. It must comply with the principle of competition.

7. Evidence. The advertising message must not contain evidence and evidence that is doubtful or unrelated to the qualifications and experience of the person who gives such evidence, and should not contain references to such evidence and evidence.

9. Responsibility. The advertiser, the performer of the advertising message or advertising agency, publisher, media owner or other participant in the advertising process must bear full responsibility for what they offer to society. In the same place, the section "norms".

The main requirements that the advertising text must meet are as follows:

When working on the text, the editor should keep in mind that the effectiveness of an advertising message is actively increased by evaluative clichés - the so-called " keywords”, causing emotions in a person and contributing to the formation of positive attitudes towards the object of advertising. The adjectives “new”, “reliable”, “convenient”, “efficient”, “universal”, etc. are most often used as evaluative clichés. The keywords themselves do not have an expressive coloring, but due to their semantics they create the effect of a positive assessment in the context.

The editor needs to find out what the client should remember after getting acquainted with the advertising material, whether the scheme of the client's action is clear.

So, in advertising of goods, the definitions “peculiar”, “specific” say little to the consumer, do not contain specific information. Even the epithets “delicious”, “appetizing”, in relation to products, do not sufficiently reveal their properties. It is better to use definitions that characterize, for example, the color, taste, smell, shape of the product, which the reader can clearly imagine. Nazaikin A. Practice of advertising text. M., 2003. S. 54.

4. When choosing words, it is recommended to use more verbs that encourage action, make the text dynamic, as well as specific nouns. Analyzing the grammatical side of the advertising text, the editor must take into account its semantic features - the ultimate concretization and, at first glance, the semantic primitive, since it refers to very specific objects. From a morphological point of view, the language of advertising is characterized by a higher proportion of nouns in comparison with other parts of speech. This phenomenon is also characteristic of the syntactic structure of the advertising message. The text, as a rule, consists of simple, often nominal sentences, simplified grammatical constructions.

In order to attract the attention of consumers, to make important elements expressive, various expressive means are used in the syntax of advertising texts, stylistic devices - turns of speech, syntactic constructions used to enhance the expressiveness of the statement. For example, inversion is used, which allows highlighting the main idea of ​​an advertising message, attracting attention with an unusual construction of a phrase. The most common are:

antithesis, which allows you to emphasize the merits of the advertised item, to highlight its positive qualities (" Simple Solutions complex tasks”, “Wide screen at a low price”);

Parallelism (“You win - the sport wins”);

Anaphora and epiphora - the repetition of the initial or final word or phrase in each parallel element of the text ("New solutions, new opportunities»),

· lexical repetition (“Problem with a foreign language? No problem” - an advertisement for foreign language courses).

5. In mass advertising, special terminology should not be used, although the specifics of the lexical material used in modern advertising, first of all, its growing terminology. Advertising publications also necessarily contain nomenclature names, which, as a rule, also include terms.

7. Interrogative sentences and appeals can be used in the text - they help create the necessary emotional mood among readers (“How to study foreign language Houses? Enter ESHKO).

9. The text must be literary literate. The most common stylistic errors in advertising are associated with inaccurate word usage, violation of lexical compatibility and formation, incorrect sentence construction, poor word order, violation of coordination and control.

10. In the text of the advertisement, those numerous figurative and expressive means of the language that are characteristic of the language in general are actively used. They are designed not only to emphasize the merits of the advertised product, but also to form a certain “image” of this product in the mind of the reader. When evaluating them, the editor must make sure that the emotional and semantic stress falls precisely on the advertised objects and does not "obscure" each other.

Such figurative and expressive means of the language include:

ambiguity - different meanings of the same word and expression are played out: “Without glasses - one hundred points” - an advertisement for an ophthalmological clinic;

· epithets: "Excellent quality from the best manufacturers plus excellent service in company stores";

Comparisons: "Our silk fabrics are as light as air";

metaphors: "More stars than in the sky";

Pronouns: "Peace to your home";

hyperbole: “A sea of ​​possibilities, an ocean of fantasy” (furniture advertisement);

· Paraphrase: “The one who knows how to save money buys a car from us”.

In addition, phraseological units are used that create new semantic shades (“How much in this regard! Or seven main reasons to buy cellular telephone GSM-900"); proverbs, sayings, catchphrases, words from songs, poems (“Youth ... you won’t strangle, you won’t kill” (about young participants in a computer exhibition). Creators and editors of advertising texts need to have the ability to understand various techniques of the language game. It is also important for legal regulation and ethical evaluation of advertising. Nazaikin A. Advertising text in modern media. M., 2003. S. 34.

PR is the art and science of achieving harmony through mutual understanding based on truth and full awareness (Sam Black)

PR is the art and social science of analyzing trends, predicting their consequences, advising the management of organizations, and implementing pre-planned programs of action that serve the interests of both the organization and the public (Assembly of Public Relations Associations, Mexico, 1978).

Propaganda (from lat. propaganda - subject to consideration) - the spread of political, philosophical, scientific, artistic and other ideas in society. In a narrower sense, political or ideological propaganda with the aim of forming a certain worldview among the masses.

Marketing is a process that consists in predicting the needs of potential buyers and satisfying these needs by offering appropriate goods - products, technologies, services.

PR	General	Advertising
1. Uses both paid and free media space	1. Uses methods based on perception stereotypes	1.Controlled method of paid information (paid material)
2. Not measurable. Focuses mainly on positions in society, in the social environment	2. The same principles: regularity, informativeness, a clear structure and tactics have been developed	2. Rigidly calculated and predictable
3. Communicates that the firm is not only trying to make a profit, but to be a correct member of society	3. Orientation to target audiences, definition of common goals	3. Sells
4. Information is not associated with a paid promotion	4. Must complement each other, as integrated strategies that increase efficiency	4. The bias of communications serves as a defense against the bias of his communications.
5.Managed image		5. Sales of goods and services
6. Typical environments: media, PR techniques and PR campaigns		6. Different kinds advertising
7. Task setter: head of the company, guarantor of the region		7. Division of the company
8. Object: image, style, reputation, fashion, brand and so on		8. Product or service
9.Working characteristics: continuous and systemic		9. Discrete

Tab. 2 PR and propaganda

Tab. 3 PR and marketing

General	PR	Marketing
1. Use one source (analytical forecasts, data processing, statistics and segmentation)	1. Theoretical basis: social psychology and sociology	1. Economics and psychology of consumer behavior
2. Attract the same things to create a positive image of goods and services	2. social focus: the public in the broadest sense	2. Only consumption
3. Some management processes (research, analysis, planning, implementation, evaluation of results)	3. Responds to the demands of the social environment, establishes understanding and dialogue	3. Explores how people can be exposed to advertising and other media
4. Recognize important job with people	4. Has a persuasive effect	4. Strive to subordinate the needs of goods

Let's look at some of the major differences between these two forms of communication. They are based on the fact that PR is not a form of advertising and in fact it is a much broader type of activity. PR is concerned with all communications throughout the organization, while advertising, although it may cost more than PR, is generally limited. marketing function with minor exceptions, such as hiring employees or financial advertising. Until you understand this fact well, you will not get a complete picture of PR.

Public Relations is neither "free advertising" nor "advertising that is not paid for". There is nothing “free” in PR: this line of work requires a lot of time, and time is always money. This money is either wage personnel, or fees of external consultants. If an article appears in a news column or newsletter, its value cannot be calculated by advertising rates for newspaper space or airtime, since editorial column or radio or television program time is invaluable.

An organization may not use advertising, but any organization is somehow involved in public relations. For example, the fire brigade, of course, does not advertise fires or even advertise their services when they occur, but they have established relationships with a large public.

Public relations covers everyone and everything, while advertising is limited to specific sales and purchases, such as promoting the sale of goods and services, purchasing materials and components, hiring staff, or announcing results. PR has to deal with all the communications that take place in an organization, and therefore this activity is more extensive and comprehensive than advertising. From time to time, PR may use advertising, although, again, PR is neither a type of advertising nor part of it.

In the commercial world or the private sector of the economy, PR and advertising are closely related to marketing. While marketing is one of the functions of a business, PR interacts with both financial and production functions. Therefore, PR can be used in relation to all components of the marketing mix, in which advertising is just one component. The marketing mix includes all the components (see Figure 2.1) included in marketing strategy(to mention just a few: packaging, research, pricing, sales, distribution and after-sales services). Each of these types has a certain relation to communications and reputation (goodwill). Market education can be the main contribution of PR, on which the success of the subsequent advertising campaign will largely depend.

Propaganda is another form of communication that is often misunderstood as PR. However, hardly anything can be more different than these two activities. In order for PR to be successful, it must be believed, while propaganda in any case arouses suspicion or at least dissent. The problem is that sometimes it is difficult to distinguish between propaganda and PR components in the information transmitted by government structures. Propaganda is aimed at keeping the government in power, and the goal of PR is to ensure that citizens understand the essence of the services that government provides, and teach them how to properly use these services.

1.Goals in sales, which should lead to a tangible
increase in sales or encourage consumers to purchase tourism services.

2. Goals in communications aimed at conveying certain ideas, shaping the image of the enterprise, changing consumer habits, which contributes to the growth of sales in the long term.

It is not always easy enough to determine the nature of the proposed goal; enterprises, when carrying out advertising activities, most often turn to their combination. Typical advertising goals:

Formation of the company's image;

Formation of the product image;

Providing product information;

Change of attitude towards the product;

Increasing sales volumes;

Anti-competition, etc.

How correctly the goals of advertising will be determined, the means of its distribution will be chosen, advertising messages will be developed taking into account the target audience depends final result promotional activities, return on investment and obtaining the effect that the tourism company expects.

Concreteness - is expressed in a simple, intelligible and convincing language of the text, thoughtful arguments, a logically completed decision;

Targeting refers to how advertising media addressed to specific segments of the population, age or social groups;

By creating demand and stimulating sales, forcing consumers to buy goods and accelerating the process of buying and selling, and hence the turnover of capital, advertising performs in the market economic function.
Providing consumers with a directed flow of information about the manufacturer and its products, advertising performs informational function.

With the help of questionnaires, surveys, analysis of the process of selling goods, it is supported Feedback with the market and the consumer. This allows you to control the promotion of goods on the market, create and consolidate a stable system of consumer preferences for them, if necessary, adjust the sales process. This is how controlling And corrective advertising features.

By introducing new products to the market, advertising promotes the spread of educational advertising function. Performed at a high professional and artistic level, advertising contributes to the formation of a sense of beauty in the audience, brings up good taste in it. (aesthetic function). Directed impacts on certain categories of consumers perform the function demand management.

Agitation, oral or printed, among the general public, with the aim of spreading certain ideas, cultivating good taste through persuasion, allows you to implement the above functions of advertising and achieve success in achieving the main goals of marketing: generating demand and stimulating sales.

To popularize means to make advertising understandable, accessible, this is what is put forward in the requirements for advertising.

For the economic well-being of a tourist enterprise in a market environment, it is important not only to take into account external conditions, but also to have a very definite orientation towards the formation of a favorable "external climate", to carry out purposeful work with the public, with clients. The solution to this problem is provided by the implementation promotional activities, by which they most often understand the work of public relations - "public relations" (English, public relations). This work is aimed at studying the emerging public opinion and the formation of a benevolent attitude towards the tourist enterprise and its activities. Propaganda is carried out using all imaginable means of disseminating information that could convey to the audience the image of a product, service (except for the generally accepted ones, for example, expositions at points of sale, creative ideas). It should be noted that there is no “Chinese wall” between propaganda and direct advertising, although there are certain differences between them (Table 1).

- PROFIBUS

Tasks in the field of industrial communication often require different solutions. In one case, it is necessary to exchange complex, long messages at an average speed. In another, a quick exchange of short messages is required using a simplified exchange protocol, for example, with ... .

- The OE Pronoun

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- Black PR in Russia

From the point of view of PR experts So, from the point of view of people involved in PR closely, we can say that black PR includes the following: A) Generalized categories: 1) Unethical methods and technologies (that is, not corresponding to the ethical and moral standards of society ). 2) Methods... .

- Target audience in Black PR

Extremely important issue in black PR is right choice target audience. The attacked object is usually surrounded by the following audiences: · Its clients. · Its competitors. · His companions. · State authorities with which the object interacts. · His staff. ... .

- Requirements to consider when considering the inclusion of a PR event in a PR campaign

Principles of conducting PR events Influence of the organization's strategy on the choice and content of a PR event When planning PR campaigns, which include individual PR events, the following factors should be considered. 1. Because PR activities are mostly... .

- Standardization of the decision to include an event in a PR campaign

The process of making a decision to participate in an event can be standardized using a questionnaire (Fig. 4), which, based on the available information, is filled out by a PR manager. The questionnaire is reviewed by a group of leaders of the organization, (financial manager; persons responsible for ... .

- Professional requirements for a PR specialist

Table 3. Determination of the priority index Audience or public: P + P = P P - the potential for the organization to influence them (scale from 1 to 10) Y - the organization's vulnerability to their influence (scale from 1 to 10) V - the importance of the audience for the organization Than higher... .