خلاصة:
The article is devoted to the analysis of the fictional characters used in the advertising text, which are an effective means of implementing communicative function. As a fictional character is considered an element of the advertising text - an image that embodies an action, experience or statement and is in a variety of relationships with the object of advertising. The article presents the typology of fictional characters: based on their nature and formal characteristics, as well as based on the role that the characters play in plot construction of the advertising text. Fictional advertising characters, being a link between the brand and the consumer, can perform various communicative functions. The most important of them is the function of attracting attention (attractive). Advertising characters allow capturing the addressee's attention and highlight an advertisement among competitive texts. The informative function is realized by notifying the advertising information by a fictional character. The function of emotional “contagion” is implemented through the transfer of emotions that a character is experiencing to the target audience. The revealed features allow speaking of advertising characters as effective elements of advertising text and advertising communication.
ملخص الجهاز:
692 Fictional Characters in Modern Russian TV Advertising as a Means of Implementing Communicative Functions Yuliya N Shatalova 1, Svetlana V.
Popov2 Abstract The article is devoted to the analysis of the fictional characters used in the advertising text, which are an effective means of implementing communicative function.
Fictional advertising characters, being a link between the brand and the consumer, can perform various communicative functions.
Advertising should perform a number of functions: to attract the attention of target audience, standing out from other advertising messages, to cause a positive reaction, to leave an emotional m ark in the minds of consumers, see: Dyer (1995), Cook (1992), Goddard (1998).
(Morozov, 2009; Stepanova, 2013; Pyadysheva, 2016) Nevertheless, it can be said that the allocation of communicative function is a common place for the majority of scientific works on advertising and, in particular, on advertising text.
In addition, the character's introduction into the advertising text is effective, since it contributes to the expansion of the circle of potential consumers, formation of a positive attitude towards the brand, building an associative connection between the personal qualities of the character and the trademark (Batra, 2004, p.
In modem advertising ( especially television), the tendency to use images of fictional creatures endowed with anthropomorphic features as advertising characters is very stable They make advertising expressive and unusual, have unlimited potential for presenting the advertised product or service and are an effective means of implementing basic communication functions (Jabbari et al.
Results and Discussion The images of fictional characters used in modern advertising are heterogeneous both from their nature, appearance, morphological features, and from participation in the plot of the commercial.