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5.1. Ceremonial and not ceremonial folklore in advertising

At the analysis of the quantitative maintenance of advertising from a folklore component in analyzed magazines use of genres of ceremonial and not ceremonial folklore was estimated. As a result of the carried out research it has been revealed, that 87,7 % make genres of not ceremonial folklore and 12,3 % concern ceremonial folklore (fig.

5).

Fig. 5. A parity of genres of ceremonial and not ceremonial folklore in advertising


Table 2

Ceremonial and not ceremonial folklore in advertising of analyzed magazines

Quantity of advertising messages
The ceremonial

Folklore

Not ceremonial

Folklore

Geo 19
In the science world
Round light 2 12
The journalist
At the wheel 10
Health 10 31
Caravan of histories 9
The peasant 4
Liza. A good advice 2 6
moto
Science and life
Psychology
The Russian house 5
Foto AND Video 4


From genre forms of folklore, it is the most frequent in advertising such genres of not ceremonial folklore, as a fairy tale, a proverb and bylichka are used. The greatest the percent is made by a fairy tale (39,0 %). The parity of the genres of not ceremonial folklore revealed during the analysis in advertising is shown on fig. 6.

Fig. 6. A parity of the basic genres of not ceremonial folklore revealed in advertising


The goods and the services advertised by means of fantastic bases, are various. Names of known fantastic products or its separate elements are used: motive, system of characters, fantastic attributes. For example, mayonnaise advertising "Rjaba" appeals to the fairy tale with the same name, in chocolate advertising "Alenka" the slogan «a Fairy tale familiar since the childhood» is used, the name of a children's supermarket "Kolobok" appears in advertising of children's clothes (the Appendix, fig.

1).

The cellular operator "Vympelcom" (the trade mark "Biline") successfully uses an image of tsarevna Nesmejany, a slogan: «the Prices of any will make laugh. The tariff - a bright zero» or advertising of services of bank VTB-24 in which known characters of Russian fairy tales the Baba-yaga and the kind good fellow, a slogan are beaten: «the Mortgage on half a century!» (The appendix, fig. 2, 3).

Use of fantastic images in advertising has great value: «the correct choice of the character of the advertising message is very important, as allows to transfer personal qualities of the hero on the trade mark, and through it and on the advertised goods» [157]. The mention of familiar characters also allows the consumer to include imagination and mentally to finish the necessary plot. For example, company advertising «IT holding - 1st Architect of business» uses characters from a fairy tale "Repka" that is reflected in a slogan: «I will extend your hopeless project» or an image of a fantastic pike in advertising of means from a cold "Kviks" (the Appendix, fig. 4, 5).

The fairy tale with its heroes and functions codes the most simple elements of a real life. Being based on relationship of key functions of characters of a fairy tale and heroes of advertising, it is possible to notice, that the most frequent characters in advertising of magazines are various magic assistants, heroes - winners, defenders, house, kings and tsarevitches, healers - unreal animals, masters-iskusniki.

The fairy tale has the special design, allowing to impose the language and figurative structure on world around. The philosophical and everyday problems described in fairy tales, always are recognised in typical household situations. The model of behaviour of fantastic heroes gives the chance to build a parallel between actions of characters and own acts.

On a genre of not ceremonial folklore bylichku in advertising of magazines 10,9 % are necessary. The image House (the Appendix, fig. 6, 7) is most often used.

Attractive enough reception for registration of advertising messages also is the reference to small genres of folklore, basically to proverbs (22,0 %), is more rare to sayings (6,0 %) and signs (2,1 %). As a rule, proverbs and sayings in journal advertising meet in the changed kind, thus continue to bear necessary associations. For example, «Appetite comes at restaurant" Садко ",« Is dressed with 4х4 pins "," Is dressed, completely ";" you Like to go for a drive - MTS to you in the help »(tab. 4). Proverbs, sayings, signs give to advertisement makers a huge stock of ready [158] formulas and combinations:« Eat kalatches while are hot to Meet ", Like water off a duck's back", the woman with full buckets - to good luck »(the Appendix, fig. 8 - 10). It loan in advertising texts of means from folklore tradition with its compressed and verified manner» [159 [160] speaks frequent «. Thus the ready formula is full of sense and popular wisdom.« The given fact is a basic point for functioning of such advertising texts as it goes in parallel with strong storing: the trace is entered in memories deeply and accurately. Replacement of semantic formulas occurs in absolute

177

Invariable context ».

The chastooshka in the general spectrum of genres of not ceremonial folklore meets not often (8,0 %). For example: «That on money and for a while, to you with car not to get. Buy without doubts, present zapchast» (the Appendix, fig. 11); «the Cigarette entertainment now at all on me. I smoking have left on a wave healthy I» (tab. 4).

Only in one magazine "Health" use of children's folklore (7,0 %) has been noted. In advertising of a children's food the name known poteshki "Ladushki" (the Appendix, fig. 12) is beaten. As target group the parents trusting, as a rule, to the qualitative Russian goods of a children's food in this case act. Use in this case folklore motives causes associations useful, tasty, as in the childhood, a product.

Genres of ceremonial folklore in journal advertising meet much less often. From 840 numbers analysed for 5 years use of genres of ceremonial folklore in advertising has been noted only 14 times. Thus in advertising holidays of a kalendarno-ceremonial cycle - mainly the Pancake week and Ivan Kupala (fig. 7) have been met only.

Fig. 7. A parity of the basic genres of the ceremonial folklore revealed in advertising


Use of ceremonial genres of folklore in advertising is based on creation of the steady semantic and estimated associations connected with ceremonial images. For example: «the Pancake week. To walk, so to walk! We meet spring and we gorge on with all the heart!», (the appendix, fig. 13); «Ivanov day with ceremonies, jokes and predictions» (the Appendix, fig. 14) Is met.

In our opinion insignificant use in advertising of genres of ceremonial folklore is connected by that, first, the festively-ceremonial part of a life of people has lost the urgency for last century; secondly, to introduce similar folklore motives, it is much easier, for example, in TV advertising which possesses complex influence visual, audialnyh and semantic forms, and in journal advertising of this effect are not present.

Basten reminiscences in the analysed advertising have been noted seldom enough, only in two editions (in magazine «Round light» and «Liza. The Good advice»). Scooping from folklore separate motives and images basten reminiscences brightly express a national aesthetics in the advertising message. (The appendix, fig. 15, 16).

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A source: Kuzavka Ekaterina Nikolaevna. FOLKLORE In MODERN RUSSIAN ADVERTISING (ON the EXAMPLE of MONTHLIES). 2015

More on topic 5.1. Ceremonial and not ceremonial folklore in advertising:

  1. Maltsev G. I.. Traditional formulas of Russian national not ceremonial lyrics, 1989
  2. 2.2. Reflexion of genre specificity of folklore in modern advertising
  3. 5.2. Use arhetipicheskih folklore images in advertising
  4. 5.4. Use of language means of folklore and case texts in advertising
  5. CHAPTER 4 LANGUAGE SPECIFICITY of FOLKLORE In ADVERTISING
  6. 3.1. The Arhetipichesky nature of a folklore image and its application in advertising
  7. 2.4. The functional receptions borrowed by advertising from experience of Russian folklore
  8. CHAPTER 5 FOLKLORE USE In ADVERTISING of the RUSSIAN MONTHLIES (2010 - 2014)
  9. 3.2. The basic lines of Russian mentality reflected in folklore, and their carrying over to the advertising form
  10. CHAPTER 3 FOLKLORE In ADVERTISING AS REFLECTION of MENTAL LINES of RUSSIAN PEOPLE
  11. Kuzavka Ekaterina Nikolaevna. FOLKLORE In MODERN RUSSIAN ADVERTISING (ON the EXAMPLE of MONTHLIES), 2015
  12. methods of an estimation of efficiency of advertising activity of subjects of business and possibility of their application in Internet advertising
  13. 3.3. The qualitative analysis of characteristics of advertising platforms at a complex estimation of efficiency of advertising activity in a network the Internet
  14. criteria of a choice of advertising platforms and means the advertising Internet-.
  15. 4.2. Leksiko-stylistic folklore means
  16. the advertising misleading, and ways of deception of consumers the advertising forbidden by the law of Germany
  17. 1.4. Internet advertising: features, formats, types of advertising platforms
  18. prohibition of the advertising misleading by the right of the Russian Federation, and unauthenticity, as one of forms of such advertising
  19. effective practice of application of colour in journalese advertising. Tendencies of registration of advertising in a press.