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conclusions under Chapter 3

The analysis of the empirical material received during spent mnogoetapnogo ekperimentalnogo of research and comparison of practical data with theoretical generalisations and the put forward hypothesis, has allowed to come to following conclusions:

1.

Imidzhevaja advertising represents one of the mass culture kinds, reflecting all modern lines of development of a society and most full meets requirements and intellectual inquiries
Society. Imidzhevaja advertising is anonymous, its target audience is depersonalized, but the regional component of the general imidzhevoj advertising directs the influence on persofinitsirovannogo the addressee, i.e. on the target segment which interests are considered at creation of the advertising text. Complexity of studying of advertising as complex, multiplane phenomenon is caused by its mobile dynamic character, therefore its research requires integration of various research approaches.

2. The empirical material of the first stage of an experimental research with use of an associative design technique has allowed us to draw a conclusion, that one of specific features of functioning of images imidzhevoj advertising is correlation of the verbal and nonverbal components promoting formation of an image of the carrier of image in an individual lexicon of the addressee. This formation occurs to a support on a sign "known/unknown", that is display of the pragmatical factor "Residence": if the image imidzhevoj advertising is not familiar to the addressee action of the pragmatical factor will not be appreciable also the purpose which has been put in pawn at creation imidzhevogo of the advertising text, will not be reached. Besides, respondents, whose sphere of professional work concerns humanitarian area, react on stimulnye objects more emotionally, giving bolshee quantity of various reactions while for representatives of technical trades the rational judgement of images is characteristic. So, same stimulnyj the object can cause absolutely different images in ndividualnom a lexicon with a support on the psycholinguistic signs realised in a situation «for me here-and - now».

3. The analysis of the experimental data received at the second stage of an experimental research with application of a technique shkalirovanija on the basis of semantic differential, has shown, that substantially on formation of an image of object imidzhevoj advertising in
Individual lexicon of the addressee the factor "Age" influences. Otsenivanie an image of the carrier of image occurs to a support on verbal and nonverbal components of the polycode text of advertising, and the respondents concerning the senior age group, give more detailed description and the characteristic of images imidzhevoj advertising, considering all features of verbal and nonverbal ways of granting of the information.

4. Results of the third stage of an experimental research with application of a technique semantic shkalirovanija have shown, that the gender accessory of a member of society influences process of perception of an image imidzhevoj advertising that is reflected in the value judgment given by individuals. By us it has been found out, that females react more emotionally. For process of formation of an image in the individual lexicon, reflecting perception shown imidzhevogo the advertising text, more expressed, brighter estimations while for respondents of a male the aspiration to "smooth" quality on priznakovym to scales is observed that is expressed in lower estimations which frequently aspire to the zero mark reflecting zatrudenenie on reference of an image of object to any one certain quality are characteristic.

5. The received variety of signs and reactions speaks that in the course of identification compound (verbal and nonverbal) elements of the advertising text the individual forms the most relevant image of the validity reflecting a time fragment of an individual image of the world of the person in a situation "here-and-now" in the individual lexicon, and language forms of reactions are way of reflexion of subjective judgements.

6. On the basis of results of the quantitative and qualitative analysis of data mnogoetapnogo an experimental research, and also theoretical positions by us were the influence model imidzhevoj advertising and model of formation internal imidzhevogo is developed
Image in an individual lexicon as response to influence of an image imidzhevoj advertising which define one more specific feature of functioning of an image imidzhevoj advertising. So, in the course of perception of the image-message it is realised kognitivnaja model of figurative influence of the polycode text imidzhevoj advertising in which basis lays kognitivnyj the mechanism metaforizatsii, and the formed image of the carrier of image is not completely objective as the information received by the person, refracting through a prism of its individual model of perception, is transformed under influence psiholingvsticheskih and pragmatical factors, getting subjective character.

7. The results received by us testify to presence in an individual lexicon of a certain image of the world, the exit on which is provided as a result of comparison of images to a support on knowledge, signs, and also in the conditions of a situation «for me here-and-now». Value formation at perception of an image is influenced by psycholinguistic factors, professional work sphere, age, a gender and the pragmatical factor (residence).

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A source: ANNENKOVA ANTONINA VLADIMIROVNA. SPECIFICITY of FUNCTIONING of IMAGES IMIDZHEVOJ ADVERTISING In the INDIVIDUAL LEXICON (EXPERIMENTAL RESEARCH). The dissertation on competition of a scientific degree of a Cand.Phil.Sci. Kursk - 2017. 2017

More on topic conclusions under Chapter 3:

  1. Conclusions under chapter 2
  2. Conclusions under Chapter 1.
  3. Conclusions under chapter 1
  4. Conclusions under chapter 2
  5. Conclusions under the chapter II
  6. CONCLUSIONS ON THE SECOND CHAPTER
  7. Conclusions on chapter 1
  8. CONCLUSIONS ON CHAPTER 1
  9. Conclusions under chapter 1
  10. Conclusions under chapter 2
  11. Conclusions on the third chapter
  12. Conclusions under chapter 3
  13. CONCLUSIONS ON CHAPTER 1
  14. Conclusions under chapter 2
  15. Conclusions under chapter 3
  16. Conclusions under chapter 1