Advertising communication. 4th edition, corrected and supplemented. Medvedeva E.V.

Modern advertising is an actively developing means of intra- and intercultural communication and attracts the attention of representatives of different sciences, since, combining all known types of speech with the image, using a variety of methods of psychological impact, it has a huge force of suggestion and aims at stimulating economic and social processes.

In this book, an attempt was made to look at advertising as a communication process between the manufacturer and the consumer. Particular attention is paid to the advertising message, which is considered in the unity of its verbal, visual and sound components. Studying the features of advertising against the background of other varieties of literature, linguostilistic analysis of advertising messages in English, German and Russian, as well as the study of advertising methods, allow you to look at the problem of “export”/“imports” of advertising texts and indicate that foreign cultural Advertising is able to change the mentality of the target community.

a number of changes and additions were made to the fourth edition, in particular, the application contains observations of the author made during the practical courses “The Fundamentals of Advertising”, “Advertising Communication” and “Political Political Advertising Communication ”, which were read by E.V. Medvedeva at the faculty of foreign languages ​​and regional studies of Moscow State University named after MV Lomonosov in 2002-2013.

The book will be useful to a wide range of readers-from representatives of humanitarian scientific disciplines (economists, sociologists, psychologists, linguists, culturalists, etc.) before managers, designers, cinema and television broadcasting figures, as well as everyone who is interested in such a complex and multifaceted phenomenon as advertising.