ANIMALS IN ADVERTISING (LITERATURE REVIEW)
Background. The article is a review of material on the topic of the reasons for using animals in various kinds of advertising. The animal species are examined in the light of the emotions, stereotypes and symbols they carry with them. The purpose is to systematize the reasons why animals are used...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Science and Innovation Center Publishing House
2024-12-01
|
| Series: | Sovremennye Issledovaniâ Socialʹnyh Problem |
| Subjects: | |
| Online Access: | https://soc-journal.ru/jour/index.php/mssi/article/view/467 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832540657657315328 |
|---|---|
| author | Yuliya V. Massalskaya Anastasiya V. Nikolaeva |
| author_facet | Yuliya V. Massalskaya Anastasiya V. Nikolaeva |
| author_sort | Yuliya V. Massalskaya |
| collection | DOAJ |
| description | Background. The article is a review of material on the topic of the reasons for using animals in various kinds of advertising. The animal species are examined in the light of the emotions, stereotypes and symbols they carry with them.
The purpose is to systematize the reasons why animals are used in advertising. A related aim is to identify which animals (or their images) in advertising texts have a greater ability to attract and hold the reader’s attention and to influence them, i.e., to direct their behavior towards making a purchase.
Materials and methods. Materials of scientific articles and experiments of both domestic and foreign scientists were analyzed. The question of using animals in advertising was covered from the position of philology, psychology, culture studies, marketing. The method of discursive and stylistic analysis of the text was used in analyzing the material.
Results. The authors conclude that the reasons for using animals vary. Among them are marketing (increasing sales, saving the budget of the advertising campaign, attracting a new audience), symbolism (the animal is the embodiment of certain qualities), humanism (evoking of a humane attitude to animals), naturalism (animals are shown in their natural habitat), anthropomorphism (the animal is endowed with human characteristics). The difference between the use of domesticated and non-domesticated animals in advertising is also noted, and the animals (mainly insects) whose appearance is considered to be the most unlikely in the advertisement are listed. |
| format | Article |
| id | doaj-art-38205a55863c45178b9e7dab0d595b63 |
| institution | Kabale University |
| issn | 2077-1770 2218-7405 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Science and Innovation Center Publishing House |
| record_format | Article |
| series | Sovremennye Issledovaniâ Socialʹnyh Problem |
| spelling | doaj-art-38205a55863c45178b9e7dab0d595b632025-02-04T16:19:50ZengScience and Innovation Center Publishing HouseSovremennye Issledovaniâ Socialʹnyh Problem2077-17702218-74052024-12-01164859610.12731/2077-1770-2024-16-4-467467ANIMALS IN ADVERTISING (LITERATURE REVIEW)Yuliya V. Massalskaya0Anastasiya V. Nikolaeva1Technological University named after twice Hero of the Soviet Union, pilot-cosmonaut A.A. LeonovRussian University of EducationBackground. The article is a review of material on the topic of the reasons for using animals in various kinds of advertising. The animal species are examined in the light of the emotions, stereotypes and symbols they carry with them. The purpose is to systematize the reasons why animals are used in advertising. A related aim is to identify which animals (or their images) in advertising texts have a greater ability to attract and hold the reader’s attention and to influence them, i.e., to direct their behavior towards making a purchase. Materials and methods. Materials of scientific articles and experiments of both domestic and foreign scientists were analyzed. The question of using animals in advertising was covered from the position of philology, psychology, culture studies, marketing. The method of discursive and stylistic analysis of the text was used in analyzing the material. Results. The authors conclude that the reasons for using animals vary. Among them are marketing (increasing sales, saving the budget of the advertising campaign, attracting a new audience), symbolism (the animal is the embodiment of certain qualities), humanism (evoking of a humane attitude to animals), naturalism (animals are shown in their natural habitat), anthropomorphism (the animal is endowed with human characteristics). The difference between the use of domesticated and non-domesticated animals in advertising is also noted, and the animals (mainly insects) whose appearance is considered to be the most unlikely in the advertisement are listed.https://soc-journal.ru/jour/index.php/mssi/article/view/467advertisingcommercialanimalstarget audiencelogobrandimagevisualization |
| spellingShingle | Yuliya V. Massalskaya Anastasiya V. Nikolaeva ANIMALS IN ADVERTISING (LITERATURE REVIEW) Sovremennye Issledovaniâ Socialʹnyh Problem advertising commercial animals target audience logo brand image visualization |
| title | ANIMALS IN ADVERTISING (LITERATURE REVIEW) |
| title_full | ANIMALS IN ADVERTISING (LITERATURE REVIEW) |
| title_fullStr | ANIMALS IN ADVERTISING (LITERATURE REVIEW) |
| title_full_unstemmed | ANIMALS IN ADVERTISING (LITERATURE REVIEW) |
| title_short | ANIMALS IN ADVERTISING (LITERATURE REVIEW) |
| title_sort | animals in advertising literature review |
| topic | advertising commercial animals target audience logo brand image visualization |
| url | https://soc-journal.ru/jour/index.php/mssi/article/view/467 |
| work_keys_str_mv | AT yuliyavmassalskaya animalsinadvertisingliteraturereview AT anastasiyavnikolaeva animalsinadvertisingliteraturereview |