Obraz Tovara V Reklamnom Diskurse - Lyudmila Yur'evna Govorunova - Books - LAP LAMBERT Academic Publishing - 9783846539491 - July 25, 2013
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Lyudmila Yur'evna Govorunova
Obraz Tovara V Reklamnom Diskurse Russian edition

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V usloviyakh konkurentnoy bor'by na potrebitel'skom rynke reklama nadelyaet tovary i uslugi otlichitel'nymi osobennostyami, obrazami, pozvolyayushchim potrebitelyu identifitsirovat' tovar, vyzyvaet v ego podsoznanii pobuditel'nye motivy, napravlennye na vybor konkretnoy marki tovara. Chto predstavlyaet soboy obraz tovara? Kak on formiruetsya? Kakie osobennosti imeet? V dannoy nauchno-issledovatel'skoy rabote predstavleny rezul'taty analiza obraza tovara (produkta i uslugi)na materiale reklamy na russkom i angliyskom yazykakh. Vyyavleny strukturnye komponenty obraza tovara, a takzhe dinamika ego izmeneniya v zavisimosti ot prodolzhitel'nosti prebyvaniya tovara na rynke. Obraz tovara rassmatrivaetsya v sovokupnosti s obrazami uchastnikov reklamnoy kommunikatsii- agenta i klienta, cherez prizmu tsennostnogo aspekta i prostranstvenno-vremennogo kontinuuma reklamnogo diskursa. Vydelen ryad klyuchevykh tsennostey, na osnove kotorykh sozdaetsya obraz tovara.

Media Books     Paperback Book   (Book with soft cover and glued back)
Released July 25, 2013
ISBN13 9783846539491
Publishers LAP LAMBERT Academic Publishing
Pages 84
Dimensions 150 × 5 × 226 mm   ·   143 g
Language German  

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