The technology of “new sincerity” in the Russian advertising discourse
Keywords:
media reality, advertising discourse, “new sincerity”, communication technology, postmodernism, metamodernismAbstract
Based on the review of scientific literature, the authors define the phenomenon of “new sincerity” from various points of view. One of the possible perspectives of considering the “new sincerity” becomes media technology, when it is understood as an effective communicative strategy of positioning in the media space, often in advertising discourse, which has a powerful suggestive and pragmatic potential. We set out to determine the degree of communicative effectiveness of the “new sincerity” technology in modern advertising discourse. We analyzed all 25 videos included in the shortlist of the advertising contest “Results of 2022”, which is held annually by the portal about advertising, marketing, business, creativity and PR Sostav.ru. It is established that in 13 cases out of 25 techniques of the “new sincerity” technology are used. In all cases, it is realized through an appeal to the concept frame “the past”, which is deployed mainly with the help of a concentric plot and less often with the help of a chronicle plot. When deploying a concept frame with the help of a concentric plot, the hero is in the present, and the audience witnesses a single action in the present, but the current moment is always complemented by attributes from the past. Axiologems of a positive-emotional and moral-ethical nature form the value basis of commercials with a concentric plot. The chronicle plot of the unfolding of the concept frame “the past”, more dynamic, intense, dramatic, shows the movement of the hero from his past to the present, and this type of plot allows you to recreate a strong-willed, effective beginning in a person. Axiologems associated with actional, conflict-procedural, emotional semantics naturally form the value basis of advertising discourse with a chronicle plot. All channels of communication with the viewer are involved: verbal, visual, auditory. Thus, the “new sincerity”, which appeals to mental stereotypes and patterns, simple and understandable emotions, is becoming a very effective advertising technology of communication with the consumer today.
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