The effect of historical images in advertising communication
DOI:
https://doi.org/10.47475/2070-0695-2024-54-4-135-141Keywords:
historical image, advertising communication, information socialization, social values, advertising stopper, ads communication efficiencyAbstract
Interest in historical figures and events in modern mass media is a trend of last years. The article is devoted to the problem of the historical images in advertising communication. The results of a sociological investigation of the representations of Voronezh young citizens of the ads with historical retrospection and their influence have been summarized. As methods used: secondary data analysis and the formalized interview. Тhe survey involved 148 respondents. The author found out that the content of the «historical memory» concept is controversial and debatable. According to the author, it is more appropriate to use the concept of “social representations of the past”. The article gives an overview of the modern creative historical media formats: comics, communities of historical characters on social networks, online games and neural network. Based on the formalized interview data, the attention-grabbing factors, preferred values, the degree of tolerance of humor, the emotional background of watching ads have been outlined. The author concludes that a positive emotional background prevails, the use of humor and satire is welcome. This allows to measure ads communication efficiency and content appeal. The author also considers the role of advertising historical images in the process of information socialization of youth. Such advertising stoppers form love for country and pride. At the same time, the designers of an advertising message should not violate historical accuracy and social taboos.
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