Особенности проявления метапрограмм в современной аудиовизуальной рекламе

Alla Shesterina

doi:10.47475/2070-0695-2023-50-4-23-28

Authors

Alla Shesterina Lomonosov Moscow State University, Moscow, Russia https://orcid.org/0000-0001-7270-2376

DOI:

https://doi.org/10.47475/2070-0695-2023-50-4-23-28

Keywords:

video advertising, audiovisual media, means of attracting attention, meta-programs

Abstract

One of the key tasks of modern video advertising, distributed mainly in the network environment and on television, is to attract and retain consumer attention. In a situation of increased competition and intensified information exchange, this task becomes even more urgent. One of the tools for its implementation can be dominant metaprograms. Based on the analysis of modern audiovisual advertising media content based on the content analysis method and the textual method, the article examines the process of authors’ appeal to metaprograms. Based on an analysis of more than a hundred videos, a conclusion is made about the dominance of a number of meta-programs. It is indicated that the most popular meta-program is “people”, which personalizes content and makes it recognizable. Most often, easily recognizable heroes are used as characters in such advertising. Another popular meta-program is “values.” Its authors appeal to the basic values of the audience and advertise objects of material nature through them. Other popular meta-programs include “resemblance” (shows a character close to the audience or plays out recognizable situations), “process” (there is an obvious development of the plot with elements such as plotting, development of action, climax and resolution) and “past” (carries out appeal to the historical or recent past). It is noted that, along with the dominant meta-program, other meta-programs may be present to varying degrees in advertising video content. It is also emphasized that advertising that appeals to the maximum number of meta-programs can be considered the most successful.

Author Biography

Alla Shesterina, Lomonosov Moscow State University, Moscow, Russia

PhD, professor, professor of the Higher School (Faculty) of Television

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