Advertising: curse or blessing?
Ministry of education of Russian Federation
Municipal Formation of Verkhnyaya Tura
Secondary school №19
Report:
Advertising: curse or blessing?
Pupil: Grishina Alyona
Alekseevna,
10 «A»
Teacher: Plotnicova Marina
Alekseevna
M.F. Verkhnyaya Tura
2008-2009
Contents
Introduction………………………………………………
1. The concept of advertising…………………………………………...
2. The history of development of advertising
2.1. The history of development of advertising in ancient times
and Middle Ages…………………………………………………...…5
2.2. Advertising evolution in Russian press in XVIII-XIX century…….....7
2.3. The situation
in Russia at present……………………...…….…........
3. Technology of advertising
3.1. Kinds of techniques of Ads………………………………….….…...10
3.2. Advertising slogans………………………………………….………14
4. Particular qualities of Ads
4.1. Influence of Ads on Russian people……………………….….……..16
5. Sociological questioning……………………….….…….…………
Conclusion……………………………………………………
6. Literature……………………………………………………
Introduction
Once as usual I was sitting in front of the TV, watching a film when unexpectedly it was interrupted by ads. I saw a car which was carrying … a whole plane!!! I was furious because as we know and under all laws of physics a car could not get under way from a place with the cargo exceeding its weight tens, and even hundreds times!!!
I was very much interested by this advertising from the point of view of promotion of this car. How the founders of advertising manage with the help of a roller lasting usually for some seconds to convince the person that exactly THIS car is necessary to him.
For the first time the scheme of advertising has seemed very simple to me, but then I understood that my first impression was too deceptive. Being interested, I have studied some more sources about advertising on the whole, and in due time I started to understand all the complexity of advertising technology.
Nowadays advertising penetrates all spheres of our life It is so powerful that you can not avoid it. You come across it everywhere, when you read a newspaper, watch TV, go to a local grocery, take your mail etc… This is all the question of advertising. Thousands of people buy unnecessary things only because they heard about them on TV or radio. Why do we do it? Nobody knows, only advertisers do…
Having realized all this I decided to write an essay on the topic advertising: curse or blessing and to find out if advertising is good or bad for us.
The main goals of my report will be:
- Formation of the approach to problems of modern advertising;
- Finding out the essence of its technology;
- Acquaintance with advertising history, language of advertising and its influence on the consumer;
- Improvement of my knowledge of the English language (grammar, vocabulary).
1. The concept of advertising
The word Advertising comes from the French word “reclame”.
In the USA and other industrially developed countries the term "advertising" means advertisements in mass media (in a press, by radio, TV, on panel board advertisement) and does not extend on the actions promoting sales, - “sales promotion” , on the prestigious actions aimed at a gain of goodwill of the public .
In our country the concept of advertising is wider. We refer to advertising exhibition actions, commercial seminars, packing, a printed matter, and distribution of souvenirs and other stimulants of trading activity. Advertising serves to notify the new goods or services and their consumer properties, and is directed on the potential consumer. It is paid by the sponsor and serves for advancement of his production and ideas. Advertising doesn’t always impose the goods to the buyer. Sometimes it simply forces to recollect the last concrete mark or the good’s name when you make the choice.
The advertising structure contains following five high lights:
- Firstly, it is ability to draw attention. It is very important how much attention is paid by the readers to the headline. Does advertising influence those categories of potential consumers on which it is aimed?
- Secondly, force of influence on emotions of consumers of advertising. What feelings are born by the influence of advertising, how much successful is the advertising argument and whether it is correctly presented.
- Thirdly, capacity force of influence. Whether the spectator will run to buy these goods after advertising or he will sit in an armchair in spite of the fact that advertising was pleasant to him and there is a necessity for acquisition of the given goods.
- Fourthly, it is information. Is advertising argument clearly stated?
- Finally, it is efficiency of attraction of attention.
2. The history of development of advertising
2.1. The history of development of advertising in ancient times and Middle Ages
Advertising is a growing tendency in our society, so it seems quite natural to make our at last whether advertising is our friend or roe. So let’s go back to the earliest days of advertising and find out how it all began.
Heralds were one of the first representatives of advertising. What did this trade serve for? For daily informing the big crowds of people. In many cases under the pretext of the state orders political appeals and accusations were proclaimed.
Certainly, much more often heralds gave the population the valuable information: about celebration of the glorified commanders about the next distribution of bread or grandiose circus representation. In these announcements the valid information was closely connected with advertising.
As culturologists prove, in antiquity and the Middle Ages advertising had, mainly, oral forms. Their constant component cries of dealers – was allocated in a special genre. This area of advertising included: Cries, inviting to try the goods and services; appeals of messengers, intermediaries in rendering of various services and vagrant handicraftsmen. Besides oral speech, complex of advertising means included, various graphic elements, gestures and mimicry, and also the organization of entertainment action during suitable time and a suitable place.
The theorists of advertising consider an image to be a core of the present advertising text. All cultural development shows certain "aspiration" of advertising to improve and diversify the form of advertising images. This process began in an extreme antiquity. Sources of graphic advertising are closely connected with development by mankind of an ornament, drawing, and sculpture.
In ancient Greece there was a tradition to mark subjects of potter's and art manufacture. Property signs were used also: brand was burnt out not only on pets, but also on “Live objects” – slaves. So the development of a sign was the beginning of the future advertising.
At early stages of development of culture advertising starts to acquire the form of the written text. Certainly, it happened in the process of the invention of the letter, which in various regions of globe is dated 8-6 millennium B.C. Together with the alphabet monumental inscriptions has been borrowed. Herodotus informs that during an epoch of the Greek-Persian wars Dari, beginning a campaign to Greece, put “two columns from a white stone on which one with Assyrian, and on the other with Ellyn letters had been cut out the names of all people which were lead by him”.
Here we meet with a variant of political advertising. Such combination of the text and drawing finds application in advertising activity up to the present.
Inscriptions, scratched or traced by paint on walls are called graffiti (from Latin graftio – I scratch). The ancient city of Pompey left us more than one and a half thousand such inscriptions. Among them there are sets of various advertising texts of quite modern structure. Advertising subjects in them cover all spheres of life. Terms (antique baths) were advertised also, another inscription suggests buying a country house. Sometimes the city authorities warned:
« It is forbidden to write here, a grief will catch everybody whose name will be mentioned here. He will not have good luck ».
So, as we see, advertising texts are not the inventions of New time. Their sources go back to antiquity. Its basic genre is oral announcement, representing useful information. The initial form "acquires" a rich set of the verbal, sound, graphic receptions, creating images and specifically advertising texts, the purpose of which was to attract attention of the potential consumer, to clear up desires and wills, to push to actions, favourable to advertisers. Sources of such phenomenon as the poster, the trade mark, the advertising action also go back to antiquity.
2.2. Advertising evolution in Russian press in XVIII-XIX century
The Beginning of advertising in Russia was put by Peter I’s newspaper “VEDOMOSTY”, where the first advertisements were published.
In Petrovsky “Vedomosty” mineral waters were popularized - in the second issue of 1719 the newspaper convincingly advises to visit the new Resort:
“Понеже оные воды исцеляют различная жестокия болезни, а именно: цинготную, безсильство желудка, каменную, ежели песок или малые камни, и оные из почек гонить”.
Sometimes lists of the books were published in “Vedomosty”. So bibliographic advertising started in Russian culture. And such special genre, as the catalogue is soon appeared. For example, in November, 1723 in Moscow printing house 80 copies of the catalogue “рукописных книгъ греческихъ въ синодальной библиотеке обретающихся” were printed.
Since 1728 the new newspaper “St. - Petersburg Vedomosty” was published by the Academy of sciences. Together with the governmental advertising information which was characteristic for its predecessor, the new newspaper started to publish commercial announcements. They mainly filled department «for news», settling down under headings "sale" etc.
“Trading and craft levels of population of the capital, Russian and foreign businessmen have seen in the newspaper means for advertising their production. There were more announcements, and in due course they were allocated in the special supplement”.
In the middle of the XVIII century the section of announcements in the newspaper was even bigger in size than the basic information part of the newspaper. It was live reflexion of time with all its contradictions and paradoxes. For example, dynamical development and strengthening of the Russian economy happened together with the toughening of serf usages - and in «supplement» to № 13 of “St. - Petersburg Vedomosty” of 1770 we read:
“Желающие купить дворовую девку 13 лет могут спросить в Семеновском полку в офицерской линии…”
To the middle of a XVIII century the advertisement genre has taken roots in Russian culture. These advertising texts had character of helpful, business information which is typical for an announcement genre.
In the 30 of the XIX-th century we can see the breakthrough in the developed advertising activity. Advertising of this period covered the shows, new books and fashions. Journalist F. Bulgarin overcame an official interdiction for advertising of firms by means of an embedded advertising - articles and the notes, accidentally praising quality of that production. “Commercial newspaper” (1825-1860) and a private weekly journal "Merchant" (1832-1835) were started. The last was published in three languages - Russian, German and French - and has the purpose “to promote successes of the domestic industry instructions of trading houses and skill with all conditions, to sale and acquisition of the goods”.
Qualitatively new stage of development of advertising activity comes with serfdom cancellation in 1861 and the rapid development of capitalist relations. The first advertising agencies appeared. The first similar attempt was undertaken by the banker. V. Trubnikov who created in 1862 cable bureau in the newspaper “Exchange Vedomosty”. The trading house of “Mettsel and To”, based in Moscow in 1870 is the most known Russian advertising agency of the XIX-th century.
The role of cable agencies grew, as newspapers needed more and more operative and plentiful news about a life of the country and all over the world. By 1870 income from advertising of the most popular newspapers were daily about 100 roubles. Their annual income of advertising made 35-40 thousand roubles.
2.3. The situation in Russia at present
As almost all experts agree, the advertising market as economic concept appeared in Russia in 1992. A great amount of advertising appeared in press in November of 1991. Since autumn of 1992 there begin to appear serious amount of advertising on TV. We can see the following data of the amount of the advertising market in Russia in 1991. Advertising expenses in Russia did not exceed 3 million dollars (now it is a monthly amount of advertising on our TV of such firms as “Procter and Gamble” or “Mars - Russia”), and in 1994 - 1, 2 billion dollars. It is necessary to take into account “the advertising moratorium” of the first channel.
The prices for the TV advertising placed on ORT has reached 30000 dollars for a minute, on "Russia" - 24000 dollars, on NTV - 28000 dollars for a minute, it is at least 8 time below compared with the corresponding tariffs for advertising placing in “ Prime - time” of the national telecampaigns in the USA.
The considerable part of the outdoor advertising was provided by tobacco and alcohol, which since January1991 was prohibited for advertising.
The data of the research centre about advertising in the underground “Comcon - 2” shows its extremely high efficiency (the third place after advertising in a press and on TV). Specialists prove that this specific kind of advertising will develop in Russia and the CIS countries very rapidly.
The radio advertising develops slowly, because it is considered inefficient and does not promise high incomes. From large advertising agencies nobody wishes to work with Radio advertising.
Political advertising as the phenomenon appeared in Russia at April referendum in 1993 and election campaigns to the State Duma in December 1993 and December 1995. Unlike the goods advertising, political advertising in Russia does not have any background - the history of the Russian parliamentarism in the beginning of 20 century is too short, politicians in Russia have historically got used to using for influence on minds not advertising, but agitation - propaganda methods.
3. Technology of advertising
3.1. Kinds of techniques of Ads
And now let’s conduct a little investigation and try to find out what stands behind advertising that makes it so powerful and successful. So our objective is to teach the consumer to respond to our strategy, so we must understand how advertising influence people, what components make up the process of influence, what are they?
Influence is made up of several components: motivation, experience, repetition, generalization and discrimination. Every time we see a commercial on TV, for example, for a refreshing drink on hot summer evening or for hot chocolate when the weather turns cold, there is a strong motivation to learn so that our needs can be satisfied. It is much easier to learn the message if the commercial shows a hot and thirsty person drinking coke and then falling backwards into cooling, refreshing water.
Every man can ask: why do we need to see advertisements several times? Our experience even with good commercials can only be vicarious and therefore weak in comparison with the first hand one. That is why we want people to learn advertisements they should be repeated many times.
To my surprise, sometimes people simply fed with consumer fatigue or that advertisement and in that case the message falls of deaf ears. So they think that advertisers should avoid too much repetition, by eventually changing the message.
If you know, consumers can generalize from experience and information. Therefore advertisers sometimes copy a highly successful campaign idea that has been learned by consumers. The highly successful “Marlboro Country” for advertising for cigarettes has led to “Ford Country” for automobile dealers and “Cadbury Country” for chocolate bars.
And finally, some facts about discrimination. When several products are very similar, we will choose a particular one if we can find something special or different about it, that is if we can discriminate positively between it and others.
Very often influence becomes so entrenched that a habit develops and we buy the same brand without even being aware of the influence experience that originally led to the purchase. It becomes our second nature. Under such circumstances, it is extremely difficult for advertising to get customers to switch brands. As we could see advertising is persuasive communication that means they are deliberately written to persuade you to be for or against something. This is done by using different kinds of propaganda techniques. Propaganda is the spreading of ideas, information, or rumours for the purpose of influencing people to be in faviour or against something or someone. Much of the advertising is propaganda, for its major purpose is to influence you to buy something.
What are these kinds of techniques?
The first technique is called “Bandwagon”. When using this technique, the advertiser tries to influence you to buy something because a great number of other people are buying it. For example, “Thousands of young mothers all across the country have switched, to PAMPERS. If you wish to save your baby’s health, of course you will buy PAMPERS!” Shouldn’t you switch, too? The writer of that ad hopes to convince you that you should switch to PAMPERS because thousands of other mums have. But you should consider these two things: Is the advertiser truthful? You can’t be sure. Even if his claim is true, it doesn’t necessarily mean that you should switch to PAMPERS.
One of the favourite advertiser’s techniques is the “Testimonial”. In using this technique the advertiser tries to get you buy the product being advertised by quoting a favourable statement made about the product by some famous person. Often a picture of the famous person whose statement is being used is shown in the advertisement. For example, “Even in damp, windy weather my hair always stays in place. That is because I use TAFT 3 WEATHERS”. TAFT 3 WEATHERS may actually be an excellent hair spray, but the fact that the famous person uses it and likes it does not guarantee the quality of the product. Your decision to buy a certain product should be influenced by the merits of the product itself and not by the fact that a famous person endorses it.
Another technique similar to the “Testimonial” is one called “Transfer”. Unlike the “Testimonial”, however, the famous people don’t make any statement about the product. Instead, he or she is pictured together with the products being advertised. For example, the perfume “CHRISTINA AGUILLERA” by Christina Aguilera. The advertiser hopes that people who admire this or that famous person will transfer their admiration to the products and buy one.
Another advertising technique that is frequently used is “Repetition”. For example:
At last! Here is a detergent you can count on.
For greater cleaning power, RELY ON VANISH
For brilliant colours, RELY ON VANISH
For all your cleaning jobs, RELY ON VANISH.
The advertiser repeats certain words several times. In fact, counting the number of times they are repeated, those words make up one-fourth of all the words used in the ad. By repeating them again and again the advertiser hopes that you will remember them particularly when you are shopping for a detergent.
Sometimes advertisers use co-called technique “Emotional words”. Emotional words are the words which as advertisers think will arouse your emotions so that you will feel strongly for or against the subject they write about. For example, Chocolate DOVE is the most mouth – watering, taste – tempting chocolate available today. You will love its soft, creamy texture and deliciously delicate flavour. So unbelievably good, yet so unbelievably inexpensive that is Chocolate DOVE. In the following ad, the advertiser uses “Emotional words” to make people feel strongly for something. He hopes that by arousing favourable attitudes towards the thing, he will make people want to buy the product that is being advertised.
“Tired of facing that pile if dirty greasy dishes every night? Tired of scouring those unsightly pots and pans? Then buy a NO-HANDS AUTOMATIC DISWASHER BOSH and big farewell to your daily battles at the kitchen sink”. The advertiser hopes people will fell strongly against dishwashing. By selecting words that make dishwashing seem even more unpleasant than it probably is, the writer hopes to influence people to buy a NO-HANDS AUTOMATIC DISWASHER.
I would like to mention one more technique. Comparative, or competitive, or sometimes called knocking copy advertising is one in which manufacturer takes some qualities of his product and runs them against those of a competition. It is often aggressive even by the “Rough-and-tumble standards of the hard sell in the USA”. It was first used in America. It can be potent weapon, giving the consumer more information or poking fun at a rival product. Its witty use by Pepsi-Cola in its battle with Coca-Cola is one of the best American examples.
The European comparative advertising is more restrictive, its code forbids many of the US expresses, particularly the denigration of a competitor’s products. The manufacturer can highlight only those qualities which are scientifically verifiable, and comparisons based simply on taste are not welcomed. That is why much of it is related to car advertising. But you are more likely to see a knocking copy in press than to see it on TV because they do not want to put other advertisers off using TV as a medium.
There is one advertising technique that in not based on propaganda. It is “Textual”. This technique is based on pure information; it is free from any emotional words. Most businessmen give their preference to this kind of advertising technique.
So I have learned that much information of the advertising you read is propaganda. Do not get the impression, however, that all advertising that uses propaganda is bad and deceitful. Most of the propaganda used in advertising is not intended to deceive you, and advertising provides a valuable service in that it brings your attention many products that you need or want. It is important that you recognize propaganda in advertising and do not let it delude or mislead you. You should be able to withstand its impact, and then decide for yourself whether or not you wish to be influenced by it.
3.2. Advertising slogans
The advertising slogan (the firm motto) is a short remembered phrase which transfers the basic idea of an advertising campaign in the bright, figurative form. The slogan helps to allocate firm among its competitors and gives integrity of a series of publicity. The good slogan supports reputation of the company and reflects its specificity. The important rhetorical characteristics of a slogan are the brevity, rhythmic and phonetic repetition, contrast, language game and effect of the latent dialogue. The slogan is the important component of a corporate style, advertising and PR-politicians.
The advertising slogan should be formulated on the basis of the communicative message and a reflection of positioning of a brand.
The primary goals of an advertising slogan - to involve and keep attention of an audience, to intrigue and interest, induce people to certain actions, to help to remember the mark, to tell to the consumer about advantage of a product or to allocate its unique noncommercial feature.
The exact understanding of sphere of application of a slogan and its basic types helps to "reach" the consumer. So, for example, the informative slogan is directed on informing the consumer about a certain product, its main difference or advantage before the goods of competitors.
Image slogan is directed to the recognition of the trade mark, to giving to a product defined image characteristics and accentuation of attention of an audience on non-material features of a brand.
There are some criteria, which raise productivity of an advertising slogan.
- Firstly, the slogan should cooperate accurately with a graphic image;
- Secondly, should be short enough (as, for example, on a high-speed line there are only a few seconds for reading).
- Thirdly, should be clear for audience;
- Finally, the advertising slogan can have double sense, involving the consumer in creative game (here it is important to notice, that both senses should have attractive character for audience).
- From the point of view of syntax it is more preferable to use simple designs than the difficult ones.
Creation of a good slogan demands big skill, intuition, a creative enlightenment. Nevertheless, it is possible to formulate some principles of construction of successful slogans. These principles concern the substantial, information party of a slogan or concern rhetoric - how this information is presented.
The information which is pawned in a slogan should be subjectively significant for consumers and reflect specificity of firm. Phrases, applicable in any situation and approaching for many firms (type "we will be together"), in advertising are a little suitable.
It can be slogans in which the high purposes of work of firms are declared: "We bring good during a life" (General Еlectric); "we Will change a life to the best" (Philips); "the Future finds a reality" (Goldstar); "It is necessary to live playing" (Moulinex); "We have learnt all world to feast" (Ren Xerox); "Quality to which you can trust" (Procter&Gamble); "it is possible to rely On us" (Bosch); "Electrolux. Sweden. It is made with mind’’
And, at last, one more variant of the decision are slogans in which the affinity of firm to the consumer is underlined, work for it, presence of contact to it: "Simply we work for you" (Television channel "2х2"); "We are necessary to each family" (Siemens);
The listed principles of construction of a slogan urged to help to find to advertisement makers a bright, well remembered phrase which will help to support reputation of firm and it is favourable to position it among firms-competitors.
4. Particular qualities of Ads
4.1. Influence of Ads on Russian people
Now I would like to have a talk about Russian advertising. It is an exiting subject of discussion as in Russia advertising is a comperatively resent phenomenon. And what is the attitude of Russian people towards advertising?
I think many Russians find advertising offensive, as many Westerners do. But Westerners feel much more experienced as far as advertising is concerned because they have had decades to get used to modern advertising.
Under the totalitarian regime the very word “ADVERTISING” was like a curse word. The only legitimate advertiser was the one-party system. Now the system has lost its monopoly but “advertising” is a bigger curse than ever.
Nowadays many people hate ads. Some people say that most American commercials should be banned on Russian television not because they are American but because they are immoral. I think that the major reason of the disapproval of advertising is not that it is immoral or offensive, but because the majority of advertisements are aimed at Russia’s rich people. Many ads show Rolls-Roys, downtown Mansions, lavish casino’s and cruises. I can say that all civilized societies try to avoid creating social abysses between people. I think that the mass advertising of deluxe goods in a country where most people are poor and getting poorer is extremely dangerous. All in all, advertising can be very harmful because it greatly influenced our mind.
But not only advertising has an influence on our ideas and notions but also the language of the advertising influences the language of society in general – especially the language of schoolchildren.
If you visit any Russian school these days, you are likely to overhear the phrase “Ne tormozi! Snikersni!” and many others. These words come not from Pushkin fairy-tale but from an ad, advertising “Snickers”.
Many Western ad slogans are translated from English into awkward semi-literature or illiterate Russian. For example, Smirnoff vodka’s “taste the difference” is good English but its Russian version “pochustvujte raznitsu”, which means something more like “feel the distinction” – barely makes any sense. On the other hand, Pepsi-Cola’s “Novoe pocoleniye vybiraet Pepsi” (literally, “A new generation chooses Pepsi”) is an example of literary, effective translation.
In my opinion, in general the effect of advertising has lowered the general level of the language. Ungrammatical advertisements are not just offensive but less effective at selling products.
Very often poor translations cause confusion. For example, “conditioner” in Russian means “air conditioner” never “hair conditioner”. “Vidal Sassoon’s ad for its “shampoo and hair conditioner in the same bottle”?” has given rise to innumerable jokes – especially since “vidal” in Russian is the past tense of the word to “see”.
Another survey showed Russians prefer the label “Pepsi” printed in the Western rather than the Cyrillic alphabet. Pepsi executives recently admitted they had a marketing problem in their battle with Coca-Cola because Pepsi was perceived as too much of Russian product.
Russians seem to get more ads of all kinds whether we want them or not. Advertising specialists predict that advertising in Russia will develop quickly, at the same time it will absorb more technological forms such as special effects from the west. But Russians have traditionally believed that sympathy, integrity and sincerity are distinctive features of our national character, so it is in our hands not to hurl into extremes, including the extreme of blind imitation of the West.
Conclusion
So is ad a blessing or a curse for a modern Russian man? Having overthought all the material, I have come to conclusion that ads obviously have both good and bad points (look into the table on page № 20).
Besides, I must say, that today’s advertising level is not so bad. And some of the commercials nowadays make a stress on good features of a man’s nature. For example, Juice “Dobryi” or “Moya semya”. They make as think about eternal values, such as friendship, love, cooperation.
Fortunately, the system of advertising is improving all the time, and any problems, which still exist, can be solved. Whether we like it or not, ADVERTISING is here to stay and we have to learn to make the best possible use of it. I think, advertising can be BLESSING for a man, if it follow certain rules of honest advertising, which I want to present.
Rules of honest advertising:
- Advertising should be connected with laws;
- Advertising should be coordinated with good rules, authentic and truthful;
- Advertising should be made with the feeling of responsibility and not to contradict high moral principles;
- Advertising has no right to abuse trust of the consumer and to search of benefit in using inexperience of a customer or a lack of knowledge;
- Without a serious reason advertising should not play on a feeling of fear;
- Advertising should not contain anything leading to philosophy of violence;
- Advertising should not abuse scientific terms; they must be used in such a way so that not to give false impression about scientific;
- Advertising should not contain the certificate and the recommendation if they not real or are based on own experience of the publisher;
- Advertising has no right to discredit other firms or goods;
- Advertising should not use any private names, firms or signs belonging to other businessmen, the organizations or institutes;
- Advertising should not use trustfulness of the child or insufficient experience of youth;
- The advertising intended for children and youth, should not contain anything that could lead to physical traumas or harmful influence on children.
I hope that the influence of the West and other extremes will be overcome and Russian advertising will be nourished with Russians art and Russian culture, the power and depth of which give us hopes for a better future, in spite of the depressing character of so many ads inflicted on us today. I hope, that commercials of the future will be creative and informative and will bring only joy and benefit both to the consumer and to the advertiser.
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4. Grebyenkin Yu. Yu. Psycho techniques in Ads. - Novosibirsk: RIF
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5. Hunt S. D. The Resource - Advantage Theory of
Competition: Dynamics, and
6. Jefkins F. Public Relations. – London: -, 1994.
7. Kara-Myrza E.S. The New world of Russian advertising: Socio cultural and Culture-speech aspects. – M.: Prosveshchenie, 1999.
8. Lebedyev A. N., Bocovicov A.C. Experimental
psychology in Russian advertising. – М.: Academia,
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– Boston.: The Free Press, 1990.
10. Mokschancev R. I. The psychology of Ads. - М.: INFRA - М,
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11. Petrovich N. T. Let’s talk about information. - М.: Prosveshchenie,
1973.
12. Porter M. E. Competitive Strategy: Techniques
for Analyzing Industries and Competitors. - N. Y.: The Free Press, 1980.
13. Ramaswamy V., Gatignon H. Competitive Marketing Behavior in Industrial
Markets // Journal of Marketing. - 1994. № 5. – p. 15-37.
14. Social work/Methods of advertising. – M.: Nayka, 2004.
15. Social work/ Psychological techniques. – M.: Drofa, 2002.
16. Social work/Sociology and propaganda. - М: Nayka, 1986.
17. Valovaya M. D. 13 conversations about advertising.
- M.: Niva ХХI century, 1994.
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Treaz - chance, 1995.
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