Author:
L. O. Butakova,
E. A. Kozlovskaya,
Dostoevsky Omsk State University
Abstract:
The article shows the ways to reveal the nature of the pressure of modern advertising texts on the minds of recipients belonging to the target and non-target groups, as well as clarify the features of perception of heterogeneous components such texts. The purpose of article is to analyze the ways of the multimodal text influence of modern advertising children’s products and to consider the peculiarities of perception of the text, taking into account the distinctive features of groups of recipients. The peculiarity of this kind of advertising texts is the bipolarity of the target audience which consists of children and direct buyers of goods and ser-vices, their parents.
Material for this research were the data of three psycholinguistic experiments conducted among adult. At the first stage of the experiment two promotional video – advertising of children’s yogurt “Agusha” and diapers “Libero” were assessed by recipients in the full version. The results: the vast majority of recipients were more sensitive to sounding speech. The second stage of the experiment was an experiment on percep-tion of the only verbal component of the material. Recipients watched videos in which sounded of the adver-tising the text on the background of a gray screen. The results: the absence of visual component hardly dam-ages the perception of the properties and characteristics of the goods. The third stage of the experiment was an experiment on the perception of the video only, with no audio component. The results: loss of meaning did not occur as in the loss of part of the visual.
The author concludes that the recipients can absorb as much information as cycling simultaneously two channels of perception, rather than one. Creators will have the perfect integral multimodal texts, which will have the greatest power of influence if they connect verbal and visual parts that will represent the emo-tive-semantic dominant dispersedly.
Keywords:
advertising text, multimodal text, perception, influencing potential, psycholinguistic experiment.
