Volume 04 Issue 06-2024
8
American Journal Of Philological Sciences
(ISSN
–
2771-2273)
VOLUME
04
ISSUE
06
P
AGES
:
8-11
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
ABSTRACT
Based on the nature of their impact, advertising is divided into rational and emotional. Rational advertising appeals to
the consciousness of a potential buyer and provides information about the advertised service or product: it provides
evidence that convinces him, highlights the main features of the advertised service or product.
KEYWORDS
Interpretation, text, advertising, remark, proposal, message, impact.
INTRODUCTION
In this case, the main criterion for effectiveness is
brand memorability and the main features of the
product that motivate it to purchase. Emotional
(associative) advertising encourages the addressee to
use a product or service, awakening certain thoughts
in memory through the association of ideas and desires
with the help of certain feelings and emotions. The
criterion for the effectiveness of this advertising is
through the emotional involvement of the consumer.
However, despite this, the difference between
advertising messages and ordinary information
messages is that they have a persuasive effect on the
addressee, encouraging him to use a particular product
or service. We believe that advertising must be correct
Research Article
CRITERIA FOR ADVERTISING EFFECTIVENESS
Submission Date:
May 31, 2024,
Accepted Date:
June 05, 2024,
Published Date:
June 10, 2024
Crossref doi
https://doi.org/10.37547/ajps/Volume04Issue06-02
Aziza Arslonovna Muminova
Doсent
, Doctor of Philology Sciences, Department of General Linguistics, Uzbek State World Languages
University, Tashkent, Uzbekistan
Journal
Website:
https://theusajournals.
com/index.php/ajps
Copyright:
Original
content from this work
may be used under the
terms of the creative
commons
attributes
4.0 licence.
Volume 04 Issue 06-2024
9
American Journal Of Philological Sciences
(ISSN
–
2771-2273)
VOLUME
04
ISSUE
06
P
AGES
:
8-11
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
and accurate; it must provide the consumer with
truthful information about the quality of goods and
services, their specific features, rules of use,
consumption and other similar information.
According to M. V. Tomskaya, advertising according to
the field of activity and the purposes of communication
is divided into private, cultural-political, ethical and
social types. Private advertising advertises services and
products to the public related to engagements,
weddings, parties, etc. Cultural advertising includes
advertisements for theatre, exhibitions, concerts, etc.
Political advertising forms advertising related to the
activities of political parties and organizations. The
purpose of moral and social advertising is to promote
the moral and spiritual values that guide people. A
person’s
interaction with the outside world inevitably
leads to the formation of an evaluative attitude
towards a particular object, which is reflected in
linguistic structures.
In addition, according to N. N. Kokhtev’s
interpretation, advertising is classified according to the
following criteria:
1) audio (radio advertising) and visual (television
advertising) criteria by impact channels;
2) by the method of transmitting advertising
information (print (media), television and radio
broadcasting, electronic advertising);
3) by groups of advertised goods (advertising of
various types of consumer goods, works of art, books,
various services);
4) through mass audience coverage (for mass
consumers, for highly specialized consumers);
5) through mass audience coverage (for mass
consumers, for highly specialized consumers); in
relation to the place of production of the product
(regional and national advertising);
6) by distribution territory (local, national, foreign,
international advertising);
7) by the number of recipients, private (directed to a
specific addressee), group (directed to a specific target
audience) and mass advertising;
8) on the subject of advertising (product and image
advertising).
a)
According to a more detailed method of
transmitting advertising information, there are:
printed means of advertising communication:
newspapers,
magazines,
catalogues,
posters,
booklets, applications, prospectuses, leaflets, letters,
etc.;
b) audiovisual and electronic media: cinema, radio,
video, Internet and television advertising;
Volume 04 Issue 06-2024
10
American Journal Of Philological Sciences
(ISSN
–
2771-2273)
VOLUME
04
ISSUE
06
P
AGES
:
8-11
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
c) means of external advertising: advertising in public
transport stores, advertising stands, etc.
A.A. Romanov and V.A. Polyakov tried to fully cover the
essence of the issue in their classification.
“Advertising texts can be classified accordin
g to the
type of product advertised. At this stage, it is necessary
to take into account the style of the advertising text.
When creating advertising text, it is necessary to take
into account its multifaceted impact, without ignoring
the individual interests of the advertising consumer.
The purpose of such advertising text for a specific
target audience presupposes a certain approach to the
language and style of the text.
The most important feature of the social stratification
of advertising is the advertised product: cosmetics are
primarily of interest to women; banking services for
pension savings are interesting for pensioners,
expensive Swiss watches are interesting for people
with high incomes, and so on.
As well as a clearer distinction within social groups
(gender, age, social status). For example, it is natural
that among beauty products mainly aimed at women,
Oriflame and Faberlic lotions arouse interest primarily
among girls under 25 years of age, and anti-wrinkle
creams, respectively, among women over 30 years of
age. The gender orientation of advertising for these
products takes on additional age determinism.
When creating an advertising text, in addition to
linguistic factors, you should also take into account
extralinguistic factors that influence the structure of
the text parameters of the advertising message and
are associated with the presence of a purely feminine
principle (for example: advertising of decorative
cosmetics, clothing, jewelry, household items, etc.) or
purely masculine (for example: advertising of cars,
tools, alcohol, men's fragrances, etc.).
Women's speech is constructed the other way around
and includes indirect queries such as subordinate
degrees and comparisons. In modern society, ideas
about the ideal image of a man and woman are
developed, and thus a certain cliché is formed that is
used by advertising developers. It should also be noted
that there are a number of products whose advertising
is practically “neutral”. The main role here is played by
the quality, design and prestige of the product. Such
advertising is carried out with high quality and, as a
rule, the main role in it is played by the product itself.
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Volume 04 Issue 06-2024
11
American Journal Of Philological Sciences
(ISSN
–
2771-2273)
VOLUME
04
ISSUE
06
P
AGES
:
8-11
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
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