Реклама как мягкое управление: постпостмодернистский контекст
The article discusses the role of socio-cultural advertising discourse in the process of advertising exposure. Advertising impact is defined as the soft handling. Disclosed its features in terms postpostmoderna
The main reason the so-called "crisis of education" covers not only the rap-id changes in the system of knowledge and technology, but also the changes in the labor market, the prevalence of atypical employment. As a result, the univer-sity, by definition, can not train a specialist, fully satisfying the requirements of the employer. For example, the direction of "Advertising and public relations" proposes measures to resolve the existing contradictions.
Тhe article analyzes specifics of social control as "influence", turning to the "subjectness" of social actors under control. Consideration is given to the specifics that should be accounted for in social control with connection to the postmodernist trend.
The collection contains materials of scientific-methodical conference, held 16-18 April 2015 at the Moscow University for the Humanities
Аddresses education in the field of advertising, marketing, public relations
Any promo message includes a pragmatic component (goods-related discourse) and a social-cultural component (social-cultural discourse). Within the scope of direct advertising social-cultural discourse often becomes a latent source of social conflict. For instance, in the whole of Russia only 9% of population earn incomes above the “middle-class threshold”, while federal TV channels constantly broadcast barely affordable goods and lifestyles onto this low-income audience. This creates an urgent social need in diversification of promo campaigns’ content, methods and promotion techniques, which would also allow for an integrating effect. Content of such communications may be built on post-post-modern basis that is currently displacing disintegration and eclectics of post-modernism. This basis includes virtualization, techno-images, glocalization, neo-conservative axiology. The greatest challenge in this list for Russia appears to be associated with development of a glocal style of promo messaging and communications as a whole.
The book is a collection of articles prepared on the basis of reports by Russian and foreign experts at the International Conference & quot; Actual problems of management & quot;. & Nbsp; The conference was held at the Russian State University for the Humanities in March 2015
Television in the modern media advertising industry is losing ground. In order to keep the leading position in the market it is necessary to compete with emerging Internet channel. To do this, TV must have high-quality and personalized data on TV audience. Modern Methods of Evaluation (peoplemeters panels) can not give a complete and error-free customer information. There is a need to develop a new approach to the evaluation of the TV audience, witch would account data and features available from the new digital technologies.