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Сила рекламы
Гл. 32. С. 112–122.
Savelyeva O. O.
Analiziryutsya different approaches to the definition of advertising. A concept of social discourse of advertising. Advertising is considered in the system of social management. Reveals the essence of advertising exposure as a socio-technological process.
In book
М.: Издательство РУДН, 2013.
Yefanov A., Человек 2026 Т. 37 № 2 С. 67–82
The article presents the practices of using deepfake technology in modern audiovisual media (television, cinema, internet) by referring to the most resonant cases. Appealing to the conducted by the author results of semi-structured expert interviews (n = 15) with media communications analysts, case study and socio-cultural modeling methods, ethical restrictions of such audiovisual solutions are ...
Added: April 23, 2026
Afanasyeva O. V., Серегин Г. Е., Erofeeva Y., Труды по интеллектуальной собственности 2025 Т. 53 № 2 С. 67–77
The article examines the features of promoting betting companies related to socially risky categories of services. Currently, there is a widespread practice of using individualization tools of bookmakers in the official names of sports events, teams, and facilities. The authors identify analyze current advertising legislation and emerging law enforcement practices in terms of risk-based games ...
Added: October 30, 2025
Veselov S. V., КнигИздат, 2025.
25-й выпуск ведущего отечественного издания про развитие российской рекламной индустрии. Авторами выступают топ-менеджеры и ведущие аналитики крупнейшие рекламных структур, исследовательских организаций, индустриальных ассоциаций, а также представители профильных государственных структур. В Ежегодники анализируются основные проблемы современного рекламного рынка. ...
Added: September 15, 2025
Veronika A. Khlyupina, Svetlana V. Golovanova, Pontual Ribeiro E., Russian Journal of Economics 2025 Vol. 11 No. 3 P. 331–348
Broadcast TV is a well-known example of a two-sided platform where cross network effects on the viewer and advertising sides interact. Like many platforms, it is advertiser-financed. While the literature shows that viewers dislike advertising, we explore a unique data set and distinguish between paid and non-paid (informative) ads. Cross-network effects’ estimates show that the ...
Added: September 10, 2025
Khisyamov R., Апсалямова А. В., Бондарева М. А., Образование. Наука. Научные кадры 2025 № 2 С. 210–216
Marketing and advertising play a central role in the pharmaceutical industry, highlighting important aspects of packaging and disseminating information about medications, diseases and medical products to both professionals and consumers. At the same time, these activities face stringent regulatory requirements and ethical issues due to their significant impact on human health and safety. There is ...
Added: September 2, 2025
Пономарёва А. А., Вестник Московского государственного лингвистического университета. Гуманитарные науки 2024 № 7(888) С. 100–107
The article examines the role of dialect in commercial banner and poster advertising in South Germany. It analyzes advertising campaigns with Upper German dialect inclusions implemented between 2010 and 2022 in Bavaria and Baden-Württemberg. The results of linguopragmatic analysis indicate that the use of dialect in regional advertising messages is determined both by the communicative ...
Added: September 2, 2025
Vishnevskiy A., Lex Russica (Русский закон) 2025 Т. 78 № 4 С. 25–33
The paper examines the amendments to the Advertising Law introduced by Federal Law No. 479-FZ dated 23 December 2024, which aim to establish additional requirements for the advertising of consumer loans (loans). The research is of a comparative legal and comprehensive nature: the author evaluates the provisions of the law not only based on a ...
Added: April 17, 2025
Khlyupina, Veronika, Applied Econometrics 2024 Vol. 73 P. 102–118
The platform is an intermediary between groups of users whose direct interaction without the platform would be complicated or unachievable. A distinctive feature of platform markets is the presence of indirect network effects (or cross-platform effects), which consist of the fact that the demand of one group of users for platform services affects the demand ...
Added: May 3, 2024
Москвитин О. А., Kornienko A., Gadzhieva A., М.: РГ-Пресс, Проспект, 2024.
Настоящий сборник подготовлен сотрудниками антимонопольных органов, ведущими юристами
и экономистами, профессионально занимающимися вопросами применения рекламного законодательства.
Законодательство и практика приведены по состоянию на 31 января 2024 г.
Для практикующих юристов и экономистов, предпринимателей, сотрудников антимонопольных
и иных органов власти, научных работников, студентов и аспирантов образовательных учреждений
высшего профессионального образования. ...
Added: March 21, 2024
Shepelenko A., Shepelenko P., Panidi K. et al., Journal of Philanthropy and Marketing 2024 Vol. 29 No. 2 Article e1842
In this study, we investigated the relationship between emotions and charitable behavior in the context of pet charities. In particular, we examined the role of pet characteristics such as age, health status, signs of homelessness, and the animal being in the presence of a human as factors in a potential donor’s emotional state (valence and ...
Added: March 4, 2024
Москвитин О. А., Наумова Е. А., Российское конкурентное право и экономика 2023 № 2 С. 40–49
The article presents the results of a study of the formation and development of the institution of self-regulation in the feld of advertising in a number of foreign countries. The authors give a general description of widely recognized international standards in the feld of advertising and marketing, study the experience of organizations that actively infuence ...
Added: December 27, 2023
М.: Государственный университет управления, 2021.
Сборник посвящен актуальным проблемам маркетинга, брендинга и рекламы. Представлены результаты исследований бакалавров и магистрантов вузов России. Затронуты вопросы маркетинговых стратегий и тактик в отраслях и сферах деятельности, а также по специальным проектам. ...
Added: November 21, 2023
Tikhomirova A., Professional Discourse & Communication 2020 Vol. 2 No. 2 P. 31–46
There are a great number of transnational corporations operating all over the world. All of themare facing the issue of national culture, and cross-cultural difference is of vital importance.Choosing appropriate marketing strategy assures success or failure on the international market.The concept of culture is very dynamic and requires constant observation. The tasks marketingmanagers started to ...
Added: September 17, 2023
Kozhemyakin E., Знак: проблемное поле медиаобразования 2018 Т. 1 № 27 С. 86–92
Критический дискурс-анализ и социальная семиотика позволяют «денатурализовать» идеологические структуры мультимодальных текстов, в том числе - визуальных форм рекламы. Автор акцентирует внимание на репрезентации социальных акторов в коммерческой пресс-рекламе, опираясь на аналитическую модель Тео ван Лёвена. В статье показано, что социальная семиотика ориентирована преимущественно на интерпретацию действий интерпретатора, в то время как КДА - на анализ ...
Added: September 16, 2023
Anna Shepelenko, Vladimir Kosonogov, Anna Shestakova, Social Psychology 2023 Vol. 54 No. 5 P. 261–270
Emotions play a pervasive role in determining advertising effectiveness. However, it is still a controversial question as to whether pleasant or unpleasant advertisements are more effective in attracting donations. We recorded self-reported valence and arousal, as well as physiological activity (skin conductance, heart rate, and facial electromyography), while 54 participants watched affective pictures of dogs ...
Added: September 13, 2023
Vartanov S., Вопросы теории и практики журналистики 2021 Т. 10 № 4 С. 711–733
Настоящая работа посвящена исследованию влияния, оказываемого медиаотраслью на другие отрасли экономики, и обсуждению методологии использования моделей такого влияния в задачах стратегирования медиасистемы. В качестве базового канала распространения влияния медиа на экономику рассматривается реклама. Работа следует разработанной автором оригинальной классификации эффектов воздействия экономического института рекламы на рынок на всех возможных уровнях. В ней рассмотрен наивысший уровень ...
Added: September 13, 2023
Rubtсova M. V., Vasilieva E., International Journal of Public Sector Performance Management 2022 Vol. 10 No. 4 P. 580–591
The paper presents the results of a study conducted in 2018 in the Republic of Sakha (Yakutia), Russia. The big part of the territory of this region is located in the Arctic, which has a low population density and large distances between settlements, which increases the importance of public consent for the effectiveness of public ...
Added: March 6, 2023
Shepelenko A., Kosonogov V., Мир психологии. Научно-методический журнал 2022 № 1(108) С. 22–29
Emotions play an important role in the donation decision process. However, it is still unclear whether pleasant or unpleasant appeals to charity are more effective in collecting donations. At the same time, a valence of an emotional state can lead to opposite consequences in the long term. This review highlights the role of the emotional ...
Added: May 18, 2022