Advertising Communications in the Sphere of Cinema and Television as the Means of Transformation Value Orientations

Proceedings of the 16th International Conference on Research in Advertising (ICORIA) 2017, Ghent, Belgium, June 29th - July 1, 2017

Posted: 21 Nov 2017

See all articles by Mariia Rubtcova

Mariia Rubtcova

North- West Institute of Management-branch of RANEPA

Oleg Pavenkov

Russian Academy of National Economy and Public Administration under the President of the Russian Federation (RANEPA) - Moscow Campus

Date Written: June 18, 2017

Abstract

The article deals with the problem of advertising communications in the sphere of cinema and television as the means of transformation value orientations. We argue that advertising communications in the sphere of cinema and television consists of three components: specialist in the advertising sphere, information, canal and means of transmission and understanding of recipient.

Any communicative practice includes:

1. Feedback; 2. The degree of formalization which may differ, but it characterizes all communications; 3. Space-time localization; 4. Value-normative regulators. The value-normative regulator means the present of normative expectations. 5. Normative expectations.

Advertising communication is local. It is limited by time and space the individual during evaluation the behavior of another individual is guided by certain patterns of behavior. As a result, we gave the following definition of advertising communication in the sphere of cinema and television: Advertising communication in the sphere of cinema and television is the kind of interaction with feedback between two or more advertising specialists who works in the spheres of cinema and television and clients who have normative expectations, who interact directly, face to face in a strictly defined space-time continuum.

Suggested Citation

Rubtcova, Mariia and Pavenkov, Oleg, Advertising Communications in the Sphere of Cinema and Television as the Means of Transformation Value Orientations (June 18, 2017). Proceedings of the 16th International Conference on Research in Advertising (ICORIA) 2017, Ghent, Belgium, June 29th - July 1, 2017, Available at SSRN: https://ssrn.com/abstract=3073702

Mariia Rubtcova (Contact Author)

North- West Institute of Management-branch of RANEPA ( email )

St.Petersburg
Russia

Oleg Pavenkov

Russian Academy of National Economy and Public Administration under the President of the Russian Federation (RANEPA) - Moscow Campus ( email )

Moscow, 119571
Russia

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