MEANS OF AIMING RUSSIAN CONFECTIONERY TRADEMARKS AT THEIR TARGET AUDIENCES

Abstract

The paper focuses on Russian confectionery trademarks as commercial information carriers. These advertising names pose as micro texts created in accordance with advertising strategies of a certain type. Different types of rationalistic strategies (generic strategies, competitive advantage strategies, positioning strategy) are actualized in this nomination field. It is in accordance with these strategies that the taste of the product or targeting a certain segment of the target audience is characterized. Projection strategies employing emotional stimuli and value orientations (‘resonance’ strategy, affective strategy and the strategy of brand name internal dramatics) are actively implemented.

About the authors

T. P. Romanova

Samara National Research University

Author for correspondence.
Email: morenov.sv@ssau.ru
ORCID iD: 0000-0002-1825-0097
Russian Federation

References

  1. Novichikhina M.E. Teoreticheskie problemy issledovaniia effektivnosti kommercheskoi nominatsii ADD. Voronezh, 2004 [Theoretical problems of research on the effectiveness of commercial nomination. Author’s abstract of Doctoral thesis. Voronezh, 2004]. In: Nauchnaia biblioteka dissertatsii i avtoreferatov disserCat [Scientific library of dissertations and extended abstracts disserCat]. Retrieved from: http://www.dissercat.com/content/teoreticheskie-problemyissledovaniya-effektivnosti-kommercheskoi-nominatsii#ixzz3Kecv6QXT (accessed 12.04.2016) [in
  2. Russian].
  3. Pirogova Yu.K. Sovremennye tvorcheskie reklamnye strategii i ikh otrazhenie v tekste [Modern creative advertising strategies and their reflection in the text]. In: Reklamnyi tekst: semiotika i lingvistika [Advertising text: semiotics and linguistics]. M., 2000, pp. 9–51 [in Russian].

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Copyright (c) 2016 Romanova T.P.

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