INDIRECT METHODS OF HIGH QUALITY PRODUCTS AND SERVICES PRESENTATION IN AN ADVERTISING TEXT

Abstract

The article presents a system of indirect method to present high quality products and services that are used in the texts of modern commercial advertising. Direct and indirect presentation models of high quality are described, as well as subtypes of these models. Among the indirect method of presenting the quality of goods and services, the model identifies high quality with an appeal to an expert, through correlation with price, with an appeal to a narrow segment of the target audience, and also with an appeal to the authority of the producing country. Among the method of quality presentation with appeal to an expert, five models are designated: an appeal to a professional expert, to a media personality (“star”), a representative of the target audience, a character and a blogger. The method of presenting quality in relation to price is divided into two subspecies: the model “price is low, quality is high” and the model is “price is high, quality is high.” The method of presenting quality with appeal to the authority of the producing country is divided according to the nominations of certain producing countries; the most popular among them are designated Germany, Switzerland, Sweden and Japan. Some conclusions about the effectiveness of certain models and their subspecies were made. The study was carried out on the material of 474 advertising texts collected by direct sampling. Advertising texts were used, appearing both in the virtual space and media space, and in the Samara city space. The results of the presented research are recommended for practical application in commercial organizations advertising activities.

About the authors

E. A. Vazhdaeva

Samara National Research University

Author for correspondence.
Email: morenov@ssau.ru
ORCID iD: 0000-0002-7045-4310

postgraduate student, senior lecturer of the Department of Russian Language and Mass Communications

References

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