STRUCTURAL AND SEMANTIC TECHNIQUES OF CREATING INTERNET ADVERTISING (ON THE EXAMPLE OF THE SOCIAL NETWORK "VKONTAKTE")

Makarova O. V., Galyamova F. A.

The relevance of the work is due to the widespread use of advertising in all spheres of human activity, including social networks, one of which is "VKontakte". Using the continuous sampling method, 148 advertising texts from the VKontakte service were studied, survey data from 70 respondents were obtained. It was found that advertising messages on this platform have the following features: implementation of the function of communication with the consumer, recording of his interest, the presence of interaction between the creators of advertising, creolization of the text, its interactivity. The survey showed that most often respondents notice advertising in social networks, the main feature of which is the form of advice from an ordinary user, although an intriguing headline often serves as an incentive to read the text. It has been proven that within the virtual advertising field the blog genre dominates, including techniques of intimacy, self-presentation, and reducing the distance with the consumer.

Keywords:advertising text; social network; Internet advertising; creolized text; multimodality; VKontakte; interactivity