Нестандартные коммуникации в оценках профессионального рекламного сообщества Екатеринбурга

Translated title of the contribution: Attitudes of Ekaterinburg Professional Advertising Community to Non-Standard Communications

Research output: Contribution to journalArticlepeer-review

Abstract

The article focuses on non-standard advertising in modern altered media reality. Ambient media are a sociocultural phenomenon, which tends to be new and relatively underexplored in modern Russia. This phenomenon is considered from the perspective of structural-functional analysis and the theory of cognitive dissonance. The author has conducted in-depth interviews with representatives of the advertising community of Ekaterinburg (N = 22) to fi nd out their attitudes towards alternative media. The criteria for classifi cation of modern advertising media and their socio-cultural, communicative and psychological advantages are highlighted. The study showed the high viability of non-traditional advertising forms in general and explained why only a small number of ambient media projects are realized in Ekaterinburg.
Translated title of the contributionAttitudes of Ekaterinburg Professional Advertising Community to Non-Standard Communications
Original languageRussian
Pages (from-to)46-56
Number of pages11
JournalИзвестия Уральского федерального университета. Серия 3: Общественные науки
Volume14
Issue number4 (194)
Publication statusPublished - 2019

Level of Research Output

  • VAK List

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