Podpruzhnikova O. An advertising character as a phenomenon in social communication : creative and functional aspects

Українська версія

Thesis for the degree of Candidate of Sciences (CSc)

State registration number

0413U004335

Thesis Registration Form

0413U004335.pdf

Applicant for

Specialization

  • 27.00.06 - Прикладні соціально-комунікаційні технології

29-05-2013

Specialized Academic Board

Д 26.001.34

Taras Shevchenko National University of Kyiv

Essay

Substantiated provision stating the advertising character can have a central role in the implementation of the communication functions of advertising appeal as attract and retain the attention of the recipient, focus on the target group communication recipients, increasing the level of confidence in the company-communicants. Proved that using an ad character or trademark can be implemented features such characters or brand as the accession to product images additional values, products personalization, appeal to archetypes rooted in the public mind, the basic human values.

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Files

aref.doc

dis.doc

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