Shevchuk J. Movie advertising as social communicative technology

Dissertation deals with cinema's (movie) advertising as social communicative technology and gives its author's definition. Conceptual cinema (movie) advertising is a type of advertising in which the entire film is subject to predetermined social (including manipulative) cinema management tools: the introduction of a certain ideology, formation or reinforcement of existing social stereotypes assessment and behavioral patterns or it’s change in the programmed direction. In genre-species relation it could be social, political and even area cinema (movie) advertising (tourism advertising) with advertising incorporated elements of individual components of the tourism industry. Dissertation identifies the features that could be considered cinema (movie) advertising as conceptual social and communication technology. It is noted that the conceptual cinema (movie) advertising functions as a social (including hidden) control. Dissertation e is devoted to consideration of conditions to the formation of advertising that is incorporated into the film as Product Placement – technology promotion brand with the help of works of art, the main of which are the works of cinema arts. Dissertation analyzes the correlation of concepts of film (movie) advertising and Product Placement. It is emphasized that the term “film (movie) advertising” can identify advertising as a Рroduct Рlacement (incorporated in the film technology for brand promotion); the actual movie's clip advertising; the film as a carrier of a particular ideology; the film as area advertising (tourism advertising). It is emphasized that the term “film (movie) advertising” can identify advertising as a Product Placement (incorporated technology for the film brand promotion) - movie as an advertising of certain lifestyle and patterns of social and flattering behavior, using a special technique and special technology. Dissertation is based on empirical research revealed the role of cinema advertising (imposed during the demonstration movie on TV and hidden advertising, that is built to the same movie) as a valuable impact technology on consumer behavior. Methodology is built on the statistical analysis method applying with further interpretation of the data. Comparative analysis used in the impact determining of advertising during demonstration of movie on TV, advertising is included in the same movie (hidden advertising). Using these techniques we can reveal the advertising role in movie technology as valuable influence on the formation of preferences that determine consumer behavior in the future viewer. Scientific innovation is to enhance perceptions of the cinema advertising role in technology as valuable impact, which depends on such species as advertising, which interrupted the demonstration movie when it is broadcast on TV channels and hidden advertising that is "embedded" in the film. Stand out features that can be considered as hidden social cinema advertising and communication technology.