Puzanov V. Movie Trailer as a Type of Advertising Message: Structural Functional Features and Optimization Strategies

In the thesis, for the first time, the directions of study of the movie trailer by foreign and Ukrainian scientists were formulated; an official typical movie trailer structure is proposed; anti-spoilerity is characterized as a characteristic feature of movie trailers, which contributes to the fulfillment of its main function – to form a viewer's interest in a film and stimulate him or her to watch the film; the classification of the titles of films and trailers to them by the criterion of the presence of anti-spoilers / spoilers is proposed; strategies for optimizing the trailer as a type of advertising message at the audiovisual and text levels are formulated. It is revealed that spoiler can be a positive feature of movie trailers, which fosters the interest in films of such genres: historical, biographical, comedy and drama. However, there shouldn't be any spoilers for mystery, fantasy or horror movie spoilers. Among the analyzed trailers for Ukrainian films, a relatively small number of trailers were found, the structure of which, in the presence and location of the obligatory components, is as close as possible to the structure of the official typical movie trailer. Key words: movie trailer, film trailer, advertising message, official typical movie trailer, movie trailer structure and features, spoiler and antispoiler, captions, footage, audiovisual and text level, movie trailer optimization strategies.