<p style=”text-align: right;”><strong>D. Korobko, M. Ryabova</strong></p>
<p style=”text-align: center;”><strong>С0MMUNICATIVE ADVERTISING STRATEGIES IN THE CONTEXT OF MODERN REALITIES: FROM MUTUAL UNDERSTANDING OF PEOPLE TO UNDERSTANDING THE WORLD</strong></p>
The article actualizes the relationship between advertising and the consumer, the advertiser and the target audience, goods and personal value system and their mutual influence against the background of a changing world. The dual nature of modern advertising is revealed, its simultaneous positioning of the benefits of the advertising subject and the optimization of the specific communicative intention of the target audience. The implementation of the strategic goal of advertising is investigated separately, as it usually uses an optimizing strategy. Among the positioning strategies, a number of subordinate strategies were identified, including value-oriented strategies that affect the social and psychological aspect of the advertising message, affect the mass consciousness and thus realize a regulatory function, stimulating the sale of goods. To fully understand the role of advertising in connection with the digitalization of information and include in its meanings the values of individual cultures in their opposition (in particular, Russian and European), the verbal and non-verbal possibilities of the influence of the media text of the advertising message were analyzed using the example of Russian-language slogans or advertising texts for FMCG companies, including telecommunications services, household cleaning products and food. Also, a method was proposed for analyzing advertising text using a two-stage strategy for analyzing the linguistic and extralinguistic factors of the text. The conclusion is made about the essence of advertising as a means of communication and a key to the emergence of a strong connection between the spiritual and the material.
<strong><em>Keywords</em>:</strong> communicative advertising strategies, advertising message, value-oriented strategies, value system, analysis of advertising messages.
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