A.T.-G. Kerimova
Candidate of Moscow State Technological
University “STANKIN”
On the problem of advertising as fiterale
modern society
Analysis of color
terms in advertising discourse
helps visually discover
and understand the sociocultural
conceptosphere certain people, expressed the attitude of the consumer to the perception of color that awakens deep,
subconscious processes, primarily due to the fact that each color contains a certain amount of energy and information
that affects the individual usually without their knowledge. Color terms in advertising have an indirect effect on the formation of a person's character,
his mood, a desire to acquire (or
decline) of a certain product, goods, service.
Currently, sociology,
science, provides a variety of methods and approaches to the problem of the influence of color in advertising, and analysis of contemporary social and cultural
effects can not be imagined without the sociological interpretation
of the social institutions, the social significance of which is increasing
every day. Advertising - a significant social institution in modern society, working on many of the social, cultural, psychological
characteristics such as society as a
whole, as well as individuals. In
modern Russia, an active growth to
education in the advertising
business, which stimulates circulation representatives of different sciences not only
to the specific problems of social
existence of advertising, but
also the deeper issues related to
the identification of potential color terms in advertising
discourse. Sociological aspects of the study of the use of color in different kinds of ads are relevant because of its permanent presence in the different types of goods. As a kind of mediator between
the parties, trade, the color is
a symbol of the trademark image
of the advertiser, by which
the manufacturer (seller) can increase
the attractiveness of the product, products,
services, based on which the customer
can make the choice.
Advertising is now
a form of active influence on the
citizens, and, consequently, on the
formation of certain values of the
individual and social groups. Fiteral
(component of fitema
- it. Phythem) [6]
in terms of this article is to color-forming aspect of advertising, whose content
includes a reflection of the demands and needs of society.
Optimization of the
color representation of the goods - one of the most
serious problems in the
development, primarily megabrands
(megabrands - a brand that is used to refer to all goods produced by that
confronts domestic producers, if we take into account the unique diversity of socio-demographic,
psychographic and cultural differences
Russian population) (see. [2, p. 73-104, 8]).
Color vision allows a person to more fully learn about the world, to better navigate
it in detail and
accurately distinguish between changes in objects and phenomena, which greatly enhances the ability of people
in productive activities, makes richer and fuller spiritual
life.
Activities of the
vision can excite the senses
such as touch,
hearing, taste, smell, color sensations but also can trigger memories and associated emotions, images, mental states. Color associations can be divided into several major groups: physical,
psychological, ethical, emotional, geographical and
others. Within each group contains
smaller units.
Physical Association:
a) weight
(light, heavy, air, pressing, weightless);
b) temperature
(warm, cold, hot, ice, burning);
c) texture
(soft, hard, smooth, prickly,
rough, slippery);
g),
acoustic (quiet, loud, muffled, ringing,
music);
d) spatial
(acting, deep, superficial).
Emotional associations:
a) positive
(cheerful, pleasant, cheerful,
lively, lyrical);
b) negative
(sad, sluggish, boring, tragic, sentimental);
c) neutral
(calm, indifferent, balanced).
Almost any adjective
speaking corresponds to a specific color, which indicates the breadth
and versatility of color associations,
an extremely important
position they occupy in the life
of all persons, regardless of
whether he realizes it or not.
Pathway for the formation of
associations of color is similar
to the formation of conditioned reflexes. Feelings and emotions caused by any color, similar to the feelings associated with
the object or phenomenon, always painted in this
color.
Obviously, different colors have unequal ability to
cause mental reactions to
appreciate the differences that may help the following qualities Associations:
a) uniqueness
of sensations (ie determine its
repeatability under different conditions
for the same individual);
b) the
intensity of feeling;
c) resistance
within a large group of people.
Quality color
associations, as well as aesthetic evaluation colors depend on the objective
properties of the flowers (purity, brightness, color stains form, location and value in its visual structure, material and
texture), and the properties of the
perceiver (can be divided into the
group: national factor (race,
ethnic group), cultural traditions, class and individual:
age, gender, cultural background,
education, occupation, particularly neuro-psychological
make-up of the subject). [1].
Numerous studies (see.,
For example, [1, 3]), as well as the
statements of artists and poets,
critics (see. [5]) allow us to formulate some conclusions about the relationship of the objective
properties of the color with the
reactions they cause.
1 The
purer and brighter the color,
the more definite, more intense and more stable response.
2 Complex,
, medium-light colors cause different
(unstable) and a relatively weak reaction.
3 The
most unambiguous associations
include temperature, weight and acoustic (different
people evaluate the quality of the color is basically the same).
4 The
most ambiguous associations
are gustatory, tactile,
olfactory, emotional, ie those associated with
the more intimate experiences and
biological activity of the senses. (Even the closest people can react
differently to the same color).
5 Purple
color in a clean and bright as a cause
different reactions, which can be
explained by the duality of their
nature.
6 Yellow
and green colors evoke the
greatest variety of associations, as in certain regions of the spectrum eye distinguishes the largest number of
colors.
In the language of advertising,
whose main task is to promote the
exclusivity of the properties and
qualities of the advertised goods, color is an important factor
in the transmission of visual
appeal of products, which leads to extensive use of occasional, original color terms, in
a variety of semantic, categorical and structural
terms.
In his work “Der
Lüscher-Test. Persönlichkeitsbeurteilung durch
Farbwahl” M. Lüscher notes
that in the case of arrangement
of flowers on the degree of exposure
to the attention of Russian buyers,
their distribution according to the degree of efficiency, taking into account common
in shops of Russia, is as follows (%): blue-violet
- 100; dark
blue - 90; turquoise
- 85; intense lemon - 60; black - 47; dark
violet - 42; yellow
- 22; blue - 17.5; blue - 14.5;
brown - 9.5; ruby
- 7.5; red and
pink - 3.5. [9]
Specificity of high
quality and luxury goods better
emphasizes a combination of red with gold, freshness - cool colors: yellow,
blue or green. Not random color selection of green, such as dairy products (yogurt,
“Bio Balance”, yogurt “Aktivia”),
blue - for marine or river products (canned
“Albatros Sea Food Moscow”, frozen seafood “Northern Alliance”), orange - for industrial
products (personal hygiene “Unilever”, toothpaste “Promdex”), red
- for jewelry (signage
network “Center jeweler”) (see. more [4]).
As a result of sociological
studies M. Lusher found that the number of colors used has a direct impact on the effectiveness of the impact of the advertising
message, if the perception of the
effectiveness of black-and-white image is taken as 100%, the efficiency of the
two-color increases by 2%,
a multi-color - 40%
[9] . It should
be clarified that the ratio of the
color of every nation of their
own, and engaged in the
development of an advertising campaign in a particular country, it is necessary to take into account existing
in her cultural
identity.
In America, red is associated with love,
yellow - with prosperity, green - with the hope of blue
- with loyalty, the white represents purity, serenity, peace, and black - and a symbol of the
complexity of an emergency. In
Austria, the most popular is the
green, in Bulgaria - dark green and brown,
Pakistan - emerald
green, in the Netherlands -
orange and blue, etc. [7]
In general, the closer
to the East, the more importance is given to the symbolism of the colors. In China, red means kindness
and bravery, black - honesty,
white, unlike the Europeans generally
accepted symbol of purity and
holiness, is associated with meanness
and mendacity. Therefore,
by developing an advertising
campaign, for example, in China, it is necessary to choose the right colors
Thus, the color becomes
an important element in the overall appearance of the things solutions (product) and
its (his) way of advertising. When used correctly, the color palette, which eventually becomes
the brand colors or brand, the role of
advertising is becoming increasingly apparent. For example, the use of yellow-black
color in advertising mobile operator
“Beeline”, or green in the name of another mobile operator – “MegaFon” has become
an integral part of the association,
appearing at the mention of these companies.
In a competitive environment, where the quality of the product, service, parts business comparable, color design becomes a powerful
resource for creating a competitive advantage.
As the findings
should be noted. Exploring
Color in advertising is essential,
as it can affect the person on the physiological and psycho-emotional levels. Colors in advertising subconsciously
cause certain emotions of consumers, attract attention, because they
contain a antonymous can attract and repel,
to instill a sense of calm and comfort, excite and disturb and others.
Color can
form relevant to the product or
the company. On its proper use depends largely on the success of advertising a product, service, but it is necessary to
consider the psychological and
physiological human response to a
specific color, good and bad of
their interaction, how the color values correspond to the product and agreed with
the target audience.
Thus, the undeniable
conclusion from the above it follows
that in the future producers
of advertising will come to the realization that the knowledge of the
basic laws of color perception
will create a promotional image, persuade customers to buy a particular product. Consumer flow can be controlled, and the color - one of the most
effective means of contributing to the implementation of this process. However, the general recommendation is the use of color or colors,
suitable for general purposes, or
any cases in the current scientific
literature available. Probably,
this fact is connected with the fact
that the color combinations caused
by the psychological impact differentially
for different people, the behavior of which
the essential role played by culture,
tradition, certain rules and regulations.
Literature:
1. Alimpieva
R. Semantic significance
of the words and the structure of
the lexical-semantic group (based on
adjectives-color terms in Russian. Lang.) /
M of the Supreme.
and environments. specials. Education of the RSFSR. - JL: Publishing House of Leningrad. University Press, 1986 -
181 p.
2. Bragina
A. Color definition and the creation of new meanings of words and phrases // Lexicology
and lexicography. - M., 1972 - P. 73-104.
3. Vasilevich
A. Kuznetsova S, Mishchenko
S. Color and the color name
in the Russian language.
- Ed. 2nd.
- M.: LCI, 2008
- 216 p.
4. Zemlyanskaya
A. Color and
advertising: educational and
practical guide. A series of “Learning of ethnocoloristic” - M.: Border,
2012 - 208 p.
5. Nevmerzhitskaya
E. Color winged
words and expressions:
educational and practical guide. - M.:
Border, 2011 -
108 p.
6. Nevmerzhitskaya
E. Ethnocoloristic as fiteral scientific
school of T. Balykhina // innovative teaching
of the Russian language in a
multilingual context: Sb. Stories:
2 m. / holes. Ed. N. Rumyantseva. - T.
2 - M .: RUDN,
2014 - P. 65-66.
7. Nevmerzhitskaya E. Dontsova M. Ethnocoloristic dictionary. In 3 parts. Dictionary
primary colors. - Part 1. - M.: Border,
2011 - 96 p.
8. Russian
trade and economic dictionary,
ed. S. Baburina. -
M .: Grief, 2005 - 525 p.
9. Lüscher M. Der
Lüscher-Test.
Persönlichkeitsbeurteilung durch Farbwahl. Rowohlt, Reinbek, 1985. - 171 p.