Open AccessCreating an image in real estate advertising texts
Author(s) -
Dmitry Sknarev,
Elizaveta V. Muzykant
Publication year - 2020
Publication title -
vestnik rossijskogo universiteta družby narodov. seriâ literaturovedenie, žurnalistika
Language(s) - English
Resource type - Journals
eISSN - 2312-9247
pISSN - 2312-9220
DOI - 10.22363/2312-9220-2020-25-2-367-373
Subject(s) - advertising , real estate , product (mathematics) , marketing mix modeling , business , marketing , online advertising , native advertising , digital marketing , computer science , return on marketing investment , world wide web , marketing effectiveness , the internet , geometry , mathematics , finance
This article presents some results obtained in the study of the advertising image characteristics in marketing communications (on the example of Russian residential real estate advertising). The study materials present print media advertising and online advertising, as well as construction companies and residential areas websites. To achieve the goal, a survey, analytical, theoretical, systemic, pragmatic methods, as well as methods of continuous sampling of linguistic means, techniques and units from marketing communications texts that create an image of a product, and of semantic interpretation and identification were used. The analysis revealed that brand names, epithets, metaphors and phraseological units are the most productive in creating the image of residential real estate in marketing communications. The concept of social and ethical marketing integrates advertising of real estate marketing products, when the product image goes beyond consumption standards and becomes media itself, creating a new communication.