Food-контент в условиях new media: анализ рекламных стратегий телевидения и кроссплатформ
Аннотация
Статья посвящена изменениям в рекламной индустрии в условиях развития кроссмедийных платформ. Автор анализирует приоритетные факторы рекламных стратегий в food-контенте. В работе выделены основные форматы рекламы и их модификации. Автор рассматривает процесс диверсификации телевизионного контента под влиянием деятельности гражданских журналистов. Также рассмотрены новые тенденции в создании телевизионного рекламного контента и инновационные подходы в трансляции рекламного предложения.
DOI: 10.24411/2070-0695-2020-10205
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Литература
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2. Antyuhina, A. V. (2015). Eda kak forma kul'turnoj identifikacii [Food as a form of cultural identification]. Nauchno-metodicheskij elektronnyj zhurnal "Koncept" [Scientific and methodological electronic journal "Concept"], 8, pp. 246–250. (in Russ.).
3. Bakeeva, D. A. (2014). Vizual'nye kommunikacii v reklamnom diskurse [Visual communications in advertising discourse]. PR i reklama v izmenyayushchemsya mire: regional'nyj aspekt [PR and advertising in a changing world: regional aspect], 12, pp. 66–73. (in Russ.).
4. Gromtseva, Yu. Product Placement v kinematografe kak instrument marketingovogo PR [Product Placement in Cinema as a Tool of Marketing PR], available at: https://studfiles.net/ preview/460706/, accessed: 16.10.2019. (in Russ.).
5. Grubich, K. V. (2016). Fenomen pishi kak predmet manipulyacii kulinarnyh shou [Food phenomenon as a subject of manipulation of culinary shows]. Social'no-istoricheskie aspekty mezhkul'turnogo vzaimodejstviya [Socio-historical aspects of intercultural interaction]: Sat. scientific Art. At 2 hours, P. 1, Editorial: E. A. Usovskaya (ed.) [Et al.] (pp. 109–115). Minsk, Kolorgrad. (in Russ.).
6. Dormidontova, O. A. (2011). Gastronomicheskaya metafora kak sredstvo konceptualizacii mira [Gastronomic metaphor as a means of conceptualizing the world]: dis. ... cand. filol. sciences. Tambov. 250 p. (in Russ.).
7. Zhestkov, N. Reklama na YouTube: skol'ko stoit i kak eyo sdelat' [Advertising on YouTube: how much it costs and how to make it], available at: https://in-scale.ru/blog/reklama-na-yutube-skolko-stoit-i-kak-ee-sdelat.html, accessed: 14.09.2019. (in Russ.).
8. Kapkan, M. V. (2010). Fenomen gastronomicheskoj kul'tury: specifika form reprezentacii (na primere Rossii XIX – XX vekov) [Phenomenon of gastronomic culture: specificity of the forms of representation (on the example of Russia of the XIX – XX centuries)]. Autoabstract. diss. ... cand. cultural. Yekaterinburg. 26 р. (in Russ.).
9. Kapkan, M. V. & Likhacheva, L. S. (2008). Gastronomicheskaya kul'tura: ponyatie, funkcii, faktory formirovaniya [Gastronomic culture: concept, functions, formation factors]. Izvestiya Ural'skogo gosudarstvennogo universiteta. Ser. 2. Gumanitarnye nauki [Bulletin of the Ural State University. Ser. 2. The humanities, Issue 15, 55, pp. 34–43. (in Russ.).
10. Krivtsov, N. V. (2017). Trevel-zhurnalistika: spetsifika napravleniya i yego problemy [Travel journalism: the specifics of the direction and its problems]. Voprosy teorii i praktiki zhurnalistiki [Problems of theory and practice of journalism], 6 (3), pp. 347–365. (in Russ.).
11. Medvedeva, V. N. (2006). Blogosfera i eyo rol' v reklamnom processe [The blogosphere and its role in the advertising process]. St. Petersburg, Publishing House of Mikhailov V.A., 160 р. (in Russ.).
12. Morozova, A. A. (2019). Mul'timedijnye vozmozhnosti social'noj seti VKontakte [The multimedia capabilities of the social network VKontakte]. Znak: problemnoye pole mediaobrazovanija [Sign: Problematic Field Of Media Education], 1 (31), pp. 200–208. (in Russ.).
13. Pfanshtil, I. (2019). Statistika YouTube 2019. Infografika [YouTube 2019 statistics. Infographics]. Rusability, available at: https://rusability.ru/internet-marketing/statistika-youtube-2019-infografika/, accessed: 10.10.2019. (in Russ.).
14. Fedorishina, M. (2016). Zvezdy v reklame: vygoda i vred ot uchastiya znamenitostej v prodvizhenii brenda [Stars in advertising: the benefits and harms of celebrities participating in brand promotion]. Vc.ru, available at: https://vc.ru/marketing/13602-celebrityincommercial, accessed: 10.10. 2019. (in Russ.).
15. Frumkina, R. M. (2007). Kul'tura povsednevnosti [The culture of everyday life]. Polit.ru, available at: http://www.polit.ru/author/2007/09/12/povsednevnost.html, accessed: 02.12.2019. (in Russ.).
16. Yashina, A. R. (2018). New Media – universal'naya ploshchadka dlya prodvizheniya tovarov cherez Internet [New Media – a universal platform for promoting goods through the Internet]. Diskurs-analiz [Discourse analysis], 3 (20), T. 1, available at: http://www.discourseanalysis.org/ada20_1/st153.shtml, accessed: 28.11.2019. (in Russ.).
17. Borm, J. (2004). Defining Travel: On the travel book, travel writing and terminology. Perspectives on Travel Writing, ed. by G. Hooper, T. Youngs (pp. 13–26). Aldershot, Ashgate.
Опубликована
2020-05-26
Как цитировать
BAKEEVA, Diana Anvarovna; YASHINA, Anastasia Romanovna.
Food-контент в условиях new media: анализ рекламных стратегий телевидения и кроссплатформ.
Знак: проблемное поле медиаобразования, [S.l.], n. 2 (36), p. 45–53, may 2020.
ISSN 2949-3641.
Доступно на: <https://journals.csu.ru/index.php/znak/article/view/226>. Дата доступа: 05 feb. 2025
Раздел
КОММУНИКАТИВНЫЕ ИССЛЕДОВАНИЯ: РЕКЛАМА, PR, БРЕНДИНГ, МЕДИА
Ключевые слова
аудитория, блогер, гастрономия, интеграция, контент-реклама, маркетинг, обзор, телевидение, food-контент, New Media, YouTube
