К вопросу о научном осмыслении копирайтинга
Аннотация
В статье поднимается вопрос об онтологическом и гносеологическом статусе копирайтинга. Автор предпринимает попытку демаркации собственно копирайтинга как деятельности по подготовке и написанию продвигающих текстов и профессиональной рефлексии этой деятельности; обосновывает необходимость провозглашения отдельной отрасли научного знания, посвященной теории и практике копирайтинга.
DOI: 10.24411/2070-0695-2020-10207
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Литература
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5. Boldina, K. A. (2016). Kopiraytingovyy i reklamnyy teksty: k voprosu o tozhdestvennosti ponyatiy [Copywriting text and advertising text: to the question about the identity of concepts]. Problemy sovremennoy nauki i obrazovaniya [Problems of modern science and education], Ivanovo, 5 (47), pp. 164−167. (In Russ.).
6. Borisova, E. G. (2016). Marketingovaya lingvistika: napravleniya i perspektivy [Marketing linguistics: prospects and trends]. Verkhnevolzhskiy filologicheskiy vestnik [Verhnevolzhski philological bulletin], Yaroslavl', 4, pp. 140–143. (In Russ.).
7. Goncharova, A. A. (2015). Mozhet li kopirayting stat' nauchnoy distsiplinoy? [May copywriting become a branch of science?]. Yazyk i kul'tura [Language and culture], Preshov, 23−24, pp. 228−233. (In Russ.).
8. Guseynova, I. A. (2010). Sistemoobrazuyushchie zhanry marketingovogo diskursa [Systev-forming genres of marketing discourse]. Vestnik MGLU [Bulletin of MSLU]. Moskva, 603, pp. 17−26. (In Russ.).
9. Davtyan, A. A. (2002). Znachenie prakticheskikh i laboratornykh zanyatiy v podgotovke reklamistov v ramkakh spetsializatsii «Kopirayting» [The importance of practical and laboratory classes in the training of advertisers in the specialty «Copywriting»]. Kommunikatsii v sovremennom mire: materialy vserossiyskoy nauchno-prakticheskoy konferentsii [Communications in the modern world: materials of the all-Russian scientific and practical conference]. Publishing house Voronezh state Un-ty, pp. 197– 200. (In Russ.).
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11. Dmitrieva, L. M. & Shusharin, S. A. (2015). Razvitie tvorcheskogo myshleniya v protsesse obucheniya studentov kopiraytingu [Development of creative thinking in the process of teaching students copywriting]. Vizual'naya kul'tura: dizayn, reklama, informatsionnye tekhnologii: sbornik trudov XIV mezhdunarodnoy nauchno-prakticheskoy konferentsii [Visual culture: design, advertising, information technology: proceedings of the XIV international scientific and practical conference]. Publishing house Omsk state technological Un-ty, pp. 118–121. (In Russ.).
12. Zemskaya, Yu. N. & Kuznetsova, E. A. (2014). Spichrayting i kopirayting: filologiya na sluzhbe u integrirovannykh marketingovykh kommunikatsiy [Speechwriting and copywriting: Philology at the service of integrated marketing communications]. Filologiya i chelovek [Philology & Human], 4, pp. 137–142. (In Russ.).
13. Kaplunov, D. (2011). Avtorskoe pravo v kopiraytinge: opyt yuristov Rossii, Ukrainy i Belarusi [Copyright in copywriting: experience of lawyers in Russia, Ukraine and Belarus]. Poligrafist. V pomoshch' rukovoditelyu i glavnomu bukhgalteru [Polygraphist. To help the Manager and chief accountant]. Lyubertsy, 50, pp. 61–76. (In Russ.).
14. Kiuru, K. V. (2013). Soderzhanie obucheniya tekhnologii SEO-kopiraytinga bakalavrov reklamy i svyazey s obshchestvennost'yu [Content of training in SEO-copywriting technology for bachelor of advertising and public relations]. Pedagogiko-psikhologicheskie i mediko-biologicheskie problemy fizicheskoy kul'tury i sporta [Pedagogical-psychological and medico-biological problems of physical culture and sport]. Naberezhnye Chelny. 4, pp. 58–64. (In Russ.).
15. Krivonosov, A. D. (2015). Kopirayting: k voprosu ob ob"eme ponyatiya [Copywriting: on the question of the scope of the term]. Yazyk i kul'tura v epokhu globalizatsii: sbornik nauchnykh trudov po materialam vtoroy mezhdunarodnoy nauchnoy konferentsii [Language and culture in the era of globalization: a collection of scientific papers based on the materials of the second international scientific conference]. In two parts. Рart 2. St. Petersburg, Publishing house of SPbGEU, pp. 262. (In Russ.).
16. Ksenzenko, O. A. (2012). Gnoseologicheskie i metodologicheskie problemy sovremennogo lingvisticheskogo reklamovedeniya [Epistemological and methodological problems of modern linguistic advertising studies]. Vestn. Mosk. un-ty [Bulletin of Moscow un-ty]. Ser. 19. Lingvistika i mezhkul'turnaya kommunikatsiya [Linguistics and intercultural communication]. Moskva, 1, pp. 42–55. (In Russ.).
17. Lashchuk, O. R. (2013). Rerayterskie novostnye soobshcheniya: sozdanie i redaktirovanie [Rewriting news reports: creating and editing]. Moskva, Publishing house MediaMir, pp. 264. (In Russ.).
18. Nazaykin, A. N. Istoriya kopiraytinga: ot drevneyshikh vremen do 21 veka [The history of copywriting: from ancient times to the 21st century]. Aleksandr Nazaykin. Knigi, lektsii, seminary [Aleksandr Nazaykin. Books, lectures, seminars], available at: http://www.nazaykin.ru/lekcii/copywriting/istoria.htm (accessed: 21.02.2020). (In Russ.).
19. Nazaykin, A. N. Uchet nekontroliruemykh i kontroliruemykh faktorov pri sozdanii teksta kopirayterom [Accounting for uncontrolled and controlled factors when creating a text by a copywriter]. Aleksandr Nazaykin. Knigi, lektsii, seminary [Aleksandr Nazaykin. Books, lectures, seminars], available at: http://www.nazaykin.ru/lekcii/copywriting/sozdanie_texta/uchet_faktorov.htm, accessed 21.02.2020. (In Russ.).
20. Panteleeva, T. A. & Petrova, E. A. (2015). Ispol'zovanie novykh metodik i tekhnologiy kopiraytinga na zanyatiyakh po reklamnym distsiplinam [Use of new methods and technologies of copywriting in the classroom in advertising disciplines]. Ekonomika i sotsium [Economy and society]. Saratov, 6–3 (19), pp. 576–579. (In Russ.).
21. Pilipenko, N. N. & Tatarskiy, E. L. (2002). Osnovy marketinga: ucheb.-metod. posobie [Basics of marketing: textbook-method. manual]. Moskva, Publishing house Marketing, 179 p. (In Russ.).
22. Platonova, A. V. (2016). Stanovlenie i razvitie regional'nogo kopiraytinga (na primere krymskogo poluostrova) [Formation and development of regional copywriting (on the example of the Crimean Peninsula)]. Novoe slovo v nauke: perspektivy razvitiya [New word in science: prospects for development]. Cheboksary, 1–1 (7), pp. 429–431. (In Russ.).
23. Platonova, A. V. (2017). Kopirayting. A vy znaete, chto eto?: ucheb. posobie [Copywriting. Do you know what it is?]. Simferopol', Publishing house Krymsk. fed. Un-ty, 169 p. (In Russ.).
24. Rep'ev, A. P. Kopirayting: istoricheskiy ocherk [Copywriting: a historical essay]. Shkola Aleksandra Rep'eva [School of Alexander Repyev], available at: https://repiev.ru/articles/Copywriting-History.htm, accessed: 21.02.2020. (In Russ.).
25. Safronova, E. Yu (2011). V. Mayakovskiy kak «otets» russkogo kopiraytinga [V. Mayakovsky as the "father" of Russian copywriting]. PR v izmenyayushchemsya mire: Regional'nyy aspekt: sbornik statey / pod red. M. V. Gundarina, A. G. Sidorovoy, Yu. V. Yavinskoy [PR in a Changing World: A Regional Aspect: A Collection of Articles]. Barnaul, Publishing house Alt. un-tу, 9, pp. 213–221. (In Russ.).
26. Ukhova, L. V. (2018) «Prodvigayushchiy tekst»: ponyatie, osobennosti, funktsii [«Promoting Text»: Notion, Features, Functions]. Verkhnevolzhskiy filologicheskiy vestnik [Verhnevolzhski philological bulletin]. Yaroslavl', 3, pp. 71–82. (In Russ.).
2. Balakhonskaya, L. V. & Bykov, I. A. (2011). Problemy obucheniya kopiraytingu: elektronnye PR-teksty [Problems of teaching copywriting: electronic PR-texts]. Svyazi s obshchestvennost'yu v sfere biznesa, rekreatsii i sporta: teoriya, metodologiya, praktika: materialy vserossiyskoy nauchno-prakticheskoy konferentsii [Public relations in business, recreation and sport: theory, methodology, practice: proceedings of the all-Russian scientific and practical conference], Publishing house of St. Petersburg State Un-ty of Economics and Finance, pp. 114–116. (In Russ.).
3. Balakhonskaya, L. V. & Bykov, I. A. (2011). Setevaya filosofiya: printsipy sozdaniya i rasprostraneniya internet-tekstov v reklame i PR [Network philosophy: principles of creating and distributing Internet texts in advertising and PR]. Izvestiya PGPU im. V. G. Belinskogo [Proceedings of the PSPU named after V. G. Belinsky], Penza, 24, pp. 23–29. (In Russ.).
4. Bernet, Dzh. & Moriarti, S. (2001). Marketingovye kommunikatsii. Integrirovannyy podkhod [Marketing communications. Integrated approach]. Translated from English by S. G. Bozhuk, St. Peterburg, 864 p. (In Russ.).
5. Boldina, K. A. (2016). Kopiraytingovyy i reklamnyy teksty: k voprosu o tozhdestvennosti ponyatiy [Copywriting text and advertising text: to the question about the identity of concepts]. Problemy sovremennoy nauki i obrazovaniya [Problems of modern science and education], Ivanovo, 5 (47), pp. 164−167. (In Russ.).
6. Borisova, E. G. (2016). Marketingovaya lingvistika: napravleniya i perspektivy [Marketing linguistics: prospects and trends]. Verkhnevolzhskiy filologicheskiy vestnik [Verhnevolzhski philological bulletin], Yaroslavl', 4, pp. 140–143. (In Russ.).
7. Goncharova, A. A. (2015). Mozhet li kopirayting stat' nauchnoy distsiplinoy? [May copywriting become a branch of science?]. Yazyk i kul'tura [Language and culture], Preshov, 23−24, pp. 228−233. (In Russ.).
8. Guseynova, I. A. (2010). Sistemoobrazuyushchie zhanry marketingovogo diskursa [Systev-forming genres of marketing discourse]. Vestnik MGLU [Bulletin of MSLU]. Moskva, 603, pp. 17−26. (In Russ.).
9. Davtyan, A. A. (2002). Znachenie prakticheskikh i laboratornykh zanyatiy v podgotovke reklamistov v ramkakh spetsializatsii «Kopirayting» [The importance of practical and laboratory classes in the training of advertisers in the specialty «Copywriting»]. Kommunikatsii v sovremennom mire: materialy vserossiyskoy nauchno-prakticheskoy konferentsii [Communications in the modern world: materials of the all-Russian scientific and practical conference]. Publishing house Voronezh state Un-ty, pp. 197– 200. (In Russ.).
10. Duskaeva, L. R. (2018). Medialingvistika v terminakh i ponyatiyakh: slovar'-spravochnik [Metalinguistic in terms and concepts: dictionary], edited by L. R. Duskaeva; editorial Board V. V. Vasil'eva, Yu. M. Konyaeva, A. A. Malyshev, T. Yu. Red'kina. Moskva, Publishing house Flinta, pp. 440. (In Russ.).
11. Dmitrieva, L. M. & Shusharin, S. A. (2015). Razvitie tvorcheskogo myshleniya v protsesse obucheniya studentov kopiraytingu [Development of creative thinking in the process of teaching students copywriting]. Vizual'naya kul'tura: dizayn, reklama, informatsionnye tekhnologii: sbornik trudov XIV mezhdunarodnoy nauchno-prakticheskoy konferentsii [Visual culture: design, advertising, information technology: proceedings of the XIV international scientific and practical conference]. Publishing house Omsk state technological Un-ty, pp. 118–121. (In Russ.).
12. Zemskaya, Yu. N. & Kuznetsova, E. A. (2014). Spichrayting i kopirayting: filologiya na sluzhbe u integrirovannykh marketingovykh kommunikatsiy [Speechwriting and copywriting: Philology at the service of integrated marketing communications]. Filologiya i chelovek [Philology & Human], 4, pp. 137–142. (In Russ.).
13. Kaplunov, D. (2011). Avtorskoe pravo v kopiraytinge: opyt yuristov Rossii, Ukrainy i Belarusi [Copyright in copywriting: experience of lawyers in Russia, Ukraine and Belarus]. Poligrafist. V pomoshch' rukovoditelyu i glavnomu bukhgalteru [Polygraphist. To help the Manager and chief accountant]. Lyubertsy, 50, pp. 61–76. (In Russ.).
14. Kiuru, K. V. (2013). Soderzhanie obucheniya tekhnologii SEO-kopiraytinga bakalavrov reklamy i svyazey s obshchestvennost'yu [Content of training in SEO-copywriting technology for bachelor of advertising and public relations]. Pedagogiko-psikhologicheskie i mediko-biologicheskie problemy fizicheskoy kul'tury i sporta [Pedagogical-psychological and medico-biological problems of physical culture and sport]. Naberezhnye Chelny. 4, pp. 58–64. (In Russ.).
15. Krivonosov, A. D. (2015). Kopirayting: k voprosu ob ob"eme ponyatiya [Copywriting: on the question of the scope of the term]. Yazyk i kul'tura v epokhu globalizatsii: sbornik nauchnykh trudov po materialam vtoroy mezhdunarodnoy nauchnoy konferentsii [Language and culture in the era of globalization: a collection of scientific papers based on the materials of the second international scientific conference]. In two parts. Рart 2. St. Petersburg, Publishing house of SPbGEU, pp. 262. (In Russ.).
16. Ksenzenko, O. A. (2012). Gnoseologicheskie i metodologicheskie problemy sovremennogo lingvisticheskogo reklamovedeniya [Epistemological and methodological problems of modern linguistic advertising studies]. Vestn. Mosk. un-ty [Bulletin of Moscow un-ty]. Ser. 19. Lingvistika i mezhkul'turnaya kommunikatsiya [Linguistics and intercultural communication]. Moskva, 1, pp. 42–55. (In Russ.).
17. Lashchuk, O. R. (2013). Rerayterskie novostnye soobshcheniya: sozdanie i redaktirovanie [Rewriting news reports: creating and editing]. Moskva, Publishing house MediaMir, pp. 264. (In Russ.).
18. Nazaykin, A. N. Istoriya kopiraytinga: ot drevneyshikh vremen do 21 veka [The history of copywriting: from ancient times to the 21st century]. Aleksandr Nazaykin. Knigi, lektsii, seminary [Aleksandr Nazaykin. Books, lectures, seminars], available at: http://www.nazaykin.ru/lekcii/copywriting/istoria.htm (accessed: 21.02.2020). (In Russ.).
19. Nazaykin, A. N. Uchet nekontroliruemykh i kontroliruemykh faktorov pri sozdanii teksta kopirayterom [Accounting for uncontrolled and controlled factors when creating a text by a copywriter]. Aleksandr Nazaykin. Knigi, lektsii, seminary [Aleksandr Nazaykin. Books, lectures, seminars], available at: http://www.nazaykin.ru/lekcii/copywriting/sozdanie_texta/uchet_faktorov.htm, accessed 21.02.2020. (In Russ.).
20. Panteleeva, T. A. & Petrova, E. A. (2015). Ispol'zovanie novykh metodik i tekhnologiy kopiraytinga na zanyatiyakh po reklamnym distsiplinam [Use of new methods and technologies of copywriting in the classroom in advertising disciplines]. Ekonomika i sotsium [Economy and society]. Saratov, 6–3 (19), pp. 576–579. (In Russ.).
21. Pilipenko, N. N. & Tatarskiy, E. L. (2002). Osnovy marketinga: ucheb.-metod. posobie [Basics of marketing: textbook-method. manual]. Moskva, Publishing house Marketing, 179 p. (In Russ.).
22. Platonova, A. V. (2016). Stanovlenie i razvitie regional'nogo kopiraytinga (na primere krymskogo poluostrova) [Formation and development of regional copywriting (on the example of the Crimean Peninsula)]. Novoe slovo v nauke: perspektivy razvitiya [New word in science: prospects for development]. Cheboksary, 1–1 (7), pp. 429–431. (In Russ.).
23. Platonova, A. V. (2017). Kopirayting. A vy znaete, chto eto?: ucheb. posobie [Copywriting. Do you know what it is?]. Simferopol', Publishing house Krymsk. fed. Un-ty, 169 p. (In Russ.).
24. Rep'ev, A. P. Kopirayting: istoricheskiy ocherk [Copywriting: a historical essay]. Shkola Aleksandra Rep'eva [School of Alexander Repyev], available at: https://repiev.ru/articles/Copywriting-History.htm, accessed: 21.02.2020. (In Russ.).
25. Safronova, E. Yu (2011). V. Mayakovskiy kak «otets» russkogo kopiraytinga [V. Mayakovsky as the "father" of Russian copywriting]. PR v izmenyayushchemsya mire: Regional'nyy aspekt: sbornik statey / pod red. M. V. Gundarina, A. G. Sidorovoy, Yu. V. Yavinskoy [PR in a Changing World: A Regional Aspect: A Collection of Articles]. Barnaul, Publishing house Alt. un-tу, 9, pp. 213–221. (In Russ.).
26. Ukhova, L. V. (2018) «Prodvigayushchiy tekst»: ponyatie, osobennosti, funktsii [«Promoting Text»: Notion, Features, Functions]. Verkhnevolzhskiy filologicheskiy vestnik [Verhnevolzhski philological bulletin]. Yaroslavl', 3, pp. 71–82. (In Russ.).
Опубликована
2020-05-26
Как цитировать
ZHILINA, Anastasia Vladimirovna.
К вопросу о научном осмыслении копирайтинга.
Знак: проблемное поле медиаобразования, [S.l.], n. 2 (36), p. 73–81, may 2020.
ISSN 2949-3641.
Доступно на: <https://journals.csu.ru/index.php/znak/article/view/292>. Дата доступа: 05 feb. 2025
Раздел
КОММУНИКАТИВНЫЕ ИССЛЕДОВАНИЯ: РЕКЛАМА, PR, БРЕНДИНГ, МЕДИА
Ключевые слова
копирайтинг, рерайтинг, копирайтерский текст, продвигающий текст, объект копирайтинга, наука о копирайтинге
