title: Native advertising as a tool for digital brand-communication
metadata.name: dc.contributor.author
metadata.value: Anisimov, Vladislav E.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Goroshko, Elena I.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2019-05-29T09:29:18Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2019-05-29T09:29:18Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2018-12
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Anisimov, V. E., Goroshko, E. I. (2018). Native advertising as a tool for digital brandcommunication. Media Linguistics, 5 (4), 409–423.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: 10.21638/spbu22.2018.402
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/15574
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The ubiquitous growth of Internet provokes the oversaturation of e-advertising. The
  phenomenon of advertising blindness and the distribution of banner blocking software
  make to integrate brand messages into online content. The native advertising is considered
  as one of the most effective tools for brands’ digital communication. Research material
  covers all content of native advertising published in the three largest Internet publications
  in the Russian-speaking segment of the Net for one-year period. The hypothesis that
  the structure of the text of native advertising corresponds to the structure of the usual advertising text, and it possesses the same stylistic features as traditional advertising is
  proved. The analysis testifies that the texts of native advertising are characterized by the
  following: conciseness (short sentences and paragraphs, simple syntax); concreteness (the
  absence of lyrical digressions, arguments, descriptions of well-known facts), the text is
  constructed for the target audience benefits (usually one central idea prevails in the text,
  and it conveys just one thought to its audience); originality (there are no bureaucratic clichés
  and red tape); simplicity in the choice of vocabulary; enhanced use of imaginative means
  of speech, increased number of metaphors and emotional lexis. The style of advertising is
  usually correlated with the company’s philosophy. When building an advertising text, the
  “attention — interest — desire — action” scheme effectively works, motivating the brand
  target audience to become its supporters. It is found that the lowest ad text efficiency is
  caused by long texts and the highly specialized materials or texts dedicated to general topics.
  It is assumed that in Russian-speaking media, native advertising becomes a new stage in
  the development of media advertising in general. Brands as advertisers should change their
  approach and adapt their communication strategy, starting from the realities and modern
  technologies possibilities. The storytelling narration presents the most effective tools for
  advertising writing.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Media Linguistics;Volume 5, no. 4
metadata.lang: -
metadata.name: dc.subject
metadata.value: media linguistics
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: advertising communications
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: native advertising
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: digital-strategy
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: online media
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Native advertising as a tool for digital brand-communication
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 02-Anisimov.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/15574/1/02-Anisimov.pdf
resources.format: Adobe PDF
resources.size: 648,7 kB