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The advertising name and the advertising text. / Fezhenko, L.

Оpen innovation: сборник статей IX Международной научно-практической конференции : в 2 ч.. ред. / Герман Юрьевич Гуляев. Том 2 Пенза : МНЦС "Наука и просвещение", 2019. стр. 63-66.

Результаты исследований: Публикации в книгах, отчётах, сборниках, трудах конференций › статья в сборнике материалов конференции › научная › Рецензирование

Harvard

Fezhenko, L 2019, The advertising name and the advertising text. в ГЮ Гуляев (ред.), Оpen innovation: сборник статей IX Международной научно-практической конференции : в 2 ч.. Том. 2, МНЦС "Наука и просвещение", Пенза, стр. 63-66, IX Международная научно-практическая конференция «Open Innovation», Пенза, Российская Федерация, 23/06/19.

APA

Fezhenko, L. (2019). The advertising name and the advertising text. в Г. Ю. Гуляев (Ред.), Оpen innovation: сборник статей IX Международной научно-практической конференции : в 2 ч. (Том 2, стр. 63-66). МНЦС "Наука и просвещение".

Vancouver

Fezhenko L. The advertising name and the advertising text. в Гуляев ГЮ, Редактор, Оpen innovation: сборник статей IX Международной научно-практической конференции : в 2 ч.. Том 2. Пенза: МНЦС "Наука и просвещение". 2019. стр. 63-66

Author

Fezhenko, L. / The advertising name and the advertising text. Оpen innovation: сборник статей IX Международной научно-практической конференции : в 2 ч.. Редактор / Герман Юрьевич Гуляев. Том 2 Пенза : МНЦС "Наука и просвещение", 2019. стр. 63-66

BibTeX

@inproceedings{b41ceb269d2f4cb3b134733112011c2a,
title = "The advertising name and the advertising text",
abstract = "This paper analyzes the commercial (advertising) name and advertising text as two independent marketing communication units and shows the main forms of their interaction in advertising. The forms of interaction between a commercial name and an advertising text are determined by the purpose of the promotion campaign and are aimed at increasing recognition or retention of a commercial name by advertising means, creating loyalty to the object of nomination or implementing more complex tasks. To achieve this goal, quantitative and qualitative methods of working with a commercial name are used. In the first case, attention is drawn to the name by repeated repetition. Qualitative techniques include accents on forms of composition or meanings, the use of rhyme, metaphorization, semantization, and desemantization of a commercial name.",
keywords = "commercial name (advertising name), advertising text",
author = "L. Fezhenko",
note = "Fezchenko L. G. The advertising name and the advertising text // Оpen innovation: сборник статей IX Международной научно-практической конференции. В 2 ч. Ч. 2. Пенза: МЦНС «Наука и Просвещение», 2019. С. 63-66.; IX Международная научно-практическая конференция «Open Innovation» ; Conference date: 23-06-2019 Through 23-06-2019",
year = "2019",
language = "English",
isbn = "9785001590323 Ч. 2",
volume = "2",
pages = "63--66",
editor = "Гуляев, {Герман Юрьевич}",
booktitle = "Оpen innovation",
publisher = "МНЦС {"}Наука и просвещение{"}",
address = "Russian Federation",

}

RIS

TY - GEN

T1 - The advertising name and the advertising text

AU - Fezhenko, L.

N1 - Fezchenko L. G. The advertising name and the advertising text // Оpen innovation: сборник статей IX Международной научно-практической конференции. В 2 ч. Ч. 2. Пенза: МЦНС «Наука и Просвещение», 2019. С. 63-66.

PY - 2019

Y1 - 2019

N2 - This paper analyzes the commercial (advertising) name and advertising text as two independent marketing communication units and shows the main forms of their interaction in advertising. The forms of interaction between a commercial name and an advertising text are determined by the purpose of the promotion campaign and are aimed at increasing recognition or retention of a commercial name by advertising means, creating loyalty to the object of nomination or implementing more complex tasks. To achieve this goal, quantitative and qualitative methods of working with a commercial name are used. In the first case, attention is drawn to the name by repeated repetition. Qualitative techniques include accents on forms of composition or meanings, the use of rhyme, metaphorization, semantization, and desemantization of a commercial name.

AB - This paper analyzes the commercial (advertising) name and advertising text as two independent marketing communication units and shows the main forms of their interaction in advertising. The forms of interaction between a commercial name and an advertising text are determined by the purpose of the promotion campaign and are aimed at increasing recognition or retention of a commercial name by advertising means, creating loyalty to the object of nomination or implementing more complex tasks. To achieve this goal, quantitative and qualitative methods of working with a commercial name are used. In the first case, attention is drawn to the name by repeated repetition. Qualitative techniques include accents on forms of composition or meanings, the use of rhyme, metaphorization, semantization, and desemantization of a commercial name.

KW - commercial name (advertising name)

KW - advertising text

UR - https://elibrary.ru/item.asp?id=38200369

M3 - Conference contribution

SN - 9785001590323 Ч. 2

VL - 2

SP - 63

EP - 66

BT - Оpen innovation

A2 - Гуляев, Герман Юрьевич

PB - МНЦС "Наука и просвещение"

CY - Пенза

T2 - IX Международная научно-практическая конференция «Open Innovation»

Y2 - 23 June 2019 through 23 June 2019

ER -

ID: 49646780