Медиалог 13/2023
Medialog 13/2023
ART IN ADVERTISING
Nikola Vangelov
Резюме: Статията разглежда проявленията на изкуството в рекламната комуникация. Обект на анализ са световни брандове, които умело използват различните движения и стилове в изкуството, за да разнообразят своята комуникация, като по този начин представят на целевите аудитории своите стоки и услуги по нетрадиционен и интересен начин. Разгледани са и най-често използваните емоционални апели, които допълнително спомагат за въвличането на потребителите в този вид маркетингова комуникация.
Ключови думи: реклама, изкуство, емоционални апели, маркетингови комуникации, бранд.
Abstract: The article discusses the manifestations of art in advertising communication. Object of analysis are world brands that creatively use the different movements and styles of art in order to lend colour to their communication and present their products and services in an interesting and unorthodox way to their target audiences. The various emotional appeals that aid in involving the consumers in this type of marketing communication are also studied.
Key words: advertising, art, emotional appeals, marketing communications, brand.
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Гл. ас. д-р Никола Вангелов е преподавател във ФЖМК „СУ. Св. Климент Охридски“. Автор е на монографиите „Дигиталното потребителско проучване в маркетинга и рекламата“ (2020) и „Рекламни кампании във Фейсбук и Инстаграм“ (2021). Има редица публикации в български и международни научни списания, като някои от тях са индексирани в Scopus. Основните му интереси са в сферата на маркетинговите комуникации и по-специално, в рекламата.
Nikola Vangelov, PhD is a chief assistant professor at the Faculty of Journalism and Mass Communication at Sofia University. He is an author of the monographs Digital User Research in Marketing and Advertising (2020) and Ad Campaigns in Facebook and Instagram (2021). He has a number of articles, published in Bulgarian, as well as foreign scientific journals, some of which are indexed in Scopus. His main interests lie in the scope of marketing communications and advertising, in particular.