МУЗИЧНИЙ СУПРОВІД У РЕКЛАМІ ЯК ЗАСІБ ВПЛИВУ НА МАСИ
Abstract
The article analyzes musical accompaniment in political, commercial and social advertising as a means of influence on the masses. The advertising blocks of the presidential election company in Ukraine in 2019 from the archive of the broadcasting of the Ukrainian radio station "Hit FM" were traced, as well as political videos of the parliamentary elections of the Russian Federation in 2016 and political videos of the presidential elections in the USA in 2016. Examples of using music accompaniment as sign sound and background music in commercial and social advertising are considered. As a result of listening, differences in the musical accompaniment of commercials were found. It has been established that music in political and commercial advertising can be used as a sign sound to create a complete emotional image of the advertised object, and the style and nature of musical accompaniment in social advertising is determined by the content of the video and intends to emphasize the identified social problem.
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