Individual work

students of group 1442A

Checked:

Elena Viktorovna,

Ph.D., Associate Professor

Vladivostok 2008

Conclusion

An advertising medium is a way of presenting advertising using any medium or stimulus to convey information in a certain form and form, i.e. a way of expressing an advertising message (content and form) in technical media.

All advertising media represent a certain aggregate. In this case, it is necessary to distinguish advertising media from the carriers (mediums) of the advertising message. Advertising media can simultaneously be a carrier of an advertising message, but the advertising medium is not an advertising medium (for example, magazines are advertising media, and advertisements are advertising media, a cologne bottle is a carrier of an advertising label, etc.). Therefore, an advertising medium contains both advertising and non-advertising elements. Advertising elements include the content and form of the advertising message; non-advertising - material and technical carrier of advertising elements (distribution medium, for example, radio, television).

Advertising information can be conveyed to recipients using various media: television, radio, print, etc. In this case, a variety of advertising media are used, which differ from each other in their constituent elements, features of application and distribution, massiveness and effectiveness of impact, etc. .

Advertising media contains advertising messages. The main elements that define an advertising message are text and image. In addition, the elements of an advertising medium include color, light, sound, font, drawing, and graphic elements that give the advertising message an emotional overtones.

One advertising medium may contain all of these elements, while another may contain only part of them. Text is an integral part of most advertising media. It is the main element that reveals the main content of the advertising message.
An important requirement is maximum information, minimum words.
The effectiveness of advertising largely depends on how clear the reader gets about the appearance and content of the advertised product.

1. Specific and targeted. The buyer must understand and remember the advertisement;

2. Evidence-based, logically structured and intelligible. The content should be of interest and attract the buyer’s attention to the product. The text contains a title, explanation and conclusion. The headline should attract attention to the text, provide a minimum of information, and help understand the benefits of the advertised product. The explanation includes details that play the role of evidence and persuasion. The goals of the final part are to consolidate the main idea, dispel doubts, and convince the buyer to buy the product;

3. Brief, concise;

4. Original, unique, interesting, entertaining, witty;

5. The text must be correctly executed.

The image enhances the impact of the text, and sometimes even replaces it.

Light is necessary for the perception of advertising media and products themselves. Speech sounds enhance the semantic content of advertising, and musical sounds and noises increase the emotional perception of the advertising medium. Font plays an important role in the implementation of an advertising idea. Two or three fonts are not recommended, as this makes it difficult to quickly perceive and reduces the advertising value.

II. Selecting optimal advertising media

1. Classification of advertising media

Product (informs the buyer about the features and advantages of goods and services; arouses interest in them);

Prestigious (branded, corporate) (represents the advantages of the company that distinguish it from its competitors).

According to the nature and characteristics of the advertising product, the life cycle of the product and the tasks that are set for advertising at a specific stage, it can be classified as follows: informative; exhortation; reminiscent; reinforcing.

Social advertising has become a rather new type in the Russian advertising market. The purpose of social advertising is to change the public’s attitude towards any problem, and in the long term, to develop new social values. The subject of social advertising is an idea that should have a certain social value. Such advertising is designed for a wide audience who are concerned about universal human problems: the fight against violence, children's health, AIDS, etc.; it can also affect the interests of narrower groups of the population, for example, residents of a particular city, etc.

The first group includes goals that form the image of the company. In this case, commercials in cinema and television, billboards, advertising in periodicals, on transport, etc. can be used.

The second group can include goals related to incentive advertising. Television and radio advertising, exhibitions, advertising in periodicals, direct mail, etc. are used as advertising means.

The third group consists of goals that, with the help of advertising means, ensure stability both in the sale of goods and in the attitude of consumers towards the company. Exhibitions, direct mailing to regular partners, hidden advertising in the form of articles about the company’s products and activities, etc. are used.

Direct mail advertising, more than other media, demonstrates how a message can sell a product without the help of a salesperson. Since direct mail advertising contains a sales message. it must provide all the information and all the incentives needed to make the sale. If it didn't work, it would have been used in these decades. Its response rate is generally higher than other advertising media used by direct marketing.

Direct mail is a type of advertising channel that uses mass mailing of printed advertisements, audio and video cassettes, CDs and floppy disks, direct product samples with advertising information, sent directly to potential buyers using the postal service or private courier services. This ensures high audience selectivity and is designed to elicit an immediate response from consumers.

This advertising medium is distinguished by exceptional precision of impact and flexibility. A group of carefully selected potential buyers may receive direct mail advertisements for many weeks at a time. Conversely, you can reach all potential buyers in one industry one, two, or more times in just a few days. In emergency situations, direct mail advertising can be sent out very quickly in order to announce something to a selected group of individuals or firms, to warn them about something, to encourage them to do something. In addition, direct mail advertising is transmitted completely confidentially.

Most direct mail advertising follows a standard format. It usually consists of an outer envelope, letter, or brochure. Additional flyers or brochures, reply cards or return envelopes.

1.2 Press advertising

The press is the oldest and most reliable channel for advertising distribution, which is easily analyzed, evaluated and controlled according to various parameters, which is very important for the advertiser.

Advertising in the press is provided by publications in various newspapers, magazines, newsletters, catalogs, advertising supplements or inserts, and directories. Of all the media, the press is the most selective; it allows you to reach the desired target audience with high accuracy; therefore, any potential consumer will find in it a publication designed specifically for him. For advertisers, this is one of the most important channels for advertising distribution, accounting for approximately 20-30% of all advertising expenses in Russia - second place after television.

The newspapers were selected as the national media outlet. They now compete with a wide range of media outlets for audience share and advertising dollars. Advertisers can now choose between newspapers, point-of-sale advertising, electronic media and direct mail advertising.

Newspapers can be classified according to three criteria: frequency of publication, volume and circulation.

Newspapers are published daily or weekly. Daily newspapers are published in major cities in the morning, evening or afternoon. For morning delivery, daily newspapers print a relatively comprehensive list of the previous day's events, including detailed reports of local and national news, as well as business, financial and sporting events. The evening papers recount the events of the previous day and provide an early report of the events of the current day. Evening newspapers carry more entertainment information than morning newspapers. Approximately 30% of daily and some weekly newspapers also publish a Sunday edition. Sunday newspapers are usually much thicker and contain more news, advertising and special features. Sunday editions typically have a larger circulation than daily editions because they offer more information and appear on a day when readers have more free time. Weekly newspapers appear in cities, suburbs and towns where the volume of information and advertising is insufficient to produce a daily newspaper. These newspapers cover local news in detail but tend to miss national news, sports and similar topics. Weekly newspapers are often ignored by national advertisers because they are relatively expensive to advertise, they replicate the circulation of daily or Sunday newspapers, and they are inconvenient because advertisements must be submitted to each newspaper separately.

Although there is no formal classification for newspapers based on the types of advertising they contain. There are three general types of newspaper advertising: classified, display and supplements.

Classified advertising- promotional messages that are placed in the newspaper in accordance with the interests of readers. Historically, it was the first type of advertising in newspapers. Classified advertisements usually consist of all types of advertising messages according to the interests of the readers, such as “Help Wanted,” “Real Estate Sales,” and “Cars for Sale.” Classified ads account for approximately 40% of total advertising revenue. Regular classified ads are usually placed under the main heading with little embellishment or surrounded by white space. Layout classified advertising uses frames, larger fonts, white space, photographs and sometimes colors. Newspapers often place official documents, political and government reports, and personal advertisements in classified sections.

Layout advertising- paid messages, which can be of any size and located anywhere in the newspaper, with the exception of the editorial page. Layout advertisements can be of any size and located anywhere in the newspaper, except on the editorial page. Layout advertising is further broken down into two types: local and national advertising.

Local layout advertising is placed by local businesses, organizations or people who pay a lower local advertising rate for the services. The difference between the price of placing local and national layout advertising is called the price differential.

Application- general or local full-color advertising insert that appears in newspapers every other week. Both national and local advertising can be found in newspaper supplements. One very popular type is the journal application. General supplements are produced by independent publishers and distributed to newspapers throughout the country. The publisher and local newspaper logo appears at the top of the application. Local supplements are published either by one newspaper or by a group of newspapers from the same area. Regardless of whether it is a general or local publication, magazine supplements are more similar in content and format to magazines than to newspapers.

Newspaper advertising has certain advantages: market coverage, price comparison, positive consumer attitudes, flexibility and interaction between national advertising and local retailers.

Undoubtedly, the most obvious advantage is the extensive market coverage provided by newspapers. When an advertiser wishes to reach local or regional markets, newspapers offer an extremely effective way to do so at low cost. Even people with special interests and racial and ethnic groups can be reached through newspapers.

Consumers consider newspapers an important source of information about products. Many people use newspapers to compare prices. Consumers choose which newspaper they want to read, when and how. As a result, they have a very positive attitude towards newspaper advertising. Consumers have a positive attitude towards newspapers. Readers perceive newspapers - including advertisements - as immediate, timely and reliable sources of information.

Flexibility is the main strength of newspapers. Newspapers offer greater geographic flexibility. Advertisers using them can choose to advertise in specific markets and no others. Newspapers often show flexibility when producing advertising. Unusual ad sizes, full color ads, free inserts, different prices in different areas and applications present an advertiser's choice.

Finally, newspapers provide an excellent bridge between the national advertiser and the local retailer, who can easily tie their advertising to the national campaign by using similar advertisements in local daily newspapers. Additionally, quick action programs such as sales and coupons are easily accomplished through local newspapers.

Like any media, newspapers also have disadvantages. For newspaper advertising, the most problematic issues are short life cycle, interference, limited appeal to certain groups of people, product specificity and poor quality of reproduction.

Although many people read newspapers, they read them quickly and only once. The average life cycle of a newspaper is only 24 hours.

Interference is a serious problem for most newspapers. This particularly applies on days when supermarkets advertise and on Sundays, when information overload reduces the impact of any advertising.

Although newspapers have a wide market reach, certain market groups are not frequent readers.

Newspapers suffer from the same restrictions as all print media. Certain products cannot be advertised in newspapers. Products that need to be showcased have difficulty making an impact if advertised in a newspaper format. Information that consumers do not expect to find in newspaper advertisements - the professional services of doctors, lawyers, plumbers, electricians - can be easily missed.

With the exception of special printing methods and pre-printed inserts, reproduction quality in newspapers is comparatively poor, especially for color advertising. Color images cost more than black and white, so advertisers don't want to waste money. Moreover, the speed required to type a daily newspaper eliminates detailed preparation and production concerns.

Magazines are classified according to the frequency of publication and their audience. The magazine industry itself also categorizes them by geographic coverage, demographics, and content.

There are two types of magazines depending on the audience they are intended for. The first type consumer magazines, is intended for those who buy goods for their own consumption. These magazines are distributed by mail, newsstands or stores. The second type includes business magazines. These magazines are intended for business people and are divided into trade (read by retailers, wholesalers and other distributors), industrial (read by manufacturers) and (read by therapists, lawyers, etc.) Business magazines are also classified as vertical or horizontal publications. Vertical publications present articles and information about the entire industry. Horizontal publications talk about business functions that are used in several industries.

Magazines are media that can appeal to many demographic groups. By their nature, magazines must fill reader niches with unique content to satisfy the interests of specific groups. They are extremely diverse in their characteristics, readership and communication with it. When evaluating a magazine, it is important for an advertiser to consider the full range of characteristics that distinguish one magazine from another.

The second advantage of magazines is the high level of receptivity of their audiences. Magazine articles add authority and credibility to advertising.

Magazines have the longest life cycle of all media. In addition, magazines have a very high level of appeal to potential audiences due to the secondary audience - family, friends, colleagues to whom the magazines are passed on. Finally, people tend to read magazines relatively slowly, usually over a couple of days. There is also the possibility of long-term use here. The magazine format also allows for more creative advertising with long pages, inserts and more.

The visual quality of the magazines is excellent because they are printed on high-quality paper that provides excellent reproduction of photographs, both black and white and color. The quality of the reproduction often stands for excellent content and well-known author names.

The most well-known disadvantages of journals are limited flexibility, high cost, and difficulty in distribution.

Magazines are inflexible regarding space availability. Front and back cover space can sell out months in advance. Finally, not every reader will pick up the magazine immediately after delivery, so the impact is slow.

The second disadvantage of magazines is related to their relatively high cost. For such a magazine, the cost per thousand is quite high, and comparing magazines aimed at a general audience with other media will not be in favor of the former. However, magazines whose audiences are carefully segmented can significantly reduce unit costs.

The last disadvantage of magazines is related to the difficulty of distribution. Many magazines are purchased primarily at newsstands. There is no way to fit 2,500 different magazines on the shelves. Some magazines simply do not reach all members of their possible target audiences.

The headline should attract the consumer, give him new information, contain the main argument and the name of the product;

You should not be afraid of a large number of words, because... if they are all to the point, then a long headline works even better than a short one;

It is necessary to use simple words that have a positive effect on everyone, for example, “free”, “new”, etc.;

In illustrations, intrigue that attracts attention is very valuable;

Photos work better than drawings, especially when they compare the condition before and after the appearance and use of the product;

A simple layout with one large magazine-page format illustration is ideal for a press advertisement;

It’s good to use with pictorial inscriptions; they will definitely be read;

There is no need to be afraid of long texts, because... if the consumer is interested in more detailed information, he, attracted by the title, will read the entire text;

The text should be easy to understand, without boasting, present facts, not unfounded statements;

Confidence in advertising increases if the photo and text reflect a picture of real life, eyewitness accounts, and authoritative experts;
As a result, the peculiarity of the press is: efficiency, mass production, flexibility, wide recognition, high reliability; but short-term existence, low quality of printing, small audience of “secondary” readers.

1.3 Radio advertising

Radio can be classified in terms of transmission method and power. The actual reception radius of a radio station depends on the height of the antenna, the quality of the equipment, etc.

There are two types of radio stations. The first type includes amplitude modulation (AM) stations, which can change the amplitude of the electromagnetic waves they produce. These waves circle around the Earth during the daytime, and at night they are directed into the sky and reflected from the upper layers of the atmosphere, which greatly increases the radius of their propagation.

Stations with a broadcast range of 25 miles are considered local radio stations. Most local stations allow 100-250 watts of power.

Radio stations with frequency modulation differ from radio stations with amplitude modulation (AM stations) by changing during broadcasting not the magnitude (amplitude) of the signal, which remains constant, but its frequency. Due to the fact that the signal from FM stations travels within line of sight, its reception range is determined by the height of the radio antenna. Typically 50 miles is the maximum distance for such signals. However, the quality of the FM signal is far superior to that of the AM signal.

Radio advertising is available on national networks and local markets. A radio network is a group of local affiliates connected to one or more national networks using telephone lines and satellite communications. The radio network simulcasts a program that is quite limited compared to the TV network's programming. Therefore, many local or regional stations belong to several networks, each of which offers its own specialized programs to fill the broadcast schedule of these stations.

Radio networks– a group of local affiliates that provide simulcast transmission of programs through communication with one or more national networks via telephone channels. More than 20 national radio networks include concerts, talk shows, sports coverage and drama. Satellite communication not only provides better sound, but also allows you to broadcast many programs of various content. Radio networks are considered a viable national advertising medium, especially for food, automobile and drug advertising.

As the number of affiliate stations grew significantly, so did the number of radio shows sold, creating more advertising opportunities for companies seeking to conquer new markets. In fact, sales and radio networks have become almost inseparable concepts. The sale has proven profitable for radio networks because it allows them to offer advertisers a large quantity of high-quality, custom programming. Sales are offered by both chains and private companies. Essentially, radio networks are offered by both networks and private companies.

The final reason for the growth of radio networks is the advent of wireless networks. The downside to radio networks has always been that it has been difficult for advertisers to deal with the large number of stations and rate structures in large markets. We considered this system earlier in connection with wireless television networks.

Spot radio advertising- a form of advertising in which the ad is placed on a separate radio station rather than on a radio network. In this case, the advertiser places his ad on a separate station, and not on the radio network. Although radio networks include national advertising in their recorded shows, they leave some free time for affiliates to run targeted advertising. Spot advertising makes up about 80% of all radio advertising. Its popularity is a result of its flexibility. With 8 thousand radio stations, advertising messages can be targeted at specific audiences. Local stations also try to be flexible through their willingness to run unusual ads, make operational changes and negotiate rates. However, buying time for targeted advertising and dealing with non-standard advertising rate structures can be quite cumbersome.

Revenue from radio advertising is divided into three categories: network, spot and local. Network revenues are by far the smallest category, accounting for only about 5% of total radio revenues. National spot advertising accounts for 5% of the remaining.

The advantage of radio over other media: 24-hour broadcasting to many regions and a variety of programs. The radio is listened to in residential and industrial premises, in the kitchen, while walking in the clean air, and in the car. Therefore, advertisements placed in relevant radio programs reach a significant percentage of a given audience of consumers, regardless of where they are - at work, on vacation, or on the go. Radio advertising is quick and low cost. At the same time, vision, through which a person receives up to 90% of information, does not participate in the process of perceiving advertising messages broadcast on the radio.

Also, radio is not without its drawbacks. Since radio carries only sound, radio messages are fleeting and can be missed or forgotten. Many people perceive the radio only as a pleasant sound background and do not listen to it carefully. The rapid increase in the number of competing radio stations, coupled with the possibility of frequent repetition of advertisements, has led to radio overload with advertising. Because radio listeners typically split their attention between multiple activities, this congestion significantly reduces the likelihood that a message will be heard or understood.

More briefly, the features of radio advertising can be described as: mass, low cost, high geographic and demographic selectivity; but the impact is only by sound, the brevity of advertising contact, the degree of attracting attention is lower than that of television. Features of radio advertising are shown in Table 1.

Table 1 - Features of radio advertising

1.4 TV advertising

The technical side of television has changed significantly. Advertisers now use several types of television systems to convey their messages.

Wired TV Networks when two or more stations can broadcast the same programs from the same source, a network can be said to exist. The network can be broadcast or cable. Affiliate - A station that has entered into a contract with a national television network to carry the network's programs for a portion of its air time. An affiliate station signs a contract with a national network under which it agrees to broadcast that network's programming for a portion of its airtime. These major networks produce their own programs, which, when broadcast in local markets, give them 30% of the affiliates' royalties. In turn, the affiliates receive a certain percentage of the advertising revenue (12-25%) received by the national television network, and have the opportunity to sell advertising time within and between the television network's programs. This constitutes the main source of income for the branches. When scheduling a television network, an advertiser enters into a contract with a national or regional television network to air commercials on a number of affiliate stations. Sometimes an advertiser purchases only a portion of a television network's coverage, called a regional segment. This often happens with sports programming when different games are broadcast in different parts of the country.

Wireless TV networks In contrast to wireline TV networks, which work directly with their affiliates on programming, wireless TV networks do not produce programming, but solely sell advertising. Wireless TV networks usually represent large stations on a commission basis (15%). They simplify the process of buying airtime for advertising agencies by assigning a separate person to work with them. Wireless TV networks also help customers plan their advertising media.

Public television: Although many people still consider public television to be “ad-free,” in 1984 the Federal Communications Commission loosened restrictions, allowing them to draw their own line between sponsorship and direct sponsorship. Public television has competed for advertising as a way to compensate for cuts in government funding and to compete more effectively with cable television. Current regulations allow public television to place advertisements only in the 2.5-minute breaks between programs. Each station determines its own criteria for acceptable advertising. Some stations accept the same commercials that are broadcast on pay TV channels. Most of the advertising broadcast on public television is created specifically with it in mind.

Local Television when television stations are branches of television networks and broadcast both received from them and their own programs. The cost of local advertising depends on the size of the market and the popularity of the broadcasts.

The local television market is more diverse than the national one. Primary advertisers include local retailers, primarily department or discount stores, financial institutions, automobile dealers, restaurants and supermarkets. Advertisers must purchase airtime separately on each station. This makes sense for local retailers, but is not effective for national or regional advertisers who must deal with a large number of stations themselves.

Like television programs, television commercials can be broadcast in different ways. Advertisers may place their advertisements on broadcast, local, cable or wireless television networks. The form of a television commercial depends on what type of television network is used. Networks offer advertisers sponsorships or program participation, and local affiliates provide spot advertising and local sponsorship opportunities.

At sponsorship, a feature of much early television advertising, the advertiser assumes all financial responsibility for the production of the program and provides the commercials.

Participation in the program- an agreement under which a television advertiser buys advertising time from television networks. In which advertisers pay for 15, 30 or 60 seconds. advertising time in one or more programs. The advertiser can buy any available time on a regular or irregular basis. This approach not only reduces the risk and costs associated with sponsorship, but also provides greater flexibility in terms of market reach, target audiences, advertising schedule and costs.

The third form of television advertising is "spot" ads. Such advertisements are broadcast between programs sold by local television network affiliates by a local advertiser. Advertising duration 10, 20, 30 and 60 seconds. sold to each station separately by local, regional and national advertisers. Time for “spot” advertising is purchased mainly by local advertisers.

Advertisers would not invest large sums of money in producing television advertisements if they were not effective. The main advantages of television that make it an attractive advertising medium are cost effectiveness, impact and influence on viewers.

Many advertisers view television as the most effective means of conveying their advertising message. The main advantage of television is its wide coverage. Television reaches not only a large part of the population, but also those who lack print advertising media. This wide coverage is, in turn, extremely cost effective.

Another advantage of television is the powerful impact of image and sound on the viewer. This increases the level of consumer participation to a level comparable to visiting stores and communicating with salespeople who know how to persuade the buyer. Television has amazing potential to make everyday products look important, exciting and interesting. The great thing about television is that it has become a staple of our culture.

The most serious limitation to the use of television advertising is the extremely high absolute cost of its production and broadcast. Although the cost of television advertising per consumer reached is low, the absolute cost may be prohibitive, especially for small and medium-sized companies. Production costs include the cost of filming the video and the fee for the celebrity's participation in it. Rates for advertising time on television depend on supply and demand. Advertising in a program that reaches a wide audience will cost much more.

The main thing is an interesting visualization (the viewer remembers first of all what he sees, and not what he hears);

You need to attract the viewer's attention in the first five seconds, otherwise interest will disappear;

It is better to build the plot not around an inanimate object, but around a person using it;

There is no need for verbosity - every word should work.
Features of television advertising are shown in Table 2.

Table 2 - Features of television advertising

As a result, the main advantages and disadvantages of television are: the impact on the senses through a combination of images, sound, color, and movement; mass character, high degree of attracting attention; but high cost, overload with advertising, fleeting advertising contact, less selectivity of the audience.

Outdoor advertising is used by many companies. There are two standard types of space on billboards: posters and billboards. In addition, there are also free-form posters and signs posted by companies or organizations.

Posters are printed using lithography or silk-screen printing and delivered to the advertising company. They are then glued in sections onto the panels. Graphics remain a core component in poster design, as in other forms of outdoor advertising. Even if the poster is dominated by font, it must be done artistically to have maximum impact. Most posters, however, remain based on images with a minimal amount of text.

As spectators pass by the billboard, street billboards must convey a “fast-acting” message. If people are moving, the design should be simple and easy to read. If people wait, then the advertiser has an attentive audience and the poster can convey a more complex message.

The painted advertising boards are prepared by artists working for a local advertising company. They are drawn by hand on site or in the workshop on panels that can be lifted and attached to the billboard frame. Drawing a large-scale image requires an unusual angle of view because the details are much larger than life. Before the work is completed, the image looks like an impressionist painting because the colors, contrasts, and shadows are greatly exaggerated. From a certain distance, the details merge and form a recognizable image.

The text on the billboard is minimal. Usually this is one line, which acts as both a title and some kind of identification of the product. The most important characteristic is brevity. Since billboards need to make an immediate but lasting impression, design is an important factor in their effectiveness. The most important feature of billboard design is good visibility. It means that the billboard is striking, it is noticeable, it attracts the eye. The eyes should linger on the illustration.

The typeface requires an unusually subtle approach. It should be easy to read from a distance, and by a moving audience. Planning the distance is a very important step when designing a billboard. The Outdoor Advertising Institute has developed a poster-to-viewer distance scale that designers use when planning layouts. Designers understand that a layout on a tabletop has a very different impact compared to a billboard sitting by the road. The scale allows designers to evaluate a design as if it were being viewed from some distance away from a moving car.

In most cases, the main function of outdoor advertising objects is often to reinforce and complement advertising placed in other media by reminding the general public about a product brand or company name. In such cases, you should adhere to several important rules of outdoor advertising, which should:

Often caught your eye;

Attract attention to yourself;

Be brief;

Easily readable on the go;

Transit advertising is primarily a form of urban advertising that uses vehicles to convey a message to people. Some “advertising on wheels” are simply amazing. In addition to allowing the image to identify the owner's company, the sides of the trucks can also be rented out for more general national appeals.

Transit advertising also includes posters in buses and trains, airports and subway stations. They are aimed at travelers and those on their way to work. Most posters should be designed to create an immediate impression. Posters on subway platforms or on buses are often studied by people waiting and may therefore represent more complex messages.

There are two types of transit advertising - internal and external. Indoor transit advertising is seen by people traveling in buses, cars and some taxis. And external transit advertising is placed on the sides of these vehicles, on the back and on the roof, and is visible to pedestrians and people from passing cars and buses.

Transit messages can be targeted to a specific audience if the vehicle has a regular route. Buses serving universities will see a large number of college students, while buses with many shops along their route will see more shoppers.

Internal transit advertising uses longer and more complex appeals because it can be studied. Indoor advertising on buses and subway cars uses a format called car cards. They are placed above the windows and in special frames at the front and rear of the vehicle.

Outdoor billboards are very similar to outdoor billboards and use the same principles to design them. The only difference is that the vehicle carrying the message, like the reader, may be in motion. This makes the conversion more difficult to accept.

Exterior panels are designed like little billboards: simple, distinct and easy to attract attention.

Station posters are mini-boards that are located at bus stops, railway stations, metro stations and airports.

So, outdoor advertising has the following advantages and disadvantages: flexibility, high frequency of repeated contacts, low cost, weak competition, but lack of audience selectivity, creative limitations.

1.6 Cinema advertising

Most movie theaters rent commercials to show before the movie. These advertisements, called announcements(the advertisement that precedes the movie in the theater) are similar to television commercials, but they are longer and much better made. Calls for cinemas usually last from 45 seconds. up to a minute. This gives you more time to develop your appeal than a typical 30-second video. There are even 2-minute mini-films for showing in cinemas. The limitations of these appeals are depending on the location of the theater and the audience attracted by different types of films. However, the most important factor influencing the audience is the attention and concentration conveyed by the atmosphere in the cinema. Projecting a larger-than-life image in a dark movie theater is completely different from watching a commercial on television. The impact of the big screen creates an attention-grabbing image. It is very difficult for the audience not to listen or look at what is happening on the screen.

The main feature of cinema advertising is that it should act as entertainment. People in cinemas are not inclined to listen to messages such as “hard selling” of a product. Advertising in cinemas is not received with enthusiasm. People express dissatisfaction with the fact that advertisements are shown before the film. People have been known to whistle when advertisements appear on the screen. Most people who are upset about these ads explain that they paid for the movie and therefore should not be forced to watch the ads. The decision about whether to show advertising is usually made not by the individual theater, but by the distribution companies and film distributors. Movie theaters usually don't show more than three commercials per film. Advertising shows anything, but its composition usually depends on what kind of film the audience is tuned in to.

Using film advertising allows advertisers to get the most out of their advertising messages due to greater certainty and predictability of the audience. Film advertising has a strong impact on the audience due to its technical features: large sizes and high image quality, high-quality sound - Dolby system, quad sound. Thanks to this, the memorability of an advertising message is several times higher than that of a 30-second TV spot. As a rule, advertisers are well aware of the composition of the audience in cinemas. For example, it is known that more than half of the audience is usually young people; urban residents make up more than 2/3 of cinema audiences. This data allows you to clearly prioritize your advertising message. Moreover, cinema allows for high geographic selectivity, which allows for widespread local events. At the same time, the cost of producing an advertising film is very high, as is the cost of placing it during film shows. This results in advertising costs per 1,000 people that are much more expensive than other distribution channels.

1.7 Computer advertising

The most modern advertising distribution channel, which appeared at the end of the last century, is computer advertising: advertising on mobile phones, advertising on the Internet. The development of the Internet and telecommunication technologies is gradually changing the role played by traditional media in distributing advertising. This primarily applies to full-color (“thick”) magazines. The processes of media globalization, the emergence of so-called hyper-media, change their content, make it possible to transmit information in large volumes in short periods of time, and make it possible to influence the population of vast territories with different cultural and historical traditions.

Currently, Internet advertising is a completely independent type of distribution channel and is used to place additional and supporting advertising along with other means that are still preferred. An important factor in the effectiveness of such advertising is the indexing of the site in search engines and directories.

Banners are the main type of advertising on the Internet. They are placed on web pages and are graphic elements of a certain size (60 x 468 pixels). They may contain hyperlinks to other advertised web pages. Small size banners (100 x 80 pixels) are called “buttons”. The right to place a banner is purchased from the site owners;

Email is used to send information, including advertising, to email addresses;

Thus, the following conclusions can be drawn. There is no universal, ideal advertising medium: they all have their pros and cons. To achieve certain goals and objectives of an advertising campaign, the means or combination of them are selected that best meet the requirements.
Typically, there are five main channels of advertising distribution: television, press, outdoor (street) media, radio and cinema. With the development of computer networks and the widespread use of the Internet, advertising transmitted via Internet channels should also be considered the main channels of advertising distribution.
IV . Analysis of the use of advertising media using the example of a specific enterprise

The analysis of advertising means uses the Climate + Salon located in Vladivostok, namely, the supply and installation of air conditioning equipment manufactured by MITSUBISHI HEAVY INDUSTRIES. The range of potential consumers of air conditioning equipment is very diverse and the advertising impact here is different.

Air conditioning equipment is complex equipment that requires well-trained personnel of the enterprise capable of designing, installing, commissioning and warranty service of air conditioning systems. One of the significant problems in promoting new equipment on the city market was its rather high cost. The main goal of the company was the desire to convey to potential clients information about the services offered by the company and the features of the products. Advertising was used to accomplish this. At first these were periodic informational announcements broadcast on the radio. Of course, this did not bring immediate effect, because... Making a decision on an expensive purchase requires a fairly long period of time. Attempts to place advertisements for several months did not bring results. It wasn’t even a matter of the quality of the radio messages, but the fact that the advertising message did not and could not reach potential clients, because The lack of clear advertising plans and funds led to the placement of advertisements at inconvenient airtime using one of the most ineffective means of advertising. Direct mail advertising, outdoor advertising, and sales presentations were not used in advertising practice. Although these methods of advertising work are the priority when selling complex equipment. Advertising was carried out without prior planning as financial opportunities arose. This approach did not bring positive results for a long time. The effectiveness of the advertising campaigns seemed to be unprofitable. During 2004, sales of air conditioning equipment amounted to about 13 thousand US dollars. Advertising investments did not bring any effect and worked on future sales. The sale of equipment was carried out mainly through personal contacts between managers and customers. This tactic also had its justification. Limited financial resources and the as yet unprepared market of the city of Vladivostok did not contribute to large-scale advertising campaigns. The task of the enterprise’s advertising activities at this stage of work was to inform potential buyers about the quality of the equipment, its distinctive features, and operating principles. Some positive changes in advertising work began to appear in 2005. As a result of advertising activities (participation in exhibitions, use of television advertising, targeted mailing of letters), the volume of sales of air conditioning equipment was significantly increased. A more clearly planned advertising campaign, information preparedness of potential consumers, high quality and reliability of equipment also played a positive role in increasing sales volume (see Table 1).

A large-scale advertising campaign was carried out in 2006. The company drew up an advertising campaign plan and an approximate cost estimate in advance. A new promotional video and text for radio messages were prepared. An original layout was also developed for placing an advertisement in a newspaper. Advertising costs were distributed as follows (see table 2)

The main advertising slogan was the phrase “Mitsubishi - climate without borders.” This phrase was present in television and radio advertisements. The company Salon "Climate +" has focused the attention of potential buyers on the quality and excellent technical solutions of air conditioning equipment. The text of the advertisement on television and radio was as follows: "..... Silent operation..... Technical excellence.... Excellent design..... Mitsubushi air conditioner - climate without borders", followed by the address and telephone number.

In 2006, the volume of air conditioning equipment sold increased significantly, but it cannot be said that all this was the result of a well-planned advertising campaign. Of course, it was not just advertising factors that had a significant impact. Potential buyers had at their disposal sufficient information about air conditioning equipment, and the level of material well-being of city residents increased (compared to 2004).

Over two years of operation, the company was able to increase sales volumes of air conditioning equipment by more than 10 times. A positive factor that contributed to this result was the active attraction and use of advertising.

But not all advertising means work equally effectively, so some change in the ratio and adjustment of advertising activities will allow the enterprise to reduce advertising costs and increase equipment sales.

Analyzing the distribution of advertising funds in 2006, it should be noted that a significant allocation of funds for radio advertising was not justified, because The majority of potential buyers of air conditioning equipment are not receptive to radio advertisements, which was perfectly confirmed at the very beginning of the company’s activities to promote air conditioners in 2004.

However, thanks to the active involvement of various means of advertising, sales volumes of air conditioning equipment have increased significantly compared to 2005 and 2006. In addition, the positive effect of advertising includes better awareness of city residents and potential consumers about the activities of the enterprise.

Active use of various means of advertising has prepared the basis for:

1. Achieve a significant market share of air conditioning equipment in the city of Vladivostok.

2. Increase sales volumes of air conditioning equipment.

3. To consolidate in the minds of consumers and potential clients the image of the enterprise as a reliable business partner.

4. Neutralize the claims of competitors.

The “Climate +” salon is well known for large facilities, where the installed equipment has proven itself to be reliable and high-quality equipment. And when developing advertising goals, they took into account that the market situation is changing rapidly. After analyzing groups of buyers who had already purchased air conditioning equipment to solve various technical problems and create favorable climatic conditions, potential consumers of the products were identified. It was they who paid special attention when organizing advertising campaigns in the media.

In order for the advertising to be effective and reach a group of potential buyers, Salon “Climate +” chose from a variety of advertising means those that could easily achieve the goal. For each group of consumers, we chose those types of advertising materials that were perceived by representatives of target groups.

Direct mail advertising - one of the most effective types of advertising materials for potential consumers of air conditioning equipment is direct mail advertising. Because Since air conditioning equipment is a complex technical product, the purchase is always preceded by a detailed study of the capabilities, reliability and quality of the equipment offered. Distribution of prospectuses, additional information and promotional materials brought quite a tangible effect.

From the analysis of the enterprise’s advertising activities, it follows that television has always been the highest priority means in the advertising campaign of the Climate + Salon, but placing advertising on one television channel clearly did not contribute to achieving high efficiency when using this advertising medium. And that’s why Salon “Climate +” placed its advertising video on several television channels, such as TNT and the NTV channel.

The video was posted in the evening. Advertising was not placed during the day, since it is less effective at this time, because usually only pensioners and non-working disabled people see it, and because... These categories of the population are insolvent, advertising for air conditioning equipment during the day would be a waste of money.

Salon "Climate +" really expanded the audience of potential buyers of air conditioning equipment by placing advertisements on several channels in the evening news blocks.

1. Before the ComedyClub program, because This is a humorous program that is very popular among city residents.

2. Before the “Today” program on the NTV channel, which is popular among people with high incomes.

Using such advertising means, the company has significantly increased the number of potential buyers aware of the activities of the Climate + Salon, its products and services. This helped the company achieve its advertising goals and expand the volume of equipment sold.

V . Test

a) a communications program that has common goals, strategy, budget, and often targets the same target audience;

b) is a material means that serves to disseminate an advertising message and contributes to achieving the necessary advertising effect;

c) action to develop the enterprise’s product offering and its image, aimed at occupying a separate favorable position in the minds of the target group of consumers.

A) influence potential consumers of the advertised object ;

b) induce consumers not to take any action;

c) show yourself.

A) text;

b) image ;

c) light, sound, drawing;

d) graphic elements (giving emotional overtones);

a) study the market;

b) study the target audience;

h) telephone;

i) all answers are correct.

6. Direct mail is...

b) Internet address;

c) company name.

a) has the highest costs per thousand recipients of all major advertising means;

V) allows you to convey information to customers in any geographical zone.

8. The most famous disadvantage of magazines:

A) limited flexibility ;

b) have the longest life cycle of all media;

c) visual quality.

A) banners ;

b) e-mail ;

c) viruses;

d) computer network;

d) all answers are correct.

A) attract consumer attention ;

b) develop creative ideas;

c) cover the local market;

d) all answers are correct.

13. At what time of day is radio advertising most effective:

a) in the evenings;

b) at lunchtime;

V) in the morning .

14. How do print media differ from broadcast media (several answer options are possible):

A) the consumer himself decides at what speed he receives information ;

b) You can provide more detailed information about the product and the situation of use ;

c) are no different.

15. The most modern advertising distribution channel, which appeared at the end of the last century:

Conclusion

Thus, a specialist planning the use of advertising media must know the breadth, frequency and impact of each of these media.

When choosing distribution media, media specialists consider many factors. The choice is influenced by the target audience's commitment to certain media, for example, if advertising is aimed at teenagers, it is best to use television and radio. The nature of the product is also taken into account - it is best to advertise fashionable clothes on the pages of magazines, and demonstrate Nikon cameras on television. In addition, different types of messages require different means of distribution: for example, an announcement about a big sale starting tomorrow is better broadcast on television or printed in newspapers; A message containing a large amount of technical information is best published in a magazine, sent by mail, or posted on an Internet bulletin board.

It is preferable that the advertising program include logically combined means of distributing advertising messages in order to fully cover the target group. (Be sure to get creative with this! You need to go beyond the ordinary). When using media, the advertiser must take into account the characteristic features of each of them.

References

1. Bagiev G.L., Tarasevich V.M. Marketing: Textbook. allowance – M.: Economics, 2001- 256 p.

7. Golubkova E.N. Marketing communications: Textbook. allowance – M.: Peter, 2003-846s.

8. Kotler, F. Fundamentals of Marketing / Transl. from English -2nd European ed. – St. Petersburg; "Williams" 2000.- 944 p.

10. Litvinova A. How much does a word weigh? “Article” advertising in the press. –M.: RIP-holding, 2007-40s.

11. Likhobabin M.Yu. Technologies of manipulation in advertising (methods of zombification). – Rostov-on-Don, 2004-98s.

16. Pocheptsov G.G. Communication technologies of the twentieth century.-M.: Kyiv, 2001-340p.

20. Tereshchenko V.M. Marketing: new technologies in Russia. – St. Petersburg, 2001-115s.

21. Uchenova V.V., Shomova S.A., Grinberg T.E., Konanykhin K.V. Advertising: a palette of genres. - M.: Kharkov, 2000- 167 p.

24. Fedko N.G., Fedko V.P. Marketing communications. – Rostov-on-Don, 2002-205s.

26. Fiminova O. Information technologies in advertising. – M.: Republic, 2006-89 p.

http://www.advertology.ru/article34789.html

http://www.arm-group.ru/history/work/advert

http://basegroup.ru/practice/promotion.htm

http://www.dkor.ru/part2-4.htm (the budget of any on-line advertising campaign is calculated)

http://reklamoff.ru/index.php?ea=1&roll=1&ln=1&chp=showpage&num=137

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Acting art, the art of theatrical acting, creating stage images. The artistic specificity of the theater - the reflection of life in the form of a dramatic action taking place directly in front of the audience - can only be achieved through the art of acting. Its purpose is to influence the viewer and evoke a response from him. Performing in front of the audience is the most important and final act of embodying the role, and each performance requires creative reproduction of this process.

The actor’s creativity comes from drama - its content, genre, style, etc. Drama represents the ideological and semantic basis of the art of acting. But there are known types of theater (for example, folk comedy of masks), where the actor does not have the full text of the play, but only his dramatic outline (script), designed for the art of acting improvisation.

The actor's image is convincing and aesthetically valuable not in itself, but to the extent that the main action of the drama develops through it and through it, its general meaning and ideological orientation are revealed. The performer of each role in the play is therefore closely connected with his partners, participating with them in the creation of the artistic whole that is the theatrical production. Drama sometimes places very difficult demands on the actor. He must perform them as an independent artist, acting at the same time on behalf of a specific character. By placing himself in the circumstances of the play and role, the actor solves the problem of creating a character based on stage transformation. At the same time, Acting is the only type of art in which the artist’s material is his own nature, his intellectual emotional apparatus and external data. The actor resorts to makeup, costume (in some types of theater - to the help of a mask); in his arsenal of artistic means is the mastery of speech (in opera - vocal art). movement, gesture (in ballet - dance), facial expressions. The most important elements of acting are attention, imagination, emotional and motor memory, the ability to communicate on stage, a sense of rhythm, etc.

Types of means of expression and their features

A Ktera creativity

Acting art, the art of theatrical acting, creating stage images. The artistic specificity of the theater - the reflection of life in the form of a dramatic action taking place directly in front of the audience - can only be achieved through the art of acting. Its purpose is to influence the viewer, to provoke a response from him. Performing in front of the audience is the most important and final act of embodying the role, and each performance requires creative reproduction of this process.

An actor's creativity comes from drama - its content, genre, style, etc. Drama represents the ideological and semantic basis of the art of acting. But there are known types of theater (for example, folk comedy of masks), where the actor does not have the full text of the play, but only its dramatic outline (script), designed for the art of acting improvisation.

The actor's image is convincing and aesthetically valuable not in itself, but to the extent that through it and through it, the main action of the drama develops, its general meaning and ideological orientation are revealed. The performer of each role in the play is closely connected, therefore, with his partners, participating with them in the creation of the artistic whole that is the theatrical production. Drama sometimes places very difficult demands on the actor. He must perform them as an independent artist, acting at the same time on behalf of a specific character. By placing himself in the circumstances of the play and role, the actor solves the problem of creating a character based on stage transformation. At the same time, Acting is the only type of art in which the artist’s material is his own nature, his intellectual emotional apparatus and external data. The actor resorts to makeup, costume (in some types of theater - to the help of a mask); in his arsenal of artistic means is the mastery of speech (in opera - vocal art). movement, gesture (in ballet - dance), facial expressions. The most important elements of acting are attention, imagination, emotional and motor memory, the ability to communicate on stage, a sense of rhythm, etc.

Mise-en-scene

Mise-en-scene (French: mise en scine - placement on stage), the location of the actors on stage at one point or another of the performance. One of the most important means of figuratively revealing the internal content of a play, mise-en-scène is an essential component of the director's concept of the performance. The style and genre of the performance are expressed in the nature of the mise-en-scène. Through the system of mise-en-scène, the director gives the performance a certain plastic form. The process of selecting precise mise-en-scenes is associated with the work of the artist, who, together with the director, finds a certain spatial solution for the presentation and creates the necessary conditions for stage action. Each mise-en-scène must be psychologically justified by the actors and arise naturally, naturally and organically.

The encyclopedic explanation of mise-en-scène is not complete. It is not said that the mise-en-scène has not only a spatial, but also a temporal extent, that it is connected not only with the artist, but is in a special relationship with words and music.

Mise-en-scene is a plastic and sound image in the center of which there is a living, active person. Color, light, noise and music are additional, and words and movement are its main components. The art of mise-en-scène lies in the director’s special ability to think in plastic images, when he seems to see all the actions of the play expressed plastically through the actors. Just as dance is the language of ballet, so the plastic expressiveness of a continuous chain of mise-en-scenes is the language of the director.

In the era of the despotic rule of the director in the theater... the director, developing the entire production plan in advance, outlined, taking into account, of course, the data of the participants in the performance, the general contours of the stage images and indicated to the actors all the mise-en-scenes. Currently, the creative work of the director is carried out jointly with the work of the actors, without advancing or connecting it.

Mise-en-scène is the arrangement of actors on stage in relation to each other and their environment.

Mise-en-scene is always a picture of the characters' movements and actions. This is a plastic and sound image, in the center of which is a living person.

The mise-en-scene has its own mise-en-scene and tempo - rhythm. A good figurative mise-en-scène never arises on its own and cannot be an end in itself for the director; it is always a means of comprehensively solving a number of creative problems. This includes the disclosure of the end-to-end action, and the integrity of the assessment of images and the physical well-being of the characters and the atmosphere in which the action takes place. All this forms the mise-en-scène. Mise-en-scène is the most material means of a director’s creativity. Mise-en-scene - if it is accurate, then there is already an image. A well-built mise-en-scène can smooth out the shortcomings of an actor's skill and express it better than he did before the birth of this mise-en-scène.

When building a performance, it is necessary to remember that any change in the mise-en-scène means a turn of thought. Frequent transitions and movements of the performer fragment the thought, erasing the line of through action while speaking in his own way.

You need to be especially careful with the mise-en-scène when the performers are in the foreground. For here even the smallest movement is considered as a change of scenery. Strictness, a sense of proportion and taste are the advisers who can help a director out in this situation. As soon as the language of the mise-en-scène becomes an expression of the hero’s inner life, the ultimate task, it acquires richness and diversity.

Varieties of mise en scène. We know planar, deep, mise-en-scenes, built horizontally, vertically, diagonally, frontally. The mise-en-scenes are rectilinear, parallel, cross, built in a spiral, symmetrical and asymmetrical.

Mise-en-scène is not a special stage in the director’s work, divorced from all his previous work with performers. Mise-en-scène is born from those organic actions performed by the performers of the performance actions. Mise-en-scene is a means of embodiment and stage expression of the idea of ​​a play. Everything that was found by the performer along the lines of the truth of life finds its expression in a bright and expressive mise-en-scène.

Mise-en-scène is a broader concept. These are not only the transitions of characters and placements, but also all the actions of the actor, gestures and details of his behavior, this is also all - mise-en-scène.

Any well-thought-out mise-en-scène must meet the following requirements:

1. It should be a means of the most vivid and complete plastic expression of the main content of the episode, fixing and consolidating the main action of the performer, found in the previous stage of work on the play.

2.Must correctly identify the relationships between the characters, the struggle taking place in the play, as well as the inner life of each character at a given moment in his stage life.

3.Be truthful, natural, vital, and stage expressive.

The art of constructing bright, expressive, truthful mise-en-scenes also depends on the general cultural level of the director. From his artistic taste, from his knowledge of life, from his understanding of great works of painting and sculpture. They can serve as examples of mise-en-scène since they are based on a clear idea of ​​organic action.

So, the figurative and plastic solution of a theatrical performance is one of the most important tasks of directing, and mise-en-scene is one of the most powerful expressive means of directing.

Tempo rhythm

Before talking about the meaning of tempo and rhythm in performing arts and practical techniques for mastering them, it is necessary to clarify the concepts themselves, which are given different meanings. The terms tempo and rhythm, taken from the musical lexicon, have firmly entered into stage practice and pedagogy to denote certain properties of human behavior.

Tempo is the degree of speed of an action performed. You can act slowly, moderately, quickly, etc., which will require different amounts of energy from us, but will not always have a significant impact on the internal state. Thus, an inexperienced director, wanting to raise the tone of the performance, forces the actors to speak and act faster, but such external mechanical acceleration does not yet give rise to internal activity.

The rhythm of behavior is another matter. If it is said, for example, that “the performance is not in the right rhythm,” then this means not just speed, but the intensity of the actions and experiences of the actors, that is, the internal emotional intensity in which stage events take place. In addition, the concept of “rhythm” also includes rhythm, that is, one or another dimension of action, its organization in time and space. When we say that a person moves rhythmically, speaks, breathes, works, we mean a uniform, smooth alternation of moments of tension and relaxation, effort and rest, movement and stops. And vice versa, we can talk about the arrhythmia of a sick heart, the gait of a lame person, the confused speech of a stutterer, unrhythmic, poorly organized work, etc. Both, that is, rhythmicity and irregularity, are also included in the concept of rhythm and determine the dynamic nature of the action, its external and internal design.

Thus, the term “rhythm” refers to both the intensity and regularity of the action performed. With the same fast pace, actions can be completely different in character and, therefore, have different rhythms.

Tempo and rhythm are interrelated concepts, so Stanislavsky often merges them together, using the term tempo-rhythm. In many cases, they are directly dependent on each other: an active rhythm speeds up the process of action and, conversely, a reduced rhythm slows it down. Tempo-rhythm of the performance - according to K.S. Stanislavsky - synthesis of the tempo and rhythm of the performance; rise or fall, acceleration or deceleration, smooth flow or rapid development of stage action.

Rhythm and tempo are interconnected because they characterize one elemental unit of action taken over one elemental unit of stage time. Rhythm determines the tempo, but changes in tempo (while maintaining the structure of the rhythmic unit) entail changes in the nature of the rhythm. Therefore, both phenomena practically exist simultaneously, constituting together a single concept of tempo - rhythm.

The development of the tempo-rhythm of a performance is a wave-like process, where rises and falls are the sum of the tempo-rhythms of actions, episodes, and scenes. In general, the tempo-rhythm of a performance is an indicator of the intensity of its end-to-end action. K.S. Stanislavsky stated: “The tempo-rhythm of the entire play is the tempo-rhythm of its end-to-end action and subtext.”

The tempo-rhythm of a performance is a dynamic characteristic of its plastic composition. And as Stanislavsky said, “... The tempo-rhythm of a play and performance is not one, but a whole series of large and small complexes, varied and heterogeneous speeds and dimensions, harmoniously united into one large whole.

It is still a very common belief that there are two types of rhythm: internal and external. The idea of ​​internal rhythm is associated with the “life of the role’s human spirit,” and the idea of ​​external rhythm with “the life of its human body.” Meanwhile, science tells us that the life of the spirit and the life of the body are united in one process of action, where the first accounts for two parts, the second for the third. In a stage action, the first two stages take place in the consciousness of the actor, and the third is revealed in words or in movement - in the verbal or bodily (motor) manifestation of the action. How these three parts of the action relate to each other depends both on the objective proposed circumstances of the given action, and on the subjective properties of the individual, and in the case of a stage action, the personality of the actor. These properties are: the strength of the basic nervous processes (irritable and inhibitory), the balance of these processes among themselves and their mobility. Thus, when speaking about the first two stages of an actor’s action in a role, one must keep in mind not only the speed of the reaction, but also its strength and stability. Simply put, the character of a character is revealed not only in what actions he performs, but also in how quickly he evaluates each fact, each situation, as well as how strong and definite his feelings and intentions associated with the perception of the situation are. For it depends on these qualities what his response, expressed in word or movement, will be.

Thus, at any moment in the stage life of his character, the performer needs to: evaluate something, make a certain decision and implement this decision in action, verbal or motor.

The action is not verbal, but bodily - let's call it motor - it is associated with movement in stage space and is also carried out in stage time. This is already enough to confirm the dependence of motor action on the tempo-rhythm of the action as such. Since each role has some typical rhythms that are predominant for this role, they are manifested in both verbal and physical action. If someone is characterized by slow decisions, then they are expressed equally slowly in words and in movements, and the speed of reaction characteristic of someone remains fast in both verbal and plastic expression.

And just as the tempo-rhythm of the stage life of each character in the performance is formed from the tempo-rhythms of actions, so the tempo-rhythm of each segment of the end-to-end action of the performance is formed from the tempo-rhythms of two or more participants in an episode or scene. If two or more people do the same thing, then the action of each of them is equal in time to the action of the other. If two people set out to convince a third person of something, they will persuade him, convince him, inspire him, prove him until this third person agrees with their arguments. And even though the persuaders presented their arguments not in unison, but one by one, their overall impact on the partner ends absolutely simultaneously - at the moment when he is convinced by them, and one way or another discovers this. On the other hand, the resistance of the persuaded also lasts exactly as long as the influence of the persuaders lasted: action and reaction are equal. Reaction is born in response to the influence, simultaneously with it - and at the same time ends with it, when their struggle leads to some result.

Thus, all actions aimed simultaneously at one goal are equal in time to each other and equal to the action of resistance. Therefore, although each of them individually may have a different rhythmic structure from the others, quantitatively they are equal in size, due to which several different tempo-rhythms merge into one common tempo-rhythm of an episode, scene, performance.

The tempo-rhythm of the episode, which determines the duration of the pause, determines the number, speed, size and strength of the movements that make up the motor action, and therefore its figurative character (sharpness, sharpness, swiftness or softness, smoothness, etc.), and ultimately - mise-en-scène.

Atmosphere

The concept of atmosphere came to the stage from life. And in life it accompanies us every minute. The atmosphere is a deeply human phenomenon, and at its center there is a person who is biasedly peering into the world, acting, thinking, feeling, searching. A complex set of relationships with the surrounding reality, the world of our thoughts, feelings, desires, moods, dreams, fantasies, without which our existence would be unthinkable, this is the atmosphere of life, without it our life would be bloodless, automatic, and a person would resemble robot

The atmosphere is like the material environment in which the actor’s image lives and exists. This includes sounds, noises, rhythms, lighting patterns, furniture, things, everything, everything...

“...atmosphere is a dynamic concept, not a static one, it changes depending on changes in proposed circumstances and events.”

“Atmosphere is the air of time and place in which people live, surrounded by a whole world of sounds and all kinds of things.” “Every business, place and time has its own atmosphere associated specifically with this business, place and time.”

It is necessary to find that emotional stimulus that will help to find an environment, an atmosphere that maximally expresses the process of the internal flow of “the life of the human spirit.” It is in this combination of the environment and the inner life of a person that the persuasiveness or unconvincingness of the plan will be revealed.

To do this, it is imperative to find the exact combination of what is happening with life, going before, after and parallel to the developing action, either in contrast with what is happening, or in unison. This combination, deliberately organized, creates the atmosphere.

Outside the atmosphere there can be no figurative solution. Atmosphere is an emotional coloring that is certainly present in the decision of every moment of the performance.

And finally, it is necessary to distinguish the background from the atmosphere of the performance, stage, piece. Atmosphere is also a concrete concept; it is made up of real proposed circumstances. The second plan consists of emotional shades, on the basis of which the real everyday atmosphere on stage should be built.

From all of the above, it follows that mise-en-scène, atmosphere and tempo-rhythm, being expressive means of directing, mutually constitute each other and are completely dependent on each other.

Composition

Composition (lat. сompositio - composition, connection) - this concept is relevant for all types of arts. It is understood as a significant relationship between the parts of a work of art. Dramatic composition can be defined as the way in which a dramatic work (in particular a text) is organized, as an organization of action in space and time. There may be many definitions, but in them we encounter two essentially different approaches. One examines the relationship between parts of a literary text, the other examines the actual sequence of events and characters’ actions. In theoretical terms, such a division makes sense, but in the practice of stage performance it is hardly possible to implement it.

The foundations of composition were laid in Aristotle's Poetics. In it, he names the parts of the tragedy, which should be used as formative (eide) and the constituent parts (kata to poson), into which the tragedy is divided according to volume (prologue, episody, exodus, choral part, and in it parod and stasim). Here we also find the same two approaches to the problem of composition. Sakhnovsky-Pankeev also pointed out this, saying that it is simultaneously possible to “study the composition of a play based on the formal features of the differences between parts (divisions) and analyze the construction based on the characteristics of the dramatic action.” It seems to us that these two approaches are actually stages in the analysis of dramatic composition. The composition in drama simultaneously depends on the principle of construction of the action, and it depends on the type of conflict and its nature. In addition, the composition of the play depends on the principle of distribution and organization of the literary text between the characters, and the relationship of the plot to the plot.

With the development of dramaturgy, the initial division into the middle, beginning and end in the technique of dramaturgy became more complicated, and today these parts of a dramatic work have the following names: exposition, plot, development of action, climax, denouement and epilogue

The Prologue now acts as a Preface - this element is not directly related to the plot of the play. This is a place where the author can express his attitude, this is a demonstration of the author's ideas. It can also be the orientation of the presentation.

Epilogue - (epilogos) - part of the composition that produces a semantic completion of the work as a whole (and not the storyline). The epilogue can be considered a kind of afterword, a summary in which the author sums up the semantic results of the play. In dramaturgy it can be expressed as the final scene of the play, following the denouement.

Denouement - here the main (plot) action of the play traditionally ends. The main content of this part of the composition is the resolution of the main conflict, the cessation of side conflicts, and other contradictions that constitute and complement the action of the play. The denouement is logically connected with the plot. The distance from one to the other is the plot zone.

Climax - by general definition, this is the pinnacle of development of the play's action. In every play there is a certain milestone that marks a decisive turn in the course of events, after which the very nature of the struggle changes.

The development of action is the most extensive part of the play, its main field of action and development. Almost the entire plot of the play is located here. This part consists of certain episodes, which many authors break down into acts, scenes, phenomena, and actions.

The plot is the most important element of the composition. Events that violate the initial situation are located here. Therefore, in this part of the composition there is the beginning of the main conflict; here it takes on its visible outlines and unfolds as a struggle between the characters, as an action.

Exposition (from Latin expositio - “presentation”, “explanation”) is a part of a dramatic work that characterizes the situation preceding the start of the action.

Music

One of the most striking means of expression is the musical design of the performance. The atmosphere, tempo-rhythm and organic quality as a whole directly depend on the selected musical composition in one or another part of the performance.

In the work on the musical design of the performance, the following stages can be outlined:

Director's idea of ​​musical design;

Composing original music or selecting ready-made musical numbers;

Rehearsal work to introduce music into the performance;

Directing the music during the performance.

As already mentioned, the director develops the idea for the production as a result of careful and in-depth work on the script. It is known that each director sees the same play in his own way and interprets its ultimate task in his own way. The characteristics of the director’s artistic thinking and his culture, temperament, taste—his creative individuality—are also important. The director often develops the author's material, strengthens certain plot lines, places ideological accents, etc.

And, of course, music can provide significant assistance in this. Music should enter into the action as a natural and necessary element, help reveal the idea of ​​the play, and highlight the images of the characters. Therefore, the director begins to look for a musical solution only after the main moves of the play’s dramaturgy have been thought out. Naturally, the director bases his idea of ​​the musical design mainly on the inclusion of conventional music in the performance, since the plot music is already predetermined by the author's stage directions. At the same time, the director can also change the story music in his decision. There are dramatic works that are inconceivable on stage without musical accompaniment. These are vaudevilles, musical comedies, fairy tales. But there are also those whose meaning and style will be expressed more clearly if conventional music, music from the director, is introduced into the performance.

The musical image of the performance does not immediately take shape in the director’s imagination. The creative thought of the director often follows a complex path, and in the process of working on a performance, when meeting with a composer, artist, sound engineer, or actors, his musical plan may change. Often the issue of introducing individual musical numbers into a particular episode of stage action is decided only during the rehearsal process and cannot always be foreseen in advance. However, the general musical solution is necessarily outlined by the director in advance. This allows him to set certain tasks for the composer and sound engineer. It also happens that the director, not having the necessary musical knowledge, decides on the musical design only after meeting with the composer or professional musician. Thus, the main idea for the musical design of the performance is born to the director during his work on the script and is fixed in the production plan. The musical solution of a performance is a purely creative task, and it is natural that the director introduces music into the performance, consistent with his view of its role in dramatic art. Some directors, having a keen sense of music, introduce it into the performance only in those places where it is really necessary and has a very specific function. Other directors saturate every act, every picture with music and noise. Often the director's skill lies precisely in abandoning music where it seems that its introduction could be justified. It is known that silence on stage is also a sound coloration.

K. S. Stanislavsky in his book “My Life in Art” wrote: “I think that in the entire existence of the theater I. A. Sats for the first time set an example of how to treat music in our dramatic art... Initiated in everything the subtleties of the general concept, he understood and felt no worse than us, where, that is, in what exact place of the play, for what, that is, to help the director, for the general mood of the play, or to help the actor, who lacks certain elements to convey individual roles, or in order to reveal the main idea of ​​the play, his music was needed.” These words of Stanislavsky essentially define the multifaceted role of the composer in the dramatic theater.

The choice of a composer is the most important moment for the director when working on a play; the success of the future performance largely depends on a successful or unsuccessful choice.

Light

Light on stage is one of the important artistic and production means. Light helps to reproduce the place and setting of the action, perspective, create the necessary mood, etc.; Sometimes in modern productions light is almost the only means of design. Different types of decoration require appropriate lighting techniques. Performances decorated with volumetric decorations require local (spotlight) lighting, creating light contrasts that emphasize the volume of the design. When using a mixed type of decoration, a mixed lighting system is used accordingly. Stage lighting fixtures are manufactured with wide, medium and narrow light dispersion angles. Depending on the location, stage lighting equipment is divided into the following main types:

1) Overhead lighting equipment, which includes lighting fixtures (spotlights, spotlights) suspended above the playing part of the stage in several rows according to its plans.

2) Horizontal lighting equipment used to illuminate theater horizons.

3) Side lighting equipment, which usually includes spotlight-type devices installed on portal scenes, side lighting galleries, etc.

4) Remote lighting equipment, consisting of spotlights installed off stage in various parts of the auditorium. Remote lighting also includes a ramp.

5) Portable lighting equipment, consisting of devices of different types, installed on the stage for each action of the performance (depending on the requirements).

6) Various special lighting and projection devices. The theater also often uses a variety of special-purpose lighting devices (decorative chandeliers, candelabra, lamps, candles, lanterns, fires, torches), made according to the sketches of the artist designing the performance. For artistic purposes (reproduction of real nature on stage, etc.), a color stage lighting system is used, consisting of light filters of various colors. Light filters can be glass or film. Color changes during the course of the performance are carried out:

a) through a gradual transition from lighting devices that have the same filter colors to devices with other colors;

b) adding the colors of several simultaneously operating devices;

c) changing light filters in lighting fixtures.

Great importance in design theatrical concert has a light projection. With its help, various dynamic projection effects are created (clouds, waves, rain, falling snow, fire, explosions, flashes, flying birds, airplanes, sailing ships, etc.) or static images that replace the picturesque details of the decoration (the so-called light projection decorations) . The use of light projection unusually expands the role of light in a performance and enriches its artistic possibilities. Sometimes film projection is also used. Light can be a full-fledged artistic component theatrical concert only if there is a flexible centralized management system for it. For this purpose, the power supply of all stage lighting equipment is divided into lines related to individual lighting devices or apparatus and individual colors of installed light filters. On the modern stage there are up to 200-300 lines. To control lighting, it is necessary to turn on, turn off and change the luminous flux, both in each individual line and in any combination of them.

The main features of the classification of advertising media: subject of communication; way of influencing human senses; technical media; place of application; the nature of the impact on the addressee; territory coverage; subject of advertising; goals and objectives, etc.

Ø visual and tactile (for example, samples of fabrics handed over to customers for inspection and tactile perception).

Ø Visual - olfactory (narp. ​​In perfume shops, perfumes are handed over to customers to determine the smell).

Ø Visual – gustatory (tasting).

By place of application:

Ø In-store (price tags, signs, display of goods)

Ø External (street banners, store signs).

By the nature of the impact on the addressee:

Ø Individual (catalogs, brochures)

Ø Mass (leaflets, TV films).

By territory coverage:

Ø Regional

Advantages and disadvantages of the main means of distributing advertising information

Media	advantages	flaws
Newspapers and magazines	Efficiency, large audience, high reliability, relatively low costs.	Short duration of existence, low quality of reproduction, proximity of advertising competitors.
TV	Breadth of coverage, large audience, high degree of attention, combination of image, sound and movement, high emotional impact.	High cost, overload of advertising. Fleeting advertising contact, weak audience selectivity.
radio	Massive audience, relatively low cost.	Low degree of attracting attention, limited sound provision.
Print advertising	High quality of reproduction, significant duration of contact (posters, calendars), absence of competitors’ advertising on a specific medium.	Relatively high cost, image of “waste paper”.
Outdoor advertising	High frequency of repeat contacts, low cost, weak competition.	Lack of audience selectivity, inability to contact remote audiences, limitation of creativity.
Advertising on transport	Large audience, the ability to hold the recipient’s attention for a long time (in-salon advertising), flexibility, the ability to expand the geography of the target audience, wide coverage.	Short-term contact, reaching only specific audiences, those who use public transport.
Souvenir advertising	Souvenirs are utilitarian items, long-term use, high ability to achieve the recipient’s favor.	Too limited space for placing an appeal, high costs for single contacts, limited circulation.
Internet advertising	Communication space, interactivity, clearly defined access channels, reduced commercial barrier, large audience, optimal market transparency, active users, the ability to divide clients into groups, prompt transmission of information.	Does not ensure confidentiality of information, narrow target audience.

Advertising in the press includes a wide variety of advertising materials published in periodicals. Advertising materials in the press can be divided into two main groups: advertisements; publications of a review and advertising nature, which include various articles, reports, reviews, sometimes carrying direct and sometimes indirect advertising.

Radio and TV advertising– are the most widespread means of advertising in terms of coverage. The most common types of radio advertising are radio advertisements, radio spots, various radio magazines and radio advertising reports. Among the most common types of television advertising are commercials, advertisements, advertising television reports and television programs, and advertising television screensavers between programs.

Direct mail advertising (“direct mail”) is the sending of advertising messages (including personalized ones) to the addresses of a certain group of consumers or possible business partners. Direct mail advertising can be the sending of specially prepared promotional letters or targeted distribution of printed advertising materials (sometimes also with a standard cover letter).

Promotional souvenirs widely used for advertising purposes, as this is a good means of popularizing an organization that uses them in its advertising work. Conventionally, advertising souvenirs can be classified as follows: branded souvenirs; gift items; branded packaging materials .

Outdoor advertising is an effective means primarily for advertising consumer goods, as it is designed for perception by a wide segment of the population. Among the variety of types of outdoor advertising, we can highlight various billboards, posters, banners, illuminated signs, electronic displays and screens. Types of outdoor advertising include shop windows, elements of in-store advertising (signs, information boards, price tags, etc.), signs, decoration of offices, reception areas and other service premises, and overalls for service personnel.

Advertising on the Internet– a modern means of advertising distribution. Most advertising on the Internet is based on the use of banners - rectangular pictures appearing on users' monitor screens. Banner advertising takes up 60–80% of the total advertising volume on the Internet.

Among the quantitative criteria for selecting channels, we note the following:

Target reach: the percentage of buyers who can be reached using one or more advertisements;

Stability of coverage over time (for example, from week to week or from season to season);

Possibility of repetitions, depending on the physical properties of the channel;

Channel selectivity in terms of consumption profile or lifestyle;

The cost of one contact depends on the tariff and circulation.

Among the qualitative criteria that should complement the quantitative ones, we name the following:

The probability of perceiving the message, which is very high, for example, for cinema and very low for street advertising;

The lifetime of a message during which it can be received (sometimes, for example in the case of some magazines, the actual lifetime may exceed the theoretical one);

Atmosphere of message perception: characteristics of the environment in which the message is transmitted;

The context of the channel, i.e. its prestige, related messages, etc.

The expressive abilities of the channel are probably richest in cinema (color, movement, sound);

– commodity(informs the buyer about the features and advantages of goods and services; arouses interest in them);
– prestigious(branded, corporate) (represents the advantages of the company that distinguish it from its competitors).

A rather new type in the Russian advertising market has become social advertising. The purpose of social advertising is to change the public’s attitude towards any problem, and in the long term, to develop new social values ​​(the fight against violence, children’s health, AIDS, etc.).

According to the distribution of the advertising message, advertising is:
– straight(distribution of special literature by advertising agents directly to potential clients; distribution of materials by mail; working with clients by telephone);
– impersonal(mass) (advertising in the press; print advertising; television and radio advertising; outdoor advertising; advertising on transport; souvenir advertising, etc.).