IMPLEMENTATION OF THE CONCEPT OF SAFETY IN COMMERCIAL ADVERTISINGJournal: Science and world (Vol.2, No. 24)
Publication Date: 2015-08-19
Authors : Kolyshkina T.B.; Shustina I.V.;
Page : 12-18
Keywords : commercial advertising; advertising communication; concept.;
The article deals with the concept of safety in texts of commercial advertising. The analysis conduct- ed by the a uthors allows to conclude that this category can be represented as properties of a product, as the process of its use and as positive feelings of a person realized though physical, emotional, personal and social well - being. The concept of safety has multil evel structure and is implemented differently in the various groups of products. The authors of advertising texts usually emphasize the properties and processes of a product providing safety of a consumer. There- fore, they inspire confidence in consumers co ncerning reliability and safety of a product.
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