Мовна специфіка наративної реклами (на матеріалі інтернет-видання «Bird in Flight»)

Abstract

У статті розглянуто нативну рекламу як передову технологію просування товару або послуги, ефективний спосіб побудови комунікації зі споживачами. Досліджено мовно-стилістичні особливості нативної реклами. Визначено, що нативна реклама в інтернетвиданні «Bird in Flight» існує у форматі редакційного матеріалу – фотоісторії, інфографіки, тесту, гри або відеосюжету.

The urgency of the study is due to the need to explore native advertising as an advanced technology for promoting the product or service, an effective way to build communication with consumers. The purpose of the study is to reveal linguistic aspects of native advertising on the basis of the Internet journal «Bird in Flight». Native advertising in the Internet journal «Bird in Flight» announces an advertising message in the form of editorial material – photo stories, infographics, tests, games or video. These interactive formats fit perfectly into Internet journal «Bird in Flight», which specializes in entertaining content. Users of the resource have a positive attitude towards such advertising and, more often, they do not even notice that the materials are branded. «Bird in Flight» takes into account the rules of effective native advertising: a successful «promo» campaign needs a «loud» start; native advertising is always a fresh idea, therefore, it is necessary to have at least 20 variants of promotion of a product or a service; The main goals pursued by native advertising in «Bird in Flight» are the following: to gain trust, to provide the information in the material as useful and truthful as possible. «Bird in Flight» includes many examples of native advertising. It is marked as «sponsored material», which means that it is done on request of partners. Native materials on «Bird in Flight» are divided into two main types. The first type is entertaining content, in this case the advertised brand acts as a sponsor. The second one contains a description of the product or service. Native advertising is the most effective way to influence a consumer without his consent. The native advertising market is growing very rapidly, which determines the prospects for developing this format for advertising products and services.