Visualization of advertising media text on TV channels’ websites: creative technologies

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The article examines the processes of transition to multimedia broadcasting platforms in the Internet introducing creative technology of advertising media text visualization to a new level. Present-day creative technologies provide non-standard use of verbal and nonverbal communication tools driving the audience to advertising media copies. The problem of studying creative technologies of advertising media copy visualization for channel websites is actually underexplored. Nevertheless a new trend in advertising visualization of ad units and messages in the Internet demands of manufacturers pooled knowledge of the advertising product displayed. Thus conventional terrestrial channels acquire both a new business assignment and additional financial support. The article provides theoretical justification of basic concepts, that is "creativity", "creative idea" and "creative technology." Basic elements dominating in development of visualized advertising are distinguished as the guidelines for creative technologies of advertising media text visualization on channel websites, including an exclusive style and advertising image formation technology. Media content of websites of 6 federal (national) TV channels included in the 1st and 2nd multiplexes of interactive digital television in Russia is specially scrutinized as a potent fact. Multimedia broadcasting platforms are shaped in the new informative and communicative environment conditioned by rapidly progressing innovative technologies, which renders to creative technologies of advertising media text visualization both dynamics of transformations and additional advertising product properties: multimediacity, interactivity, onlinity and hypertextuality.

Lidia Kamilovna Lobodenko

PhD, assistant professor, head of Department of Mass Communication (Faculty of Journalism)

South Ural State University (NRU)

Author for correspondence.


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Copyright (c) 2014 Lobodenko L.K.

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