The Modern Paradigm of Advertising in the Light of Sustainable Business Development

Natalia M. Mamedova (), Zoya V. Bezveselnaya (), Elena V. Malakhova (), Valery S. Kozmin (), Irina M. Kornilova () and Tatyana I. Savinchenko ()
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Natalia M. Mamedova: Plekhanov Russian University of Economics, Russian Federation
Zoya V. Bezveselnaya: Plekhanov Russian University of Economics, Russian Federation
Elena V. Malakhova: Plekhanov Russian University of Economics, Russian Federation
Valery S. Kozmin: Plekhanov Russian University of Economics, Russian Federation
Irina M. Kornilova: Plekhanov Russian University of Economics, Russian Federation
Tatyana I. Savinchenko: Plekhanov Russian University of Economics, Russian Federation

Entrepreneurship and Sustainability Issues, 2019, vol. 6, issue 4, 2110-2126

Abstract: The article analyzes the features of modern advertising paradigm that organically combines commercial and creative components. This paradigm is formed as a result of an evolution of both marketing and socio-cultural needs. The use of basic, synthetic and creative tools of marketing communications based on the concept of communication marketing creates a synergistic effect in the management of product promotion. Communication marketing is considered as a universal component of all links of the marketing chain. Its integrating principle is creativity. The role of advertising as an important component of communication marketing is revealed. Creative approach in advertising turns into effective marketing strategy that implements both aforementioned components of modern advertising. Revealed are the informative, perceptive, interactive aspects of advertising that reflect its communicative nature. Creative advertisements expand the semantic context of an advertising message. As a result, the importance of the study of perceptual processes, which are considered in the article from the point of view of Gestalt psychology and the laws of creating communicative patterns, increases. The role of mythology design in the creation of a new brand is also revealed. In accordance with this task the article analyzes the nature of advertising myth-making by analogy with archaic mythological thinking. Features of this archaic mythological thought enable us to clarify the socio-cultural projection of advertising myth-making as a manifestation of myth-production technologies.

Keywords: communication marketing; creative advertising; myth design; myth; brand; aestheticization; allusion; advertising communication; perception; Gestalt; "commodity aesthetics" (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:6:y:2019:i:4:p:2110-2126

DOI: 10.9770/jesi.2019.6.4(39)

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