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36 ÌÅÄ²À-ÐÅÊËÀÌÀ ÒÀ PR 14. Ïî÷åïöîâ Ã. Ã. Èìèäæåëîãèÿ / Ã. Ã. Ïî÷åïöîâ. — Ì. : Ðåôë-áóê; Ê. : Âàêëåð, 2000. — 768 ñ. 15. Ïî÷åïöîâ Ã. Ã. Òåîðèÿ êîììóíèêàöèè / Ã. Ã. Ïî÷åïöîâ. — Ì. : Ðåôë-áóê, Ê. : Âàêëåð, 2001. — 656 ñ. 16. Ðàñøèðåííûé ðåéòèíã [ýëåêòðîííûé ðåñóðñ]. — Ðåæèì äîñòóïà: http:// www.uana.kiev.ua/rating. — Íàçâà ç åêðàíà. 17. Ð³çóí Â. Â. Òåîð³ÿ ìàñîâî¿ êîìóí³êàö³¿: [ï³äðó÷. äëÿ ñòóä. ãàëóç³ 0303 «æóðíàë³ñòèêà òà ³íôîðìàö³ÿ»] / Â. Â. Ð³çóí. — Ê .: Âèäàâíè÷èé öåíòð «Ïðîñâ³òà», 2008. — 260 ñ. 18. Ñåë³âàíîâà Î. Î. Ë³íãâ³ñòè÷íà åíöèêëîïåä³ÿ / Î. Î. Ñåë³âàíîâà. — Ïîëòàâà : Äîâê³ëëÿ — Ê., 2010. — 844 ñ. 19. Ôðîëîâ Ì. Å. Òåëåâèçèîííûé äèñêóðñ èíôîðìàöèîííî-àíàëèòè÷åñêèõ ïðîãðàìì : íà ìàòåðèàëå ïðîãðàìì êðèìèíàëüíî-ïðàâîâîé òåìàòèêè ÍÒÂ : äèññ. ... êàíä. ôèëîë. íàóê / Ìèõàèë Åâãåíüåâè÷ Ôðîëîâ. — Òâåðü, 2004. — 203 ñ. 20. Øåïåëü Â. Ì. Èìèäæåëîãèÿ / Â. Ì. Øåïåëü — Ì. : Êóëüòóðà è ñïîðò, 1996. — 319 ñ.
37 ÓÄÊ 007 : 304 : 004.9 Ìàêñèì Äåì÷åíêî ÐÅÊËÀÌÀ ßÊ ×ÈÍÍÈÊ ÔÎÐÌÓÂÀÍÍß ÌÎÒÈÂÀÖ²¯ ÏÎÂÅÄ²ÍÊÈ ÑÏÎÆÈÂÀ×À Ó ñòàòò³ àíàë³çóºòüñÿ ñó÷àñíèé ñòàí ðåêëàìè, ¿¿ ðîëü ³ ì³ñöå ó ôîðìóâàíí³ ìîòèâàö³¿ ïîâåä³íêè ñïîæèâà÷à, äå ðåêëàìà îêð³ì ³íôîðìàö³éíî¿ ôóíêö³¿ ïåðåéìàº íà ñåáå ùå é ôóíêö³þ êîìóí³êàòîðà. Êëþ÷îâ³ ñëîâà: ðåêëàìà, êîìóí³êàö³ÿ, ³íôîðìàö³ÿ, ìîòèâàö³ÿ ñïîæèâà÷à. Â ñòàòüå àíàëèçèðóåòñÿ ñîâðåìåííîå ñîñòîÿíèå ðîëè ðåêëàìû, å¸ ðîëü è ìåñòî â ôîðìèðîâàíèè ìîòèâàöèè ïîâåäåíèÿ ïîòðåáèòåëÿ, ãäå îíà êðîìå èíôîðìàöèîííîé ôóíêöèè áåðåò íà ñåáÿ åùå è ôóíêöèþ êîììóíèêàòîðà. Êëþ÷åâûå ñëîâà: ðåêëàìà, êîììóíèêàöèÿ, èíôîðìàöèÿ, ìîòèâàöèÿ ïîòðåáèòåëÿ. The contemporary state of advertisement’s role as well as its place in shaping the motivations of consumer’s behavior is under study in the thesis, while stressing the situation of its implementing the informative function as well as the communicator’s one. Key words: advertisement, communication, information, consumer’s behavior. Ðåêëàì³ íà ñó÷àñíîìó åòàï³ ðîçâèòêó âæå çàìàëî ïðîñòî ³íôîðìóâàòè ñïîæèâà÷à: âîíà àêòèâíî ïåðåáèðàº íà ñåáå øèðøó ôóíêö³þ — êîìóí³êàòîðà. Çà äîïîìîãîþ ð³çíîìàí³òíèõ ³íòåðàêòèâíèõ çàñîá³â âîíà ïîñò³éíî ï³äòðèìóº çâîðîòí³é çâ’ÿçîê ç ðèíêîì òà ñïîæèâà÷åì. Ñàìå öå äàº çìîãó êîíòðîëþâàòè ïðîñóâàííÿ âèðîá³â íà ðèíîê, ñòâîðþâàòè òà çàêð³ïëþâàòè óñòàëåíó ñèñòåìó ïðèõèëüíîñò³ äî íèõ, à çà íåîáõ³äíîñò³ — øâèäêî êîðèãóâàòè ÿê ïðîöåñ âëàñíå ðåêëàìíî¿ ä³ÿëüíîñò³, òàê ³ ïðîäàæó. Ðåêëàìà ïåðåòâîðþºòüñÿ íà ïîñò³éíèé ïðîöåñ ö³ëåñïðÿìîâàíîãî âïëèâó íà êîíêðåòíó àóäèòîð³þ, ÿêà àáî âæå º, àáî â ìàéáóòíüîìó ìàº ñòàòè ïîòåíö³éíèì ñïîæèâà÷åì. ßê çàçíà÷àº ó çâ’ÿçêó ç öèì â³äîìèé ôðàíöóçüêèé ô³ëîñîô Æ. Áîäð³éÿð, ðåêëàìà «ñêîð³øå ñàìà ïåðåòâîðþºòüñÿ íà ïðåäìåò ñïîæèâàííÿ, í³æ êåðóº ñïîæèâàííÿì» [1, 187]. © Ìàêñèì Äåì÷åíêî, 2010
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