Abstract

The aim of the article. The article highlightes the individual components in the total advertising by gender. Examples of typical advertising products for men, women, youth, children, the elderly are given. The classification of objects advertising by gender is made. It is analyzed the specific drafting advertising copy, including headlines and slogans. The basic provisions for advertising of products segmented by demographic principle. The results of the analysis. The analysis of consumer advertising texts revealed some gender peculiarities. It is confirmed that advertising for female audience is informative headlines, because it usually knows what the needed product is at the moment. It shows that an important psychological feature for women is the attention to detail that is normally ignored by men; text ads feature women is the use of a large number of emotionally charged, interrogative and incentive offers. Grounded in advertising to appeal to men innovations more often than other types of uses is provocative headlines. Semantic orientation lexicon in advertising for men focuses on external data and character traits a man on his professionalism. A small number of adjectives emphasizes restraint and courage recipient. Relative adjectives in texts predominate in advertising addressed to men and more qualitative adjectives containing the emotional evaluation of the advertised product – for women. It is proposed to take into account the physiological differences between male (analytical) and female (figurative) thinking: men do not like when they are run, so do not use verbs in the imperative mood, and women often act as wingmen, they need advice, call to action, so the imperative verb form is more appropriate. It is confirmed that promotional texts baby goods semantics vocabulary related to the development, nutrition, child health and feelings to it, because advertising is designed for parents and other adults. It is better to use verbs in the present tense to convey a sense of the moment. It is proved that the elderly blurb should help in the search for the goods they need, not just emotions cause or promote cultural cliches that characterize to work with the youth audience. When creating ads for the elderly, conservatively minded, of preferably make old-fashioned language, do retro design, add discounts and more. Slogans are used infrequently, and they do not depend on the recipient advertising because advertising texts one company, but for different targeted groups present at the same slogan. Conclusions and directions of further researches. Further research is desirable to devote in-depth study of the psychological impact on recipients (readers, listeners, viewers) constituent elements of classic advertising texts (titles, subtitles, main text, captions and comments, advertising slogans) due to the rapid development of information technology.

Keywords: gender policy in advertising, demographically targeted advertising text, language means of advertising, advertising for women, advertising for men

JEL Classification: М30, М37.

Cite as: Teletov, A., Teletova, S., Bulatova A. & Reka, A. (2016). Peculiarities of gender and demographically targeted advertising texts. Marketing and Management of Innovations, 4, 121-133. https://doi.org/10.21272/mmi.2016.4-10

This work is licensed under a Creative Commons Attribution 4.0 International License

References

1. Bove, L., & Arens, F. (1995). Sovremennaiia reklama. Tvorchestvo v sostavlenii reklamnykh tekstov [Modern advertising. Creativity in the preparation of advertising texts]. Toliatti: Dovhan [in Russian].
2. Dzhefkins, F. (2002). Reklama [Advertising]. Moscow: YUNITI-DANA [in Russian].
3. Karter, H. (2002). Effektivnaia reklama [Effective advertising]. Moscow: Flinta [in Russian].
4. Kirilina, A.V. (1999). Hender: linhvisticheskie aspekty [Gender: linguistic aspects]. Moscow: Rudomino [in Russian].
5. Kokhtev, N.N. (1997). Reklama: iskusstvo slova. Rekomendatsii dlia sostavitelei reklamnykh tekstov [Advertisement: art of the word. Advice for preparers of advertising texts]. Moscow: Izd-vo MHU [in Russian].
6. Krapivkina, M.V. (2011). Spetsyfika reklamnoho vozdeistviia v hendernom aspekte [Specificity of advertising exposure from a gender perspective]. Volodina M.N. (Eds.), Yazyk i diskurs sredstv massovoi informatsii v XXI veke – The language and discourse of the media in the XXI century.(pp. 218-225). Moscow: Akademicheskii proekt [in Russian].
7. Lakoff, R. (2001). Yazyk i mesto zhenshchiny [The language and the place of women]. Vvedenie v hendernye issledovaniia – Introduction to gender studies. Kharkov: Kharkovskii tsentr hendernykh issledovanii [in Russian].
8. Leichik, V.M. (2009). Liudi i slova [People and words]. Moscow: Knizhnyi dom «LIBROKOM» [in Russian].
9. Ohilvi, D. (1998). Taiemnytsi reklamnoho dvoru. Porady staroho reklamista [Secrets of the advertising court. Tips of old advertiser]. Moscow: Vydannia Asotsiatsii pratsivnykiv reklamy [in Ukrainian].
10. Rechevoe vozdeistvie v sfere massovoi kommunikatsii [Speech influence in the field of mass communication]. (1990). Moscow: Nauka [in Russian].
11. Serdobintseva, E.N. (2010). Struktura i yazyk reklamnykh tekstov [The structure and language of advertising texts]. Moscow: Flinta ; Nauka [in Russian].
12. Khopkins. K. (2005). Reklama. Naukovyi pidkhid [Advertising. Scientific approach]. Moscow: Alfa-Press [in Ukrainian].
13. Tielietov, O.S., & Tielietova, S.H. (2015). Osoblyvosti movlennievoho vplyvu v reklamnykh tekstakh [Features of speech impact of promotional texts]. Marketynh i menedzhment innovatsii – Marketing and Management of Innovations, 4, 49-58 [in Ukrainian].
14. Rabinovich, I.A. (1993). Marketinh v kommercheskoi deiatelnosti [Marketing in commercial activity]. Odessa: Intmar [in Russian].
15. Tielietov, O.S., & Tielietova, S.H. (2016). Vplyv hendernoho sehmentuvannia na movni osoblyvosti reklamnykh tekstiv [Influence of gender segmentation in the advertising language features]. Proceedings from II Mizhnarodna naukovo-praktychna konferentsiia «Marketynhova diialnist pidpryiemstv – The Second International Scientific and Practical Conference «Marketing activity of enterprises». (pp. 57-59). Poltava: PUET [in Ukrainian].
16. Dani kompanii «Komkon» [The data of «Komkon» company]. (n.d.). psyfactor.by.ru. Retrieved from http//psyfactor.by.ru/rec 115.Htm.