Academic Literature of the 2010s on the Theory and Practice of Advertising and Public Relations

Афанасьєв, Ілля Юрійович and Ільїнова, Олександра Олексіївна (2020) Academic Literature of the 2010s on the Theory and Practice of Advertising and Public Relations In: Міжнародна науково-практична онлайн-конференція «Медіазнавчі студії в європейському діалозі: освітній та науковий дискурси» (13–14 листопада 2020 р., м. Київ), 13 листопада 2020 року, Київ.

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Advertising and public relations have traditionally been much more of the interest of practitioners rather than scholars. Since the beginning of the 21st century the number of students studying advertising and PR has been increasing in Ukraine. These students and graduates need more effective methods and techniques for the influence on a target audience in their practical work. Therefore, the interest in the theory of advertising and PR is growing. It is necessary to constantly analyse the scientific literature on advertising and PR and disseminate the results of this analysis, for the development of Ukrainian social sciences, social communications. This report is a review of publications which appeared during 2010–2019, mostly academic works, on advertising and PR. The analysis of the books, as well as author’s abstracts of dissertations, stored in the Vernadsky National Library of Ukraine, has revealed the changes in the key terminology of Ukrainian PR theorists, as well as a number of other features of this Ukrainian publications’ category. The report demonstrates the main global trends regarding the analysis of advertising and PR. In particular, there was found that the scientific apparatus of semiotics is increasingly used for the researches in these two areas. Marketing semiotic, commercial semiotic, socio-semiotic, semio-pragmatic and other approaches based on the general semiotic approach were popular in the 2010s in the analysis of advertising and PR activity, as well as marketing communications overall. Practical cases and general patterns of advertising and PR have often been the subject of academic activity as part of several larger and very topical issues: Big Data, artificial intelligence, social media, Internet of Things, neuromarketing, e-events, public interest, various tasks and types of object-oriented methods. Furthermore, the researches based on the concepts of mediatization, postadvertising, and algorithmic capitalism featured prominently in the world academic literature. In addition, the issue of advertising literacy as a component of media literacy is actively developed.

Item Type: Conference or Workshop Item (Keynote)
Uncontrolled Keywords: Advertising; public relations; marketing; Internet
Subjects: Наукові конференції > Міжнародні
Divisions: Інститути > Інститут журналістики > Кафедра реклами та зв'язків з громадськістю
Depositing User: Ілля Юрійович Афанасьєв
Date Deposited: 04 Dec 2020 07:04
Last Modified: 04 Dec 2020 07:04

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