THE GAME SCENARIOS IN THE MODERN RECLAME

Vodichka D.S.
Post-Graduate Student, Sociology Department, Volgograd State University
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Abstract: The features of advertising communication can be presented via the game theory. The author considers most productive the concept «the game scenarios» that allow to typify the advertising messages content and demonstrate their social dependence. The empirical generalizations resulted in four principal games types: Agon (Competition), Alea (Chance), Mimicry (Role playing) and Ilinx (Vertigo). Due to various scenarios the advertising message have appeared to be able to imitate more sense as compared to the reality.

Key words: advertising communication, message, game theory, game scenario in advertising, types of advertising, social functions of advertising, social meaning of advertising, negative impact of advertising.

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