Keywords
advertising message
teaser
teaser advertising
socialization
How to Cite
Abstract
Introduction. One of the most important techniques in modern advertising is the use of teasers. In this case, the advertisement has interesting information for the target audience, but does not mention the company, the brand, the advertised product, and the like.
Relevance and purpose. The relevance of the topic is determined by the differences between teaser advertising and other advertising messages, in particular, this lack of imperative slogans. Also takes into account the relationship of the target audience to the advertised product. The purpose of scientific research is to determine the main means of impact of teaser advertising on the target audience.
Methodology. The main method used in the article is content analysis. The author analyzed examples of teaser advertising, which allowed to determine the main means of impact of teaser advertising on the target audience.
Results. As a result of the study is determined the means of influence of teaser advertising as a component of modern advertising communications, in particular, the formation of the target audience of interest in the advertising message through a riddle, intrigue, unfinished action in advertising. It is found out that in advertising there is a transformation: from the interest of the target audience to the teaser – in the consumer interest in the advertised product. This happens through the creation of relevant associations and their support in advertising messages that reveal the idea of a teaser. It has been clarified that for the placement of teaser advertising, advertisers prefer to choose media, for which the constant communication with the target audience is characteristic. It is determined that the peculiarities of the influence of teaser advertising on the process of socialization are to build communication with the target audience through a proposal to pay attention to the teaser and through gaming.
Conclusions. The novelty of the study lies in the definition of teaser advertising as a component of modern advertising communications and as a person-centered communication technology, which is based on human interest. The results of the research can be used by Ukrainian advertisers and become the basis for increasing the effectiveness of advertising campaigns.
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