Keywords
digital age
storytelling
emotional communication
online advertising
branding
How to Cite
Abstract
Introduction. Advertising as a tool of mass communication has undergone significant changes, in particular in the field of promoting everyday products such as coffee and tea. The purpose of their advertising was not only to provide information, but also to create an emotional connection, build a brand image, and influence a certain lifestyle. In the XXI century, coffee and tea are not only drinks, but symbols of identity, ritual, comfort and energy.
Relevance of the study. The relevance of the study is due to the need for a deeper understanding of the specifics of communication in the advertising of these drinks, taking into account the cultural context, type of media and digitalization tools. The purpose of the study is to determine the elements of the communicative specifics of coffee and tea advertising in the modern information space.
Methodology. The study uses methods of content analysis of advertising messages, comparative analysis of visual and linguistic means, case analysis of advertising campaigns of leading brands (Jacobs, Nescafé, Lavazza, Lovare, Graf, etc.). The tools of semiotics, visual rhetoric and methods of psychological interpretation of triggers that affect consumer behavior are also used.
Results. Advertising of coffee and tea forms a clear dichotomy: coffee is a symbol of cheerfulness and status, tea is a symbol of comfort and traditions. Television advertising is emotionally linear, digital is personalized and interactive, with an emphasis on storytelling, metaphors, psychological triggers, and cultural codes.
Conclusions. Modern coffee and tea advertising combines aesthetics, culture, and psychology to create an emotional brand. It has transformed into a multidimensional message useful for those who seek authentic and deep communication with the audience. Visual narratives, social values, and the consumer's personal identity play a special role.
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