«American Culture: From Making a Nation to Transnationalism»
Lomonosov Moscow State University, Journalism Department, December 5-12, 2014
Section 1. Journalism
(Coordinators Prof. Yasen Zassoursky and Dr. Mikhail Makeyenko Lomonosov Moscow State University, Journalism Department, Russia firstname.lastname@example.org)
Starting with Round Table «American PR and Advertizing as a Part of Global Culture»
Coordinator Dr. Irene Arkhangelskaya (Nizhny Novgorod State University, Russia)
Lobachevsky State University of Nizhni Novgorod, Russia
Nizhny Novgorod State University of Architecture and Civil Engineering, Russia
Use of modern communication technologies in the political life of society in Russia and USA
Currently, communication is studied on the basis of the theory of the information society, which looks at the media as an important source of stimulus and social development. However, important for the realization of democratic goals of modern society is the gradual expansion of the boundaries of political communication space. The authors consider the peculiarities of the development of political communication in the United States and Russia, as well as the use of communicative technologies in contemporary political life.
2. Vladimir Kalmykov, Marina Dmitrieva
Dobroliubov State Linguistic University, Nizhny Novgorod, Russia
American Components in Russian Advertisements
The use of components of American advertisements in the process of creation of Russian language advertisements is the result of international contacts in economic, social and cultural aspects of life in a society of market economy. American elements in Russian advertisements are determined by cognitive reasons, the necessity to achieve an emotional effect, a proper type to express connotations, the selection of the object for advertisement and a special social status of English language borrowings. American elements in the context of Russian advertisements is implemented on the linguistic and extra-linguistic levels. Their functional peculiarities consist of the intensification of the impact of the advertisement text on the target audience and its stimulation to commit a required action.
3. Irina Arkhangelskaya,
Lobachevsky State University of Nizhny Novgorod, Russia
The History of «Mac 1984» commercial in the context of the American Postmodernist Culture
The outstanding Apple’s TV ad in the context of the US postmodern culture is under consideration in the article. Many commercials of Apple Macintosh of 1980s are full of postmodern motives, but the most vivid example of that is the «Mac 1984» created by TBWA. Its author is the famous film director Ridley Scott who in his own way interpreted the idea of George Orwell’s novel «1984», using irony, double code, иронию, двойной код, subtext. Parody modus of presenting material did not bring down the affectedness with which Apple challenged its competitor IBM, the dark world of totalitarian dictatorship in Orwell’s «1984» being compared with monopoly on computer market.
The history of an attempt of Apple’s top-management to ban the commercial’s broadcasting during Superbowl on CBS on January 1984 as well as later recognition of «Mac 1984» as the best TV ad of the XX century by professional community helped to build the company’s mythology, develop the corporate legend, and all of these are also integrated parts of postmodern culture.
4. Natalia Baranova
Lobachevsky State University Of Nizhny Novgorod, Russia
Political Advertising in the United States and in Russia
The political advertizing is determined by modern realities and depends on society’s interest in adequate socio-cultural, institutional and professional education of its leaders and common citizens. Contemporary political advertizing technologies assist in regulating political processes, political management, stability of political system, and political space.
During election campaigns methods and technologies of political advertizing in America were elaborated and improved. In Russia technologies of political advertizing in most cases copy American models though there are features typical for Russian tradition which reflect the country’s values, mentality, and life style.
The results of comparative, structurally functional analysis of the US and Russian political advertising during the 1990s will be presented, special attention being paid to image building and forming the key message.