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Reference:

Targeting by Sensory-representative Systems in Advertising and PR Texts (Experience in Developing a Methodology for MGIMO Students)

Golubeva Valentina Ivanovna

PhD in Technical Science

Lecturer, Department of Media Policy and Public Relations, Moscow State Institute of International Relations

76 Prospekt Vernadskogo str., Moscow, 119454, Russia

valia_golubeva@mail.ru
Morgunova Oksana Alekseevna

ORCID: 0000-0003-2607-5599

Professor, Department of Theory and History of International Relations, Peoples' Friendship University of Russia

117198, Russia, g. Moscow, ul. Miklukho-Maklaya, 10, of. 302

o_morgunova@hotmail.com
Other publications by this author
 

 

DOI:

10.25136/2409-8698.2023.9.37551

EDN:

ZOWYNO

Received:

15-02-2022


Published:

05-10-2023


Abstract: The proposed methodology complements the arsenal of the usual methods of segmentation, which is traditionally based on socio-demographic and financial characteristics. It is based on the study of human perception and segments the audience by sensory-representative systems. Sensory-cognitive systems are the most important element in the process of any communication. The success of transmitting, consuming and assimilating information with minimal aberration largely depends on the ability and mood of the audience to perceive the text through one or more channels. In the article, we will first consider the theoretical basis of this method, then give examples and provide an opportunity to monitor the reception of new techniques with the help of control questions. The task of PR practice is to facilitate this process for the audience by applying this technique. By targeting the audience through the leading perception channel and using the studied algorithms, professionals achieve more effective communication by fixing the consumer's interest not only on the information provided, but also on the emotional response. The algorithmic structuring of the communication process, which is an integral part of the methodology, helps to subsequently increase efficacy of PR activities, and reduce the time spent on the production of texts. In addition to obtaining the professional skill of interacting with the target audience, the technique allows one to determine the leading channel of perception by the student himself/herself and to improve the self-organization of their studies and their cognitive process. The use of workshops in teaching opens up new opportunities for personal and professional growth.


Keywords:

targeting, sersoral perception, methodology, teaching materials, public relations, advertising, segmentation, audial perception, visual perception, communications

This article is automatically translated. You can find original text of the article here.

Rapid technological development at the beginning of the 21st century, primarily due to the spread of high-speed mobile Internet, diversification and the emergence of new media channels, has changed traditional ideas about interaction with an audience that increasingly prefers individualized information. This situation, on the one hand, provides a unique opportunity to increase the accuracy of targeting and at the same time increases the role of alternative methods of audience analysis. In the conditions of an overabundance of information created by the digital environment, targeting becomes a key tool for success in the work of a PR specialist. The desired response in the form of increased interest, views, sales and achievement of the predicted activity is possible only in case of successful targeting. From the point of view of the company's budget, targeting allows you to increase the efficiency of investments.

The proposed methodology complements the arsenal of the usual methods of segmentation, which is traditionally based on socio-demographic and financial characteristics. The methodology described in the article is based on the study of human perception and segments the audience by sensory-representative systems. In the article, we will first present the theoretical basis of this method, then describe the tasks in detail, give examples and provide an opportunity to monitor the assimilation of the new technique with the help of control questions.

Theoretical foundations of the methodology: visual, auditory, kinesthetic and digital sensory-representative systems

In the digital age, interest in the use of sensory-representative systems is increasing among specialists in various industries, including PR specialists [Menshikov et al, 2020, 2022].

These techniques are based on the fact that a person communicates with the outside world using sensory-representative systems. These systems are based on a certain type (channel) of perception of the surrounding world, which, in turn, depends on which sensations are priority for one or another person (visual, auditory, tactile, etc.) [Denishova, 2017].

Most researchers distinguish the following sensory-representative systems:

Visual - assimilation of information through visual images and impressions.

Auditory relies on information transmitted by sound.

Kinesthetic relies on the olfactory - tactile channel of information.

Digital based on a logical and pragmatic understanding of human signals received through other channels.

Thus, the audience can be segmented into the appropriate types.

How can the leading channel of information perception be determined? The person himself may not know his leading sensory-representative system and not guess about the internal strategy of decision-making. However, it manifests itself in his manners and appearance, and most importantly his speech. So, it is believed that visuals are distinguished by fast speech, attention to clothes and appearance. Their speech is characterized by the use of words and expressions related to the process of vision (consider, clear perspectives, you see, etc.).

Audialov is characterized by verbosity and intonational expressiveness of speech. They use words in speech related to the process of speaking and hearing (a big name, I heard you, we'll talk about it, etc.).

Kinesthetics tend to have comfortable poses and clothes, slow speech and the use of words associated with sensations (a warm welcome, a chill on the skin, to take to heart).

Abstract - logical images are the basis of perception of the world for a person with a digital channel of perception. Such a person is inclined to use logic and logical conclusions, look for a rational grain and systematize knowledge. The sequence of actions, cause-and-effect relationships are important to the digital. He operates with figures and value judgments, expert opinions.

Most often, people use all channels to communicate with the world, but, as a rule, one channel is the leading, dominant one. These theoretical prerequisites are used in our methodology, which expands the tools of a PR specialist, and in our workshops described below. The workshops were developed by Golubeva V.I. on the basis of teaching a course for the specialty "Public Relations" [Menshikov 2020].

WORKSHOP 1. "Translation table"

In order to apply this technique In PR practice, a number of exercises have been developed, each of which trains certain aspects of this method. The root structure of mastering the material is the Translation Table, where the lexical units that are most effective for the selected channel correspond to a certain channel of perception. A sample of such a table is presented below.

Filling in the table is a group exercise, and can be carried out both in teams with subsequent comparison of the result, and the whole group with alternate work at the blackboard. The table can be filled in both columns and rows.

Visual

Audial

Kinesthetic

Digital

(extra-modal)

To consider

Show

Look around

See clearly

Lose sight of

Beautiful

Dull, faded

Bright personality (celebrity)

It looks beautiful

sounds good

it comes out smoothly

Everything is right

...

Assignment to the table (individual or collective): Fill in the remaining columns, discuss the results, choose the best options.

The exercise develops creativity, interactive interaction skills and enriches the vocabulary of students. It should be noted that students filling in the "Translation Table" at the classroom blackboard is a good exercise for kinesthetics, and the subsequent demonstration of the completed Table on the slide is for visual artists. Thus, self-reflection, which of these exercises was particularly useful, is a kind of test for students, allowing them to determine their personal leading channel of perception [Bagretsov et al 2019]. This table is the root for the course, since after completing each task, students return to it and supplement it independently or in a group.

If students have difficulties understanding what sensory-representative systems are, then a comparison with foreign languages can be introduced. It is easier for a person to assimilate information reported in their native language, even if they speak foreign languages. Thus, the definition of the leading channel of information is a search for the "native language" of the student, and in the future a tool for determining the "native language" of the target audience [Baturina et al., 2019].

WORKSHOP 2. "Writing"

To consolidate the material and expand the understanding of the lexical diversity of perception channels, students are offered the exercise "Writing". Examples of letters designed for various dominant channels of perception are read out loud. Thus, this exercise also helps students to determine for themselves which of them is predominantly auditory.

The subject of the letter can be any. For example, household letters with a story about the weather, family affairs, or memoir letters. However, deliberately exaggerated parody examples were chosen for this exercise - letters to a conditional beloved/beloved, since the task of the exercise is to use as many words as possible that affect a specific channel of perception, as well as to correlate the subject of the letter with life situations relevant to the age of the target audience. Thus, based on this task, the topic "Letter to your beloved/beloved" was chosen for the examples. As practice shows, this topic is able to cheer up a tired audience and arouse their lively genuine interest. Gender separation of addressees allows you to increase relevance, as well as diversify and complicate the task.

Letters to recipients with different leading sensory-representative channels are selected for the task: visual, auditory, kinesthetic, digital. You can use examples of letters and poetic appeals from fiction.

Students should identify in the examples heard characteristic words corresponding to each sensory-representational system. The task can be either individual or collective. At the end of the paragraph, you can get acquainted with an example of a solution for this workshop.

At the end of the assignment, students return to the root translation table.

examples.

A letter to an audial, a girl

My swallow! I want to talk to you. Again I remember your bubbly laugh and charming voice that's how the bells ring back. It's been so long since I've heard from you. There is silence in the house, but when I think of you, my heart is pounding and it seems to tap dance. In a world where there is no you, birds stop singing and leaves rustle without you.

I started learning to play the flute. Everything I learn seems to me the melody of my love for you, the most harmonious girl in the world. YourOrpheus.

Letters to visual artists.

A man

My beloved! I haven't seen you in so long. On this bright, sunny morning, I look through a thin curtain at the blue sea, and it seems to me that I see your eyes. The curtain is swaying, as if you're sending me a sunbeam. It seems to me that we are again wandering through a green meadow flooded with light, and you, in your funny white panama hat, give me a white-yellow daisy with thin petals to tell fortunes. I can see it now, as I said then, squinting:"Look, what funny black and white magpies are importantly wandering among red strawberries? They look like us after many years!". I really want to ask you, what did you mean then? I make a wish on a daisy to see you.

With love, Svetlana.

The girl

My sun, my beauty! I haven't seen you for a long time, but your black bangs and peach cheeks are always in front of my eyes. I can see now how flushed they were after our ski trip between the white, snow-covered fir trees. Your beauty overshadows everything around me. I look at the world through your eyes, you have opened new horizons to me! Closing my eyes, I begin to dream about you and see how we are again walking with skis on a fabulously beautiful slope, how your eyes are shining, and before us, as if on a computer screen, the bright road of the future of life opens. I love you and hope to see you soon.

Your Basil

A letter to kinesthetics.

The girl

My gentle and affectionate! Now in Paris, the boulevards are wet, damp and dank, and longing for you squeezes my heart with a steel hoop. I walk around the room like I'm in a cage and I'm not happy, neither a soft sofa, nor a hot shower I'm shaking like in a fever. I dream of touching you, inhaling the fragrance of your hair. I love you sincerely and ardently. Do you feel it? I live only in the hope of hugging you again in a year. Your Napoleon.

Letters to digitals

The girl

Tatiana! The absence of communication with you for five days made me quite logically want to write you this note. Its theme is that I am aware of your importance in my life. I want to explain to you the essence of the changes that are happening to me, which change the level of hormones in my blood. After a long reflection, I realized that my life up until September of this year, when my colleagues introduced me to you, was irrational. You brought meaning to my life. I want to bring to your attention that, while planning my future life path, I would like to suggest that you share responsibility for our future children. Evgeniy.

A man

I haven't dared to write to you for a long time, but I came to the conclusion that I need to take this step. We are serious and reasonable people and are well aware that we complement each other. Together we can achieve what is impossible apart. Our life becomes meaningful. I thought for a long time and came to the conclusion that we need to take the next step. We have been together for six months now, and it's time for us to draw up a marriage contract in order to better understand our rights after marriage registration. Besides, the child needs a father, and I do not know anyone more worthy than you. You're a jack-of-all-trades, and it's easy for me to run a household with you. We have the same priorities, and we choose food in the supermarket, and when we make a decision about serious purchases. I think you understand me. Sincerely, loving and understanding you, Margaret.

Then you can invite students to compare the texts of these parody letters with fragments of Russian love lyrics from the point of view of perception channels. Please note that in works of fiction authors, as a rule, use several sensory-representative systems, but quite often one is dominant.

Alexander Blok "The Stranger", 1906

"In the evenings over restaurants

Hot air is wild and deaf,

And rules with drunken shouts

Spring and pernicious spirit ... And every evening, at the appointed hour

(Or is it just a dream for me?),

Girlish camp, captured by silks,

In the foggy window is moving.

And slowly, passing between the drunks,

Always without companions, alone

Breathing spirits and mists,

She sits down by the window.

And they breathe ancient beliefs

Her elastic silks,

And a hat with mourning feathers,

And there is a narrow hand in the rings.

And strangely chained by proximity,

I look behind the dark veil,

And I see the shore enchanted

And the enchanted distance.

Deaf secrets are entrusted to me,

Someone's sun has been handed to me,

And all the souls of my bend

The tart wine pierced through.

And the ostrich 's feathers are bent

In my swinging brain,

And the eyes are blue bottomless

They bloom on the far shore.

There is a treasure in my soul,

And the key is entrusted only to me!

You're right, you drunken monster!

I know: the truth is in wine"

Marina Tsvetaeva "Your name, a bird in your hand", 1916

"Your name is a bird in your hand,

Your name is a piece of ice on the tongue.

A single movement of the lips.

Your name is five letters.

A ball caught on the fly,

A silver bell in his mouth.

A stone thrown into a quiet pond,

Sob the way your name is.

In the light click of night hooves

Your big name is thundering.

And he will call it to us in the temple

The trigger clicks loudly.

Your nameoh, you can't!

Your name is a kiss in the eyes,

In the gentle cold of motionless eyelids.

Your name is a kiss in the snow.

A key, icy, blue sip

With your name, sleep is deep."

Anna Akhmatova "The Fisherman", 1912

"Hands are bare above the elbow,

And her eyes are bluer than ice.

The acrid, stuffy smell of tar,

Like a tan, it suits you.

And always, always open

Jacket collar blue,

And the fisherwomen will only gasp,

Blushing before you.

Even the girl that walks

To the city to sell kamsa,

How the lost wanders

Evenings on the cape.

Cheeks are poor, hands are weak,

The languid gaze is deep,

Crabs tickle her feet,

Crawling out on the sand.

But she no longer catches

Their outstretched hand.

The beating of the blood is getting stronger

In a body wounded by longing"

Afanasy Fet "Whisper, timid breathing, 1850

"A whisper, a timid breath,

Nightingale trills,

Silver and Wobble

Sleepy Creek.

Night light, night shadows,

Shadows without end,

A series of magical changes

Nice face,

Purple roses in the smoky clouds,

A glint of amber,

And kisses and tears,

And dawn, dawn!.."

WORKSHOP 3. Advertising text "Buy the Moon"

The task of the Workshop is to develop students' skills in writing a short, succinct text advertising (promoting) a product, but at the same time directed to one of the four channels of perception considered. Pre-tested techniques and developed templates will help you complete this task in the shortest possible time. This exercise trains the skill of quickly writing an address text. The task also allows you to push the boundaries of your own capabilities and skills of targeted appeal to the audience.

The acquired skill allows you to optimize the organization of the educational process of the student himself, who has already identified his leading channel for obtaining information. The exercise also trains the skill of critical perception and analysis of advertising texts around us.

The task is individual. Each student should write a short (3-5 lines) advertising text, based on the assumption that we already know the leading channel of our target audience.

Gender separation of addressees allows you to increase relevance, as well as diversify and complicate the task. The student can choose the intended form of text distribution:email newsletter, phone call, flyer, outdoor advertising and others. The time to write an advertising text is 2-8 minutes. When preparing the text, the student uses the root "Translation Table" developed by him earlier. For the training effect, the authors can resort to hyperbolization and use a maximum of words characteristic of the selected perception channel.

In the second part of the Workshop, the authors read out their texts, and the rest of the students must determine

1. characteristic (key) words

2. the leading channel for obtaining information

3. gender of the addressee

In the third part of the Workshop, a group discussion takes place, which texts turned out to be the most targeted, creative, memorable ("catchy"). According to the results discussions students supplement their Translation Tables.

Topics can be any. In order to free students' minds from already imposed advertising cliches, the topics of the assignments must meet one of two criteria:

I. Advertising of a non-existent product or service

II. Advertising an existing product to an atypical audience.

Below are examples of tasks related to non-existent products and samples of student creativity.

Examples of tasks related to non-existent products:

1. A plot on the invisible side of the moon

2. Bast shoes of the 21st century

3. The hole from the bagel

Examples of student humorous advertising texts offering a non-existent product:

1)A plot on the invisible side of the moon.

a) Your attention, sir, is offered a site on the moon. Imagine that you have a cool head of Swiss aged cheese in your hands. Dense porous structure, with craters of various diameters. All this, only on an enlarged scale, will become yours, after you purchase our site on the Moon.

b) Tired of people? Do you want to be alone? Surprise your family and friends, buy a plot on the far side of the Moon, you will get many unique options, you will be able to touch the Earth's satellite with your own hands! Build a house from the natural resources that are on the moon. Touching and feeling the lunar material, you will get unforgettable emotions!

2)Bast shoes of the 21st century .

a) Hiplapti! In the digital era, in the 21st century, sometimes you want to break away from the mainstream. The LubOK brand's hyplapties are made of eco-friendly materials - you will definitely be on trend. An aerodynamic shape calculated to create maximum contact with the natural shape of the legs. It is recommended to combine Neo-Bast shoes with oversize clothing. Minimalist clothes made of natural materials remind us about ecology, and you - that you are not afraid of experiments. Discover yourself in a new format!

b) A branch crunches under your feet,

the gentle whisper of wood. Do you like to go for mushrooms?

Buy aspen bast shoes!

c) Tired of heels, but don't want to carry heavy replacement shoes with you? Then we offer you ultra-thin, lightweight, breathable bast shoes. Take care of your legs with health benefits!

d) New! 2D bast shoes! Multifunctional bast shoes that not only exactly repeat the shape of your foot, providing comfort for the whole day, but also charge your electronic devices while walking and are perfect for any look. By purchasing them, you get a triple benefit, and pay only once! The Laptev brand is widely known all over the world and has numerous quality certificates.

e) Try on these new warm bast shoes. You will feel how their fur feels nice on your skin and warms you. On the coldest days, even at -40 degrees, the pleasant fur of our bast shoes will warm you. Also, bast shoes are suitable for both trousers and skirts. They are not only comfortable to wear, but also beautiful. You can walk in them as a test for an hour to feel all the comfort and only then decide whether to buy or not.

f) The purchase of bast shoes is now very relevant in the modern world. The bast shoes are made entirely by hand from ethical materials. We offer the latest development of bast shoes. The sock part of the bast shoes (union) is woven from a very interesting material - it is washable kraft paper, which contains latex, it can be washed in a washing machine, ironed and crumpled. The heel part is made of very durable and wear-resistant Canvas fabric. The edge is free (fringe) secured with double stitching. It is tied on a half-knot and secured with a button. The heel itself is reinforced, which makes the shoes very comfortable and confidently sitting on the foot. Shoes are considered very durable, since the sole is made of two or three layers. Bast shoes can also be a wonderful gift, as a special insole made of washable craft makes the sock very comfortable. Light, very soft and our native bast shoes!

g) Thanks to the latest developments, our bast shoes regulate the correct fit of the foot (and even treat flat feet). Also, the bast shoes are connected to your iPhone and through a special application you can adjust the hours of shoe socks, and color. Also in it you can set up ventilation or, conversely, heating and they are quite stylish.

h) We would like to offer you our new bast shoes made of unique birch bark. Just touch how strong it is; try to walk through puddles in them, and you will feel that they are waterproof. Don't miss your chance and get our new model with just a touch of a button.

3) A hole from a bagel

a) Excellent free space will appear to you when you acquire emptiness. in this place you will be happy to store what you need. an empty space is always in the price due to the fact that it can be filled with what is important to you.

b) What has not yet been in the hands of mankind is a hole from a bagel. You will be the first to find out what it feels like and write about it in your blog!

The second criterion for choosing the topic of the exercise is the creation of an advertising text for an existing product, but for an atypical audience, that is, a useless product for this audience.

4) Ticket to the last concert

a) Have you never heard that music can be heard even through an old concert ticket if a real fan buys it? Buy a ticket to the concert of the incredible rock band Imagine Dragons, and you will be able to hear your favorite songs through the attention of young people, because I know how you can hint to young people so that they are interested in your party and maybe even start actively discussing it. After all, your big name and the socalled "noise" in society is very important, right? I am the picture of the sexiest soloist in the world! This cannot be ignored!

5) Ticket to the symphony concert

a) The symphony orchestra will sound, and you will tremble! The loud sounds of Italian wind instruments will create the strongest vibrations that will cause goosebumps on your body. And a magnificent evening dress will flutter from the impulsive impulses of a modern violin and a potbellied double bass! Let the music flow through your body, and it will move in a new rhythm!

b) Get in touch with the incredible world of music! Having bought a ticket to a concert of the Moscow Symphony Orchestra, you will spend an incomparable time in a soft silky armchair, accompanied by wooden and brass antique instruments! When purchasing a VIP ticket, you will have a unique opportunity to pick up a violin or cello yourself right after the show!

Answers to the tests of the workshop 3.

1.a kinesthetic/ male

1.b kinesthetics/ male

2.a digital/ girl

2.b audial/ male

2.c kinesthetics / girl

2.d digital/ male

2.e kinesthetics / girl

2.f digital/ male

2.g to the digital/girl

2.h kinesthetics / male

3.a digital/ male

3.b kinesthetics / male

4.a to an audial/girlfriend

5. and kinesthetics / girl

5.b kinesthetics / girl

WORKSHOP 4: "VIP Letter"

(Individual homework with preparation).

Communication with clients is an integral part of the work of a public relations specialist. Ability to communicate with the client"in his language" allows you to build a long-term and mutually beneficial relationship with the client. Identifying the leading channel of perception and using this in communication with clients is one of the ways to achieve the goal.

The purpose of the task: to consolidate the acquired skills of determining the perception channel, to learn how to conduct an independent analysis of media information to clarify their assumptions.

The task consists of three stages.

At the first stage, the student must independently choose a specific addressee and write him a short (3-6 lines) letter.

At the second stage, the student must study the identity of the addressee using social networks, the Internet, the media, etc., and find out the leading channel of perception of the addressee.

At the third stage, using this information and the root "Translation Table", the student must write a new short (3-6 lines) realistic (without hyperbolization) letter, for example, asking for a meeting.

This work is done as homework. And its results are discussed at the next lesson. The authors read out their letters, and other students should determine

1. characteristic (key) words,

2. the addressee's lead channel

When all the letters are read out, the group discusses which letter turned out to be the most "targeted" and creative. According to the results , we supplementThe translation table.

Example 1

The first stage. Choosing the addressee:

General Director of the PR agency E A.V.Sh.

The second stage. Definition of the leading channel: visual -digital.

Rationale: "Analyzing the dossier and biographies of A.V.Sh., I came to the conclusion that he was a visual. Alexander is the author of the book on event management "Magnificent Events", in which the descriptions of the holidays have a vivid visual character. A Yandex search for photos and videos shows that A.V.Sh. attaches great importance to his appearance. Also, the search turned up several photos with his visits to exhibitions and art shows.

After reading his book "100 steps to collect debts," I assumed that his second dominant channel is digital: the book is logically constructed, great importance is attached to the coherence of theses and conclusions.")

The third stage. Letter:To the General Director

PR agencies E

A.V.Sh.

Dear Alexander Vyacheslavovich,

On the platform hh.ru I saw a vacancy for a PR Manager in your company. As you can see in my CV (in the Application), my work experience and professional interests meet the requirements of this ad. I ask you to consider my candidacy.

I would very much like to meet with you at a time convenient for you, so that you can take a look at the photos of the events in which I took part, and which develop the ideas of your magnificent book.

Sincerely, Ivan Petrov

Example 2. Four variants of a business letter for four leading channels.

Letter 1. Visual

Respected.....

In connection with your upcoming business trip to Geneva, I would like to return to the issue of your accommodation and provide you with several options (www ...). Please take a look at option 5, where the original works of modern artists are used in the design of the room, and the panorama from the window allows you to enjoy both the sunset and the sunrise over Geneva.

For us, your safety and excellent mood come first!

Letter 2. To the audience

Respected...,

On the eve of your participation in the Digital Technology Conference, which will be held in our quiet, hospitable city of Geneva, let me clarify your schedule for November 22.

I would like to tell you that, as it was agreed in advance in the program, we will hold a small concert as part of our informal dialogue.This event will harmoniously fit into a number of your business and informal meetings.

See you in Geneva!

Letter 3. Kinesthetics

Respected....

A week remains until our bilateral meeting in Geneva. We hope for warm weather and a welcoming atmosphere of negotiations.

We would like to demonstrate the latest version of the documentation and would like to focus your attention on its Final part.

See you soon in Geneva!

Letter 4. Digital

Respected...

As part of the summing up of the Conference on Trade and Development, which took place in Geneva _____2020, we came to the conclusion that it makes sense to revise the implementation of Part 4 (Annexes)Purchase agreements. And also to unify several articles into one under one common denominator.

I want to confirm that the remaining parts will remain in their original form.I hope this option will suit you.

With respect

Using feedback when applying the methodology.

An important part of this methodology is the organization of feedback and self-reflection of students. For a teacher, the basic, informational level of feedback is very important - how much new information was learned, how effective the methodology was for a specific audience. However, the most important is the second level of feedback analytical.

Students should write a reflexive essay on how the knowledge gained during the lesson and the skills developed will be used in optimizing the process of cognition. It is also important to get feedback on how the knowledge gained in the classroom and the skills developed will be used in professional activities. First, students discuss these issues collectively or in groups, and then write an essay for individual feedback.

It seems useful in this chapter to analyze student responses that will help to get a better idea of the objectives of the subject and its impact on the professional growth of the student.

Most often in the feedback of students there are comments showing that the typology of perception channels as a whole is a new knowledge for them:

Each couple opens my eyes to something I didn't know and didn't notice before. At the seminar, we were told about four examples of information perception channels: visual, auditory, kinesthetic, digital. First they drew a table on the blackboard, then they showed us a presentation with other examples, and then they read specific examples.

At the seminar, I really liked the presence of texts - examples of these four types of sensory systems. So we more clearly disassembled each one. I now clearly distinguish between these systems. It is very convenient to work with tables and diagrams in general

With the help of the translation table for people with different types of perception of information, I managed to understand the value system and priorities of various types, which in the future will help me to establish contact with each of them.

I was also impressed by the "Translation Table", which was displayed on the screen, where the differences of each type were most fully described, which allowed me to understand more about this topic, to understand in specific words how to distinguish each type from each other when meeting. This division of people by perception ability is insanely important for targeting. Any advertising is focused on its audience, you need to understand which communication channels are best suited for advertising your product specifically.

When reading declarations of love for people with different types of perception (auditory, visual, kinesthetic, digital) I admired the poetic language of each of the letters. Indeed, in our time of short SMS-ok, we forget about the romance and true beauty of the Russian language. I also wanted to write such a sensual letter, before determining the type of perception of a person :).

I was surprised by the digital type of perception. I heard about him for the first time. I also liked the examples of love letters to this type. An unusual format, but this is exactly what you need for a high-quality perception of information.

At today's couple, I was impressed by the fact that we listened to love letters, I didn't think it was possible to confess love in such different ways. I was happy to find out that I was listening with light notes of kinesthetics.

After listening to the letters of different people, I realized that each type needs a special approach: words that will touch the soul of the audience can be "like a dead poultice" for a kinesthetic.

I was surprised that the same thing can be advertised to people with completely different types of perception, even the one that they need to a lesser extent. For example. it initially seemed to me that a ticket to a symphony concert initially assumes that it is needed by audials and it can be offered to the consumer with typically auditory instruments, but I realized that this can be done almost as well by focusing on kinesthetics or, for example, digitals. And now I will try to choose communication tools, focusing on the type of target audience, I will try to understand what type of perception dominates a person and influence him. Students often note the benefits of exaggerated samples that allow them to better understand the meaning of typology, and also highly appreciate the opportunity to practice writing advertising texts themselves in the format of the same hyperbolized samples:

I really liked the task where we wrote advertisements for people with different most developed perception systems. In my opinion, it was great that we chose non-standard and even slightly absurd objects for advertising, because it helped me to memorize the topic faster and practice on complex examples (when the object does not correlate at all with the leading representative system of the consumer).

Liked the tasks. The items that were offered to me for sale do not exist (or are not used). It was ridiculous to come up with a way to sell obviously unsold things, and even to those people who hardly need them, but that's why the strengths of the approach with the search for special phrases for different types were revealed: they turn out, they are universal, since they help even in such an extraordinary task.

My reaction to various love letters. All of them were hyperbolized and absurd, therefore ridiculous, but, for example, the option for the visual was closer to me than all the others. It made me think about my type.

I thought today's task was great: selling a completely useless product to a certain type of customer. After all, this coincides with what we, PR specialists, are called upon to do: to market a product to a certain target audience. In addition, it was very funny to write this advertisement yourself. Feedback also shows that many students are beginning to use this technique as a tool of self-knowledge and resort to it to optimize the organization of their studies:

I was struck by the fact that there are almost no such people who are not able to learn. It is possible that they are simply being misinformed. If a visual person listens to an hour-long lecture without a presentation / notes on the board, it will be very difficult for him to remember and understand this information.

Already today, for the first time, I decided to draw the grammatical topic I need schematically on an a4 sheet. And I managed to learn it very quickly!

Before you start creating ads, you should think about what the consumer is like: he perceives video or audio better, or maybe he is a digital at all! For example, when I explain to my visual friend some topic in German, I will draw him a diagram at the same time.

While my classmates were reading their advertisements, I realized that I was most affected by messages for visual artists. I really saw the picture described and was most imbued with such texts. Thus, I concluded that I have the most developed visual system, so in the next session, when preparing for exams, I will try to learn information in tablets or diagrams, and not just read.

I consider myself a kinesthetic, because when there is action in words, it motivates me more.

In this lesson, I realized that visual. I imagined the images from the love letters you read very vividly. Also, if I'm not sure about the spelling of a word (and in any language) I'm looking to make it "look good.

I relate myself to such types of information perception as visual and digital. Visual, because it is much easier for me to memorize and perceive information in writing than by ear. Also, the aesthetic aspect of everything I see is important to me. Digital - for the reason that for a better perception of information, I need to trace the logical connection between everything I heard and what I saw. I am able to instantly assimilate all visual information, so I work well with diagrams, graphs, illustrations, etc. I am very glad that tables were presented at the seminar today, one on the blackboard, the other in electronic form. Thanks to them, I was able to quickly assimilate the material.

Personally, I combine the features of a visual and a digital. I assimilate all visual information better as a visual, but as a digital, I need to understand the logic and connections in the material, I perceive the world through inner speech, dialogue with myself.

It is very important to understand your type of perception, because due to this you can increase the quality and speed of learning and be able to convey your thoughts to a person with high accuracy.

Even now, writing posts on Instagram or other social networks can become more effective if I determine which type of perception I would like to see among my subscribers.

I realized that I am a visual. For me, the visibility, the appearance of the object, "pleasant with useful" is important.

Today's lesson will certainly help me distinguish people by how they perceive information, observing their facial expressions, gestures, gaze direction, voice, speech features and even breathing. emotional and bodily responses, for example, "goosebumps".

I will recognize the type of people at the first opportunity: this will help me find the right key to them and speak their language. I will learn to "get into the position" of visuals and digitals so that communications are more successful and to get rid of "deaf and blind" conversations.

After today's lesson, I realized that I needed to observe the people around me in order to learn how to determine "what language" they speak. It is not only useful for effective communication, it is interesting to see how people on a subconscious level perceive the world around them (including you). When I got home, I immediately heard from my sister such phrases as: I spent time, stumbled upon something interesting, - characteristic of a kinesthetic. This week I will listen carefully to my parents and sister to determine whether living under the same roof affects similar types of perception.

I am a visual compensated by an auditory, that is, I perceive visual information much more easily, but I also "love with my ears". That is why the best way of communication for me at school is a seminar: I look at the speaker, watching his nonverbal language, see the presentation, and listen to his speech this is the most effective use of my time and a good way of assimilating information. Interactivity and a large number of collective discussions allow students to evaluate the work of their fellow students, emphasize their creativity and develop effective methods of interaction in the team:

I was also surprised by my classmates, in particular, Alexander and the excellent advertising that he came up with for bast shoes. I was struck by her originality. From this lesson, I will pay more attention to the abilities of my surroundings.

The resourcefulness and creativity of my colleagues amazes me. There were many vivid examples of advertising for different types of perception of people. I especially liked the examples about the sand of the Sahara for audials and about bast shoes for digital. Quite difficult tasks.

I want to highlight Nastya's advertisement, which managed to convey the atmosphere of the Moon and attract not only audial people there, but also other types of people thanks to the tempting prospect of taking a break from the earthly noise on the other side of the Moon. I also want to mention Alexander, who was not afraid to say that he liked the kinesthetic letter, despite its specificity.

My classmate S.L. noted that the most suitable love letter for an audience is a song. It is the audials who pay special attention to the sound background and songs in films and commercials.

And also during the lesson, I was very surprised by Sasha's advertising text about Highplapti. Short well-aimed phrases and the vocabulary characteristic of advertising were very clearly outlined. I realized that I needed to pay more attention to studying examples of such texts in order to learn as well. In the future, I will use this knowledge when writing texts in my professional activity. It is important that despite the game format of the lesson, students correlate the methodology with his future professional activity. And express their willingness to use it in the future. I liked that at first we heard household examples (love letters), and then we ourselves transformed the knowledge gained into work (advertising). This showed that the scheme of different channels of perception can be used in all spheres of life.

I got acquainted with a new targeting system, which I will definitely be able to use in the future to attract customers more competently. Appealing to the most developed channels of perception in humans makes it irreplaceable for the consumer to influence his attitude to the proposed product.

I am still surprised at how differently one or another product should be sold to different categories of people: for example, when selling a doughnut hole to a visual, I will say that he will enjoy the magnificent emptiness, his tired eye will finally rest; and I will tell how wonderful that pink, juicy, a donut shimmering with bright glaze. And at the same time, if I decide to sell the same hole to a digital, I will say completely different words: you will have excellent free space when you acquire emptiness. in this place you will be happy to store what you need. an empty space is always in the price due to the fact that it can be filled with what is important to you.

It was very interesting to listen to love letters to different types of people, as it clearly showed the difference between different representational systems, and also now it will be clearer to me what kind of auditory system the authors of the books I read could have.

It turns out that the description for kinesthetics is used by writers in order to better convey the emotions of the hero experienced in the novel.

I was surprised that when writing the dialogues of romance novels, they use tables such as the one that we have disassembled. This made me think that, in fact, for many areas, including advertising and public relations, there are certain scripts with which you can influence the client in order to convey information to him in the most convenient way. And, most interestingly, it's not manipulation at all!.

I was surprised by the contrast between love letters for visual and for digital. Based on the differences in the channels of perception, these two letters sound like works of different genres (artistic and official business).

It was interesting to try to influence a potential buyer myself by knowing what type he belongs to. I will definitely use this information in the future.

I use it in my work: When writing advertising texts for a certain audience, I can easily attract attention by using the table that we studied today

Although it took me a while to come up with the right approach, in the future I will use my knowledge of how to transmit information for my work: to come up with slogans for different target audiences - taking into account their "interests", I will be able to create the best-selling slogan.

Thus, the methodology introduces students to the theory of audience targeting by identifying channels of information perception. It does not exclude or replace other methods of targeting target audiences (geographical, demographic, age, status, etc.), but complements them by expanding the tools of the PR specialist.

Sensory-cognitive systems are the most important element in the process of any communication [Afanasyeva, Grishakina 2018]. And the success of communication and consumption of information with minimal aberration largely depends on the ability of the audience to perceive the text through one or more channels [Kopteva, Lobanov 2007]. The task of PR practice is to facilitate this process for the audience by applying this technique. By targeting the audience through the leading perception channel and using the studied algorithms, professionals achieve more effective communication, consolidating the consumer's interest not only on the informational, but also on the emotional level. Algorithmization of the communication process, which is an integral part of the methodology, helps to subsequently intensify professional activity, reduce the time spent on the production of texts.

In addition to obtaining the professional skill of interacting with the target audience, applicable in future professional activity, the technique allows achieving other results [Pomuran 2021]. In particular, to determine the leading channel of perception by the student himself and improve his self-organization, optimize the process of cognition. The assimilation of workshops opens up new opportunities for human and professional growth, since the use of several perception channels is achievable and, moreover, characteristic of people working at high levels of management of society and business.

The digital information environment of communication creates certain challenges in the application of this targeting method, since communication occurs virtually and asynchronously [Voronova 2018]. However, the prospects for using the technique in a digital environment are extremely high. The use of big data for targeting opens up new opportunities for analyzing the leading sensory-representative system among a large audience, and the segmentation of modern Internet communication largely reflects the existing differences in the dominant channels of perception among different audiences. Feedback in the form of online comments, as well as the possibilities of corpus analysis of texts and images, allow you to target the audience more effectively using certain social networks or platforms, taking into account the sensoryrepresentative system. Further development of digitalization opens up new areas of communication in the digital environment, however, the proposed methodology it remains applicable for them as well.

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References
1. Information and communication technologies of the third millennium: textbook. (2020). P.V. Menshikov, E.E. Yusupova, V.N. Filippov [etc.]; edited by P.V. Menshikov. Moscow: MGIMO-University.
2. Denishova, D. A. (2017). Representative system, channels of perception and synesthesia within the framework of the issue of human perception. Humanitarian Scientific Bulletin, 5, 8-15.
3. Information and communication technologies of the third millennium: textbook. (2020). P.V. Menshikov, E.E. Yusupova, V.N. Filippov [etc.]; edited by P.V. Menshikov. Moscow: MGIMO-University.
4. Bagretsov, S.A., Karpenchuk, N.A., & Karpenko, V.S. (2019). Methodology for choosing forms and methods of conducting classes, taking into account the importance of students’ representative systems. Izvestia of St. Petersburg State Electrotechnical University LETI, 5, 39-46.
5. Baturina, V.Yu., Voronova, Yu.A., & Kero Hervilya, E.F. (2018). Languages. Cultures. Translation. International communications, 3(8), 4.
6. Afanasyeva, T.S., & Grishakina, N.I. (2018). Representative systems in teaching. Bulletin of the Institute of Economics and Management. Novgorod State University named after. Yaroslav the Wise, 3(28), 21-28.
7. Kopteva, S.I., & Lobanov, E.A. (2007). Interdisciplinary approach to the study of representative systems. Bulletin of the Belarusian State Pedagogical University. Series 1. Pedagogy. Psychology. Philology, 1(51), 45-49.
8. Pomuran, N.N. (2021). Leading modalities of student translators’ perception and literary translation strategies. In the collection: Linguistic picture of the world in conditions of multilingualism and multiculturalism: translation, linguistic and didactic aspects. Materials of the International Scientific and Practical Conference. Edited by L.G. Kuzmina, N.A. Fenenko (pp. 444-450). Voronezh.
9. Voronova, Yu. A. (2019). The influence of digital discourse on mass communication. In the collection: Language. Communication. Culture 2019 Almanac based on the results of the III International Scientific and Practical Conference of Young Scientists - Master's and Postgraduate Students (pp. 49-50). Moscow.
10. Pomuran, N.N. (). Leading modalities of student translators’ perception and literary translation strategies. In the collection: Linguistic picture of the world in conditions of multilingualism and multiculturalism: translation, linguistic and didactic aspects. Materials of the International Scientific and Practical Conference. Edited by L.G. Kuzmina, N.A. Fenenko. Voronezh, 2021. pp. 444-450.

First Peer Review

Peer reviewers' evaluations remain confidential and are not disclosed to the public. Only external reviews, authorized for publication by the article's author(s), are made public. Typically, these final reviews are conducted after the manuscript's revision. Adhering to our double-blind review policy, the reviewer's identity is kept confidential.
The list of publisher reviewers can be found here.

The article "Targeting by sensory-representative systems in writing advertising and PR texts (experience in developing a methodology for MGIMO students)" has a practice-oriented character and has undoubted methodological value. It solves an important task the author provides tools that allow you to form practical skills in writing advertising and PR texts aimed at audiences of different sensory-representative types for students studying in the specialty "Public Relations". The structure of the article corresponds to the stated purpose. First, its relevance is indicated, the theoretical foundations of the proposed methodology are formulated, then specific tasks are given that have been tested in the educational process, students' works are presented that illustrate a possible end result, and then it is shown how the principle of feedback in learning is implemented. Students' reflection demonstrates the effectiveness of the proposed methodology in the best possible way. The final part of the article summarizes the conclusions, once again focuses on the objectives of the methodology, on its compliance with modern trends in the information environment and the field of communication. The materials presented in the article will undoubtedly be in demand in the educational process, and they will also be of interest to practicing authors of advertising and PR texts. The strengths of the proposed task system are its creative, dialogical nature, reliance on modern theories and trends. At the same time, in our opinion, it is necessary to present the scientific and theoretical basis of this technique in more depth in the article. The article is accompanied by a list of references, which presents the works of A.G. Maklakov, D.A. Denishova, V.I. Konnov, L.G. Pavlova, etc. There are 12 items in total. But this list exactly accompanies the article, as if it were attached to it, and not analytically represented. There are no references in the article to support the theoretical positions. And although the author includes phrases of this type: "most researchers single out ...", but who these scientists are is not specified. At the same time, the author of the article makes the following remark: "The workshops were developed by Golubeva V.I. on the basis of teaching a course for the specialty of Public relations," however, we do not find a bibliographic reference about them in the list of references. Even if they are not published and exist in the form of a RAP, then in any case this should be stipulated. In addition, the article needs serious punctuation editing. In particular, in the following sentences: "This situation, on the one hand, provides a unique opportunity to increase the accuracy of targeting, and at the same time increases the role of alternative methods of audience analysis" - it is necessary to separate the introductory word with commas on both sides and remove the comma before and (this is a single union with homogeneous members); "... predictable activity is only possible ..." - remove the comma, since it stands between the subject and the predicate; "Most often, people use to communicate with the world ..." - remove the comma after "most often". "In the digital age, interest in the use of sensory-representative systems is increasing among specialists in various industries, including PR specialists" - a comma is needed after the word "industries". Similarly, it is necessary to correct the entire text, including the need to correct students' reflective essays. There are other inaccuracies. In the sentence "In the article we will first consider the theoretical basis ...", it is more appropriate to replace the word "consider" with "imagine" or "characterize". It is necessary to edit the heading "Using feedback in the application of the methodology) texts". The word "high-speed" is usually written together, rather than hyphenated. All these little things are easily fixable. In general, after correcting these shortcomings, the article is recommended for publication.

Second Peer Review

Peer reviewers' evaluations remain confidential and are not disclosed to the public. Only external reviews, authorized for publication by the article's author(s), are made public. Typically, these final reviews are conducted after the manuscript's revision. Adhering to our double-blind review policy, the reviewer's identity is kept confidential.
The list of publisher reviewers can be found here.

The peer-reviewed work "Targeting by sensory-representative systems when writing advertising and PR texts (experience in developing a methodology for MGIMO students)" is a description of a technique that complements the arsenal of familiar segmentation methods, traditionally based on socio-demographic and financial characteristics. The authors base their methodology on the study of human perception and segment the audience by sensory-representative systems. According to the organizational structure, the article is traditional its main structural components are the introductory part, the main part and the conclusion. The paper first presents the theoretical basis of the proposed method, then the tasks are described in detail, examples are given and control questions are presented to control the assimilation of the new technique. The main part presents 4 workshops: 1) "Translation Table", 2) "Letter", 3) Advertising text "Buy the Moon" and 4) "VIP Letter". The part of the work called "Using feedback in applying the methodology" seemed redundant to us this part contains student comments, it is about 6 pages of text we believe that it is necessary to present an analysis of these comments. Based on the results of these comments, the authors conclude that the methodology introduces students to the theory of audience targeting by identifying channels of information perception; it does not exclude or replace other methods of targeting target audiences (geographical, demographic, age, status, and so on), but complements them by expanding the tools of a PR specialist. The authors also outline the prospects for using the technique in a digital environment, which, in their opinion, are extremely large. The use of big data for targeting opens up new opportunities for analyzing the leading sensory-representative system among a large audience, and the segmentation of modern Internet communication largely reflects the existing differences in the dominant channels of perception among different audiences. Feedback in the form of online comments, as well as the possibilities of corpus analysis of texts and images, make it possible to target the audience more effectively using various social networks or platforms, taking into account the sensory-representative system. These prospects are certainly real and beyond doubt. The methodology proposed by the authors has practical significance, and the work itself will be of interest to a wide range of readers. The topic chosen by the authors has relevance and scientific novelty. The theoretical basis on which the authors rely is presented in a bibliographic list of 10 titles that are relevant and relevant to the topic of the work. In general, the article meets the goals and readership of the Litera magazine, as well as the basic requirements for such works. Based on all the above, it can be concluded that the work "Targeting by sensory-representative systems when writing advertising and PR texts (experience in developing a methodology for MGIMO students)" can be recommended for publication.
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