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Creation of Actual Demand for Cultural Entertainment Through Advertising Media
Nozdrenko Elena Anatol'evna

PhD in Philosophy

head of the Department of Advertising and Socio-Cultural Activity at Siberian Federal University

660041, Russia, Krasnoyarsk, str. Prospect Svobodny 79, of. 454

elena.nozdrenko@bk.ru

Abstract.

In the conditions of development of market economy the cultural and leisure sphere has to not only choose, but also itself to predict the perspective directions of the development. Mechanisms of such forecasting have the difficult structure connected with the main line of cultural policy. As the goal-setting of cultural and leisure activity is connected with the organization of leisure in the socially significant purposes, and need to carry out the qualified work on formation of actual demand for this type of free time is obvious today. The question of the qualified advance of a cultural product is rather problem today. One of the reasons (it is also a question of marketing) is the lack of the demanded cultural product directed on satisfaction and development of cultural requirements and interests of the personality. The second reason is connected with misunderstanding (more often ignorance) technologies of effective advance of this type of a product which is caused by specifics of the branch of cultural and leisure activity the organization of leisure within which, in turn, has the humanistic, culturological and developing character. The main method of research is the conceptual analysis of advertizing as the integrated marketing communication and specifics of advertizing in relation to cultural and leisure activity. The review of actual expert and information sources, critical consideration of the points of view and approaches existing in the academic science was applied. The major role in effective realization of idea of formation of actual demand for cultural leisure is occupied by various informative convincing technologies of advance. Modern advertizing is not only reflection of culture of society, but also itself is capable to participate in formation of this culture, including culture of consumption considerably. Advertizing promotes socialization of the person by means of broadcast of samples and norms via mechanisms of mass communication within which society realizes technological ways of production of social values. Professional approach to advance of a product of cultural and leisure activity and his consumer as persons, leads to awareness of need of application of new communicative technologies (advertizing, PR, etc.), capable to meet the requirements of modern society and: 1) to form actual demand for this type of spiritual production; 2) to create new needs of the personality, qualitatively influencing and defining spiritual and cultural life of society.

Keywords: advertising, cultural environment, social communication, marketing communication, cultural entertaining activity, promotion, cultural products, cultural services, consumer behavior, public communication

DOI:

10.7256/2306-0158.2014.10.1343

Article was received:

24-10-2014


Review date:

25-10-2014


Publish date:

27-10-2014


This article written in Russian. You can find full text of article in Russian here .

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