THE CHARACTERISTICS OF ADVERTISING CAMPAIGNS OF EUROPEAN COUNTRIES

УДК 65.012.32

Русінова А.О., студентка 4 курсу
ХНЕУ ім. С. Кузнеця

European integration is a process of political, legal, economic, social and cultural integration of European countries. Cooperation within the framework of European integration of Ukraine in the field of culture covers the following areas and tasks:

  1. promoting the expansion and improvement of cultural exchanges, mobility of art objects and artists;
  2. developing the cultural industry in Ukraine and the EU;
  3. encouraging the intercultural dialogue between Ukraine and the EU.

One of the means of such a dialogue is the spread of advertising, which, on the one hand, allows us to reflect the history of the country, the peculiarities of the way of life and the mentality of the population and, on the other hand, the spread of advertising allows countries to become more involved in the processes of European integration and globalization [1].

Today, advertising is an inseparable phenomenon of the present, which originated at the dawn of civilization, survived the various stages of its setting with the evolution of personality, his needs and cultural development. This is one of the forms of marketing communication, an important component of a marketing mix that is used to stimulate, convince and manipulate the audience of the enterprise. However, the current state of a market economy is characterized by the quality improvement, the rapid expansion of the range of products, the growth of prices and consumer needs. It creates certain barriers to the development of advertising. That is why this research is relevant, because analysis of the characteristic features of advertising in different countries will allow improving the quality and effectiveness of its functioning in Ukraine and will definitely accelerate the process of Ukraine’s integration into the European community.

At first sight, the difference of advertising in different countries is not always obvious, since the essence of advertising in each country is considered the same: a certain description of the product, aimed at the consumer.

Great Britain is a country of beautiful, bright, high-quality, multifaceted advertising with great creativity and subtle humor. The English have a nice, delicate taste. British advertising is clearer to Ukrainian consumers than the American. It is more intelligent, more sophisticated and less “town-like”, even if it is intended only for the British market. Advertising, created in the UK, is very successful in competing with those created in America in terms of budget and promotion.

As for France, it should have the most elegant and creative advertisement according to the stereotype. Of course, French advertising is distinguished by elegance. Ideas, which were represented the world by such French agencies as TV WA / Pat is, Euro RSCG and Publicis Conseil are exquisite, bold and smart, have a deep implication. France is one of three countries (alongside Great Britain and Germany) that create the image of European creativity. It was France that presented the advertising industry of such people as Eric Furfruhen (the best art director in the world), Olivier Oltman (Co-Chairman of the Board of Directors and Chief Creative Officer of the French Publicis Conseil). The highest the tic of France has been reflected in advertising, which operates with visual ague and seductive images. It is beautiful and perfect in itself, elegant and sophisticated.

For the French, the pleasure brought by advertising, in itself, is a sufficient reason for the purchase of the product advertised. It is not by chance that more than half of the French creative directors began their advertising career as artists, while in the US it is usually copywriter. Maybe that is why there are very few words in French advertising. According to experts, the French are real artist in advertising.

Germany as one of the most creative countries of Europe, along with Great Britain and France, is gradually conquering the leading position in the world. German advertising refutes stereotypes about the country. There is neither mannerism nor obsession over any order. There is nothing what we usually have in mind about Germany, besides the impeccable German precision. In advertising Germans, as in their real life, seek accuracy and functionality, so extra emotions are far below logic. It is said a lot about the technical benefits of the product, ingredients used, figures. German advertising can be called extremely trust worthy. It uses arguments, facts, and the logic of persuasion.

In addition minimum of emotions, maximum reliability are a big responsibility. At the same time, German advertisement has beautiful visualization, excellent video clips and creativity, based on facts. So, the best non-traditional media is produced in Germany.

Scandinavian countries’ advertising is quite various. So, the Norwegian advertising with its absurd, rare humor is a complete contrast to the strict advertising style of neighboring Sweden [2].

Advertising in Ukraine is the most widespread because of television, and advertising is gaining popularity on the Internet. Its peculiarity is that it has strong structure (introduction, main part and conclusions), color images, popular expressions, jingles and is oriented on individual people. The main functions of advertising are informative, psychological and reminiscent. Ukraine has a large number of western advertising agencies, many of which have become multinational corporations. As a rule, they make a stake on unified advertising, that is, on a single, geographically independent way of influencing the target audience.

In the harsh conditions of competition during the creation of advertising, the customer must always focus on the national peculiarities of buyers in the country, where advertising campaign is running. European advertisers have to sell goods that are more expensive and show more ingenuity, because Europeans no longer react to the fascinating visual or musical series. The Germans, according to statistical studies, are most likely to be interested in advertising that will make a smile or a shock. That is, in the west countries the market is so tight that advertisers have no choice but to look for a new, revolutionary way of presenting an advertising message in order to get attention of the potential consumer [3].

Further research in this area may relate to the design of a concept for the development of the domestic advertising market and effective ways to improve international advertising activities.

REFERENCES

  1. Musician V.L. Advertising and PR-technologies in business, commerce and politics: monograph / V.L. Musician. – M.: Law and Law, 2016. – 258 p.

  2. Comparative characteristics of consumers and features of advertising communications in the countries of the USA, Japan, Europe, Ukraine.

  3. Advertising, its meaning in the life of man and society.

Науковий керівник

старший викладач Михайлова Л.З.