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FEATURES OF RUSSIAN PRODUCT PLACEMENT

E. A. Nozdrenko, E. A. Ponomareva, N. B. Stanislavchik

Abstract

Background: In modern Russia, the majority of people does not trust traditional advertising, so advertisers need to use alternative methods to attract attention to a product or a brand. According to Media Logics, in 2016 due to the economic crisis more than ten the largest companies in Russia refused to advertise on television, others reduced its presence on the television screen. Methods: Basic principles of dialectical logic were applied as a theoretical and methodological foundations of the research (ascent from the abstract to the concrete, the ratio of the empirical and theoretical, unity of the historical and logical). Results: The Russian product placement is currently experiencing a period of stagnation. Its specificity is connected with a phenomenal contradiction: on the one hand it is not regulated by Russian legislation, on the other - this market is considered to be formed, but its size has not been officially measured. Hidden advertising in Russia is prohibited, and organically integrated into the work or performance, according to the Federal Law "On Advertising", is not recognized as advertising. We believe that the status of national product placement is due to this factor and some other circumstances. Conclusions: The article analyses the factors that determine the specificity of the Russian product placement. In connection with this, the question of semantic constructs in the product placement seems relevant, taking into account the obvious specificity of the Russian consumer in the integrated advertising market.

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DOI resolver: doi.org/10.5593/sgemsocial2017/41/S16.023

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