Advertising video as a kind of audio-visual production Cover Image

Advertising video as a kind of audio-visual production

Author(s): Svitlana Zarya
Subject(s): Music, Semiology, Cultural Anthropology / Ethnology, Sociology of Culture, Film / Cinema / Cinematography, Marketing / Advertising
Published by: Національна академія керівних кадрів культури і мистецтв
Keywords: advertising; promotional videos; videos; audio-visual products;

Summary/Abstract: The purpose of the work. The study focuses on television advertising as a special form of audio-visual products. The author studies audio-visual promotional videos, their classification and the specificity of their creation process. The methodology of research consists in using methods of observation, analysis and theoretical generalization of the data on the practical activity in the field of audio-visual art. In particular, television is one of the renderers of commercials and the most effective methods of address to a consumer. Through a combination of sound and image with directional effect on the viewer, the television provides great opportunities to influence a consumer effectively in a short period of time during the viewing of various television programs. Scientific novelty. The research has studied Ukrainian advertising audio-visual works as cultural product of modern Ukraine. It has analysed the art of creating of audio-visual commercials and has revised the variety of audio-visual advertising pieces. Conclusions. Modern economy and society cannot exist without advertising. Video advertising was not considered the subject of scientific studies until recently, because they did not see any signs of a cultural product in it. The video is a new kind of artistic audio-visual production – an audio-visual mini-masterpiece, a short film, which briefly and clearly transmits the main point of advertising message. The author proves that the process of advertising development is turning into an art form, and promotional videos – into little masterpieces of audio-visual art.