EXPRESSION OF PSYCHOGRAPHIC CHARACTERISTICS IN MEDICAL ADVERTISING TEXTS
Keywords:
medical advertising, addressee, lifestyle, daily life, family relationship, health, medical deviceAbstract
This article discusses the expression of psychographic characteristics in medical advertisements (texts), such as the lifestyle of the addressees, daily life, the values that affect them, family relationships. There were 164 medical advertisements in the media (mostly television), in which the percentage of each psychographic feature was given. The observed medical advertisements reflect the lifestyle of the addressees 53%, the expression of family relationships 18%, the use of value units such as "health", "one hundred percent natural", "one hundred percent pure" - 7% explained on the basis of examples.
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