I. YAKOVLEV CHUVASH STATE PEDAGOGICAL UNIVERSITY BULLETIN

poetry, advertising, intertextuality, poetic allusions, reminiscences, simultaneity

The paper examines the trends in the development of modern Russian poetry; reveals insufficient study of the process of convergence and mutual influence of poetry and advertising, which determines the relevance of the study. The source base of the work was the materials of literary sites, Internet advertising archives. Cultural-historical, hermeneutic, and descriptive methods were used in the study.

The paper provides an overview of conceptual approaches to the use of poetic images and self-promotion techniques by masters of fine literature by advertisers; analyzes such cultural and technological phenomena as simultaneity, allusions, reminiscences, and mass culture; considers the directions of convergence and examples of interpenetration of poetry and advertising.

There has been revealed the dependence of the functional potential of the poetic allusions used on the socio-cultural characteristics of the target audience, the professional level of the advertising producer and the advertising budget. the author proposes to distinguish two categories of literary allusions – constructive and destructive. Constructive allusions are focused on respect for their denotations, preservation of their authenticity and the formation of exclusively positive associations and positive emotions in the addressee of advertising. Destructive allusions aim to increase the credibility of the advertiser or his product by distorting or disparaging the denotation of the allusion. High-quality advertising with constructive poetic allusions can serve as an effective means of popularizing both classical and modern poetry.

Шатунов Юрий Александрович – кандидат исторических наук, доцент кафедры экономики, управления и права Чувашского государственного педагогического университета им. И. Я. Яковлева, г. Чебоксары, Россия, https://orcid.org/0000-0002-9912-9933, UShatunov@yandex.ru