Al-Farabi Kazakh National University

School of “Philosophy and Political science”

Department of “Religious Studies and Cultural Studies”

Ph.D. doctorate Massanov Y.Zh.

Doctor, professor Ismagambetova Z.N.

Candidate of Political Science, Nasimov M.O.

ADVERTISEMENT AS OBJECT OF MEDIA CULTURE AND POLITICAL SCIENCES

ABSTRACT

This article reveals the importance and place of contemporary advertisement of Kazakhstan as social phenomena. At the same time the majority of experts consider, that the audience of mass-media will remain the nearest years enough passive and will not do an inquiry about improvement of quality of analytical information, being limited with interest to current events. In Kazakhstan media culture an interest to daily occurrence is being actualized: an everyday life, ordinary knowledge, ordinary consciousness, daily speech, daily behavior of the person, culture of ordinary life. Coming of advertisement into the life of society gave the opportunity to express opinions which are rich in content. In our changeable world we have to criticize all the life situations and reconsider some of them. We know century we live as century of informatization. And the basis of advertisement is not only commercial information; it is also social, political, ideological informatization too. Realizing concept of the advertisement we can determine the importance of advertisement in social and political processes of society. We know century we live as century of informatization. And the basis of advertisement is not only commercial information, it is also social, political, ideological informatization too.

Keywords: Advertisement, Media culture, Mass-media Kazakhstan, Political advertising, Modernizing process.

The modern image of media culture in Kazakhstan is defined; firstly by its involvement in globalizing information space of the world community, secondly the state sovereignty achievement of the republic. The media culture is a set of information-communicative means, material and the intellectual values elaborated during cultural-historical development of society, favoring the formation of public consciousness and socialization of the individuality. It involves the culture of information transfer and the culture of its perception.  The media culture of Kazakhstan is shaped, structured, changes its properties and parameters, becomes complicated according to the changes in its carriers – the people, the people who unite and coordinate their interests with each other – economical, family-household, political and spiritual.

Progress of all the activities depends on the quality of business communications. There are many kinds of business communications: conferences, exhibitions, seminars, briefings and interviews, round tables, business lunch and games, negotiations. According to the “Spiegel”, the famous German magazine from all of these kinds of business communications we can note the advertisement which is considered to be the “fifth power” after the mass media.

Coming of advertisement into the life of society gave the opportunity to express opinions which are rich in content. In our changeable world we have to criticize all the life situations and reconsider some of them. We know century we live as century of informatization. And the basis of advertisement is not only commercial information, it is also social, political, ideological informatization too. Realizing concept of the advertisement we can determine the importance of advertisement in social and political processes of society. Any kind of advertisement cannot work itself. To influence to people well we should use the experiences of sciences like psychology, management, marketing, journalism, linguistics, public relations. Nowadays in policy and political science matter like this is paid attention only during the elections. In society life importance of advertisement is growing. That’s why we should remember that the advertisement is the tool of market relations. The main principle of advertisement is to give information about any product or service to consumers and to communicate with them. And the basis of advertisement is information and the persuasion. Generally the advertisement is quickly being transformed field of mankind’s services.

The stem of this concept is connected with verb “reklamare – to shout” from Latin language. The verb “advertise” was widely used in XIX century. In XY – XYI centuries it had definition like “narration” in Oxford dictionary. Romanic languages (French, Italian and Spanish) have definitions like “publicite” (fr.), “publicitad” (sp.), and we translate it like “zharnama”. There are two attitudes toward the advertisement on the West. Especially philosophy scientists and sociologists had negative estimation. They considered that it is the mechanism of manipulation of people’s mind. But there were scientists who had positive attitudes. For example There are many opinions about advertisement of foreign scientists in O. A. Feofanov’s book, “Advertisement: new technologies in Russia” [1]. There are some of them: American scientist, Giankarlo Buzzi : “Advertising information works for ideology and tries to join the opinion and the behaviour. It is a tool of policy and it builds the characteristic of society. Before saying about advertisement we should pay attention to matters about social morals or ideology. The famous German philosophy scientist Erich Fromm says: “Advertisement does not influence to mind, it influences to feelings. As hypnosis it does not try to influence to its objects by power of intellectual energy. There is an element of dream in advertisement like this it causes sense of satisfaction like movies”.

“Nowadays the advertisement is not only advertisement; it became the form of living. By means of it particular model of behaviour and one-way thinking set in people’s mind” said the famous philosophy scientist Gerbert Markuze. The president of USA Calvin Coolidge said in 1929: “Population’s demand has become by means of developing of business. Advertisement is the factor which influence to choosing our food and clothes, behaviour and work of all population. Sometimes our generation cannot realize values of life without advertisement. Advertisement is the power which takes part in mankind’s developing and bringing up of it in another way”. Winston Churchill: “The advertisement attracts the consumer necessities of people. It has set the necessity as a form of high life. The necessity appears in front of man in form of convenient apartment, high-quality clothes and food for him and his family”. French writer, Sent Exupery: “The power which influences with the pedagogy in pedagogical way is the advertisement”. Canadian sociologist, Marshall Macluen: “We cannot compare the class-room with glory, profit and authority which are achieved only by advertisement”. American scientist, David Potter: “We can compare the advertisement’s influence to today’s society with old institutions like school and church”. Professor of London University Frank Kermoud: “Audience has changed. It is being brought up by television and advertisement. In his article “Agitation and advertisement” the famous Russian poet V. V. Mayakovsky said: Any activity will not make progress without advertisement. Many people think that only bad goods should be advertised and good things will be sold without problem. It is wrong ratification. Advertisement is the name of product…Advertisement should always mention about product” [2].

Policy and economics are in close connection. For example large economic structures, corporations, associations influence to activities of political power, they support certain politician and help to make his own decisions. Also the politician should realize changes of society and feel the market conjuncture as a businessman. That’s why the methods and technologies which used successfully in economics are used in policy too. In his book T. Parsons showed close connection between the policy and the economics [3]. He made parallel between the political work and work of bank. For example during the elections candidate will give the “portion” as a bank worker. Subsequently even electors didn’t vote for him on this election, he might make progress on the next election. It is like a regime of a work of bank. Political advertisement was born with the policy. When the first states were born the power realized that by means of connection with population it can regulate everything in country. The power chose the way of influencing to people’s mind based on information. That is why this concept is an element of political culture and political relations. Schumpeter said in his book “Capitalism, socialism and democracy”: As trade-unions parties and politicians regulate political activities. Management of parties, its period of advertising, psycho-technique of device and March are no things for beauty. They are tools of political activities [4].

Jack Segela, one of the best specialists in political communications who conducted political campaigns of politicians like Francois Mitterrand, Jack Shirak, Lionel Jospin, Alexander Kvasnevsky: “Nowadays the advertisement is not only the source of trade. It is the word of policy, social relations and humanity”. He advises candidates and organizers of elections to keep to his own 8 principles:

1.People vote for a person, not for party.

2.People vote for idea, not for ideology.

3.People vote for the future, not for the past.

4.People vote for social opinions, not for political ones.

5.People vote for legendary person, not for untalented one.

6.People vote for destiny, not for accustomed things.

7.People vote for victory, not for defeat.

8.People vote for values which come true, not for uncomprehensible values [5].

“Election is the dramatic art – Segela also said. – Electors vote for certain candidate when they trust him. Political consultant should prepare the scenario of political activity in the way which people expect. He should promise what he will be able to do, not to promise impossible things. But it is had better to divide everything into periods, and in the end you are waited by one thing. That thing is your victory”.

In his book Lisovsky S.F. said that A. Deyan’s definition for word “advertisement” is the most correct: “Advertisement is announcement of any goods, products, company, organization, candidate, government by means of communications” [6]. There are typologies of political advertisement in scientific work written by creative group of political consulting center “Nikkollo M”.

Classification by how you receive the advertisement:

- Visual (booklets, outdoor advertisement, posters, leaflets, calendars).

- Audio (radio broadcasting)

- Audio-visual (television and movie advertisement)

A. Deyan’s classification:

- Advertisement which is used for short time with quick reaction.

- Advertisement which forms certain person and necessary temper.

M. Kern divides video advertisements into two groups:

- Video advertisements which have platform of candidate.

- Video advertisements which have slogan of candidate.

R. Joselyn’s classification:

Rhetorical type of political advertisement:

- To make popular a candidate.

- To attack to opponent.

- Answer for the attack.

F. Kottler’s classification of political advertisement’s function:

- Informative.

- Comparative.

- Warning.

L. Devline’s classification of advertisement by its spreading:

- Ordinary, candidate’s answers to journalists and viewers.

- Negative, it tries to reduce the popularity of opponent.

- Conceptual, to tell candidate’s ideas the electors.

- “Sincere movie” or video clips of candidate’s talking to his voters.

- “Private trust”, or positive opinions and attitudes about the candidate said by famous people and passers-by.

- “Active candidate”, it shows the candidate’s attitude to solve important problems [7].

Pushkareva G.V., the specialist in area of political management shows four peculiarities of political advertisement. At first, interval between communicator’s activity who prepares informative product and receiver is divided by time. At second, organizers of political campaign cannot totally control process of producing. At third, the advertising product is offered to receiver without any changes. At fourth, the political advertisement is never organized free of charge [8].

The famous specialist in area of political advertisement, Ro0ger Ailes: “Descriptions of processes written in the Press, mistakes of participants, squabbles of opponents, social opinions about the results of electoral race are very interesting process [9]. Political managers and image-makers divide advertisements into the following groups:

1. The advertisement in mass media:

a) Advertisement being in process: advertising broadcasts, articles, reviews, interviews and other advertising reports.

b) Radio and television advertisement: radio advertisement: radio broadcasts, radio journals, reports, reviews, chats on air; television advertisement: television broadcasts, telereports, teleperformances, teledebates, “round tables”;

c) Audio-visual (screen) advertisement: advertisement movies and video films, video clips, video information, slide shows.

2. Outside advertisement: billboards, panorama, display stands, posters, large leaflets, banners;

- Light displays, tabloids, running lines;

- Advertisements situated on cars: salon advertisement and outside advertisement stuck on the surface of car.

- Other outside advertisement: air balls, aircrafts, sensational performance.

3. Activities like “Public relations”:

- Openings, press conferences, symposiums, seminars, practical and scientific conferences;

- Charity activities, sponsoring of social projects;

- Meetings on the theme of important social problems.

4. Printed advertisement: leaflets, posters, postcards, sleeves, letters, brochures, calendars, visit cards, programs, declarations, convokes.

5. Direct postal advertisement: to spread materials of printed advertisement.

6. Advertisement memorials: calendars, pennants, badges, business presents.

7. Computerized advertisement: to insert and set the information in computer networks [10].

As I said, to execute its role in social and political processes the advertisement must do following commitments: at first, to inoculate the concepts and people’s manners which society needs on the base of social necessities, to inoculate the certain social and political behavior; at second, to agitate phenomena necessary to people; at third, to give information about values occurred in political processes, to explain the periods and ways of execution.

As I said at the beginning, specialists pay attention to the concept of general political advertisement only during the period of elections. However, many kinds of political advertisement like informational, agitated, comparative and warning advertisements are used in mass media every day. Political advertisement directs the ideas as itself and spreads symbols and myths. Political advertisement works in conditions of political competition and its social ideological function is very important. Consequently, political advertisement is foundation of strategic political ideas and its function is to regulate the behavior of society.

Nowadays it is impossible to imagine the political life without mass media, especially without advertisement. Mass media is the concrete and obvious tool of power. It means the way to get the power is to rely on the trusted mass media. Newspaper and magazines, tele-radio broadcasting, computer networks can regulate social and political behavior, psychological hope and ways of thinking. Advertisement has following political functions in society: 1) Informative – to get, format and spread the information about important work of political system’s elements. 2) Educational – to give information which increases the knowledge got in the objects of education. 3) Socialization – to assimilate political norms, values and examples of behavior. 4) Criticism and control – to form the thoughts and opinions in political-social area [11].

Thus, the media culture and political advertisement is going through the compound, long-lasting and evolutionary processes. These processes are often determined by the developing of social processes and changing of the purposes of clients (who give advertisements). Nowadays clients can rely on voices and support by means of his financial resources. As democracy is developing very deeply the role of advertisement is increasing in making popular political figures and parties. During elections political advertisement uses all the opportunities in the battle for the votes of electorate. Quality of organization of political advertisement influences to setting people’s political power. That is why we should pay attention to research of political advertisement and to assimilate all the tools of it.

REFERNCE:

1. Feofanov O.A. Advertisement: New Technologies in Russia. - St. Petersburg: Peter p. 22-26

2. Mayakovsky V.V. / Full version work. - Moscow, 1959. - p. 57-v.12

3. Parsons T. On the concept of political power // Sociological Theory and modern Society. N.Y. In 1956. - P.306 - 310.

4. Schumpeter J., Capitalism, and Democracy sotsializm. - M., 1995. - p. 347 - 348.

5. Jacques Séguéla. National characteristics of hunting for votes. Eight lessons for a presidential candidate. M., 1999. - p. 68.

6. Lisowski S.F. Political advertising. - Moscow: Computing centre "Marketing", 2000. - p.13.

7. Egorova-Gantman E.V., Pleshakov K.V. Political advertising. - Moscow: Center for political consulting "Niccolo M", 1999. - p. 45-51.

8. Pushkarev G.V. Political Management: A Handbook. allowance. - Moscow: Delo, 2002. - p. 208-209.

9. MacCartby. The Selling of the President: An Interview with Roger Ailes // Gannett Center Journal. In 1988. - Vol. Two. - № 4. - p. 70.

10. Adilova L.F. As the leader in modern political practice. - A.: Kazakh University, 2002. - p. 260-261.

11. Chigunov A.V. Politics and the Internet: political communication in the development of modern technologies. Thesis candidate political sciences. Petersburg state university. In 2000. - p. 67.

BACKGROUND INFORMATION:

Massanov Yerkin Zholanovich: Ph.D. doctorate of “Cultural anthropology”, Al-Farabi Kazakh National University, School of Philosophy and Political Science, department of “Religious Studies and Cultural Studies”. E-mail: Massanovezh@mail.ru;

Ismagambetova Zuhra Nurlanovna:   doctor of philosophy science, professor - Deputy dean on scientific-innovations work & international links affair School of “Philosophy and Political science”, Kazakh National University Al-Farabi. E-mail: zuchra-50@mail.ru

Nasimov Murat Orlenbaevch: Сandidate of Political Science, Head of the Department of History and Philology at University “Bolashak”. E-mail: nasimov_m@mail.ru