THE PSYCHOLINGUISTIC ASPECT OF ADVERTISING IN THE MUSIC INDUSTRY
The present research project is aimed at the investigation of the ways of influence on ordinary consumers and approach to the communication with prospective customers by means of advertising posters in the field of the music industry, particularly examples of widely known guitar manufacturer Fender. Nowadays there is a great prominence to the theory of psycholinguistics in the field of consumer behavior since it examines consumers' comprehension of brand names, slogan, as well as “semantic and sound-based impact, sentence structure, and research marketing communication” (Lowrey, 2007). The purpose of the study is to determine the attractiveness of advertising material for potential consumers who are not native speakers and to identify the manufacturer's approach to communication with consumers. Research objectives are: to look at some examples of promotional material of the guitar and musical equipment company Fender; to define a strategy for communication with consumers by means of advertising posters; to conduct a survey using the semantic differential approach among ten female respondents and ten male respondents who are in the process of learning English; to determine the most successful approaches to communication with potential consumers employing advertising. The main research methods are: the semantic differential method, the stylistic-statistical method, the comparative stylistic method, the descriptive method, the content analysis. During the entire project, various examples of the advertising materials from Fender were considered but the most interesting for the respondents, who took part in the survey, was the material that used the theme of historical events and projected them onto the advertised product. This way, we managed to presume that this approach to the advertisement is not only effective but also can help the ad-makers to present one of the brand's strengths - a long history and experience in the industry. At the same time, the audience perceived the advertising material that used the association of the guitar with the female body as extremely controversial. Thus, the results were divided by about half-and-half. Hence, it allowed us to suppose that ad makers should take into account the factor of gender since sometimes one message can offend a great number of prospective consumers and damage a brand's reputation.