Vectors of socio-economic development in Russia. Modern challenges and opportunities
- Authors:
- Svetlana A. Goriunova, Irina V. Mkrtumova
- Work direction:
- Глава 12
- Abstract:
- Due to a noticeable decline in demand for advertising products, a decrease in sales and loss of profit in cafes and fast food restaurants, managers of some companies are forced to resort to extravagant ways of working with customers – involving epatage elements. The authors note that, to a greater extent, epathetic advertising causes negative emotions and makes a negative impression on older people, while in young people it evokes amazement, arouses interest, brings out laughter and the desire to buy fast food products precisely because of the original approach to their positioning. Based on the concepts of social field of P. Bourdieu, functional theory of R. Merton and others, the article outlines the features and peculiarities of difference between epatage and other attraction methods and techniques of influence on young people. Examples of socially significant epatage advertising, epatage in advertising products of catering restaurants Carl's Jr, Burger King, cafe ‘Shhelkunchik’ are given in this chapter. Understanding the impact of epathetic advertising, marketers also consider the possible consequences for brand reputation, including negative feedback and criticism. A strategy of ubiquitous social media presence not only maximizes audience reach, but also helps shape the consumer habits of young people. In conclusion, the authors emphasize that epathetic food advertising cannot bypass ethics, principles and postulates of morality.
- Keywords:
- youth subculture, consumer behavior, epatage advertising, epatage, social construction, catering restaurants, advertising content, attraction methods
Vectors of socio-economic development in Russia. Modern challenges and opportunities