English to Russian translations [PRO]
Advertising / Public Relations / social research | | English term or phrase: "ad framing" | | Here we adopt the general term "ad framing" to reflect that advertising's effects may be felt not only at the time of exposure but also later, in the context of product trial or use. |
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erika rubinstein
Local time: 17:54
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4 KudoZ points were awarded for this answer |
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2 hrs confidence:   peer agreement (net): +2 рекламное оформление/ обрамление
Explanation:
ad=advertisment
| erika rubinstein
Local time: 17:54
Works in field
Native speaker of: Russian
PRO pts in category: 48
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| | Grading comment | Selected automatically based on peer agreement. |
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8 hrs confidence: | ad framing фрейминг
Explanation:
Термин "framing" в рекламе описывается так:
Advertisements arrange framing techniques as a means of guiding meaningful interpretations of images within the ad. As "messages intended to order or organize the perception of the viewer," frames permit the inclusion of certain messages and relations while excluding others.
...
Frames and framing devices range from the most obvious, the actual picture frame, to the use of boundary lines, text as a frame, the mortise, the use of color, shape and design.
(http://it.stlawu.edu/~global/glossary/framing1.html)
Это явление называется фреймингом, то есть, влиянием фона на восприятие того или иного плаката, объявления или рекламной этикетки. (http://www.svoboda.org/programs/otbl/2004/otbl.111604.asp)
О фрейминге как понятии из психологии:
http://www.12manage.com/methods_tversky_framing_ru.html
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