ANIMALS IN ADVERTISING (LITERATURE REVIEW)

Background. The article is a review of material on the topic of the reasons for using animals in various kinds of advertising. The animal species are examined in the light of the emotions, stereotypes and symbols they carry with them. The purpose is to systematize the reasons why animals are used in advertising. A related aim is to identify which animals (or their images) in advertising texts have a greater ability to attract and hold the reader’s attention and to influence them, i.e., to direct their behavior towards making a purchase. Materials and methods. Materials of scientific articles and experiments of both domestic and foreign scientists were analyzed. The question of using animals in advertising was covered from the position of philology, psychology, culture studies, marketing. The method of discursive and stylistic analysis of the text was used in analyzing the material. Results. The authors conclude that the reasons for using animals vary. Among them are marketing (increasing sales, saving the budget of the advertising campaign, attracting a new audience), symbolism (the animal is the embodiment of certain qualities), humanism (evoking of a humane attitude to animals), naturalism (animals are shown in their natural habitat), anthropomorphism (the animal is endowed with human characteristics). The difference between the use of domesticated and non-domesticated animals in advertising is also noted, and the animals (mainly insects) whose appearance is considered to be the most unlikely in the advertisement are listed.