ADVERTISING TECHNOLOGIES:CLICKBAIT HEADLINE AND FAIRY TALE

The article is devoted to the study of the features of advertising texts in the Telegram social network, namely, the consideration of technologies such as a clickbait title and a fabulous plot. Against the background of an increase in advertising volumes, there is a decrease in consumer interest in advertising information, which increases the importance of using psychological, linguistic and structural techniques to enhance the effectiveness of advertising communication. The use of clickbait headlines in journalistic texts can provoke a negative response from readers due to violations of ethical principles of journalism (deceiving the audience, misleading). In advertising texts, the clickbait header forms consumer motivation and stimulates interest in the advertised product. The use of fairy−tale plots in advertising texts increases attention to advertising — it plays out well-known archetypal situations (conflicts), stories, familiar characters (heroes, antiheroes, magic givers, etc.), spiritual, mental, and material concepts that reflect society’s ideas about an ideal world (society). The authors of the article use the following research methods: observation, analysis, comparison, classification method, philological (with its help, the features of the advertising text were studied), data from sociological research were used. During the analysis, the following conclusions were obtained: the use of a clickbait title and a fabulous effect in an advertising text simultaneously enhances the effectiveness of an advertising message; psychological categories are widely used in the process of designing clickbait titles.: fear, anxiety, panic; curiosity, envy, selfishness, excitement, surprise, etc.; headline texts include trigger words, colloquialisms, slangisms, emotionally colored vocabulary, numbers, addressing readers as “you”, a significant number of punctuation marks, which increases the degree of attention. The introduction of the plot of a fairy tale into the advertising text (the hero faces a problem, finds its solution through magic, a miracle, becomes happy) makes it simple and understandable – it contains the idea of approaching a state of happiness through the purchase of the advertised product.