Research On The Features Of The Ambient Media Image:

Over the past few years,the advertising market has a lot of original ideas and advertising media,which open up new opportunities for the promotion of goods and services.Today,the advertising market requires new solutions and effective ways to interact with the target audience.As practice shows,to the consumer,it is much more effective to get through other,more innovative and non-standard methods.Advertising adapts to our lifestyle and our environment,sometimes surrounding us in such unexpected ways.In part,these factors led to the emergence of a new channel-ambient media.The theme of the graduate thesis "Research on the features of the ambient media image:taking the comparison of American and Kazakhstan ambient media as an example " was not chosen at random.Ambient media is one of the most relevant and hotly discussed topics in the advertising world.An unconventional approach to delivering the advertising message to the consumer has always been very attractive.Now there are a lot of ways of placing outdoor advertising,but its effectiveness depends,first of all on creativity.However,to create a truly memorable and effective advertising product need real creators who can create a truly unique project.This thesis focuses on the importance and role of ambient approaches to advertising.But even now sometimes vivid,ambient media examples come across,most often from the "section"of outdoor advertising.The "highlight" of ambient media is the placement of an advertisement message in the right place at the right time,but at the same time,such messages make focus on them,literally attract the eye,because they differ in unconventional forms,stand out from the usual framework.This direction is widely used in foreign practice(the USA,England,France),namely,the experience of using the American creative outdoor ads is taken as the basis for the advertising creative base of this direction.American ambient media is distinguished by its performance technique of the advertising installation,its skillful location,and the "real" two-way interaction,in which the advertising medium provides a pleasant and unforgettable experience for the audience.The American advertising agencies have extensive experience in the application of ambient media and understanding of its main essence and purpose,which is a key success factor for this creative marketing strategy.In this connection,the problem of analyzing the functioning of ambient media and assessing the possible prospects for the development of this advertising sector in the Republic of Kazakhstan becomes topical.It hinders the full use of all the possibilities of advertising media in the country and the lack of a research base.But all these problems can be solved:changes in the advertising legislation,as well as the glut of traditional media shortly will provide a great opportunity for the development of advertising in the ambient style.Besides,through the collection of original materials,the thesis introduces in detail the main development stages of ambient media and research the section of its early prerequisites.Through the analysis of the research materials and the comparison of the development states in the field of ambient media in the USA and Kazakhstan,the characteristics of their differences are summarized.The achievements of American ambient media in application and research can lay the foundation for the future development of creative and unconventional advertising in Kazakhstan,and be great contributions to the study and further investigation of Kazakhstan's creativity.