Effectiveness of Polycode Language Means in Achieving Social Advertising Goals

Elyasov Alihan Ahmad ogly ORCID: 0009-0003-5658-0382 Supplementary Education Teacher, Institute of Foreign Languages; Peoples’ Friendship University of Russia named after Patrice Lumumba Post-Graduate Student, Institute of Foreign Languages; Peoples’ Friendship University of Russia named after Patrice Lumumba 117198, Russia, Moscow, Miklukho-Maklaya str., 6 alihan.elyasov@yandex.ru Other publications by this author

Introduction

Modern advertising is becoming an integral part of human culture, going beyond the economic sphere. The broadcast of advertising in society, the creativity of its implementation, the originality of the stylistic techniques used and the effect on public opinion lead to increased attention to this phenomenon from not only linguists, but also specialists representing various scientific disciplines. ^{[1, c. 210]}. "Social advertising is a powerful tool for influencing the audience, which can evoke an emotional response and convey important messages about social problems to people" ^{[21, p. 81]}. Researchers such as Yu.O. Verevkina, E.Y. Dyakova, A.G. Sonin et al. ^{[2; 4; 16]}. But their research is conducted, as a rule, on the basis of printed text. The research used methods of structural-semantic, component and comparative analysis.

The purpose of any advertising campaign is to encourage the recipient to take a specific action, while the task of social advertising is a deeper transformation – changing habits and lifestyle. This is where the question arises about the target setting of the addressee and how advertising can become an effective tool of influence. The importance of polycode funds in this context cannot be overestimated. An effective combination of various components, such as text, images, music and other audiovisual elements, allows you to socialize information, create images that evoke emotional reactions and can leave a lasting impression. "The changes taking place in the socio-cultural space and their speed undoubtedly have a huge impact on a person, tying him more and more to the digital world" ^{[15, p. 132]}. For example, touching visual images can quickly attract attention and evoke empathy, while text rich in metaphors and personal stories can strengthen the emotional connection, helping the audience to understand the issues presented more deeply. The multimedia approach provides a multi-layered interpretation of the message, therefore, improving its memorability and perception as more personal and meaningful ^{[8, p. 188]}.

Language, as a tool, plays a key role in conveying a consistent and purposeful message. It should be borne in mind that the advertising text should be as effective as possible – it contains a lot of meaning with a minimum of words. It is the polycode nature of social advertising that makes it possible to take into account not only verbal, but also visual tools of influence, which leads to a more significant synergetic effect ^{[13, p. 160]}. When social advertising successfully combines various polycode elements, it becomes capable of winning the hearts and minds of viewers. "Advertising relays values; by influencing the addressee, it either confirms already established patterns of behavior, or creates new ones, encouraging them to follow" ^{[9, p. 71]}. As a result of this deep emotional involvement, the ultimate goal is achieved – the motivation for action, including a change in attitude to a social problem and the activation of personal responsibility ^{[10, p. 165]}.

Thus, the effectiveness of combining polycode tools in social advertising becomes not just a tool for achieving short-term goals, but an important factor in creating sustainable changes in society. In the context of global communication and a multilingual environment where different cultural contexts intersect, the need for effective use of polycode media – texts, images, sound and symbols – becomes especially relevant.

The main part

The purpose of this study is to determine the effect of polycode drugs on emotional response. The achievement of this goal is realized through a comparative analysis of the perception of the considered means in the context of Russian, English and Turkish linguistic cultures. It has been established that the interpretation of emotional states demonstrates a pronounced conditioning by society, despite the universality of the cognitive mechanisms underlying their formation. Effective translation of meanings in social advertising requires taking into account the diversity of social structures and ensuring intercultural exchange ^{[12, p. 140]}.

Polycode media represent a variety of communication formats that combine textual information, visual elements, and audio perception within a single message. This multiformat opens up huge opportunities for transmitting information and shaping the emotional reactions of the audience. The use of polycode media significantly enriches the impact on viewers, since each of the media directions – text, image and sound – complements and enhances the perception of the other. The interaction of language and society in media discourse shows the importance of language and its means as an important tool for shaping the perception of current events in society and in the world ^[11].

Photographs, illustrations, or videos play a key role in creating an emotional reserve. Well-chosen visual elements can immediately evoke empathy and a desire to respond to the problem presented in social advertising. For example, an image of a person experiencing suffering or joy can instantly attract the viewer's attention, awakening feelings of compassion or hope in them. Design elements, such as the color palette and composition, are also able to convey certain moods and ideas, thereby reinforcing the overall message ^{[7, p. 200]}. Audio perception, in turn, complements visual images and text, creating a richer and more layered wave pattern. Music and sound effects significantly enhance the emotional tone of the message. For example, a heartfelt melody can evoke nostalgic feelings in the viewer, while harsh sounds or disturbing music activate fear or tension. Musical accompaniment performs the function of an integrative element between the visual series and the verbal text, enhancing the coherence of the message and generating a pronounced psycho-emotional response.

The successful combination of these various elements – text, sound, and image - opens up new horizons for the perception of social issues ^{[3, p. 145]}. Polycode tools allow not only to convey information, but also to immerse the audience in experiences and emotions, thereby contributing to a better understanding of the problem and encouraging activity. In a saturated information environment, public messages that can organize and integrate various formats, appealing to people's feelings and consciousness, arousing their desire to act, are of particular value. When evaluating the effectiveness of polycode tools, it is necessary to take into account the variability of perception determined by the linguistic affiliation of the target groups.

The results of the study

In Russian, English, and Turkish cultures, there are various traditions, associations, and emotional responses that influence the perception of social advertising ^{[12, p. 140]}. This necessitates the development of an "emotion matrix" capable of correlating emotional reactions to the cultural context (see Table 1).

Table 1

The logical and structural matrix

The use of complex metaphorical images and harmony between text, visual and audiovisual elements in Russian social advertising not only enriches the content, but also actively contributes to creating a deep emotional response among the target group ^{[15, p. 201]}. The emotional depth of such messages makes them more memorable and motivates people to take actions that can have a real impact on society.

In the context of analyzing the representation of emotional images in Russian social advertising, it is necessary to consider the case of using the image of a maternal figure. The advertising campaign, developed by the Lowe Adventa creative agency on behalf of the Ministry of Health of the Russian Federation, was aimed at promoting breastfeeding. The advertising content, presented in the video format, was widely distributed on the national NTV channel and in the retail chains of the capital region ^{[16, p. 120]}.

Frame 1. A woman is shown taking off her wig. This frame is accompanied by light instrumental music and a voiceover text that reads: "There are many artificial things in life..." ^{[18, p. 155]}.

Frame 2. A man in the room approaches an artificial Christmas tree and begins to disassemble it. Text: "... Sometimes artificial things look even better than real ones..." ^{[21, p. 170]}.

Frame 3. A boy is shown sitting alone on a bench with a toy. Another boy walks past him with a dog on a leash. After that, he looks pitifully at his toy. The music continues, and the lyrics sound like this: "But they will never become real..." ^[22].

Frame 4. The image of a young woman from the back is shown. By changing the camera angle, the viewer gets the opportunity to watch a woman holding an infant in her arms. The main action in the frame is the process of breastfeeding a baby. The soundtrack is represented by a voiceover text broadcasting the following message: "Artificial nutrition can never replace breast milk..." ^{[15, p. 188]}.

Frame 5. In the final segment of the visual series, a monolithic text element is presented, namely the slogan: "For the full development of children, breastfeeding is necessary." The final frame exposes the addressable nature of this message by including the identifier of the customer of the social campaign – the Ministry of Health of the Russian Federation ^{[17, p. 170]}.

This social advertisement uses a variety of polycode media to convey emotions and increase emotional stress through visual and auditory elements. The first frame evokes a sense of empathy in the viewer and makes them think about how much is fake in our lives. In the second frame, when a man disassembles an artificial Christmas tree, the continuation of the idea of artificiality: It is an act of destroying something that seems beautiful, but in fact has no true value. The third shot with the boy sets a deeper emotional note. Looking at another boy with a dog, he feels loneliness and longing. This moment shows the contrast between communication and isolation, reinforcing feelings of regret and empathy. The fourth frame fills the advertisement with warmth and intimacy. There is a rapid transition from abstract concepts to a concrete, emotional connection between mother and child. The text emphasizes the need for breastfeeding, and the visual series constructs an image of care and love that evokes emotional harmony in the viewer. The fifth frame focuses on the child, having a significant affective effect on the audience and actualizing the awareness of the uniqueness of each child. The final frame, representing the slogan, integrates the preceding emotional content, contributing to its conceptualization. The mention of the Russian Ministry of Health at the end underlines the formality and seriousness of the appeal, creating a sense of trust in the information.

In English, social advertising often relies on simplicity and directness in expressing thoughts. The emotional component is often most clearly expressed through rhetorical questions, calls to action, and the use of well-known cultural symbols ^{[11, p. 210]}. For example, the use of stereotypes can be adapted to create social advertising that encourages people to help: "Fasten your seat belts. Stay alive."

The Turkish context demonstrates a specific combination of cultural and religious traditions that influence the perception of social advertising.

In this context, a significant role is assigned to national symbols, folklore motifs and parables with high emotional potential. For example, social advertising in Izmir depicting a traditional Turkish pattern and using the well-known national proverb "Whoever does not plant a tree will not find a shadow" ^{[19, p. 199]} can form a vivid emotional connotation, and the introduction of traditional music will help to involve the viewer in the appropriate emotional context.

In this context, polycode tools act as a universal mechanism that facilitates the establishment of communicative interaction with recipients with cultural competence.

Consequently, it is possible to observe how different cultural contexts influence the creation of polycode tools, their specifics and emotional coloring. A comparative study of three languages provides the basis for creating effective social advertising capable of emotional resonance, regardless of the linguistic affiliation of the addressees ^{[6, p. 240]}.

The transmission of emotions through polycode media in social advertising requires an integrative approach that takes into account the content and the cultural context of its perception.

Emotional responses can vary significantly depending on language and cultural associations, creating the need to find universal solutions to form an emotional connection with the audience. The effectiveness of forming social messages with a pronounced emotional impact is directly related to a deep understanding of culturally determined perception and the integrated use of multimodal tools. When studying these instruments, their multicomponence is noted, including visual elements and musical accompaniment, which together contributes to the creation of more intense and emotionally intense messages.

Each component of the polycode message performs its function in shaping the emotional response of individuals. In particular, visual representations consistent with cultural traditions promote empathy, and musical accompaniment enhances the impact of scenes, enriching emotional semantics. This aspect highlights the need to integrate all the elements to achieve the desired communicative effect.

Conclusion

The study of cultural differences reveals the conditionality of the interpretation of emotional signals by the specifics of the cultural context. In particular, the expression of joy and sadness shows a variety of forms in Russian, English and Turkish cultures, which determines the need for individualized strategies for adapting advertising messages. This thesis is confirmed by the development of the "emotion matrix", which compares emotional reactions in the context of various cultural paradigms. Such a methodology not only deepens the analysis of the mechanisms of emotional responses, but also opens up new prospects for achieving a more effective social impact of advertising on recipients.

The results of the study confirm the need to use polycode tools in social advertising. Cultural and linguistic factors have a decisive influence on the effectiveness of advertising campaigns. The implementation of these tools in practice not only potentiates the impact of advertising materials, but also helps to improve their quality, as well as the formation of strong emotional bonds between advertisers and those to whom they are addressed. Having the opportunity to create more relevant and sensitive information reveals the potential of public campaigns that can have a pronounced impact on the behavior and worldview of citizens. The research has not only theoretical, but also practical value, providing tools for creating effective public actions aimed at solving significant public challenges.