The features of advertising in the genre of infographics in online media (on the example of an online magazine Sib.fm)

The main development tendencies of the modern system of mass media are an increased competition; maximum visualisation of the content; demand of multimedia formats. Online media consider these features and pay attention to the content formation. Today the creation of special sections for infographics projects is an effective tool to attract attention of the target audience and advertisers. An infographics project is considered as an information product which is devoted to a particular subject and is created through combinations of infographic resources (graphs, charts, diagrams, timelines, slideshows, interactive photographs, maps). In-fographics is not an illustrative material, because it functions as an independent genre. Online media create infographic projects by the laws of classical journalistic texts. There is a title, a lead paragraph with information about the topic in their structure. This article is devoted to the investigation of the peculiar features of the infographic special section on the website sib.fm. Results of this research are topical, because the Editorial Board carries out policies to create infographic projects that have a wide functionality. Criteria of the analysis are the topic of materials, the genre, the project structure and infographic elements. The object of the study is 100 infographic projects of the online magazine Sib.fm for the last seven years (from September 2011 to October 2017). According to the analysis the editors of this publication focus on the creation of media educational projects. These projects are created using a variety of multimedia tools. The target audience may find these projects useful, because journalists choose the format of the user (overview of the city's swimming pools, playgrounds for picnics, options of best tariffs of mobile communication in roaming). Every fifth project (20%) is hidden advertising. This is the result of a conscious information policy of the edition. The online magazine Sib.fm works effectively with advertisements and offers customers and users of the content a variety of formats (news, reports, articles, interviews, themed infographics, interactive tests). Multimedia text ads have a great potential to impact the audience. Advertising infographic projects of Sib.fm are product placement. The main objects of promotion are food, housing complexes, services of cellular operators and Internet providers. The edition masks the advertising message under the review or the user manual, so the selection of the basic elements of advertising infographics is fully consistent with the structure of information and analytical projects (title, lead paragraph, statistical data, diagrams and algorithms). Multimedia text ads clearly and quickly tell the user about the benefits and make the minds of the target audience on the company name or its trademarks.

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