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Interactive advertising In а multilingual society: Diversification of the genre

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An important feature of advertising in social networks is its interactivity which transforms passive recipients into active participants of the advertising process. Internet users can ban an advertiser or, conversely, subscribe to its news. Moreover, they can post their evaluation of products and services, share advertisements with other users, cite and allude to commercials in virtual discussions, and use them as the basis for compiling their own advertisements. Material for analysis was drawn from a Facebook discussion group uniting Russian-speaking residents of the city of Haifa in Israel. Although the main goal of the group is to exchange information about city events, it also serves as a favorable platform for marketing local businesses and social initiatives. Based on the content and text analyses, the article explores different forms of user involvement in advertising and interaction of verbal and non-verbal response to advertising messages. The essay reveals language switching and mixing in virtual advertising and points to the diversification of the genre.

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