of the Urals

Russian Journal of Agricultural Research

The publication is registered by the Ministry of the Russian Federation
for Affairs of the Press, Television and Radio Broadcasting and Mass Communication Media.
Registration certificate: PI number 77-12831 on May 31, 2002
Subscription index in catalog «Russian Press» - 16356
ISSN 1997 - 4868 (Print)

The Journal is included in the list of the leading peer-reviewed scientific journals and publications, which should be published by the main results of theses for the degree of doctor and Ph.D.
The Journal is included in the Russian Science Citation Index.
Journal is included in the list of VAK (from 25.09.2017), No. 291

ISSN 2307-0005 (Online)
Key title: Agrarnyj vestnik Urala (Online)
Abbreviated key title: Agrar. vestn. Urala (Online)

Аграрный вестник Урала № 06 (136) 2015


Пирогова Н. В. доцент Уральский государственный аграрный университет

Юдина Е. А. кандидат экономических наук, заведующая кафедрой сервиса и туризма Уральский государственный аграрный университет



Import substitution is currently one of the important Nation-economic problems of the Russian Federation. This primarily relates to the import substitution of food products. This problem is multidimensional and includes including advertising component, which now should be aimed at refocusing the food market with imported products for domestic products. However, advertising of food falls short, the needs of the time. The purpose of this publication is a brief analysis of modern-domain state domestic advertising of foodstuffs-ing and determining the direction of the latter. The most undeveloped, and often produces the opposite effect antireklamny is advertising on the Internet. In general, “advertising works are based in emerging-vanii positive emotional associations. Perception of advertising is based on the formation of an image of the goods, colored polo-positive emotions, thus maintained interest in the subject of advertising “. In general, import-substituting advertising clearly requires APPENDIX-zhenii forces professional copywriters. Efforts should be made: a) the development of advertising products, covering the full range of possible domestic food then-Carlsbad; b) to look for creative ways to create advertising MESSAGEscheny; c) to improve the correctness of advertising slogans and rivers-Lamno texts; d) the widespread quality of rivers, Lamno products online discourse. The foregoing will increase the attractiveness of domestic food for the general consumers, generate consumer preference for domestic rather than imported products. This paper made a brief overview of the current state of advertising of foodstuffs. On the example of advertising slogans, advertising texts and Internet Advertising authors try to reveal the specifics of the domestic food advertising, identifying areas in which improvement should go promotional products.


advertising, food products, import substitution, the discourse of the Internet, advertising slogans, advertising texts, texts creolized


1. Zaretskaya E. N. Business communication. M., 2002.

2. Romat E. V. Advertisement. St. Petersburg., 2003.

3. Slobodyanyuk E. P. Handbook of copywriter. M., 2008.

4. Skvortsov O. G., Lazareva E. A. , Gorin E. V. The discourse of the Internet. Ekaterinburg, 2009.

5. Letters // Information and entertainment newspaper. 2014. October.

6. Sweet edge [Electronic resource] Аccess mode : (

Download article as PDF:

Our database contains 2917 authors

We have published 2740 articles in 133 issues.