Using literary integrations in advertising campaigns on the example of VTB Bank

due to the rapid annual development of the sphere of sales of goods and services, the tools for attracting consumers continue to improve and are of particular interest to scientists. In the research of Ivanova A.P., Yagodkina M.V., Galay K.N. and other authors, the idea of the productivity of introducing cultural heritage into advertising texts is clearly expressed. This method is especially relevant in the context of the imperfect type of competition of banking organizations. Thus, the purpose of the study is to study and evaluate the impact of literary integrations on the effectiveness of VTB Bank's advertising campaigns. The objectives of the work include a scientific justification of the importance of this approach for a commercial organization, a description of its advantages, disadvantages and risks, as well as linguistic features. The article presents an analysis of the use of literary integrations in advertising using the example of VTB Bank's marketing strategy and its impact on the success of the entire campaign. The mechanism of the complex influence of literary linguistic and non-linguistic means on the process of forming the loyalty of the target audience is described. Special attention is paid to how references to classical literature contribute to strengthening VTB's image as an intellectual brand that introduces the public to art. The problematic nature of the work lies in the fact that this method is one of the manipulative tactics to attract customers. This provokes irrational consumption of the company's products by the mass audience, which negatively affects client's living conditions. The article opens up a space for further study of trends and dynamics of changes in the field of marketing and consumer psychology.

advertising, target audience, consumer psychology, literary integration, marketing strategies, means of expression, culture