DRAWING AN AVATAR OF A TARGET AUDIENCE REPRESENTATIVE ON ASPECTS OF NON-VERBAL COMMUNICATION AS A METHOD OF INCREASING THE COMMUNICATIVE COMPETENCE OF A SPECIALIST IN ADVERTISING AND PUBLIC RELATIONS

Abstract

An avatar is an image of an ideal client. Approaches to describing an avatar is a topical issue for specialists in the field of advertising and public relations. The article is based on Kreidlin’s methodology. The methodology is based on the description of ten aspects of non-verbal communication. For example, paralinguistics, kinesics, oculesics, other. The authors of the article have developed instructions and questionnaires to study each of the aspects of non-verbal communication. Instructions were offered to students of the specialty “Advertising and Public Relations”. Students conducted research based on this instruction and questionnaires. An example of one study is shown in the article. This practice helps students develop skills in observing and describing the target audience. The practice of describing the author has a positive effect on the development of communicative competencies.