Psychological methods of advertising's influence on people. Psychological effectiveness of advertising: assessment methods. in direct communication with a certain

1.4.2 The effectiveness of the psychological impact of advertising on the consumer

The effectiveness of the psychological impact of advertising means is characterized by the number of consumers reached, the brightness and depth of the impression that these means leave in a person’s memory, and the degree of attracting attention.

The effectiveness of the psychological impact of advertising on consumers can be determined through observations, experiments, and surveys.

The observation method is used to study the impact of individual advertising media on consumers. This method is passive in nature, since the observer leads to the buyer.

The observation method allows us to evaluate the psychological impact of advertising in natural conditions, in direct communication between the consumer and a certain advertising medium.

Along with the observation method, the experimental method is widely used. This method is active. The study of the psychological impact of advertising here takes place under conditions artificially created by the experimenter.

The experimenter can create a variety of combinations of buyers and choose the most successful one.

The survey method also applies to active methods determining the psychological impact of advertising. This method is labor-intensive, but much more reliable than others, since it allows one to directly identify from the buyer his attitude not only to the advertising medium as a whole, but also to the individual components of this medium. Using the survey method, you can evaluate the impact of an advertising medium on customers and determine which elements of its design attract the most attention and are better remembered.

Data on the effectiveness of the psychological impact of advertising allow us to predict its effectiveness.

Above we discussed some aspects of the general theoretical foundations organizations advertising activities. However, since the topic of our work focuses specifically on advertising of complex technical goods, we will try to analyze what special requirements are placed on it, what its distinctive features, how an advertising company is built in this area.

So, each branch of trade has its own specific characteristics, and, accordingly, the advertising activities of each trading enterprise must take into account the characteristics of the goods in the sale of which it specializes. Here it is necessary to keep in mind two sides of advertising: when advertising one of the product groups, you must simultaneously comply with all general rules and advertising standards and be sure to take into account the specifics of a specific product group.

In order to carry out a successful effective activity When advertising a particular product, a clear and distinct idea of the product itself is required. Therefore, we present brief description groups of complex technical goods.

This group primarily includes household electrical goods and household appliances. radio-electronic equipment. It is important to note that the life cycle of goods belonging to this group is now in the maturity phase in our country. This means that this product is already firmly established in the domestic market and sales volume in this area is quite stable, although its growth is no longer as high as in the previous phase. At this stage, competition is very strong, and the range of products in this group is constantly expanding and updating.

The last feature is one of the most important in relation to the group of complex technical products. Here the connection between trade and scientific and technological progress is clearly manifested: at present, manufacturing companies are constantly producing more and more advanced models of existing equipment and equipment, on the one hand; on the other hand, they strive to create fundamentally new products, which in reality often leads to combining the properties of one or more complex technical products in one new one. Here again the need arises to mention the life cycle of goods: it is natural that completely new goods begin their “life” on the market from the formation phase. However, in the field of complex technical goods, everything is not so simple. As already mentioned above, over the past decade, absolutely new products completely unknown to the consumer have hardly appeared; we are talking rather about various new modifications and combinations of properties. Therefore, we still classify complex technical products as the third phase life cycle.

The next feature of the products in this group is that each model has its own, extensive and, as a rule, complex set technical characteristics. The advertiser’s task in this regard is to correctly determine which of them can be favorably highlighted in the advertising message. Here you need to be sensitive to the limits of what is permissible: an overly detailed, detailed presentation of the technical merits of a product may simply be incomprehensible to some groups of potential consumers or simply tiresome. At the same time, it is necessary to note a sufficient number of these advantages in order to convince the audience of the advantages of choosing this particular product. A skillfully balanced description of the advertised complex technical product will make the advertising message more effective.

WITH technical features The products of this group also have specific requirements for the arrangement and design of in-store displays. Sophisticated products are of interest to consumers, as a rule, primarily for their functions, although for some who are not very knowledgeable in technology, appearance remains decisive in their choice. It follows that complex technical products must be displayed in such a way that the consumer can see all the advantages of the design and so that he can get the most complete picture of the technical capabilities of the product. Many complex technical products are tested directly in action in the sales and showroom, so the room must be equipped with electrical outlets and all the necessary devices to connect the machine or equipment to a power source. IN trading floor It is mandatory to have trained, qualified sales consultants who are able to clearly and intelligibly provide information about the functioning and design of the product, the differences between one model and others, etc. In contrast to a relatively brief advertising message (we discussed the requirements for it above), the oral description of the sales consultant should be more detailed. However, here too you should avoid situations where a potential buyer is literally bombarded with technical details. Here, a lot depends on the tactfulness of the seller, his ability to navigate the communication situation.

In the previous paragraphs of our work, it was no coincidence that we paid a large share of attention to the peculiarities of advertising practice in our country and various types advertising media. It is necessary to take into account the national and regional specifics of the market in different parts of the country, the general level of economic development, and socio-political factors when working in the field of trade in complex technical goods. This requires high level awareness of the current state of affairs in a particular region of the company’s activities, as well as the average level of income of the population, the nature of demand, and so on. All this will allow you to competently form an assortment and conduct advertising activities in accordance with the real situation in the local market.

Speaking about the effectiveness of advertising of complex technical goods, we consider it worthwhile to note that the growth of trade turnover in this area is influenced by another important factor, in addition to those mentioned earlier. This is the correspondence of the actual service life of the equipment to that stated in the product warranty. It should be remembered that guarantee period service must be strictly adequate to the technical capabilities of the goods. Often, advertising messages specify the warranty period, and naturally, the longer it is, the more reasonable the purchase seems potential buyer. However, no matter how great the temptation, you should never exceed this minimum figure. If the equipment fails earlier, it can significantly reduce efficiency advertising campaign. Also, stipulating the firm’s obligation to produce warranty repair With all types of equipment, caution should be exercised. Unfortunately, there are often cases when in reality these advertising promises are not fulfilled, and the client is left in deep disappointment. After all, complex technical products are distinguished by one more property - they are expensive compared to many other product groups. Therefore, with these products, special care is required in advertising: if a buyer who has paid a significant amount for the product remains dissatisfied, his anti-advertising will be no less effective than the company’s advertising activities. This once again proves the validity of the rule about the truthfulness of advertising.

complex technical goods at a trading enterprise

In the theoretical chapter of our study, we outlined the main points regarding the general principles of organizing advertising activities and its uniqueness in the field of marketing complex technical goods. However, only practice can confirm the validity of theoretical provisions, therefore the second chapter of the work will be devoted to the study and analysis of the organization of advertising of complex technical goods in real life, using the example of a specific trading enterprise.

It seems quite logical to us that as an object for analysis we chose the enterprise where the author completed his pre-graduation practical training. Working at the enterprise allowed us to thoroughly study the company’s activities from the inside, so conclusions and conclusions on this matter have all the prerequisites to be more objective than if it were any other enterprise.

It is also necessary to point out that the proposed analysis of the company’s advertising activities will primarily concern those goods in which this trading enterprise specializes. These products are included in such groups as computer and office equipment, communications equipment and software, that is, in fact, the subject of analysis is narrower and more specific. In our opinion, this angle of consideration of the topic in the practical part is sufficient, since in practice most trading enterprises are also engaged in trade in only one or several areas in the field of complex technical goods, and since one trading enterprise is selected for analysis, advertising of those goods that are leading on it.

When analyzing the advertising activities of a particular enterprise, researchers, as a rule, not only state the facts, but also give their assessment of the company’s advertising policy, make their own proposals, and point out the existing advantages and disadvantages. We, in turn, also tried to express our opinion on these issues as objectively as possible, but we think that it is worth emphasizing that this still remains our personal point of view, which does not claim to be indisputable.

And it doesn’t attract attention, which means it’s useless. Seasonal, holiday, and exclusive changes in store window design are accepted. - When approving the design project of a display case, it is necessary to take into account the degree of resistance to external influences of all materials used. Showcase displays are especially susceptible to fading. The use of solar control glass helps to protect the goods displayed in the window...

The corresponding additional agreements. Let's consider the main performance indicators of the department store for 9 months of 2005 and 2006 in table No. 1 (Appendices L1, L2). 2. Analysis of the results of trade and economic activities trade organization 2.1 Analysis of trade turnover and inventory based on data from statistical reports of operational accounting and sample survey 1. Analysis...

A. Pavlov, M. Porteri, etc. Periodicals were also used to determine market conditions: the magazines “Marketing”, “ Practical Marketing", "Marketing in Russia and abroad." 1. Development of the concept " New Product»Developing a new product is one of the most important areas of marketing activity, since the size of future profits from sales depends on the effectiveness of this process...

Code 128. The bar code structure provides unambiguous identification of any container containing preserved blood or blood components manufactured in a specific country. Labeling is used in commodity analysis of medical and pharmaceutical products to analyze the consumer properties and technical indicators of medical products, for a comprehensive study of the quality of goods and...

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Methods for determining the psychological effectiveness of advertising

Psychological effectiveness - the degree of influence of advertising on a person (attracting the attention of buyers, memorability, impact on the purchase motive, etc.)

To study the effect of the psychological impact of advertising, methods are used that are based on recording and assessing the nature of the impact of individual advertising media on a person.

The effectiveness of the psychological impact of advertising on consumers can be determined through observations, experiments, and surveys.

The observation method is used to study the impact of individual advertising media on consumers. This method is passive in nature, since the observer does not influence the buyer in any way, but, on the contrary, conducts observation unnoticed by him. According to a pre-developed scheme, the observer records the received data, which is comprehensively analyzed. For example, he notes which stand of a fair or sales exhibition attracts the most attention from buyers, how long pedestrians linger at a particular display window, how many people enter the store after viewing the display window, what product is of interest and what demand it is in.

So, to determine the degree to which customers are attracted to outdoor advertising (window display), you can use the following formula:

B = O/L

where B is the degree of attracting the attention of passers-by;

O – the number of people who paid attention to outdoor advertising during a certain period;

L is the total number of people who passed by the window during the same period.

Effectiveness of the publication advertisements advertiser in media mass media conditionally can be estimated in a specific store using the formula

D = K/S

where D is the degree of effectiveness of advertisements;

K – the number of visitors who bought the advertised product;

C – the total number of customers who made any purchase in the store.

Data can be obtained from receipt indicators and by registering the facts of purchase of the advertised product by cashier controllers. Condition: observation should be carried out on weekdays that are not characterized by increased intensity of customer flows; The duration of observation depends on the nature of the advertising media, the effectiveness of which remains to be established.

The experimental method is active. It takes place under conditions artificially created by the experimenter. The experimenter can create a variety of combinations of advertising media and, by comparing customer reactions, select the most successful one. So, if you need to assess the psychological impact of product packaging on the buyer, then the same product (for example, washing powder) is placed in different packaging. The psychological effectiveness of an advertising medium such as an advertisement in a newspaper or magazine is determined by the following experiment. The advertisement includes a coupon with the text of a request to send a prospectus or catalogue. The buyer must cut out this coupon and send it to the trading company whose address is indicated in the text of the advertisement. Based on the number of coupon requests received from readers, the advertiser judges whether his ad was noticed in periodicals, and whether the text of his ad turned out to be sufficiently convincing and interesting. It should be noted that the small number of requests received may not be a consequence of the poor quality of the advertisements, but of the fact that the advertised product itself, for some reason, was not needed by customers. Therefore, the method is acceptable only when it is known in advance that the advertised product is in demand.

The survey method also applies to active ones. The method is labor-intensive, but much more reliable than others, since it allows us to directly identify from the buyer his attitude not only to the advertising medium as a whole, but also to individual constituent elements this remedy. You can evaluate the impact of advertising on the buyer and determine which elements of its design attract the most attention and are better remembered. For this method, questionnaires are compiled according to a pre-developed program in writing, setting out the survey task so that the buyer knows its purpose and tries to answer the questions more accurately.

The more potential consumers are reached by advertising, the lower the cost per person will be.

Data on the effectiveness of the psychological impact of advertising allow us to predict its effectiveness.

Speaking about the psychological impact of advertising, one cannot fail to mention target groups of impact advertising campaign ( target audiences). The target group of influence is a group of the population, identified by age, social or other criteria, to which one or another advertisement is primarily directed. Calculation of advertising on the target group of influence is one of the main components in the preparation of any advertising campaign, be it television advertising, advertisements in periodicals, special types of advertising, etc. The need to consider the target group from the point of view of psychology is dictated by the fact that any group (large or small) develops according to the same laws, and the same principles underlie its existence.

Of course there are differences between target groups various types, each group has its own characteristics, and, at first glance, it may seem that they are so different target groups as pensioners, students and businessmen have nothing in common. This is wrong.

Moreover, the deeper an advertising producer understands the processes occurring in groups, the less differences remain for him between different target groups and it becomes obvious that these groups (and all others) develop in a similar way.

The most important external attribute of any target group is the “uniform” - a kind of business card, which shows the individual’s membership in a given group. This could be an expensive car or a businessman's radiotelephone, youth slang, military uniform, clothing style, etc.

Preparing an advertising campaign based on the target group of influence is one of the many rules of advertising production that are poorly mastered by domestic advertising producers.
Currently, there are very often attempts to create advertising “for everyone,” and in those types of advertising where targeting a specific group is most important.

Target groups are by far one of the most important factors when developing any advertising campaign.

Thus, in this chapter, five criteria for advertising effectiveness were identified: recognition, recall, persuasiveness, buyer behavior, and the impact of advertising on brand loyalty. Several methods were also considered to determine the effectiveness of advertising. These methods differ primarily depending on the purpose pursued by advertising, as well as on the type of effectiveness (psychological or economic).

Material index
Course: Advertising in commercial activities
DIDACTIC PLAN
THE ESSENCE OF ADVERTISING AND ITS TYPES. ADVERTISING FUNCTIONS
MAIN DIRECTIONS OF RESEARCH OF ADVERTISING IN THE PSYCHOLOGY OF COMMERCE
MAIN STAGES OF ADVERTISING BUSINESS AND ITS PSYCHOLOGICAL ESSENCE

To study the effect of the psychological impact of advertising, methods are used that are based on recording and assessing the nature of the impact of individual advertising media on a person. The effectiveness of the psychological impact of advertising means is characterized by the number of consumers reached, the brightness and depth of the impression that these means leave in a person’s memory, and the degree of attracting attention.

The effectiveness of the psychological impact of advertising on consumers can be determined through observations, experiments, and surveys.

1. The observation method is used to study the impact of individual advertising media on consumers. This method is passive in nature, since the observer does not influence the buyer in any way, but, on the contrary, conducts observation unnoticed by him. According to a pre-developed scheme, the observer records the received data, which is comprehensively analyzed. For example, he notes which exhibition stand attracts the most attention from buyers, how long pedestrians linger at one or another display window, how many people enter the store after looking at the display window, what product is of interest and how much demand it enjoys.

The degree to which customers are attracted to an outdoor display can be determined by dividing the number of people who paid attention to outdoor advertising during a certain period by the total number of people who passed by outdoor advertising in the same period.

The degree of effectiveness of publishing advertisements in the media can be conditionally assessed in a particular store by dividing the indicator of the number of visitors who bought the advertised product by the indicator of the total number of customers who made any purchase in the store.

2. The experimental method is active. It takes place under conditions artificially created by the experimenter. The experimenter can create a variety of combinations of advertising media and, by comparing customer reactions, select the most successful one. So, if you need to assess the psychological impact of product packaging on the buyer, then the same product (for example, washing powder) is placed in different packaging. The psychological effectiveness of an advertising medium such as an advertisement in a newspaper or magazine is determined by the following experiment. The advertisement includes a coupon with the text of a request to send a prospectus or catalogue. The buyer must cut out this coupon and send it to the trading company whose address is indicated in the text of the advertisement. Based on the number of coupon requests received from readers, the advertiser judges whether his ad was noticed in periodicals, and whether the text of his ad turned out to be sufficiently convincing and interesting. It should be noted that the small number of requests received may not be a consequence of the poor quality of the advertisements, but of the fact that the advertised product itself, for some reason, was not needed by customers. Therefore, the method is acceptable only when it is known in advance that the advertised product is in demand.
3. The survey method also applies to active ones. The method is labor-intensive, but much more reliable than others, since it allows us to directly identify from the buyer his attitude not only to the advertising medium as a whole, but also to the individual components of this medium. You can evaluate the impact of advertising on the buyer and determine which elements of its design attract the most attention and are better remembered. For this method, questionnaires are compiled according to a pre-developed program in writing, setting out the survey task so that the buyer knows its purpose and tries to answer the questions more accurately.

The more potential consumers are reached by advertising, the lower the cost per person will be.

Data on the effectiveness of the psychological impact of advertising allow us to predict its effectiveness. Speaking about the psychological impact of advertising, one cannot fail to mention the target groups of the advertising campaign (target audiences).

The target group of influence is a group of the population, identified by age, social or other criteria, to which, first of all, this or that advertisement is directed. The need to consider the target group from a psychological point of view is dictated by the fact that any group develops according to the same laws, and the same principles underlie its existence.

Of course, there is a difference between different types of target groups, each group has some of its own characteristics, and, at first glance, it may seem that such different target groups as pensioners, students and businessmen have nothing in common. This is wrong.

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Chapter 1 Theoretical analysis of the problem of advertising

impact on humans……………………….

1.2.1. Psychoanalytically oriented approaches…..

1.2.2. Hypnotic approach………………………………………………………

1.2.3. Ericksonian hypnosis techniques in advertising and neurolinguistic programming………..

Chapter 2 Experimental studies of the impact of advertising……

2.1. Base. Methodology and research methods…………………………………………..

2.2. Analysis of results……………………………………………………………

Conclusion………………………………………………………………..

Bibliography……………………………………………………….

Applications……………………………………………………………………………….

Introduction

In the mid-twentieth century, a serious study began of something without which it is difficult to imagine our lives - advertising. We come across advertising everywhere - sitting at home in front of the TV, listening to the radio, on the way to work or school - wherever we are, we see or hear advertisements talking about new products or services.

The study of the effectiveness of advertising activities is one of the most relevant areas in modern management. Used in modern conditions advertising media are diverse, many of them are technically very advanced, have a complex classification according to purpose, place of application, nature of use, degree of emotional and psychological impact on people. The power and role of advertising is known from world experience. First of all, it carries information, usually presented in a concise, artistically expressed form, emotionally charged and brings to the consciousness and attention of potential buyers the most important facts and information about goods and services. It should be noted that advertising is always information, and information is not always advertising. Advertising, on the one hand, conveys to consumers the information necessary for the purchase and use of goods. On the other hand, combining its information with persuasiveness and suggestion, it has an emotional and mental impact on a person. Advertising is increasingly interfering in a person’s life, controlling him at conscious and unconscious levels.

Relevance of the work lies in the scientific psychological validity of the nature of the impact of advertising, since in advertising activities methods and methods of psychological, emotional and intellectual influence on people are widely used, because advertising is a socio-psychological phenomenon. This is a multifaceted product that touches the most hidden areas. psyche of modern man

Goal of the work - identify the impact on behavior, attitudes and consumer acceptance of high-impact television advertising.

To achieve this goal, it was necessary to solve the following tasks:

Study the process of exposure and perception of advertising;

Develop a methodology to determine the impact on behavior, attitude and acceptance of television advertising on a person;

Conduct research and analyze the data obtained.

Object of study is the human impact of television advertising.

Subject of research was a study of the influence on behavior, attitude and acceptance of advertising.

To solve these problems, three research procedures were carried out:

The first procedure involved observing people's behavior in point of sale, where there were stands with goods advertised on television;

The second procedure consisted of ranking the list of the same advertisements most frequently shown on television;

The third procedure consisted of identifying subjective attitudes towards advertising of a particular product, obtained on the basis of a survey.

Respectively methods studies have been :

1. Observation of consumer behavior towards advertising;

Methodological basis The research included the works of S. Freud on subconscious complexes, the activation of which can influence the attitude towards a product and motivate its purchase. In addition, we relied on the work of I.P. Pavlov, who understood attention as the concentration of excitation in certain areas of the cerebral cortex with simultaneous inhibition of other areas of the cortex, the formation of a new dominant through the emotional mechanism, as well as the information theory of emotions of the Russian psychophysiologist P.V. Simonov, whose main position is the emergence of emotions during availability of information about the likelihood of satisfying the subject’s needs.

The research carried out was aimed at testing the hypothesis: advertising has an impact on the conscious and unconscious level of human mental activity.

Theoretical significance: the study contributes to the study of the nature of the impact of advertising on personality, and on this basis, new approaches to the production of advertising can be adjusted.

Scope and structure of the thesis:

The work contains pages of typewritten text; the list of references includes sources. An application on sheets of paper is provided for the work.

Chapter 1 Theoretical analysis of the problem of advertising

impact on humans

Advertising in the business world bombards consumers with a huge amount of information. The psychological impact of advertising information is manifested in the processes of processing advertising messages - emotions, thoughts, possible solutions that determine specific behavioral acts of the buyer. One way or another, the advertising process involves the phenomena of information processing - sensations, perceptions, attention, memory.

On the other hand, in the processes of processing advertising information, a person’s attitude to the advertising message, his emotions and feelings, for example, feelings of pleasure, self-esteem, envy, his understanding and acceptance into consciousness or, on the contrary, rejection of what is perceived and understood, but not shared, are actively involved. content not accepted by the consumer.

Research by psychologists has proven that the perception and processing of advertising information is carried out under the influence of many different factors, but three of them are almost always present: cognitive, emotional and behavioral factors.

The cognitive component is related to how advertising information is perceived by a person. The study of the cognitive component involves the analysis of a number of information processing processes, such as sensation and perception, memory, representation and imagination, thinking and speech.

It is clear that advertising products can be made of both high and low quality, and this will have a different impact on the cognitive sphere of a person. As a result, the advertising message will be perceived and remembered differently, and will evoke varying degrees of readiness for action.

Since one of the main tasks of advertising influence is to highlight the advertised product or service and attract the attention of the consumer to it, the study of cognitive processes of the psyche is very relevant within the framework of advertising activities.

Feeling. One of the important elements of human cognitive activity is sensation. From the course of general psychology it is known that sensation is understood as the reflection in the cerebral cortex of individual properties of objects and phenomena of the surrounding world with their direct impact on the senses. Sensation is a cognitive primary process. In accordance with the main sense organs, sensations also differ: visual, auditory, olfactory, gustatory, tactile, motor, tactile, organic, vibration, sensations of balance.

The ability to experience sensations is called sensitivity. There are absolute and differential sensation thresholds. The absolute threshold (lower and upper) determines the ability of the sensory organ (analyzer) to perceive signals and create sensations. The differential threshold of sensations refers to the difference in stimuli at which signals are distinguished.

In advertising activities, visual, auditory, gustatory, motor, olfactory, tactile and some other types of sensations are most often used. Here the problem of studying the sensations that arise when perceiving advertising or consuming an advertising product becomes relevant. This goal is achieved by measuring the sensations that a person experiences when consuming the advertised product. If the resulting sensations differ significantly from those already well known, then the advertising manufacturer will be able to highlight this product and, therefore, influence the consumer’s purchasing behavior.

Psychological research has established that the sensations that a person experiences from objects affecting him are subject to Fechner’s psychophysiological law. This law states that at very large stimulus values, a person experiences smaller changes in sensations than at large values. The law also says that very intense influences (loud sounds, bright colors, verbose texts) are not always the best for perception. Sometimes reaching out to a person using less intense means is more effective. (R.I. Mokshantsev, 2000)

Perception. Another important element of human cognitive activity is perception. Unlike sensations, perception is a holistic reflection of objects and phenomena in the cerebral cortex. This reflection is accompanied or mediated by a conceptual apparatus, that is, it is denoted by a word, the name of what a person perceives. By type, perception is similar to sensations: visual, auditory, olfactory, gustatory, tactile.

Perception is most often carried out meaningfully. Recognition plays a major role in the process of perception.

When perceiving advertising information, an extremely important role is played by the formation of a perceptual image, which has (or does not have) the most significant impact on buyer behavior. Special studies have shown that people, for example, are inexplicably loyal to their brand of cigarettes or beer or any other product that has a wide variety of assortment. But with special tests they cannot distinguish one brand from another. Three hundred smokers who preferred one of the three main types of cigarettes were offered these same three types of cigarettes, only without names. They had to find out their favorite variety. Only six people out of three hundred subjects were able to recognize the brand of their cigarettes. The psychologists made a simple conclusion - people smoke, in particular, not brands of cigarettes, but “they smoke the image, the image of cigarettes.”

The main task of advertising is to create in the minds of consumers such images of goods that, in a competitive environment, would encourage them to purchase the advertised product. This is especially true since many consumer goods are standardized.

The above has been successfully applied and is being applied in practice. For example, following a decline in demand for cigarettes caused by widely published evidence linking smoking to lung cancer, many leading firms changed their brands, creating new images that were more consistent with personal characteristics consumers.

The images are directly addressed to human feelings. Their meaning is understood through a well-established process at the level of consciousness.

The researchers also came to the conclusion that the process and mechanism of perceiving relationships is universal and occurs automatically. All people have the same mechanism of perception. It is an objective result of the process of human evolution. This means that psychologists have discovered that universal mechanism of perception that transforms human sensations into meaningful information. Thus, it has been established that if sensations do not contain a sufficient number of elements of useful data to form a meaningful, complete idea, then ambiguity arises that requires resolution. When the totality of sensations is sufficient to form a meaningful idea, the data obtained merges into a clear picture and is remembered.

Ultimately, a person perceives advertising according to the “law of brevity,” which is basic in the psychology of perception. It says that all external sensations are reduced by man to the simplest and most convenient forms: in order to understand something, the human brain breaks down complex external sensations into a mass of basic, simplest images and forms. If they are not complete or ideal, then the person tries to guess what they should be.

For example, even an irregular or incomplete circle is still perceived as a “circle”, and not a sequence of arcs. And this process occurs automatically in the human brain. From the point of view of an advertiser, this means that if you offer a consumer a strong advertisement, then it will be enough to present only some of its elements and the consumer himself will remember or think of the rest. After all, sometimes people laugh after hearing only one phrase from a joke that they know.

Visual images must meet a number of requirements. For ease of perception, their structure should be clear and precise. Psychologists who study the perception of the environment as a whole argue that in order for an object to stand out against its background, it must be contrasting, the object is created as a center and force, uniting form, proximity and similarity. In this case, the product should have a dominant image that stands out against a neutral background.

Attention. The most important property perception is its direction, which in psychology is called attention. To have a certain impact on consumer behavior, first of all, his attention is attracted. Attracting attention is the first link in the chain of the mechanism of psychological impact of advertising. It is attention that accompanies such mental processes as the recipient’s perception of advertising information and its processing into consciousness. At the same time, attention serves as a kind of filter that filters out unnecessary messages. The selective nature of attention prevents mental overload from the flow of information. The mechanism of the psychological impact of advertising on its consumer can be represented in the form of a diagram: attracting attention -> maintaining interest -> showing emotions -> persuasion -> making a decision -> action (making a purchase). Each stage of the psychological impact of advertising on the consumer’s consciousness requires the use of certain methods and methods of advertising influence that can provide the greatest psychological effect. Only some advertising media by themselves can attract the attention of a neutral subject. These, for example, include a store window that introduces the range of goods available for sale.

The concentration of a person’s mental activity on one object entails a disconnection of attention from other objects.

According to the teachings of I.P. Pavlov, attention is the concentration of excitation in certain areas of the cerebral cortex (in the focus of optimal excitability) with simultaneous inhibition of other areas of the cortex. (Pankratov F.G.)

The most important feature of attention is the ability to distribute, switch and focus it. These properties of attention significantly influence the nature of the perception of advertising, its comprehension and memorization. For example, the attention of a TV viewer or radio listener in the process of perceiving advertising is unstable; it constantly fluctuates.

Experiences, ideas and other mental processes that arise when perceiving an advertising television program are interspersed, for example, with images of familiar people arising by association, attention is switched to the furnishings in the room and the people sitting nearby. However, despite the dynamism, attention to the advertising program is returning again in a new direction. The effectiveness of advertising impact is influenced by the intensity of attention, i.e. a certain amount of mental activity spent by a person when perceiving advertising.

Attracting attention to advertising is an individual phenomenon, depending on the needs of a person, his motives, motives and moods. Depending on the purpose of advertising and a person’s interest in the advertised product, attention is divided into several types.

Involuntary attention for example, to an advertised product, only its appearance or properties that act as a stimulus: dynamism, intensity, contrast, size. The more intensely an advertising stimulus affects a person’s senses, the higher the degree of attention to it. A catchy advertising slogan on a newspaper page, the emotional vocabulary of a radio message accompanied by rhythmic music, a sharp plot of a television movie - all these irritants evoke involuntary human attention. However, such methods of intensifying attention to advertising have certain boundaries - a threshold of perception. Exceeding this threshold leads to the fact that people stop perceiving “flashy” advertising.

An important factor in the process of attracting attention by advertising is the correspondence of its stimuli to the internal state and needs of the person to whom it is addressed. A person’s perception selects from the advertising message only what is most necessary for his life and does not perceive what is subjectively not necessary to him.

People consciously or unconsciously avoid information that does not coincide or contradict their beliefs, but usually perceive what corresponds to their desires and experience.

The effectiveness of advertising largely depends on the duration of the attention process caused by the stimulus and on the strength of the stimulus. An irritant that lasts for a long time, for example, bravura music that plays throughout the entire advertising film, very quickly causes fatigue in the audience.

A significant factor in attracting attention is the degree of novelty of the advertised product. Based on this provision, we can conclude that each advertising medium, in order to increase attention to the object of advertising, must communicate something new about it, supplement existing information with new data, even if we are talking about traditional objects, for example, radios and televisions, cars and bicycles or about well-known products - tea, coffee, milk.

Involuntary attention to advertising dries up quite quickly if it is not secured by another type of attention - voluntary, which is consciously directed and regulated. Purposefulness of voluntary attention – most important factor advertising effectiveness. The psychological mechanism for the formation of voluntary attention to advertising is based on interests of a practical or aesthetic nature.

The main ways to attract attention are change, movement, contrast, and highlighting a figure from the background. IN in a certain sense highlighting the advertised product means drawing attention to it.

The amount of advertising information and its inconsistency caused by competition are so great that the consumer is simply unable to perceive everything in full. Studies have shown that out of hundreds of advertisements that bombard a person every day, he assimilates almost a third, and only a tenth has any chance of influencing buyer behavior. Consequently, a person unconsciously carefully selects incoming information.

The consumer sees and hears only what he likes or what frightens him, alarms him, or his attention increases as he becomes more and more involved in the selection process.

Perception advertising is a complex process of analysis and synthesis. Its peculiarity lies in its integrity: although advertising is a complex stimulus, it is nevertheless perceived by the consciousness as a single whole. The degree of impact of advertising as a whole depends on the degree of impact of its constituent parts. Thus, all parts of the advertising message (image, text, sound) are targeted and have sufficient impact.

Rational and emotional ways of responding mean that in the process of satisfying the needs of a modern person, not only pragmatic goals (benefits) are pursued, but also the receipt of positive emotions. The latter is associated with the pleasure of buying a beautiful and prestigious item in a friendly environment and elegant packaging. The rational way of addressing is based on a person’s ability to think logically. It is based on providing the potential buyer with objective information about the product, its qualities and methods of use. In this case, the quality of the product is, as it were, a logical reason, a reason for purchasing.

Emotional assessment, as accompanying the main, rational one, can be enhanced through a successful visual solution. Thus, using a color photograph of a healthy, strong baby when advertising baby food products will evoke pleasant associations in people and increase their desire to have an equally healthy child. Therefore, advertising successfully uses this feature of the human psyche and addresses not only the rational sphere of consciousness, i.e. to the mind, but also emotionally – to the feelings of a person. Rational and emotional perceptions are different from each other due to the very nature of cognition and the characteristics of the human psyche.

Memory. Memory is an important mental process that is directly related to advertising activities in general and the effectiveness of advertising in particular. Memory is the process of remembering, storing and subsequently reproducing (remembering or recognizing) what a person previously perceived, experienced or did.

Research has established that a person remembers faster and more firmly what his future activities are connected with, that is, with the future, with his tasks, as well as what a person has a expressed interest in. Indifferent, meaningless material is perceived worse. Therefore, the most effective advertising is the one that takes into account people’s interests and plans. From a psychological point of view, any seller is a person who allows people to look into the future and connects them with this future with the help of a product.

The opposite of remembering is the process of forgetting. Forgetting can occur after some time in the absence of repetition (extinction), under the influence of new information, as a result of illness (amnesia) and in a number of other cases. It is very important that not only the advertisement (background), but also the product (figure) be remembered. Although it is often the other way around.

In domestic advertising practice, there is mainly one known method, as old as time, to achieve memorization - repetition. For an advertisement to have the desired effect, it must be perceived repeatedly. Repetition, of course, works. And at the same time, it is with obsessive repetition that the main negative emotions are associated, which advertising evokes much more often than advertisers would like. The point, then, is a matter of balance - repetition, but not boring.

There are some patterns of remembering information that are not taken into account, but are sometimes successfully used in advertising.

The information that is located either at the beginning of the text or at the end is remembered much better. The last technique is used quite often in advertising.

Thinking. The next important mental process that is directly related to the perception of advertising is thinking.

Thinking is a generalized reflection in human consciousness of objects and phenomena in their natural connections and relationships. The main properties are as follows:

Indirect character. Establishing connections and relationships between things and phenomena, a person relies not only on the direct impact of these things and relationships on him, but also on the data of past experience preserved in his memory. When making inferences, a person uses the knowledge that past generations have developed, therefore, a person’s mental acts are the result of not only his own experience;

Thinking is closely related to speech, external or internal, that is, it has a social nature;

A person thinks not only in concrete, but also in abstract concepts, symbols, which finds the most wide application in advertising.

There are many types of mental operations, such as comparison, abstraction (distraction), concretization, analysis, synthesis, generalization, establishing analogies, association, judgment, inference. All of them are actively used in advertising, especially associations.

The volume or quantity of information has a great influence on the perception of information and on purchasing behavior. It is known that an excess of information in advertising, as well as its lack, negatively affects the purchase of goods.

Thus, activation of cognitive needs is a powerful psychological factor in advertising. Advertising asks a question, trying to create an unfinished image, to evoke a cognitive need. Then the proposed answer always contains information about the advantages of the advertised product. According to psychological research, about 80% of all people experience severe discomfort when the image that appears in their mind is incomplete.

The study of the psychological aspects of advertising activity involves the analysis of such aspects of it that evoke in a person an emotionally charged attitude towards advertising, towards the product itself, which ultimately forms a desire or reluctance to buy it.

Emotions These are the mental processes in which a person directly and personally experiences his relationship to certain phenomena of the surrounding reality or in which various states of the human body are subjectively reflected.

In psychology, it is believed that numerous human emotions can be described by several basic components: love, joy, happiness, surprise, sadness, suffering, fear, anger, rage, disgust, contempt, guilt. They are expressed in a huge variety individual characteristics. For example, the manifestation of rage or fear in one person occurs completely differently than in another. Thus, the direct experience of phenomena and situations affecting an individual is carried out in a variety of forms of emotional experiences that are deposited in emotional memory. Emotional memory is strongly influenced by the vividness of impressions.

As you know, in people, in addition to visual memory, emotional memory is very stable, which works according to the principle: pleasant - unpleasant, liked - disliked. Advertising materials inevitably evoke unconscious emotional images. Memory for emotional images and emotional states is one of the strongest. It has been established that emotional memory has a much stronger impact on decision making, that is, on a person’s purchasing behavior, than other types of memory. Experts believe that liking for a product is proportional to liking for advertising information.

Emotions are always personal and subjective. Psychologists note the connection between a person’s emotions and the experience of his own “I”. Everything that surrounds a person evokes certain emotions in him. It is in the emotional form that numerous individual differences potential consumers. Any advertising video clip is not only information, it is, first of all, several emotionally intense minutes personally experienced by a person at the time of viewing. Characteristic in this regard is the advertising vocabulary itself with its rich emotional terminology: warmth, comfort, radiance.

Emotions can be positive and negative. Positive emotions stimulate the subject to achieve a goal, negative emotions - to avoid objects that cause unpleasant states. Many people consider a successful purchase as a certain way to gain satisfaction and relieve a bad mood caused by some hardships in life. Therefore, a good purchase always gives a person a charge of positive emotions.

If a person does not find anything interesting or emotionally charged for himself, then he may not have the desire to make a purchase. Often, advertisements that are created without taking into account the emotional reactions of the consumer cause a clearly negative attitude towards the subject of the advertisement. It has been established that a person does not strive to remember information material that causes negative emotions. If advertising evokes a feeling of disgust, fear, embarrassment, this slows down the sale of the product, and vice versa, if the advertised product allows you to get rid of such unpleasant emotions, then it begins to be in demand.

Especially often negative emotions are caused repeatedly, word for word, by repeated advertising on radio or television. Psychologically, it is very difficult to constantly hear the same thing; the monotony quickly gets boring. A very unpleasant emotional effect is obtained from advertising designed for a slow-witted person. Of course, humor evokes positive emotions. A sense of humor is one of the most specific feelings that a person can experience. However, the use of humor in advertising is a very subtle matter, often delicate. Use humor in advertising carefully. He attracts some people, and repels others.

A number of models describe the emergence and dynamics of the manifestation of emotions. One of them belongs to the German psychologist W. Wund. (Pankratov F.G.. Within the framework of his concept, emotions are characterized by three pairs of polar characteristics:

pleasure - displeasure;

excitement - calmness;

tension - relaxation.

An emotional state is characterized by one, two or three of these polar states.

According to Wund, pleasure or displeasure arises in connection with olfactory and gustatory sensations, as well as in connection with the sensation of pain. Different colors evoke a state of excitement or calm. Tension or relaxation are associated with attentional processes. In fact, the picture of the manifestations of emotions in their direct connection with the simplest mental processes is undoubtedly much more complex.

The famous Russian psychophysiologist P. V. Simonov developed an information theory of emotions. The absence of necessary information causes negative emotions, and the presence of it causes positive emotions. To check the emotional effectiveness of an advertising message, you need to imagine this message and determine how people with different psychological characteristics will relate to it, whether it will be pleasant to them.

In psychology, there is a well-known phenomenon called projection, when people attribute to others their own attitude towards something. When creating something original, a creator often experiences a state of emotional uplift and admiration for a successful find. At the same time, he does not always realize that many people may not like the result of his creative activity.

Modern psychology sees the solution to the problem in the fact that advertising should emotionally attract people and not repel them. To encourage the consumer to buy, they charm him, show him the new opportunities that he will have with the purchase of a particular product.

In Russian advertising companies, research conducted suggests that advertisers and the media do not always take into account the psychological structure of the perception of advertising by Russian consumers, and above all the emotional sphere.

The information environment is oversaturated with repetitive, monotonous advertising, which causes the consumer a natural desire to avoid its influence, its intrusive penetration into a person’s individual space.

The study of this mechanism involves the analysis of human actions determined by his purchasing behavior under the influence of advertising. The behavioral component includes both conscious behavior and behavior at an unconscious, unconscious level. At a conscious level, the motivations, needs, and will of a person are manifested and reflected in purchasing behavior. At the unconscious level - a person’s attitudes and intuition.

Consumers generally do not want to admit that their purchasing behavior is the result of some form of influence, including even targeted programming. It seems to them that they had a need for the product long before they learned about it from advertising. Very rarely do buyers admit to themselves or other people that they have actually been “exploited” by imposing on them a need that did not exist before, and forced to buy something, deprived of the opportunity to make a conscious choice. Although in fact this is the honest truth.

There are different views on nature in various ways people's behavior.

From the standpoint of the psychoanalytic approach, a person’s mental life in general, his behavior in the market in particular, is built mainly on irrational, unconscious motives.

According to Western advertising psychologists, a person is strongly influenced by the motives of fear of death and subconscious complexes. This is widely used when advertising individual products. It is not surprising that the feeling of fear in an advertising campaign is primarily used by those companies that sell medicines, medical supplies, and patient care items.

Consumer motivational psychology is supported by Freud's theory of subconscious complexes. (Pankratov F.G.) The meaning of Freudian methods comes down to the use of hidden biological and sexual impulses and human instincts in advertising. Sexual motifs are especially widely used when advertising perfumes and cosmetics, clothing items, personal hygiene products, books and other products.

The Freudian concept includes the concept of the so-called inferiority complex. The essence of this theory boils down to the following: throughout life, many traumas are deposited in the subconscious of every person. Based on these disappointments, the idea of one’s own inferiority arises. And this causes a deep backlash – the desire to attract attention to oneself, to emphasize one’s “I”.

Understanding purchasing behavior from the point of view of S. Freud is facilitated by turning to the human unconscious - the strongest part of the psychological nature of a person, within the framework of his concept - primarily the sexual nature of a person.

The psychoanalytic model focuses on people's attitudes towards things and, accordingly, recommends influencing or changing this attitude in such a way as to motivate the purchase of a product or service. This is practiced. An advertising campaign for a product is organized so that the advertised product is associatively associated with suppressed, unconscious motives.

A distinctive feature of most psychoanalytic approaches is that one unconscious basic need is taken as the basis for human behavior. For A. Adler, this is compensation for shortcomings, for

K. Horney – the need to avoid feelings of fear, to achieve security.

Managing purchasing behavior, according to D. Skinner, also means influencing the behavior of a potential buyer.

D. Skinner's method is based on the conscious in the psychological nature of a person, which in itself is no less strong, but easier to activate. Here, effective techniques are those that depend on the seller’s ability to talk about the product, show it, and encourage the buyer to act as the seller wants. It gently encourages the buyer to call, compare, try and ultimately buy the product offered.

Effective advertising is aimed at both the unconscious and the conscious, that is, at thoughts, feelings, relationships, and human behavior. This approach changes attitudes by changing behavior. He influences the buyer from all sides - he convinces, forces, attracts, compels, orders to fulfill the wishes of the seller.

Sometimes people think, especially in their youth, that they are independent, free to act, that society cannot influence their decisions or their behavior. It is worth, however, inviting such a person to perform actions that do not correspond to his social status or social role, as he experiences a very unpleasant feeling of shame, which is one of the most powerful regulators of behavior.

The greatest control of consumer behavior occurs when famous television announcers handle advertising. The image of such people is perceived in association with the psychological attitudes that Soviet people received from the party and government through the media. This phenomenon is very well fixed in the brain at the reflex level.

Advertising is precisely the psychological programming of people. The paradox of thinking of a Russian person, in particular, is precisely that he perceives better and trusts more not the advertising that is clearly trying to influence him, but the one that, it would seem, only informs.

Most often, children and teenagers become victims of advertising influence. Indeed, advertising sets us completely unusual standards of behavior in the most everyday situations. For example, if the pub you decide to visit happens to have Maccona coffee, the best thing you can do is kick the waiter on the ankle under the table. He won't mind. Moreover, he will laugh about it in the kitchen with the cook. Excitedly.

“Realism is not required from advertising. By setting high moral standards, it creates a special positive thinking. Man may be an imperfect, contradictory, irrational being, but he believes that there is another, ideal world in which life is built according to clear, correct laws.” (Weil, Genis, “Americana”). It should be noted that a long stay in front of the TV has a degrading effect on fragile children's brains. Raising a child in a virtual world, built according to the laws of action films, soap operas, and commercials, gives the younger generation not even distorted, but completely irrational concepts of what is happening in the human environment.

From this it can be noted that for our Russian people, and especially children, advertising has a very negative effect. One educational psychologist noted: “observing the younger generation, we can say that they give the impression of zombified people.”

Purchasing behavior significantly depends on the goals of the consumer. Interesting experiments were carried out that made it possible to identify the characteristics of consumer behavior depending on the goals of the activity, namely for what purpose the product is purchased: for one’s own needs or for resale.

Data analysis allows us to conclude that there are statistically significant differences in buyer behavior. Depending on the purpose of the activity - for personal use or for resale, various goods or different quantities are purchased. When a product is purchased for commercial purposes, preference is given to cheaper products, that is, those that can be sold more easily.

Impact external environment buyer (forms purchase motives): objective need for purchase; social environment; cultural environment; subjective factors;

Impact of the buyer’s internal environment (reacts to motives): reaction to motives: awareness of the need to purchase and obtaining information about goods; the emergence of interest in the product; assessment of the product and its own capabilities; making a purchase decision; product search; purchase.

With the exception of such an objective need for a purchase as loss or wear and tear of an item, the process of deciding to purchase a product is very subjective. However, there are certain patterns in this process that a professional advertiser knows and takes into account in order to influence the buyer in the right direction.

Business Week magazine, commenting on the often seemingly unreasonable behavior of buyers, wrote: “People act as if unreasonably, but in reality it is expedient. Their behavior makes sense if you consider it from the point of view of their needs, goals and motivations. This seems to be the secret of understanding people and influencing them.”

The advertising media used in modern conditions are diverse, many of them are technically very advanced, have a complex classification according to purpose, place of application, nature of use, degree of emotional and psychological impact on people. These are the techniques of suggestion (suggestion), the persuasion of “imposing” the merits of an object, idea, person or phenomenon. At the same time, advertising specialists rely on knowledge of psychology, including, in particular, knowledge about the psychological and emotional impact on a person of the relationships of color shades in advertising, its structural parts, the use of fonts, formats, and the frequency of appearance of advertisements.

Advertising works executed at a high creative level can have great artistic value and aesthetic expressiveness. Often they develop into symbolic images that influence the spiritual and emotional world of a person and influence the formation of his beliefs, value orientations of aesthetic images. The expressiveness and semantic richness of an advertising work influences a person’s consciousness, forcing him not only to become familiar with the advertising message, but also to accept the advertising idea as a guide to action.

Some psychologists believe that hypnosis and socio-psychological attitudes are modifications of the same thing. Other psychologists do not think so at all and do not consider all methods of psychological influence as various shapes hypnosis

First of all, we can talk about such a mental process as decision making. This is a choice from available alternatives. The peculiarity of this process is that something that is presented to consciousness is always compared, and not something that is outside of it. If the task is to manage this process, then the person is offered those arguments that the suggestor, the suggestor, needs. This is often enhanced by the speed of presentation of information, that is, by creating a condition of lack of time for analysis.

1.2.1. Psychoanalytically oriented approaches

Since the mid-20th century, the use of mass psychoanalysis in advertising has become the basis of activity trading companies. Advertising experts embraced psychoanalysis in an attempt to find more effective means of marketing their products.

New specialists call themselves “motive analysts” or “motive researchers.” Lun Cheskin, one of the most prominent in this field, defined it as follows:

“Motive analysis refers to a type of research that aims to find out what motivates people to make certain choices. These studies use means designed to penetrate the unconscious or subconscious, since preferences are usually determined by unconscious factors. In fact, the buyer acts emotionally and compulsively, reacting to images and impulses associated in the subconscious with the product.”

The passion for psychoanalysis was explained by a drop in demand for many goods and disappointment in traditional sales methods. The word “unconscious” became the motto and content of a new direction in advertising. Experiments with subthreshold effects began to be widely conducted. For example, in one of the cinemas, during a film screening, an ice cream advertisement appeared on the screen. The flashes were very short, but sufficient to be noticed. Dr. Lichter began researching ice cream and came to the conclusion that it should be shown in advertising not in the form of neatly arranged bags, but in generous portions on plates or in vases, because here the consumer can drown his mouth in the coveted sweetness. As a result, ice cream sales increased sharply.

Firstly, the product must be subconsciously attractive;

And, secondly, the basis of the product’s attractiveness is sexuality in the broad sense.

One of the main motives of advertising has become the identification of goods and services with subconscious sexual motives and preferences. Products began to often be made attractive through the use of nudity or semi-nudity. McMarra established that fountain pens are a symbol of the male body, and Dichter - that a car is a symbol of a mistress. Nilsson observed wrestling fans and came to the conclusion that there were twice as many women as men, and that they had strong sadistic and masochistic experiences. Advertising widely refers to subconscious motives in post-psychoanalytic concepts, for example, in transactional analysis by dividing the personality into three parts - internal child, adult, parents. Great amount advertising videos are constructed precisely from the perspective of transactional analysis. For example, one of the functions of the inner Child is to have fun. Consequently, leisure and entertainment for adults, gambling, was successfully advertised with the participation of the “relevant child”. The connection “the internal part of the personality – the external actual (that is, real) designation” suggests itself. This is how all popular stories on TV advertising are made.

Psychoanalysis played its role by pointing out such an important method of advertising as an appeal to the experiences of childhood. These experiences were especially energetically exploited and are still being exploited in advertising of food products, cigarettes, and chewing gum. As you know, the oral cavity is a zone of pleasure. If an infant finds peace and pleasure in the mother's breast, then adults find peace and pleasure in food, smoking, and sucking. Smoking thick cigars reproduces thumb sucking, smoking long cigarettes reproduces nail biting. Smoking tobacco and chewing gum relieves stress and calms you down. Already the cigarette itself in the hands is the beginning of a habitually repeated sedative procedure.

In addition to the main channel carrying the text of the advertising message, there may be another channel of influence on the consumer’s psyche. This is the so-called “collective unconscious”, which controls the communication and behavior of all participants in advertising interaction, but in some cases neither the advertiser, nor the consumer, nor even the advertising producer is aware of the fact of programming. In the middle of our century, the desire of many people to unite in various kinds of groups became apparent. Such a desire to join groups was strongly encouraged from above, by those in power, because it is easier to manage a group than unorganized people. In this regard, sociologist David Riesman made an analysis of the popular children's story “Motor Toodle,” which was about a young motor Toodle, who was taught to follow the red signal and not leave the road, which is what he most wanted. Riesman saw in this story a prototype of a system of raising children in the spirit of submission. This type of mass influence was uniquely reflected in television, where now, for example, many varieties of laughter, from quiet to thunderous, are available in preserved form (recorded on records). And they don’t use it during TV shows, based on the fact that no one likes to laugh alone. Psychologists are well aware that mindlessly striving to achieve a goal does not always help achieve it.

Our consciousness is programmed laterally, that is, indirectly, indirectly (lateral - lateral, transverse, horizontal, side, secondary, located to the side). A person pays attention to anything, but not to the properties of the thing he has acquired. In fact, these properties are not realized. They are implied. This mechanism is widely used both in the practice of ideological influence and in the practice of advertising influence. This is what is called the mechanism of lateral programming of the psyche.

Lateral mental programming is a method of manipulating the consciousness of another person and it finds the widest application in advertising.

1.2.2. Hypnotic approach

Hypnotic approaches have widely used research results, which surged in the United States after World War II, when there was a clear interest in mind manipulation, especially in advertising.

It is not difficult to see symptoms of a hypnotic trance in purchasing behavior. A natural conclusion was made: advertising should provoke:

Trance induction at the sight of a product;

Making impulse purchases.

Suggestion or suggestion is a process of influencing the human psyche, associated with a decrease in consciousness and criticality when perceiving the suggested content, requiring neither detailed personal analysis nor evaluation.

Suggestion is carried out with the aim of creating certain states or incentives to certain actions. The essence of suggestion is to influence a person’s feelings, and through them, his will and mind. The power of influence largely depends on the visibility, accessibility and consistency of information, as well as on the authority of the suggestor. The effect is especially strong when what is being suggested generally corresponds to the needs and interests of the person being suggested. But different people have different degrees of suggestibility, levels of susceptibility to suggestion, subjective readiness to experience the suggestive influence and obey it.

Psychologists say that suggestibility depends on a number of factors, which include:

Uncertainty;

Timidity;

Low self-esteem;

Impressionability;

Weakness of logical analysis.

Among the situational factors of suggestibility:

Some mental states: stress, illness, fatigue;

Low level of awareness, competence;

High degree of significance;

Uncertainty.

“Methods of obtaining consent” is the title of the book - a guide to the psychology of influence. It contains a number of articles, and its editor, Edward L. Bernays, writes that “many more millions are spent on creating favorable attitudes towards products than on creating favorable attitudes towards the companies that produce those goods.”

Specificity and imagery of keywords. The use of words whose meaning is specific, the content of which is easy to imagine, significantly increases the effect of suggestion. But abstract concepts sharply reduce the power of suggestion.

Concreteness and imagery of qualities. Saying the word “apple” is unlikely to enrich anyone’s impression. A completely different matter is the qualitative characteristics: juicy, ripe, rosy, sweet, tender or green, small, hard, sour, wormy. The difference is noticeable even to imaginary taste sensations.

Avoidance of negative particles “no” and “not”. The human psyche resists them, alarming, raising doubts. It’s one thing to advertise a drug to say “You won’t get sick!” and a completely different “It will heal you!”

Speech dynamics. One of the most powerful means of suggestion. Basic techniques of speech dynamics that can increase speech suggestion:

Richness of intonation;

High rate of speech;

Timbre of speech.

Impact of sound combinations. The ability to purposefully influence a person and his emotions with the help of certain words and phrases has been known since ancient times. Some of them can evoke not only certain emotions, but also be subconsciously perceived as some kind of images.

There are many techniques for inducing a trance state used in advertising: showing trance behavior, showing a ready-made behavioral model of how to respond to suggestion. Then the advertising film shows or the advertising text describes the trance behavior of one or more characters when meeting the advertised product, thereby projecting the fact that real people, buying this particular product, will be briefly temporarily immersed in a trance.

The basis of the advertising plot can be any other trance induction technique. Let's say it can be used, and advertising gives a lot of examples of this, inducing a trance, causing age regression. Specific advertising products play up the behavior of schoolchildren and young students, the relationship between grandmothers and grandchildren.

Natural trance states used in movie plots by showing the state after waking up (usually used in advertising coffee and bedroom furniture) and the state before falling asleep; in the episodes of “relaxation by the water” (fishing, beach) - characters look at the water surface showing a tiring journey in a car, on a bus; showing characters absent-mindedly contemplating pictures of nature, looking at the sky and clouds on it. Verbal descriptions: “comfort, coziness, peace, relaxation.”

Inducing a trance through an overload of consciousness is achieved in film plots by showing two simultaneously speaking characters, fast and chaotic alternation of the picture in the frame and in combination with fast speech.

Break pattern how the hypnotic technique is used in films with plots of tense situations that are unexpectedly pleasantly resolved with the participation of the advertised product; showing situations in which a character is suddenly “grabbed by the sleeve” and the benefits of the advertised product are explained to him.

A technique of complete uncertainty and unpredictability occurs in stories when the viewer has no idea what exactly is being advertised until the last moment. His state at this moment is very close to a trance state. Received against such a background of expectation, clear instructions built into the advertising mechanism are received with gratitude.

Inducing trance through artificial and non-existent words made easier by the fact that the names of many new products are artificial words. The advertising text is abundantly seeded with a non-existent word: each new sentence of the text begins with this word - and the effect is guaranteed.

Very effective in advertising dispersion technique– highlighting keywords in the advertising message. Here is a simple example of an “erotic phone” advertisement. The title of the text message contains the phrase “AND DON’T TELL ANYONE ABOUT THIS.” No comments needed.

A good way to increase the suggestiveness of speech, acting both as part of trance induction techniques and independently, is perseveration, that is, repeated repetition of the same messages in one or more media.

1.2.3. Ericksonian hypnosis techniques in advertising and

neurolinguistic programming

The essence of Ericksonian hypnosis is that they practically do not give direct orders, they simply comment on something, ask about something, and consult with a communication partner. At the same time, all the speech strategies used make it possible to obtain a result (the order is carried out) and not receive conscious resistance to the order. This is especially important when dealing with people who have mastered the technique of resisting direct orders. Over time, many people develop resistance to suggestive influences and immunity to direct commands. There are techniques to neutralize this ability to resist suggestion. Among them:

Truism (well-known, hackneyed truth). It can also be an overgeneralized statement. As a psychotechnic, it is a hypnotic replacement for command.

Team: Buy!

Truism: Everyone loves to buy.

People like to buy.

People can buy.

The illusion of choice. In this strategy, the customer is asked to choose between what the seller wants and what the seller needs. Example: A street poster shows two huge packs of cigarettes of the same type. On one the name is written in red on white, on the other – white on red. Below is a laconic large inscription: “Choose.”

Assumptions. In this psychotechnics, the required command is given as a preliminary action or condition for performing some other action that is less significant than the desired command and is easily amenable to conscious control.

The command hidden in the question. This strategy is very widely used in everyday life. Usually, instead of directly asking someone to do something specific, people ask someone else if they are capable of fulfilling that request. In this case, the latter usually carry out the command instead of giving a specific answer to the question asked.

The use of opposites is the use of the phrase “then... - the...”. In this technique, the client's resistance to suggestion is utilized by artificially linking the hypnotic command to the client's observed behavior. Here it is important to ensure strict adherence to a certain sequence of statements and grammatical tense for them.

Full choice, that is, provision of all choices. If in the illusion of choice strategy the advertiser artificially limits the number of choices for the advertising consumer, then in the full choice strategy the advertising message lists everything possible options buyer behavior with the peculiarity that desirable and undesirable choices for the advertiser are presented as desirable and undesirable for the buyer. It is believed that the full choice strategy works well when using non-verbal means of communication.

Neurolinguistic programming

The first and most important discovery in NLP: there is nothing in human experience except visual images, sounds and sensations. And each person has his own way of creating a “map” of reality: in pictures, sounds or feelings and sensations.

Each of us has our own idea of reality. And our idea of the world in which we live differs significantly from the world itself, just as a geographical map of a territory differs from the territory itself.

The real world of each person is in fact only a special case.

There are three types of perception of reality.

The first type is visual, visual. A person of a visual type perceives and organizes his experience and thinking mainly with the help of visual images. It is better for him to “see once than hear a hundred times.” His vocabulary includes visual words, these are nouns, verbs, adverbs and adjectives, which seem to describe the picture of what he saw.

The second type is auditory, auditory. He imagines and describes the world in auditory, auditory images. In the lexicon this is represented by a corresponding series of words. For example, a dull question, a flashy idea, a silent hint.

The third type is kinesthetic, that is, it perceives and evaluates the world primarily with the help of sensations and feelings. He has his own vocabulary: a difficult or light question, a powerful idea, a tough hint.

Attempts to use all three representational systems are becoming increasingly common in advertising. For example, in an advertisement for Hershey’s chocolate: “Waffles, chocolate, and you will feel the spirit of America. Peanuts, caramel, and you will see what America looks like. Coconuts, almonds, and you will hear the sounds of America.” From an NLP perspective, it is necessary to use all three perception systems in an advertising message.

Double impact of the word. It is necessary to take into account one psychological feature of a person. The brain perceives words in two ways:

Rational-logical;

And emotionally figurative. Many words carry a hidden evaluative emotional component: “good” or “bad.” At the same time, they evoke certain associative visual, auditory and sensory images. By manipulating words, you can form in a person an unconscious positive or negative attitude towards something. These are words of “rejection” and words of “invitation”. Their correct use significantly increases the impact of advertising on the consumer.

Habits of thinking, like any other habit, are not clearly understood by a person and therefore meta-programs act autonomously. In essence, meta-programs are nothing more than the habitual censors that people apply to everything they see, hear or feel in the world around them. These censors seem to select only that information that will be allowed into the consciousness of the individual. What does not correspond to the meta-program is not realized and is not captured by his attention. Consequently, because of these censors, people, without realizing it or noticing it, exist in a rather limited space.

One of the meta-programs is the program of striving “Towards” something and “From” something. The desire “Toward” something is the motivation to achieve success, the desire “From” something is the motivation to avoid failure.

Another meta-program is the opportunity-action program. People of “opportunity” focus on the options, the novelty, that open up to them when they purchase goods or services. They prefer to experiment and try new things. People of “action” prefer order, clarity, and certainty in actions. They don't experiment with what already works well. What they are interested in about a product is clear, understandable instructions for use, ease of use and safety when using the product. Advertising that takes these features into account will advertise the same product in different ways. Both of these meta-programs are actively used in advertising practice.

People have become so skeptical of advertising that no psychological attack seems to work on them anymore. People do not allow themselves to be convinced and take advantage of the opportunity to choose in every situation. And if a person knows what will happen next, he does not allow himself to be seriously processed. Clyde Miller wrote in The Persuasion Process: “When we learn to recognize the intentions of those actors trying to persuade us, we develop a “recognition reflex.” Such a reflex can protect us not only from the petty deceptions of the psychological experts who run the affairs of our daily lives, but also from the false suggestions of leaders in positions of power.”

Thus:

1. Activation of cognitive needs is a powerful psychological factor that is used in advertising.

2. Advertising addresses not only the rational sphere of consciousness, i.e. the mind, but also the emotional sphere - human feelings. Rational and emotional perception are inseparable from each other due to the very nature of cognition and the characteristics of the human psyche.

4. Lateral programming of the psyche is a method of manipulating the consciousness of another person and it finds the widest application in advertising.

Chapter 2 Experimental research

2.1. Base. Methodology and research methods.

Base. Research of perfume products advertised on TV, was carried out on the basis of the cosmetic department of the Golden Rose store in Taishet. The advertised products were exhibited at three stands. Nearby there were stands that also contained perfume products, but which were not advertised on television. The stands were approximately identical in design. The study involved women of different ages: women from 18 to 50 years old. They participated in all research procedures we conducted.

Research methods . My research work we carried out using an observation procedure, a ranking procedure, and the data obtained were confirmed by a survey method.

1. Observation procedure: used to study the impact of individual advertising media on consumers. This method is passive in nature, since the observer does not influence the buyer in any way, but, on the contrary, makes observations unnoticed by him. According to a pre-developed scheme, the observer records the received data, which is then analyzed. Scheme:

in direct communication with a certain

1. He lingers at the display window.

2. Enters the store.

3. Approaches the stand.

5. Asks to show.

6. Buys.

7. Doesn't buy.

8. Leaves the store.

9. Shows indifference.

11. Passes by the store.

12. Doesn't pay attention.

This scheme is used to monitor consumer behavior in the process of direct communication with a specific advertising medium. The actions and reactions of consumers shown on the right side of the diagram are classified in accordance with it. At the top of the diagram are active actions and emotional reactions that help attract attention and encourage consumers to take certain actions, and at the bottom of the diagram are passive actions and emotional reactions that do not cause consumers to take action. The scheme includes twelve types of observable behavior, half of which are positive in the above sense of the word, half of which are negative.

A psychologist using this scheme records every consumer action (movement, statement, reaction) during the observation process and assigns it to one of the categories listed in the diagram. At the end of the observation, the total number of actions of each type is counted. On this basis, conclusions are drawn about the impact advertising has on consumer behavior, as well as observation results to determine the degree to which customers are attracted to advertising and processed using the following formula*:

where B is the degree of attracting consumer attention;

O – the number of people who paid attention to the stand with advertised products during a certain period (January - March 2002);

P is the total number of people who passed by the stands in the same period.

The observation method allows us to evaluate the psychological impact of advertising in natural conditions, in direct communication between the consumer and a certain advertising medium.

2. Ranking procedure:

We carried out the following procedure of our research using ranking a list of commercials by degree of attractiveness and preference.

Ranking is one of the many modifications of scaling techniques.

The instructions say:

Then, exactly the same list was offered, from which it was necessary to select the product that the subject himself used. We used this step so that we could clearly assess whether the assumption that advertising can control human behavior holds true. The subjects' answers were recorded on a special form. Processing of the results consisted of comparing the answers between the subjects and the distribution of commercials according to the ranks of attractiveness and preference.

3. Survey method:

This method refers to active methods for determining the psychological impact of advertising. This method is labor-intensive, but much more reliable than others, since it allows us to directly identify from the buyer his attitude not only to the advertising medium as a whole, but also to the individual components of this medium. Using the survey method, you can evaluate the impact of an advertising medium on customers and determine which elements of its design attract the most attention and are better remembered.

To determine the attitude of consumers towards advertising and the effectiveness of a particular advertising medium, we compiled questionnaire(see Appendix 4).

Through a survey, we tried to establish which advertising medium (poster, advertising film, advertisement, display of goods) has the greatest influence on the buyer when purchasing a certain product.

In general, conducting a survey requires a significant investment of time and the involvement of a large number of people in this work. However, the results obtained cannot be sufficiently complete. After all, sometimes it is not clear even to the buyer himself whether he bought a product under the influence of advertising or on the advice of a friend, or was guided by some other considerations. In addition, sometimes verbally interviewing customers can make them wary. Therefore, it is more appropriate to ask them to fill out a questionnaire, outlining the objectives of the survey, so that the buyer knows its purpose and tries to answer the questions more accurately.

2.2. Analysis of the research results.

1. Data obtained through observation are presented in table form:

Table 1

Data characterizing the actions and reactions of consumers in direct communication with an advertising medium

The table shows that certain advertising means encourage consumers to take active actions and positive emotional reactions (150 people linger at the window, 350 people enter the store, 250 people are interested in the product, 150 people buy), which helps to attract attention and encourage consumers to take certain actions. As a result of observation, it turned out that the advertised products caused more positive actions than negative ones, since they do not pay attention to the advertised product - 100 people, but linger at the window - 150 people, pass by the store - 140 people, and enter - 350 people, pass past the stand - 130 people, and approach the stand - 225, show indifference - 120 people, and are interested in this product - 250, leave the store - 150 people, and ask to see the advertised products - 200, do not buy anything - 200 people, while time to buy – 150.

During the observation, stands of the following companies were used: L’Oreal, Mascara, Ruby Rose. The number of people who passed by the window during the specified period was 350 people, of which 72 people paid attention to the Ruby Rose company window, 125 people to the Mascara company window, 153 people preferred the L’Oreal company stand.

By assessing the effectiveness of individual advertising media, it is possible to determine whether this means achieves its intended purpose: whether the advertised product attracts the attention of consumers.

Using the formula, we determine the degree to which customers are attracted to advertising by companies:

Mascara company:

Ruby Rose Company:

Analysis of the results showed that the L’Oreal stand attracts the attention of a larger number of consumers (0.43%), the stand with Mascara products attracts less attention (0.35%), and the Ruby Rose stand attracts even less attention (0.20%). Thus, this technique allows us to analyze the psychological effectiveness of advertising by assessing the information processed by consumers. Drawing more attention to a particular stand indicates that the advertisement attracts attention, evokes positive emotions, makes it as easy to understand as possible, and encourages certain actions: either arouses interest or encourages purchase.

Processing the results of the procedure ranking. The primary data obtained during the ranking procedure is presented in the form of a list of rankings of commercials according to the degree of attractiveness and preference.

The analysis of the obtained data at the first stage is carried out according to the group profile for assigning ranks according to the attractiveness of advertising videos, and the group profile data is as follows:

Rank 26 – Nescafe coffee, Klinskoye beer

Rank 25 – Ariel washing powder

Rank 24 – Maggi bouillon cubes

Rank 23 – lipstick “Bourgeois”

Rank 21 - Calve mayonnaise

Rank 20 - “Myth” washing powder

Rank 19 – vegetable oil “Zlato”

Rank 17 – margarine “Pyshka”

Rank 16 - “Blend a Honey” toothpaste

Rank 15 – Prilgel dishwashing detergent

Rank 14 – Colgate toothpaste

Rank 13 – bouillon cubes “Galina Blanca”

Rank 12 – “O.bi” tampons

Rank 11 – sanitary pads “Olweiss”

Rank 10 – “favorite garden” juice

8th rank – margarine “Delmi”

Rank 7 – diapers

Rank 6 – “Fat Man” beer, “L’Oreal” lipstick

Rank 5 – mayonnaise “My Family”, juice “I”

4th rank - vegetable oil "Oleina"

Rank 3 – Milagro Aroma coffee

Rank 2 – “Secret” deodorant

Rank 1 – “Fairy” dishwashing liquid

From the resulting list, one can trace and make an assumption that the ranks were assigned on the basis of novelty, unusualness, and uniqueness of the commercial, and also the ranks were assigned in accordance with the needs of the person, his motives, motives and mood at the time of ranking.

The next task of our research was to graphically display and analyze the results obtained. To do this, we summarize all the data obtained in Table No. 2 “Data characterizing the frequency of selection of certain products” (see Appendix 2). From which you can see which commercial has the most selections.

Then, in table No. 3, we enter the frequency of choice, converted into percentages:

Table 3

Data characterizing the frequency of choosing a particular

products converted into percentages

The table shows that a larger percentage of choices (11.1%) are made by older subjects, and their choice falls on the “Fairy” dishwashing detergent, i.e. products of which are used for household purposes, a smaller percentage (9.4%) is made by young subjects and their choice falls on perfumery products - L'Oreal lipstick.

The data obtained during the ranking procedure is presented in the form of a diagram “Primary diagram of the results of the sample study,” from which we can clearly see and analyze the results of the research:

Diagram of sample study results.

The diagram shows that older women mark those advertised products that have already been tested by experience and which are used for everyday purposes, this gives us reason to believe that older women already have a more conscious attitude towards advertising. Using your personal experience, they purchase the advertised product that meets their needs, and younger women are at the search stage, so the results show that they have not yet formed a definite opinion regarding this or that advertised product. This is explained by the fact that different people, in different ages They also have varying degrees of suggestibility, levels of susceptibility to suggestion, and subjective readiness to experience the suggestive influence and obey it.

Psychologists say that suggestibility depends on a number of factors, which include: uncertainty, timidity, low self-esteem, impressionability, and weakness of logical analysis.

Suggestion is carried out with the aim of creating certain states or incentives to certain actions.

Analysis of the results of this study showed that advertising messages perform the function of a persuasive influence on a person in order to encourage him to purchase certain advertised goods. Combining its informational content with persuasiveness and suggestion, it has an emotional and mental impact on a person (the product is noticed, purchased, used in everyday life, used for personal purposes) This in advertising is achieved with the help of: music, plot, color scheme, demonstration of a healthy lifestyle, cartoon construction of a commercial. Advertising videos were also noted that are not perceived due to: blatant demonstration, frequent broadcasting, from experience that the product did not meet expectations; some videos even cause not only irritation but also disgust.

Then, to confirm the data obtained, we conducted a survey, with the help of which we found out what attracts this or that video, and in general the attitude of consumers towards advertising.

The survey was conducted using a questionnaire. 100 people took part in the survey. Our survey shows that there is widespread distrust of advertising among consumers.

Of the total number of respondents, they believe that:

Gives reliable information

Analysis of the survey showed that advertising evokes a wide range of feelings and attitudes on the part of consumers, both positive and negative. The positive ones include the fact that it can awaken the imagination, arouse interest, be remembered for a long time, awaken a sense of humor, attract, entertain, touch, impress and simply be liked. The negatives include the fact that advertising can be boring, uninteresting, aimless, stupid, too pushy, tired, deceitful. For many, advertising even causes irritation, especially if it is given “as a bonus,” for example, for a favorite TV series or information program. Women are especially averse to public advertising of personal hygiene products. Advertising of a long-known product is perceived quite hostilely.

Based on the research conducted, we can conclude that advertising exploits a person’s trust, his misconceptions, and plays on people’s envy, greed, and hatred. And although people are skeptical about advertising, living conditions still push consumers to buy the advertised product. Young mothers complain that their children, as if hypnotized, run, crawl, turn their little heads towards the sounds of advertising, and nothing interests them anymore at this moment. And this can be explained by the fact that advertising once entered our lives as something unpleasant, intrusive, new, and everything new among Russian people is first rejected, and then accepted anyway. As the people say: “Russian people will get used to everything”

Now people have become so skeptical of advertising that it seems that no psychological attack can have any effect on them. People do not allow themselves to be convinced and take advantage of the opportunity to choose in every situation. And if a person already knows what will happen next, he will not allow himself to be seriously processed.

Clyde Miller wrote in his book The Persuasion Process:

“When we learn to recognize the intentions of these figures trying to persuade us, we develop the “recognition reflex.” Such a reflex can protect us not only from the petty deception of psychological influence specialists who run the affairs of our daily lives, but also from the false suggestions of leaders in power,” but the problem cannot be solved by rational protection from psychomanipulators alone.

It seems to me that the most serious offense of psychomanipulators should be considered their intrusion into the secrets of our consciousness, and we must protect these secrets. Any advertising is, of course, a manipulation of the conscious and unconscious mind of the consumer. Advertising producers know which buttons they should press in order to provoke this or that reaction, and they shamelessly use this in their own selfish interests, of course.

The consumer, in order to protect himself from unfair advertising, needs to maintain his vigilance.

In this regard, serious psychological and marketing research in the field of advertising is needed, which will use the right path to the perception of advertising by consumers, corresponding to the historical mentality, traditions, since people are accustomed to trusting the media, and various other sources of information.

Model of the program “Psychological impact of advertising on humans”

The psychology of advertising activity is one of the most relevant areas in modern society. The advertising media used in modern conditions are diverse, many of them are technically very advanced, have a complex classification according to purpose, place of application, nature of use, degree of emotional and psychological impact on people.

In this regard, research in the field of advertising is needed: research into the nature of the degree of influence of advertising media. The study of positive and negative effects on the human psyche.

Therefore, we conducted research to determine the effectiveness of the psychological impact of advertising on consumers.

The effectiveness of the psychological impact of advertising on consumers can be determined through observations, techniques, and surveys.

Observation procedure This method is used when studying the impact of individual advertising media on consumers; it is passive in nature, since the observer does not influence the buyer in any way, but, on the contrary, makes observations unnoticed by him. According to a pre-developed scheme, the observer records the received data, which is then analyzed. Scheme:

in direct communication with a certain

1. He lingers at the display window.

2. Enters the store.

3. Approaches the stand.

4. Interested in this product.

5. Asks to show.

6. Buys.

7. Doesn't buy.

8. Leaves the store.

9. Shows indifference.

11. Passes by the store.

12. Doesn't pay attention.

The observation method allows us to evaluate the psychological impact of advertising in natural conditions, in direct communication between the consumer and a certain advertising medium.

The next stage of the study is carried out using the procedure ranking.

Using the “Ranking” technique as a basis, a study is carried out with the help of which it is possible to determine the severity of the impact on a person of various advertising means used. The group is offered a form with instructions, the instructions say:

Then, exactly the same list is offered, from which one should select the product that the subject himself uses. We used this step so that we could clearly assess whether the assumption that advertising can control human behavior holds true. The test subjects' answers are recorded on a special form. Processing of the results consists of comparing responses between subjects and distributing commercials according to ranks of attractiveness and preference.

Survey procedure refers to active methods for determining the psychological impact of advertising. This method is labor-intensive, but much more reliable than others, since it allows us to directly identify from the buyer his attitude not only to the advertising medium as a whole, but also to the individual components of this medium. Using the survey method, you can evaluate the impact of an advertising medium on customers and determine which elements of its design attract the most attention and are better remembered.

To determine the effectiveness of a particular advertising medium, we have compiled a questionnaire (see Appendix 2)

Conclusion

Over its long history, advertising has evolved qualitatively. It has gone from informing to exhortation, from exhortation to the development of a conditioned reflex, from the development of a conditioned reflex to subconscious suggestion, from subconscious suggestion to the projection of a symbolic image.

Advertising consistently achieved first conscious, deliberate perception by the buyer of the advertising image, then automatic purchase. Now advertising requires consent from the buyer, albeit unconscious, but nevertheless real.

The purpose of this work was to identify the impact on behavior, attitude, and consumer acceptance of influential television advertising media.

This goal required solving the following tasks:

To trace whether there is an assumption that advertising can control human behavior;

Analysis of the research results showed that in the processes of processing advertising information, a person’s attitude to the advertising message, his emotions and feelings, for example, feelings of pleasure, self-esteem, envy, his understanding and acceptance into consciousness, or, on the contrary, rejection of what was perceived and understood, but not separated content not accepted by the consumer.

Thus, our hypothesis that advertising influences the conscious and unconscious level of human mental activity has been confirmed.

Bibliography

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5. Introduction to practical social psychology. – M. 1996.

8. Volodeeva V.N., Isakova G.A. Fundamentals of the psychology of trade advertising. – L.1983.

9. Gurevich P.S. Adventures of the image: typology of the television image and paradoxes of its perception. – M. 1991.

16. Kotler F. Fundamentals of Marketing. – M. 1990.

17. Kritsotakis Y.G. Trade shows and fairs. Participation and communication techniques. – M. 1997.

19. Lebedev A.N. Features of psychological influence in Russian advertising. – M. 1995.

23. Pankratov F.G., Bazhenov Yu.K., Seregina T.K., Shakhurin V.G. Advertising activities. - M. 2000.

24. Rafel M., Rafel N. How to win a client / Transl. from English – St. Petersburg, 1996.

26. Reytynbarg A. Abstract on the book by Bence Packard “Hidden Persuaders: Psychoanalysis in Advertising.” – M.1968.

27. Ryabinsky L.S. behavior of buyers in a market economy. – M. 1991.

28. Scott J. Learn to sell and manage sales effectively. - Kyiv. 1992.

29. Modern Marketing/ V. E. Khrutsky, I. V. Korneeva, V. E. Avtukhova. – M. 1991.

30. Sandidis Ch., Freiburger V., Rotzoll K. Advertising: theory and practice. – M. 1986.

33. Scientists V.V., Starykh N.V. History, childhood and adolescence of advertising. – M. 1994.

36. Hopkins T. The Art of Trading. – St. Petersburg, 1996.

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Annex 1

attractions and preferences

Appendix 2

table 2

Data characterizing the frequency of choice

certain products

Appendix 3

“Ranking” technique

You are offered 26 names of commercials, which must be ranked in descending order according to the degree of attractiveness when watching them on television, and also indicate why this or that video attracts. In the second column, select the product you use.

1 NESCAFE COFFEE 1 NESCAFE COFFEE

2 COFFEE “MILAGRO AROMA” 2 COFFEE “MILAGRO AROMA”

3 VEGETABLE OIL “ZLATO” 3 VEGETABLE OIL “ZLATO”

4 VEGETABLE OIL “OLEINA” 4 VEGETABLE OIL “OLEINA”

7 DIAMPERS 7 DIAMPERS

8 BEER “FAT MAN” 8 BEER “FAT MAN”

9 BEER “KLINSKOE” 9 BEER “KLINSKOYE”

10 WASHING POWDER “ARIEL” 10 WASHING POWDER “ARIEL”

11 WASHING POWDER “MYTH” 11 WASHING POWDER “MYTH”

12 “MAGGI” BOTHOLE CUBE 12 “MAGGI” BOTHOLE CUBE

13 BOULLION CUBES “GALINA BLANKA” 13 BOW CUBES “GALINA BLANCA”

14 MARGARINE “PYSHKA” 14 MARGARINE “PYSHKA”

15 MARGARINE “DELMI” 15 MARGARINE “DELMI”

16 SANITARY PADS “OLWAYS” 16 SANITARY PADS “OLWAYS”

17 “OBI” TAMPONS 17 “OBI” TAMPONS

18 DISHWASHING SOLUTION “FAIRY” 18 DISHWASHING SOLUTION “FAIRY”

19 DISHWASHING SOLUTION “PRILGEL” 19 DISHWASHING SOLUTION “PRILGEL”

20 TOOTHPASTE “BLEND A HONEY” 20 TOOTH PASTE “BLEND A HONEY”

21 “COLGATE” TOOTH PASTE 21 “COLGATE” TOOTH PASTE

22 JUICE “I” 22 JUICE “I”

23 JUICE “FAVORITE GARDEN” 23 JUICE “FAVORITE GARDEN”

24 LIPSTICK “BOURGEOIS” 24 LIPSTICK “BOURGEOIS”

25 “LOREAL” LIPSTICK 25 “LOREAL” LIPSTICK

26 DEODORANT “SECRET” 26 DEODORANT “SECRET”

Appendix 4

Questionnaire

2. Age;

3. Education;

4. Profession;

a) with trust;

b) with antipathy;

c) with indifference.

d) your own answer.

6. Do you think there is a need for advertising at all?

11. How will you know about the availability of a new product:

a) from friends;

b) from advertisements on radio, newspaper, TV;

c) saw in a store window;

d) during the inspection of goods in the store;

e) from a television program.

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