For many, receiving messages in the mail is one of the highlights of the day.

Grade psychological effectiveness advertising is one of the main tasks of the psychology of advertising. In social advertising great importance has its social effect, and this is, as a rule, the attitude of the public to this social message.

Measurement of the psychological effectiveness of advertising shows the effectiveness of the impact on the consumer. The effectiveness of the psychological impact of advertising is characterized by the number of consumer coverage, the brightness and depth of impressions that these tools leave in the memory of a person, as well as the degree of attention. Pankratov F.G., Bazhenov Yu.K., Sergina T.K., Shakhurin V. G. Advertising activity: a textbook for students of higher educational institutions - M .: Marketing, 2001, - p. 335

1. preliminary testing (may show the approximate results of an advertising campaign; it is mandatory to conduct a sample of target audience);

It is practically impossible to determine the direct effectiveness of an advertising message, since there is some error in any research. Therefore, in practice, various indirect methods are used to solve this issue. The effectiveness of the psychological impact on the consumer can be determined using the method of observation (are passive), experiments (active), surveys (active).

Research methods are not infallible. They have their own advantages and disadvantages. For example, mass surveys conducted on large samples meet the acceptable criterion of representativeness, and the results obtained with their help can be transferred to other even larger groups of people, namely, to general populations. Lebedev-Lubimov A Psychology of advertising - St. Petersburg: Peter, 2003 - p.338

The simplest and most common method of studying the psychology of the consumer, in particular, his attitude to advertising, is the method of questioning. If an interviewer interviews a person directly during a conversation, then this is sometimes called a survey.

or in-depth interviews. Dmitrieva L.M. Social advertising - M .: Unity, 2009, - p. 192

Sociological research data make it possible to determine what respondents think about a particular issue, however, only conscious opinions of people are evaluated, and people, as you know, can be mistaken. For clarification true attitude consumers, first of all, laboratory and natural experiments are carried out, these two methods are the most effective.

Experimental approaches are distinguished by increased efficiency, since they reveal the reasons hidden in the subconscious of people, these approaches are individualized, which clarifies the output data; After all, what one person likes may cause a negative reaction in another.

The application of the experimental psychological method is to measure, using special subjective scales, the sensations experienced by a person and determine which product or advertising of which product is most attractive to the consumer.

We can cite as an example a five-rank scale of the psychological effectiveness of advertising:

Rank 1 (the consumer seeks to get rid of the impact of advertising, he experiences vivid negative emotions, sometimes irritation, anger, may remember the advertising message, or may not remember, the consumer does not have a desire to use the advertised service);

rank 3 (the consumer pays attention to advertising, but remembers only the advertisement itself, and not what it promotes, he can remember the advertising message, there is a desire to use the service);

4th rank (advertising arouses keen interest in the consumer, both the plot and what is advertised are remembered; the consumer thinks about the advertisement, weighs all the pros and cons, will be happy to watch the advertisement a second time, but the consumer has a desire to purchase goods);

5th rank (the consumer experiences strong positive emotions and interest at the sight of advertising, remembers the advertised product, strives to use the service or purchase this product by all means). Mokshantsev R.I. Advertising Psychology - M .: Infra-M, 2001, - from. 214

To determine the effectiveness of outdoor advertising, methods are used that are mainly based on questionnaire methods and mathematical calculations, in addition, the calculation of effectiveness can be used to develop the most effective pricing policy for the rental of advertising surfaces in terms of the ratio of media coverage and the amount of payment for its rental. The calculation of performance indicators for any outdoor advertising objects (surfaces) is carried out in four general stages:

1. On the basis of measurements of the intensity of movement of pedestrian flows, vehicles and passenger traffic of stops, the size of the estimated audience of each structure under study is determined.

2. The volume of the calculated audience of the design for each stream is reduced to the so-called effective audience due to correction factors that take into account the quality of the review.

3. Data for all flows are summed up, and thus the total value effective audience, serving as the basis for determining all performance indicators.

When calculating, GRP and CPT indicators are calculated, where GRP is the total number of possible contacts without taking into account possible contacts with the same representative of the advertising medium's audience, and CPT is the cost of a thousand contacts, calculated as the cost of rent per day (rent cost per month divided by 30) divided by the media's daily audience.

Another evaluation method is SESAM, which can be used to determine the effect that an advertising campaign had on its intended audience, as well as this method allows you to determine the audience and the proportion of people belonging to the target group who had contact with advertising. The SESAM study is conducted by the method of personal interview.

Among the existing methods for determining the psychological effectiveness of promotional activities, the methods based on marketing research provide the greatest reliability.

The first of these methods is the Opinion or Awareness Test. In this case, the advertiser provides alternative advertising options for consideration by the consumer group and offers to evaluate each of the proposed options. Direct scores show how well an advertisement captures attention and how it affects consumers. In recognition tests, the researcher asks, for example, readers of a magazine to indicate what they have seen before.

The second method is a focus group, when a group of 8-10 potential buyers view or listen to a selection of advertising messages for as long as they want. During memory tests, the advertiser asks people who have read a magazine or watched a TV program to recall everything they can say about the manufacturers and products they saw. The main task of the focus group is to obtain as complete and diverse information as possible about how and why the participants in the group discussion perceive certain objects. Mokshantsev R.I. Psychology of advertising - M .: Infra-M, 2001, - p. 216

Retention rate measures the ad's ability to stand out from the crowd and how long an ad can be retained in memory. There are some psychological patterns of remembering information, which are sometimes not taken into account, and sometimes successfully used in advertising. It is known that those information that are located either at the beginning of the text or at the end (the effect of the beginning and the effect of the end) are remembered better. Romanov A. Methods for assessing the psychological effectiveness of advertising: www.elitarium.ru

However, the focus groups that are widely used today are not as effective, at least not as effective as is commonly believed. As a rule, several people take part in focus groups, usually these are people who meet by chance. but marketing research, which will be obtained by this method, can not always be transferred to groups of potential consumers. In addition, during focus groups, it is necessary to take into account psychological factors, the so-called barriers that respondents may have, not always even the most experienced moderator can make people open up and say what they think.

The third method, laboratory tests, uses equipment to measure the consumer's physiological response, which measures heart rate, blood pressure, pupillary dilation, and perspiration.

Tachistoscope - a device that allows you to track the speed of assimilation of advertising material.

Galvanometer - determines the level of emotional impact of advertising material.

Brain wave analysis. Using an electroencephalograph, electrical signals are taken from different points on the subject's head. Sometimes the frequency of such signals can reach up to 1000 pulses per 1 second. Measuring the activity of electrical impulses that occur in different parts of the brain allows the researcher to determine the moments when the subject's attention is drawn to one or another external stimulus.

Laboratory tests measure the attractiveness of an ad but tell little about the effect of the entire ad campaign on the consumer's beliefs, attitudes, or intentions.

The method can also be used expert assessments, which does not require the participation of consumers: when using this method, members of the expert commission evaluate the degree of perception of an advertising message in points. Burnet D., Moriarty S. Marketing communications as an integrated approach - St. Petersburg: Peter, 2001, - p. 516

Advertising is part of economic relations as well as part of the relationship between people. According to the definition of the French scientist Armand Deyan: "Advertising is a paid, unidirectional and non-personal appeal carried out through the media and other forms of communication, campaigning in favor of any product, brand, company."

The primary purpose of advertising is to stimulate demand for the goods offered. Advertising tasks: stimulation of demand and formation of the needs of the population; development and expansion of the sales market for goods; acceleration of commodity turnover, achievement of a balance between supply and demand; formation of a culture of consumption and development of aesthetic tastes of the population.

communication.

Allocate the following types advertising: informative, persuasive, comparative, reminiscent. For potential customers who specialize in the use of certain types of goods and services, specialized advertising is intended.

Social advertising can be defined as a type of communication focused on drawing attention to the most topical issues society and its moral values. Social advertising actualizes the problems of society. There are four types social advertising: Non-commercial public, state, actually social.

Social advertising is a communication channel that is concentrated between the state and society, therefore social advertising conveys certain information that expands the perception of the range of problems, helping to go beyond one's own limitations, and provides the foundations for self-identification.

As a rule, the main purpose of social advertising is to inform consumers. But the main task of advertising is to induce action.

Any activity begins with a motive. Functions of motives: incentive function and sense-forming function. Under the motive can be understood: the external object of behavior, the internal state, the actions themselves.

Phenomena that are directly related to the psychological impact, considers from the point of view of several factors: cognitive, emotional, behavioral.

The effectiveness of the psychological impact of advertising on the consumer can be determined using the method of observation (are passive), experiments (active), surveys (active). You can also determine the degree of advertising impact using techniques based on marketing research (opinion or awareness testing, focus groups, laboratory tests, peer review).

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The main purpose of advertising is to interest the consumer and push them to buy the advertised product. But often the potential buyer resists the impact and does not want to make a purchase. How to influence a person to induce him to action and not cause irritation? This is where the psychology of advertising comes in.

Advertising psychology is a separate branch of psychology that deals with the substantiation of theoretical and practical ways to improve the efficiency and effectiveness of advertising materials by influencing mental processes and phenomena. Advertising has become an integral part Everyday life , it can be found anywhere: on television, on radio, on the Internet, in newspapers and magazines. Modern cities are fed up with outdoor advertising: billboards, banners, streamers, on transport, advertising on street screens. There are various ways to influence the audience with one goal - the buyer must buy a product or service.

The main types of psychological influence on a person are information, persuasion, suggestion and motivation.

Information method

The most neutral method of influence. Informing does not have an emotional coloring, does not address the personality of the consumer and does not concern the value system, needs and interests. The main purpose of information is the imprinting of advertising material in the memory. These methods of influence include advertisements in the form of columns in newspapers, magazines, websites. There is information about the sale, supply, demand. The impact of advertising on the psyche of a human consumer with this method is minimal.

persuasion method

The main method of psychological impact of advertising on a person is persuasion. The main task is to convince potential buyers of the advantages and uniqueness of the advertised product and the need to buy it. Persuasive advertising is the most aggressive type of advertising, the main task of which is to form consumer demand for the proposed product.

The main goal is achieved by convincing the buyer of the need, the need to purchase the product with the help of reasoned evidence. The goods are characterized from the best side, distinctive features and opportunities to satisfy the desires of potential buyers are revealed. But persuasion works only if the consumer is interested in the product. Then it is much easier to convince of the need to purchase this particular product.

Basic Persuasion Techniques

Interests and needs of buyers. Enough effective way. Often, the main interests, desires, problems of potential consumers are monitored, which later form the basis of the proposal. The main needs of the target audience are included in the slogans of goods and services.

The novelty of the advertised product. People are more likely to pay attention to new products, this causes interest. Therefore, in order to attract the attention of buyers, advertisements for already known products highlight new characteristics or properties.
Problem situation. Advertising creates a certain problem situation. The question of a solution is posed, which arouses interest. This approach encourages thinking about possible ways to solve the problem. And, of course, the advertisement offers an “ideal” option that will fully satisfy the needs of the consumer.
Complicity. Most often, this method is used in television advertising. Advertising is addressed to the viewer, appeals are used (you, you), offers to participate, test the product in action and make sure of its effectiveness. Often the advertisement is shot in the form of a report from the scene, which makes the buyer an accomplice of what is happening.

For "advertisers", whose task is to create a well-selling advertisement, in addition to methods of influencing a person, it is important to know and special turns of speech that enhance the impact of advertising. One of the most popular turns of speech, which helps to convince of the need for a purchase, is an antithesis. This is a short enough slogan to make it easier to remember, using a contrasting technique that helps to emphasize the benefits of the buyer. Persuasive Advertising Examples:

We work - you relax ("Indesit")
You love us - we kill you (anti-tobacco advertising)
Kvass - yes, "chemistry" - no! (kvass "Nikola").
Thirst is nothing, image is everything! (drink "Sprite").

suggestion method

As a rule, this is an intentional or unintentional effect of one person on the psyche of another. It can be hidden or with the consent of the suggestible. The main difference is lack of adequate awareness of the information presented. This method of influencing advertising does not work for all people. Everyone has a different degree of suggestibility, susceptibility and ability to obey.

The higher the level of knowledge of a person, the richer his life experience, competence, the more difficult it is for him to inspire something.

Studies have shown that it is easier to inspire people with a low level of education and young people. Women are more suggestible than men, this is due to the natural characteristics of the female psyche. Suggestion is directed at a person's ability to perceive information without providing facts or evidence.

Use keywords . In advertising, which is aimed at suggestion, specific and figurative keywords are used. They must be understandable so that when they are pronounced, a clear picture emerges in the mind of a person. All this increases significantly. But abstract phrases can confuse or even remain incomprehensible to the consumer.
Use of epithets. When describing goods, quality adjectives are used that characterize the product from the best side, which forms the consumer's positive attitude to the advertising product.
No negative particles. At the psychological level, particles “not” or “no” repel a person, cause suspicion and doubt. To inspire the buyer with the need to buy, you should instill confidence and hope for a good result. Any negative statement can be turned into a positive one.. For example, "you don't want to be sick" should be replaced with "you want to be healthy".
Certain dynamics of speech. One of the most important advertising techniques. The impact can be increased by:

A high rate of speech is an indicator of intelligence, and therefore, has listeners. But we should not forget that a person must understand it and perceive what they are trying to convey to him. According to psychologists, a person perceives a low male voice better..

Purchasing incentive method

All the techniques and methods of the psychological impact of advertising on the consumer ultimately boil down to one thing: inducing a person to buy. The purpose of this method is to cause the desired reaction to the advertised product or service, which will ultimately encourage the buyer to purchase the product. Since the purpose of this type of advertising is to attract customers and purchase, it uses a clear message for the consumer in the form of an inciting slogan.

Some people develop resistance to advertising over time.. But advertising experts have foreseen this phenomenon. Special impact techniques have been developed for such an audience.

Command substitution method is applied. For example, if earlier there was a command - "buy", now - "everyone buys, people buy", etc.
Creates the illusion of choice. The buyer is invited to choose from several modifications of one product, which in any case is beneficial to the manufacturer.
The command contained in the question. Instead of directly voicing a command, questions are used to prompt action. They do not give an answer, but hide the command.
Attracting popular personalities to advertise the product. A well-known publicity stunt. Some celebrities advertise all sorts of products. Artists, athletes, singers project their success onto the advertising product. This is aimed at a wide audience of fans. They want to imitate idols. The choice of a popular person cannot be wrong, so the buyer does not need to think. Buying a product, the consumer will feel on the same level with the star.

There are also phrases and even individual words that encourage a purchase. For example:

"Offer only valid until..."
“Until the end of the action left ...”
"... and receive as a gift ..."
"The number of places (goods) is limited"
“Order a product right now and get a discount (gift, promo code, etc.)
"Money Back Guarantee"

Advertising specialists always make sure that it becomes effective. Having chosen any form of advertising, they try. Quality Advertising brings aesthetic satisfaction, causes positive emotions. It should be memorable and easy to understand for the target audience.

Advertising performance levels

The first level of psychological effectiveness of advertising. Potential buyers are unwilling to purchase an advertising product. There is a desire to get rid of the obsessive influence. Ignore commercials, ads in printed publications. In such cases, manifestation of negative feelings is possible: hostility, indignation, discontent, irritation.
The second level of advertising effectiveness. Potential buyers remain indifferent to product advertising, it does not cause absolutely no emotions. The consumer does not want to buy a product, use a service, and often does not even remember what was advertised. He is not interested.
The third level of psychological effectiveness. There is already interest here. Product advertising generates curiosity and attracts attention. An interested viewer highlights only the plot of the video, but not the product itself. He has no desire to buy the proposed product or service. Advertising exists separately from the object. The buyer does not associate advertising with the product.
Fourth level of efficiency. Advertising is interesting and attracts the attention of the viewer. In this case, the potential buyer remembers the plot of the video and the product itself, which is advertised. The consumer thinks about making a purchase of a product, but is not ready for a momentary purchase. He needs to think and perhaps the result will be positive and advertising will effectively fulfill its function.
The fifth level of psychological effectiveness of advertising. Advertising is of great interest to potential buyers. When viewing, representatives of the target audience experience pleasant emotions, they pay attention not only to the plot, but also to the product. There is a desire and desire, no matter what, to purchase the advertised product or use the proposed service.

Non-standard advertising

In recent years, advertising has become an extremely popular phenomenon in the world, so it is not surprising that new types and forms of advertising appear every year. In particular, viral advertising and non-traditional advertising media are very popular. Viral videos with little money can bring unheard of popularity and the desire to buy a product or service from the right target audience. Among non-traditional advertising media, you can find anything - from trees and benches to people! Advertising in public, as a phenomenon, has existed for a long time, but only in the modern world can it sometimes “shoot” better than multi-million dollar advertising on TV. Firstly, due to its originality and creative approach of the creators. The most popular and effective advertising in public is advertising on clothing and body art.

Conclusion

In recent years, special programs have been created and advertising psychology courses to improve the skills of specialists in this field. Each specialist wants to ensure that advertising meets the fifth level of psychological productivity and fully fulfills its tasks. After all, the main thing is the end result and positive emotions of the consumer.

March 17, 2014, 12:54

Siberian Institute of Law, Economics and Management.

Department: psychology

Eligible for defense

faculty dean

Soboleva E.A.

Thesis

"The effectiveness of psychological

Graduate student, 5th year __________________ Petrenko N.A.

Supervisor: Ph.D., Associate Professor __________________ Kuzmina L.S.

Irkutsk 2002

Introduction……………………………………………………………

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 on the Impact of Advertising……

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

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

Conclusion………………………………………………………………..

Bibliography……………………………………………………….

Applications……………………………………………………………….

Introduction

In the middle of the twentieth century, a serious study began of that without which it is already difficult to imagine our life - advertising. We are exposed to 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 telling about new products or services.

The study of the effectiveness of advertising is one of the most relevant areas in modern management. Applied in modern conditions means of advertising are diverse, many of them are technically very perfect, 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 colored 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, brings to consumers the information necessary for the purchase and use of goods. On the other hand, combining its information content 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 the conscious and unconscious levels.

The relevance of the work lies in the scientific psychological validity of the nature of the impact of advertising, since advertising activities widely use methods and methods of psychological, emotional and intellectual impact on people, tk. advertising is a socio-psychological phenomenon. This is a multifaceted product that affects the most hidden areas. psyche modern man

Objective - to identify the impact on consumer behavior, attitudes and acceptance of impacting television advertising media.

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

To study the process of exposure and perception of advertising;

Develop a methodology to determine the impact on the behavior, attitudes and acceptance of television advertising on an individual;

Conduct research and analyze the data obtained.

Object of study is the human impact of television advertisements.

Subject of study was a study of the impact on behavior, attitudes and acceptance of advertising.

To solve the tasks set, three research procedures were carried out:

The first procedure included observing the behavior of people in point of sale where there were stands with goods advertised on television;

The second procedure was to rank the list of the same advertisements most frequently shown on television;

The third procedure was to identify the subjective attitude to the advertising of a particular product obtained on the basis of a survey.

Respectively methods studies were :

1. Observation of consumer behavior towards advertising;

Methodological basis studies have compiled the works of Z. Freud on subconscious complexes, the activation of which can influence the attitude towards the 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 while simultaneously inhibiting the rest of the cortex, about 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 probability of meeting the needs of the subject.

The ongoing research 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 the individual, and on this basis, new approaches to the production of advertising can be adjusted.

The volume and structure of the thesis:

The work has the volume of pages of typewritten text, the list of references includes sources. An appendix on sheets is given for the work.

Chapter 1 Theoretical analysis of the problem of advertising

human impact

Advertising in the business world bombards consumers with a huge amount of information. Psychological impact advertising information manifests itself in the processing of advertising messages - emotions, thoughts, possible solutions that determine specific behavioral acts of the buyer. One way or another, the advertising process is involved in 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.

Psychological research 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: these are 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 Promotional Products can be made both high and low quality, and this will affect the cognitive sphere of a person in different ways. As a result, the advertising message will be perceived and remembered in different ways, causing a different degree of readiness for action.

Since one of the main tasks of advertising influence is precisely to highlight the advertised product or service, attracting the attention of the consumer to it, the study of the cognitive processes of the psyche is very important in the framework of advertising.

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

The ability to experience sensations is called sensitivity. Distinguish between absolute and differential thresholds of sensations. The absolute threshold (lower and upper) determines the ability of the sense organ (analyzer) to perceive signals and create sensations. The differential threshold of sensations is understood as the difference in stimuli at which the 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 arising from the perception of advertising or the consumption of an advertising product becomes relevant. This goal is achieved by measuring the sensations that a person experiences when consuming the advertised product. If the sensations arising from this differ significantly from those already well known, then the advertising producer will be able to distinguish this product and, therefore, influence the consumer's buying behavior.

Psychological research has established that the sensations that a person experiences from objects affecting him obey Fechner's psychophysiological law. This law states that at very large values ​​of the stimulus, 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 an appeal to a person, performed by less intensive means, is more effective. (R.I. Mokshantsev, 2000)

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

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

When perceiving advertising information, an extremely important role belongs to the formation of a perceptual image, which has (or does not have) the most significant impact on the behavior of the buyer. 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 needed to know their favorite variety. Only six out of three hundred subjects were able to recognize the brand of their cigarettes. Psychologists made a simple conclusion - people smoke, in particular, not brands of cigarettes, but “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. This is all the more true as many commodities are standardized.

What has been said has been successfully applied and is being applied in practice. For example, after the fall in demand for cigarettes, caused by widely published data on the association of smoking with malignant tumors of the lungs, many leading companies have changed their brands, creating new images that are more in line with the personal characteristics of 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 perception mechanism that transforms human sensations into meaningful information. Thus, it has been established that if the sensations do not contain a sufficient number of elements of useful data to form a meaningful complete idea, then an ambiguity arises that needs to be resolved. When the totality of sensations is sufficient to form a meaningful idea, the data obtained merge into a clear picture and are 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 a person to the simplest and most convenient forms: in order to understand something, the human brain breaks complex external sensations into a mass of basic, simplest images and forms. If they are not complete or not perfect, 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 in the human brain automatically. From the point of view of the advertiser, this means that if you offer the 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 when they hear 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 that unites form, proximity and similarity. At the same time, the product should be a dominant image that stands out against a neutral background.

Attention. The most important property of perception is its orientation, which in psychology is called attention. In order 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 the psychological impact of advertising. It is attention that accompanies such mental processes as the recipient's perception of advertising information, 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 overload of the psyche from the flow of information. The mechanism of the psychological impact of advertising on its consumer can be represented as a diagram: attracting attention -> maintaining interest -> manifestation of emotions -> persuasion -> decision making -> action (making a purchase). Each stage of the psychological impact of advertising on the mind of the consumer requires the use of certain methods and methods of advertising influence that can provide the greatest psychological effect. Only some advertising means by themselves can attract the attention of a neutral subject. These include, for example, a shop window, which introduces the range of goods available for sale.

The concentration of a person's mental activity on one object entails turning off attention from other objects.

According to the teachings of I.P. Pavlova, 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 to a large extent affect 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 arising from the perception of an advertising TV show are interspersed, for example, with images of familiar people that arise by association, attention is switched to the furnishings in the room and people sitting nearby. However, despite the dynamism, attention to the advertising program returns again to 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 the person's interest in the advertised product, attention is divided into several types.

involuntary attention, for example, to the advertised tool, only its appearance or properties that act as an irritant: dynamism, intensity, contrast, size. The more intense the advertising stimulus affects the human senses, the higher the degree of attention to it. A catchy advertising slogan on a newspaper page, emotional vocabulary of a radio message accompanied by rhythmic music, a sharp plot of a TV movie - all these stimuli cause involuntary attention of a person. However, such methods of intensifying attention to advertising have certain limits - the threshold of perception. Exceeding this threshold leads to the fact that people stop perceiving "screaming" 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. The perception of a person selects from the advertising message only the most necessary for his life and does not perceive what is subjectively not considered necessary to him.

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

The effectiveness of the impact 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 acts for a long time, for example, bravura music that sounds throughout the entire advertising film, very quickly causes fatigue in the audience.

An essential factor in inducing attention is the degree of novelty of the advertised product. on the basis of this provision, we can conclude that each advertising medium, in order to increase attention to the object of advertising, must report something new about it, supplement the available information with new data, even if we are talking about traditional items, for example, radios and televisions, cars and bicycles or about well-known products - tea, coffee, milk.

Involuntary attention to advertising dries up rather quickly if it is not fixed by another kind of attention - arbitrary, which is consciously directed and regulated. The purposefulness of arbitrary attention is the most important factor in the effectiveness of advertising. At the heart of the psychological mechanism for the formation of arbitrary attention to advertising lies the interests of a practical or aesthetic nature.

The main ways to attract attention are change, movement, contrast, highlighting the figure from the background. 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 a row and in full. Studies have shown that of the hundreds of advertisements that fall on a person every day, he assimilates almost a third, and at the same time only a tenth has at least some chance to influence the behavior of the buyer. Consequently, unconsciously a person carefully selects the 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 difficult process analysis and synthesis. Its peculiarity lies in its integrity: although advertising is a complex stimulus, it is nevertheless perceived by consciousness as a whole. The degree of influence of advertising as a whole depends on the degree of influence of its constituent parts. Thus, all parts of the advertising message (image, text, sound) are purposeful and have sufficient impact.

Rational and emotional ways of responding mean that in the process of meeting the needs of a modern person, not only pragmatic goals (benefit) are pursued, but also obtaining positive emotions. The latter is associated with the pleasure of buying a beautiful and prestigious thing in a benevolent environment, elegant packaging. The rational way of addressing is based on the ability of a person to think logically. It is based on the message to the potential buyer of objective information about the product, its qualities and methods of application. In this case, the quality of the goods is, as it were, a logical reason, a reason for buying.

Emotional assessment, as a concomitant of the main, rational one, can be strengthened by a successful visual solution. Thus, the use of a color photograph of a healthy, strong baby in advertising baby food will evoke pleasant associations in people and increase their desire to have the same healthy baby. Therefore, advertising successfully uses this feature of the human psyche and refers not only to the rational sphere of consciousness, i.e. to the mind, but also emotional - to the feelings of a person. Rational and emotional perception from each other due to the very nature of knowledge and the characteristics of the human psyche.

Memory. Memory is an important mental process that is directly related to advertising in general and the effectiveness of advertising in particular. Memory is the process of remembering, preserving and then 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 activity is connected with, that is, with the future, with his tasks, as well as what a person has a pronounced interest in. Indifferent, meaningless material is perceived worse. Therefore, advertising that takes into account the interests and plans of people is the most effective. 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 (fading), 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 advertising (background), but also the product (figure) be remembered. Although it is often the other way around.

In domestic advertising practice, there is mainly one, as old as the world, way to achieve memorization - repetition. In order for advertising to have the desired effect, it must be perceived repeatedly. Repetition certainly works. And at the same time, the main negative emotions that advertising causes much more often than advertisers would like are connected with obsessive repetition. The point, then, is balance - to repeat, but not to bother.

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

The information that is located either at the beginning of the text or at the end is much better remembered. The latter technique is quite often used 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 the human mind of objects and phenomena in their regular connections and relationships. The main properties are as follows:

mediated 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 that have been 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 connected with 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 is widely used in advertising.

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

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

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

Study psychological aspects advertising activity involves the analysis of such aspects of it that cause a person to have an emotionally colored attitude to advertising, to the product itself, which ultimately forms the desire or unwillingness to buy it.

Emotions called such mental processes in which a person directly and personally experiences his attitude to certain phenomena of the surrounding reality or in which various states of the human body receive their subjective reflection.

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, charity, guilt. They are expressed in a huge variety of individual characteristics. For example, the manifestation of rage or fear in one occurs quite differently than in another. Thus, the direct experience of phenomena and situations affecting the individual is carried out in a variety of forms of emotional experiences, which are deposited in emotional memory. Emotional memory is strongly affected by the intensity of impressions.

As you know, in people, in addition to visual, 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 effect than other types of memory on decision making, that is, on a person's purchasing behavior. Experts believe that liking for a product is proportional to liking for advertising information.

Emotions are always personal, subjective. Psychologists note the connection of a person's emotions with 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 of potential consumers are manifested. Any promotional 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 the goal, negative emotions - to avoid objects that cause unpleasant states. Many people consider a successful purchase as a certain way to get satisfaction, to remove a bad mood caused by some hardships of life. Therefore, a good purchase always gives a person a charge of positive emotions.

If a person does not find anything interesting, emotionally colored for himself, then he may not have a 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 advertising. It has been established that a person does not seek to memorize informational material that causes negative emotions. If advertising causes a feeling of disgust, fear, embarrassment, this slows down the sale of goods, 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 repeatedly, word for word, repeated advertising on radio or television. Psychologically, it is very difficult to constantly hear the same thing, monotony quickly gets boring. A very unpleasant emotional effect is obtained from advertising designed for a slow-witted person. Of course, humor causes positive emotions. A sense of humor is one of the most specific senses that a person can experience. However, the use of humor in advertising is a very delicate matter, often delicate. Use caution in advertising. He attracts some, 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 signs:

pleasure - displeasure;

excitement - calm;

tension is relaxation.

The emotional state is characterized by one, two or three of the indicated 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 cause a state of excitement or calm. Tension or relaxation are associated with the processes of attention. In fact, the picture of the manifestations of emotions in their direct connection with the simplest mental processes is undoubtedly much more complicated.

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

In psychology, a well-known phenomenon called projection, when people attribute to others their own attitude towards something. Creating something original, the creator often experiences a state of emotional uplift, 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, he is fascinated, shown to him new opportunities that he will have with the purchase of a particular product.

IN advertising companies In Russia, the conducted studies give reason to assume 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 to naturally desire to avoid its impact, its obsessive penetration into a person's individual space.

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

Consumers are generally reluctant to admit that their buying behavior is the result of some form of influence, including even targeted programming. It seems to them that they had a need for a product long before they learned about it from advertising. It is very rare for buyers to admit to themselves or to other people that they have actually been “exploited”, having imposed on them a need that did not exist before, and forced them to buy something, deprived them of the possibility of a conscious choice. Although in fact this is the purest truth.

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

From the standpoint of the psychoanalytic approach, the mental life of a person 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 the fear of death and subconscious complexes. This is widely used in the advertising of individual products. It is not surprising that in an advertising company, first of all, those firms that sell medicines, medical preparations, and patient care items use the feeling of fear.

The motivational psychology of consumers is reinforced by Freud's theory of subconscious complexes. (Pankratov FG) The meaning of Freudian methods comes down to the use of concealed biological and sexual impulses and human instincts in advertising. Sexual motifs are especially widely used in advertising of perfumes and cosmetics, clothing, 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: in the course of life in the subconscious of each person, many traumas are deposited. Based on these disappointments, an 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 consumer behavior from the point of view of Z. Freud is facilitated by referring to the unconscious of a person - 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 being practiced. An advertising company of any product is organized in such a way that the advertised product is associated with repressed, unconscious motives.

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

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

Buying behavior management, 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 powerful, but easier to activate. Here, effective methods are those that depend on the ability of the seller to tell about the product, show it, and induce the buyer to act as the seller wishes. It gently nudges the customer to call, compare, try, and ultimately buy the product on offer.

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

Sometimes people think, especially in their youth, that they are independent, free in their actions, that society cannot influence their decisions or their behavior. It is worth, however, to offer 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 buying behavior occurs when famous television announcers handle advertising. The image of such people is perceived by association with the psychological attitudes that the Soviet people received from the party and government through the media. This phenomenon is very well fixed in the brain at the level of a reflex.

Advertising is precisely the psychological programming of people. The paradox of the thinking of a Russian, in particular, a person lies precisely in the fact 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 norms of behavior in the most everyday situations. For example, in the tavern where you decide to visit, there will be McCon coffee, then the best thing you can do is to kick the ankle under the waiter's table. He won't mind. Moreover, he will laugh about it in the kitchen with the cook. Excited.

“Realism is not required from advertising. By setting high moral standards, it gives rise to a special positive thinking. Let a person 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 corrupting effect on the immature children's brains. Raising a child in a virtual world built according to the laws of action movies, soap operas, commercials, sets 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 person, and even more so for a child, advertising has a very negative effect. One educational psychologist noted: “observing the younger generation, we can say that they give the impression of zombie people.”

Buying behavior significantly depends on the goals of the consumer. Interesting experiments were carried out, which made it possible to identify the features of consumer behavior depending on the goals of the activity, namely, for what purpose the goods are purchased: for their own needs or for resale.

Data analysis allows us to conclude that there are statistically significant differences in the behavior of buyers. Depending on the purpose of the activity - for personal use or for resale, they are bought various goods or a different number of them. 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 the buyer (forms the motives for the purchase): the objective necessity of the purchase; social environment; cultural environment; subjective factors;

Impact internal environment buyer (reacts to motives): reaction to motives: awareness of the need to purchase and receive information about the 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 the loss, wear and tear of a thing, the process of making a decision to purchase a product is very subjective. However, in this process there are certain patterns 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 unwisely, in reality, it is expedient. Their behavior becomes meaningful when viewed specifically in terms of their needs, goals, and motives. This seems to be the secret of understanding people and influencing them.”

The means of advertising 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 methods of suggestion (suggestion), 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 of the psychological and emotional impact on a person of the ratios of color shades in advertising, its structural parts, the use of fonts, formats, and the frequency of appearance of ads.

Advertising works made at a high creative level can have great artistic value, aesthetic expressiveness. Often they develop into symbolic images that affect the spiritual and emotional world of a person and influence the formation of his beliefs, the value orientation of aesthetic images. The expressiveness and semantic richness of an advertising work affect the human mind, forcing him not only to familiarize himself 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 forms hypnosis.

First of all, we can talk about such a mental process as decision making. This is the choice of available alternatives. The peculiarity of this process is that something 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 are needed specifically by the suggestor, the instiller. Often this is enhanced by the speed of information supply, that is, the creation of a lack of time for analysis.

1.2.1. Psychoanalytically Oriented Approaches

Since the middle of the 20th century, the use of mass psychoanalysis in advertising has become the basis of the activities of trading companies. Advertisers seized on psychoanalysis in an attempt to find more effective means to market their goods.

The 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 the images and urges associated in the subconscious with the product.”

The fascination with psychoanalysis was due to the fall in demand for many products and disillusionment with traditional methods of sales. The word "unconscious" has become the motto and content of a new direction in advertising. Experiments with subthreshold effects began to be widely carried out. For example, in one of the cinemas during the screening of the film, an advertisement for ice cream appeared on the screen. The flashes were very short, but enough to be noticed. Dr. Lichter researched ice cream and came to the conclusion that it should be shown in advertising not in the form of neatly arranged bags, but in large portions on plates or in vases, because here the consumer can drown his mouth in the desired sweetness. As a result, the sale of ice cream has increased dramatically.

First, the product must be subconsciously attractive;

And, secondly, the basis of the attractiveness of the product is sexuality in the broadest sense.

One of the main motives of advertising was the identification of goods, services with subconscious sexual motives, preferences. Merchandise often began to be made attractive with nude or semi-nude figures. McMurra established that fountain pens are a symbol of the male body, and Dichter - that a car is a symbol of a mistress. Nilson observed wrestling fans and came to the conclusion that women among them are twice as many as men, and that they have strong sadistic and masochistic experiences. Advertising widely refers to subconscious motives in post-psychoanalytic concepts, for example, in transactional analysis of this division of the personality into three parts - the inner child, adult, parents. A huge number of commercials are constructed precisely from the standpoint of transactional analysis. For example, one of the functions of the inner Child is to have fun. Consequently, adult gambling recreation and entertainment has been successfully advertised with the participation of the “actual child”. The connection “the inner part of the personality - the outer actual (that is, real) designation” suggests itself. This is how all popular stories on TV advertising are made.

Psychoanalysis played its part by pointing out such an important way of advertising as an appeal to the experiences of childhood. These experiences have been exploited and are still being exploited most vigorously in advertisements for foodstuffs, cigarettes, and chewing gum. As you know, the oral cavity is a zone of pleasure. If a baby finds comfort and pleasure in the mother's breast, then adults - in food, smoking, sucking. Smoking thick cigars reproduces thumb sucking, smoking long cigarettes reproduces nail biting. Smoking tobacco and chewing gum relieves tension, soothes. Already the cigarette itself in the hands is the beginning of the habitually repeated soothing procedure.

In addition to the main channel carrying the text of the advertising message, there may be another channel for influencing 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 very fact of programming. In the middle of our century, the desire of many people to unite in various kinds of groups was indicated. Such craving for collectives was strongly encouraged from above, by those in power, because it is easier to manage a group than unorganized people. In this regard, the sociologist David Riesman analyzed the popular children's story "Motor Toodle", which dealt with a young Motor Toodle who was taught to follow a red signal and stay on the road, which he most wanted. Riesman saw in this story the prototype of a system of raising children in the spirit of submission. A kind of reflection of this type of mass influence was received in television, where today there are, for example, in a preserved form (recorded on records) many variants of laughter, from quiet to thunderous. And do not use during TV shows, based on the fact that no one likes to laugh alone. Psychologists are well aware that a thoughtless pursuit of a goal does not always help to achieve it.

Our consciousness is programmed laterally, that is, indirectly, indirectly (lateral - lateral, transverse, horizontal, secondary, secondary, aside). A person pays attention to anything, but not to the properties of the thing that he has acquired. As a matter of 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 programming of the psyche is a method of manipulating the mind of another person and it finds the widest application in advertising.

1.2.2. Hypnotic Approach

Hypnotic approaches have made extensive use of the results of research that exploded in the United States after World War II, when there was a clear interest in mind manipulation, especially in the field of advertising.

It's not hard to see buying behavior as symptoms of a hypnotic trance. A natural conclusion was made: advertising should provoke:

Trance induction at the sight of a product;

Making impulsive purchases.

Suggestion or suggestion is a process of influencing the human psyche, associated with a decrease in consciousness and criticality in the perception of the suggested content, which does not require either detailed personal analysis or evaluation.

Suggestion is carried out in order to create certain states or motivations for certain actions. The essence of suggestion is to influence the feelings of a person, and through them - on his will and mind. The strength of the impact 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 the suggested generally corresponds to the needs and interests of the suggested. But different people have different degrees of suggestibility, the level of susceptibility to suggestion, the subjective readiness to experience the inspiring 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 conditions: stress, illness, fatigue;

Low level of awareness, competence;

High degree of significance;

Uncertainty.

“Methods for Gaining Consent” is the title of a book - a guide to the psychology of influence. It contains a number of articles, and its editor, Edward L. Bernays, writes that "significantly more millions are spent on creating favorable attitudes towards products than on creating favorable attitudes towards companies that manufacture these goods."

Concreteness and figurativeness of keywords. The use of words whose meaning is concrete, 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" can hardly enrich anyone's impression. Qualitative signs are quite another matter: juicy, ripe, ruddy, sweet, tender or green, small, hard, sour, wormy. The difference is noticeable even to imaginary taste sensations.

Avoiding the negative particles "no" and "not". The human psyche resists them, alarming, causing doubts. It's one thing in a drug advertisement to say "You won't get sick!" and quite another “It will heal you!”.

Speech dynamics. One of the strongest means of suggestion. The main methods of speech dynamics that can increase the suggestion of speech:

Richness of intonation;

High rate of speech;

Timbre of speech.

Effects of sound combinations. The ability to purposefully influence a person, his emotions with the help of certain words and phrases has been known since antiquity. Some of them are able to evoke not only certain emotions, but also 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 in the advertising film they show or describe in the advertising text the trance behavior of one or several characters when they meet the advertised product, then the projection is made that real people, buying this particular product, will temporarily plunge into a trance.

Any other technique of trance induction can become the basis of an advertising plot. Let's say you can use, and advertising gives a lot of examples of this, trance induction, causing age regression. In specific advertising products, the behavior of schoolchildren and young students, the relationship between grandmothers and grandchildren is played up.

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

Induction of trance through overload of consciousness is achieved in the plots of films through the display of two simultaneously speaking characters, the rapid and chaotic alternation of the picture in the frame, and in combination with fast speech.

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

Technique of complete uncertainty and unpredictability takes place in plots when the viewer does not guess until the last moment what exactly is being advertised. His state at this moment is very close to a trance state. The understandable instruction received against such a background of expectation, built into the mechanism of advertising, is perceived with gratitude.

Trance induction through artificial and non-existent words facilitated by the fact that the names of so many new products are artificial words. The advertising text is abundantly sown 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- selection of keywords in the advertising message. Here is a simple example of an "erotic phone" advertisement. The headline of the text message contains the phrase "and don't tell anyone about this." Comments are superfluous.

A good way to increase the suggestiveness of speech, acting both in the structure 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 just comment on something, ask about something, consult with a communication partner. At the same time, all the applied speech strategies make it possible to obtain a result (the order is carried out) and not to receive conscious resistance to the order. This is especially important when dealing with people who have mastered the technique of resisting direct orders. Many people eventually develop resistance to suggestive influence, 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 psychotechnique, it is a hypnotic replacement for the command.

Team: Buy!

Truism: Everyone loves to buy.

People love to buy.

People can buy.

Illusion of choice. As part of this strategy, the client is offered to choose between what the seller needs and what the seller needs. Example: A street poster shows two huge packs of cigarettes of the same brand. On one the name is written in red on white, on the other - in white on red. Below is a laconic large inscription: “Choose”.

Assumptions. In this psychotechnics, the necessary command is given as a preliminary action or a condition for the performance of some other action that is less significant than the necessary command and 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 to do something specific, people ask the other person if he is able to fulfill this request. In this case, the latter usually execute a command instead of giving a specific answer to the question asked.

The use of opposites is the use of the turnover “than ... - so ...”. This technique utilizes the client's resistance to suggestion by artificially linking the hypnotic command to the client's observed behavior. Here it is important to follow the strict observance of a certain sequence of statements and grammatical time for them.

Full choice, that is, the provision of all choices. If in the strategy of the illusion of choice the advertiser artificially limits the number of choices for the advertising consumer, then in the full choice strategy, the advertising message lists all possible options behavior of the buyer with the peculiarity that the desirable and undesirable choice for the advertiser is 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.

Neuro Linguistic Programming

The first and most important discovery in NLP is that there is nothing in the human experience but sights, sounds and sensations. And each person has their 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 the geographical map of a territory differs from the territory itself.

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

There are three types of perception of reality.

The first type is visual, visual. A person of the 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." In his vocabulary are the words of the visual range, these are nouns, verbs, adverbs and adjectives, which, as it were, describe the picture of what he saw.

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

The third type is kinesthetic, that is, perceiving and evaluating the world primarily with the help of sensations and feelings. It has its own vocabulary: a heavy or light question, a powerful idea, a hard hint.

Attempts to use all three representational systems are becoming more 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'll see what America looks like. Coconuts, almonds, and you'll hear the sounds of America." From the position of NLP in an advertising message, it is necessary to use all three systems of perception.

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

Rational-logical;

And emotionally imaginative. Many words carry a hidden evaluative emotional component: “good” or “bad”. At the same time, they cause certain associative visual, auditory and sensually felt images. By manipulating words, it is possible to form in a person an unconscious positive or negative attitude towards something. These are the words "rejection" and the words "invitation". Their correct use significantly increases the impact of advertising on the consumer.

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

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

Another meta-program is the opportunity-action program. “Opportunity” people focus on the options, the novelty, that is presented to them when they purchase a product or service. They like to experiment and try new things. People of "action" prefer order, clarity, certainty in actions. They don't experiment with what works so well. In the product they are interested in clear, understandable instructions for use, simplicity and safety when using the product. An advertisement that takes into account these features 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. People do not allow themselves to be convinced and in every situation they use the opportunity to choose. 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 these agents who are trying to convince us, we develop a “recognition reflex.” Such a reflex can protect us not only from the petty swindle of psychological influencers who run the affairs of our daily lives, but also from the false suggestions of powerful leaders.

In this way:

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

2. Advertising refers not only to the rational sphere of consciousness, that is, to the mind, but also to the emotional one - to human feelings. Rational and emotional perception are inseparable from each other due to the very nature of knowledge 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. A study of perfumes advertised on TV, was held on the basis of the cosmetic department of the Golden Rose store in Taishet. The advertised products were exhibited at three stands. Stands were located nearby, which also contained perfume products, but which were not advertised on television. The stands were approximately the same. The study involved women of different ages: women from 18 to 50 years old. They participated in all of our research procedures.

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

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

in direct contact with certain

1. Stops at the window.

2. Enters the store.

3. Suitable for the stand.

5. Asks to see.

6. Buys.

7. Doesn't buy.

8. Leaves the store.

9. Shows indifference.

11. Passes by the store.

12. Pays no attention.

This scheme is used to observe the behavior of consumers in the process of direct communication with a particular advertising medium. The actions and reactions of consumers given 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 contribute to attracting attention and induce consumers to take certain actions, and at the bottom of the diagram are passive actions and emotional reactions that do not cause consumers to act. The scheme includes twelve types of observable behavior, half of which are positive in the above sense of the word, the other half are negative.

A psychologist using this scheme fixes in the process of observation each action of consumers (movement, statement, reactions) and refers it to one of the categories listed on the scheme. At the end of the observation, the number of actions of each type as a whole is counted. On this basis, conclusions are drawn about the impact advertising has on consumer behavior, as well as the results of observation, to determine the degree of attraction of buyers' attention to advertising, were processed using the following formula*:

where B is the degree of attracting the attention of consumers;

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

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

The method of observation allows you 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 next procedure of our study using ranking 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 choose the product that the subject himself uses. We used this step in order to be able to visually assess whether there is an assumption that advertising can control human behavior. The answers of the subjects were recorded in a special form. Processing of the results consisted in comparing the answers between the subjects and the distribution of commercials according to the ranks of attractiveness and preference.

3. Polling method:

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

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

Through a survey, we tried to establish which advertising medium (poster, promotional film, ad, display of goods) has the greatest impact on the buyer when he purchases a particular 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 may not be sufficiently complete. Indeed, sometimes even for the buyer himself it is not clear whether he bought the goods under the influence of advertising or on the advice of a friend, or was guided by some other considerations. In addition, sometimes verbal questioning of buyers can make them wary. Therefore, it is more appropriate to invite 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 by observation are presented in the form of a table:

Table 1

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

The table shows that certain advertising media encourage consumers to take action and positive emotional reactions (150 people linger at the window, 350 people enter the store, 250 people are interested in this product, 150 people buy it), which helps to attract attention and encourage consumers to take certain actions. As a result of the observation, it turned out that the advertised products caused more positive actions than negative ones, since 100 people do not pay attention to the advertised product, and 150 people linger at the window, 140 people pass by the store, and 350 people enter, pass past the stand - 130 people, but approaching 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, the stands of the following companies were used: L'Oreal, Mascara, Ruby Rose. The number of people who passed by the shop window during the specified period was 350 people, of which 72 people paid attention to the Ruby Rose shop window, 125 people to the Mascara shop window, 153 people preferred the L’Oreal stand.

Evaluating the effectiveness of individual advertising media, it is possible to establish whether this means achieves its goal: whether the advertised product attracts the attention of consumers.

Using the formula, we determine the degree of attracting the attention of buyers to the advertising of firms:

Mascara:

Firm Ruby Rose:

The analysis of the obtained results showed that the L'Oreal stand attracts the attention of a larger number of consumers (0.43%), the Mascara stand 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 evaluating the information processed by consumers. Attracting more attention to a particular stand indicates that the advertisement attracts attention, evokes positive emotions, facilitates understanding as much as possible, and encourages certain actions: either it arouses interest or encourages a 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 ranks of commercials according to the degree of attractiveness and preference.

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

26th rank - Nescafe coffee, Klinskoye beer

25 rank - washing powder"Ariel"

Rank 24 - bouillon cubes "Maggi"

23 rank - lipstick "Bourgeois"

21 rank - mayonnaise "Calve"

20 rank - washing powder "Myth"

19 rank - vegetable oil "Gold"

17 rank - margarine "Pyshka"

16 rank - "Blend and Honey" toothpaste

15 rank - dishwashing detergent "Prilgel"

14 rank - toothpaste "Colgate"

Rank 13 - bouillon cubes "Galina Blanca"

12 rank - tampons "O.bi"

11 rank - sanitary pads "Olweis"

10 rank - juice "favorite garden"

8 rank - margarine "Delmi"

7 rank - diapers

6th rank - beer "Fat Man", lipstick "Loreal"

5th rank - mayonnaise "My family", juice "I"

4th rank - "Oleina" vegetable oil

3rd rank - coffee "Milagro Aroma"

2nd rank - deodorant "Secret"

Rank 1 - Fairy Dishwashing Liquid

From the resulting list, you can trace and make an assumption that the ranks were assigned according to the principle of novelty, unusualness, uniqueness commercial, as well as 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 study 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 choosing 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, translated into percentages:

Table 3

Data characterizing the frequency of choosing a certain

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. for products that are used for domestic 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 study of the sample”, by which we can visually see and analyze the results of the study:

Diagram of sample study results.

It can be seen from the diagram that older women mark those advertised products that have already been tested by experience and which are used for domestic 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 about this or that advertised product. This is explained by the fact that different people, at different ages, also have a different degree of suggestibility, a level of susceptibility to suggestion, a subjective readiness to experience an inspiring influence and obey it.

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

Suggestion is carried out in order to create certain states or motivations for certain actions.

An analysis of the results of this study showed that advertising messages perform the function of persuasive influence on a person in order to encourage him to purchase certain advertised goods. Combining its information 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 is achieved in advertising with the help of: music, plot, colors, demonstration healthy lifestyle life, cartoon construction commercial. There were also commercials that are not perceived due to: frank demonstration, frequent broadcasting, from the experience that the product did not meet expectations, some commercials even cause not only irritation but also disgust.

Then, in order to confirm the obtained data, 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 to advertising.

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

Of the total number of respondents, they believe that:

Gives reliable information

The 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, arouse a sense of humor, attract, entertain, touch, impress and simply like. The negative ones include the fact that advertising can be boring, uninteresting, aimless, stupid, too assertive, worn out, deceitful. For many, advertising even causes irritation, especially if it is given out as a “load”, for example, to a favorite TV series or information program. Women are especially reluctant to publicly advertise personal care products. Advertising of a well-known product is perceived rather hostilely.

On the basis of the conducted research, it can be concluded that advertising exploits the trust of a person, his misconceptions, plays on the envy, greed, and hatred of people. And although people are skeptical about advertising, the conditions of life still push consumers to buy the advertised product. Young mothers complain that their children, as if hypnotized, run, crawl, turn their little heads to the sounds of advertising, and nothing interests them 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: “A Russian person will get used to everything”

Now people have become so skeptical about advertising that it seems that no psychological attack will be able to work on them. People do not allow themselves to be convinced and in every situation they use the opportunity to choose. And if a person 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 actors who are trying to convince us, we develop a “recognition reflex”. Such a reflex can protect us not only from the petty swindle of specialists in psychological influence, who run the affairs of our daily life, but also from the false suggestions of leaders in positions of power,” but the problem cannot be solved by rational defense against psychomanipulators alone.

It seems to me that the most serious offense of psychomanipulators should be considered their invasion of the secrets of our consciousness, and we must protect these secrets. Any advertising is, of course, a manipulation of the consciousness and unconscious of the consumer. Advertising producers know which buttons they should press to evoke a particular reaction, and 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, as people are used to trusting the media, and various other sources of information.

Model of the program "Psychological impact of advertising on a person"

The psychology of advertising is one of the most relevant areas in modern society. The means of advertising 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 is needed in the field of advertising: research into the nature of the degree of impact of advertising media. The study of the positive and negative effects on the human psyche.

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

The effectiveness of the psychological impact of advertising on the consumer can be determined by observation, methods, surveys.

Observation Procedure used in the study of the impact on consumers of individual advertising media, this method is passive in nature, since the observer does not influence the buyer in any way, but, on the contrary, conducts observations imperceptibly for him. According to a predetermined scheme, the observer registers the received data, which are then analyzed. Scheme:

in direct contact with certain

1. Stops at the window.

2. Enters the store.

3. Suitable for the stand.

4. Interested in this product.

5. Asks to see.

6. Buys.

7. Doesn't buy.

8. Leaves the store.

9. Shows indifference.

11. Passes by the store.

12. Pays no attention.

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

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

Based on the “Ranging” technique, a study is being 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 you should choose the product that the subject himself uses. We used this step in order to be able to visually assess whether there is an assumption that advertising can control human behavior. The answers of the subjects are recorded in a special form. Processing of the results consists in comparing the answers between the subjects and the distribution of commercials according to the ranks of attractiveness and preference.

Interrogation procedure refers to active methods of determining the psychological impact of advertising. This method is time-consuming, but much more reliable than others, as it allows you to identify directly from the buyer himself 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 buyers 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)

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 may not be sufficiently complete. Indeed, sometimes even for the buyer himself it is not clear whether he bought the goods under the influence of advertising or on the advice of a friend, or was guided by some other considerations. In addition, sometimes verbal questioning of buyers can make them wary. Therefore, it is more appropriate to invite 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.

Conclusion

Over its long history, advertising has qualitatively evolved. She went 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 a conscious, deliberate perception of the advertising image by the buyer, then automatic purchase. Now advertising from the buyer requires consent, albeit unconscious, but nevertheless real.

The purpose of this work was to identify the impact on behavior, attitudes, and consumer acceptance of impacting television advertising.

This goal required the solution of the following tasks:

See if there is an assumption that advertising can control human behavior;

Analysis of the research results showed that in the process 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 segregated, non-consumer accepted content.

Thus, the hypothesis put forward by us that advertising influences the conscious and unconscious level of human mental activity has been confirmed.

Bibliography

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Attachment 1

attractiveness and preference

Annex 2

table 2

Data characterizing the frequency of choice

certain products

Annex 3

Ranking Method

You are offered 26 names of commercials, which must be sorted in descending order according to the degree of attractiveness when viewed on television, and also indicate what this or that video attracts. In the second column, select the product that is used.

1 NESCAFE COFFEE 1 NESCAFE COFFEE

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

3 VEGETABLE OIL “GOLD” 3 VEGETABLE OIL “GOLD”

4 OLEINA VEGETABLE OIL 4 OLEINA VEGETABLE OIL

7 Pampers 7 Pampers

8 BEER “FAT” 8 BEER “FAT”

9 BEER “KLINSKOE” 9 BEER “KLINSKOE”

10 ARIEL WASHING POWDER 10 ARIEL WASHING POWDER

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

12 BOUILLON CUBE “MAGGI” 12 BOUILLON CUBE “MAGGI”

13 GALINA BLANCA BOUILLION CUBE 13 GALINA BLANCA BOUILLION CUBE

14 MARGARINE “CUMPER” 14 MARGARINE “CUMBER”

15 DELMI MARGARINE 15 DELMI MARGARINE

16 OLWAYS sanitary pads 16 OLWAYS sanitary pads

17 SWAMPS “OBI” 17 SWAMPS “OBI”

18 FAIRY DISHWASHING SOLUTION 18 FAIRY DISHWASHING SOLUTION

19 DISHWASHING WEED “PRILGEL” 19 DISHWASHING WEED “PRIGEL”

20 BLEND A HONEY TOOTHPASTE 20 BLEND A HONEY TOOTHPASTE

21 COLGATE TOOTHPASTE 21 COLGATE TOOTHPASTE

22 JUICE “I” 22 JUICE “I”

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

24 BOURGEOIS LIPSTICK 24 BOURGEOIS LIPSTICK

25 L'Oreal lipstick 25 L'Oreal lipstick

26 DEODORANT “SECRET” 26 DEODORANT “SECRET”

Appendix 4

Questionnaire

2. Age;

3. Education;

4. Profession;

a) with confidence

b) with antipathy;

c) with indifference.

d) your answer.

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

11. How do you know when a new product is available:

a) from acquaintances;

b) from advertisements on the radio, newspaper, TV;

c) seen in a shop window;

d) in the process of inspecting the goods in the store;

e) from a TV show.

The concept and essence of the psychological effectiveness of advertising

Definition 1

Remark 1

The communicative (psychological) effectiveness of advertising is a certain indicator that allows you to assess the degree of impact of an advertising message on the target audience in terms of transmitting the necessary information to its representatives and / or forming a point of view (or behavior model) desirable for the company. It is characterized by the total number of consumers covered by an advertising message, the degree to which consumer attention is attracted to advertising, as well as the depth and brightness of the impressions that advertising leaves in a person’s memory.

• the amount of advertising media used;
• intensity of exposure to advertising.

These indicators, in turn, are determined by the quantitative characteristics of advertising media, the intensity and breadth of their distribution, as well as the very quality of advertising media. In the latter case, we are talking about the argumentation used in the advertising message, its persuasiveness, technical and artistic design, etc.

In addition, communicative effectiveness is determined by the influence of advertising on changing the knowledge of the target audience about the company and its products, on the formation of positive (favorable) attitudes towards the commodity producer, as well as on the motivation of potential consumers to enter into contact with the company and make a real purchase of its goods and services.

Remark 2

Methods for assessing the psychological effectiveness of advertising

To date, in the scientific literature on marketing, several recommendations have been formulated regarding the assessment of the psychological (communicative) effectiveness of advertising. Let's consider the main ones.

Figure 1. Main methods for determining the psychological effectiveness of advertising. Author24 - online exchange of student papers

Observation, as a rule, is carried out directly in the conditions of the implementation of advertising activities. So, for example, with its help, the nature of the psychological impact of window display cases on a person can be determined. To do this, you only need to take into account and measure the number of passers-by who stopped at the window to inspect it, and the number of people who entered the store after viewing the window, as well as what product is shown in the window, and what exactly arouses more interest and potential buyers. In most cases, the effectiveness and efficiency of advertising of trade organizations is determined on the basis of a comparison of the average daily number of store visitors during the period of the advertising campaign and before it. Today, in many stores, photocells installed at the entrance are used for this, and accounting is carried out with special accountants.

Through experiments, the memorability of advertising to potential buyers is determined and the impressions received from it are studied. As a rule, experiments of this kind are carried out within an artificially created audience, which includes people of different ages and professions, differing in gender and having different education. Conducting experiments allows you to establish how a particular advertising medium excites consumer attention, what effect the text used has on its memorability, etc. The opinions obtained as a result of the experiment are generalized, and the most effective, according to the estimates obtained, advertising media and their individual elements are introduced advertising practice.

Surveys involve the need to communicate with respondents and ask them certain questions. Surveys aimed at evaluating the effectiveness of advertising media can be conducted orally or by sending and filling out questionnaires (it is allowed to conduct a survey in electronic form using the Internet). As practice shows, questionnaire surveys are most often used. The success of their implementation largely depends on the correctness of the developed research methodology. It is believed that such a methodology should include questions regarding the definition of the purpose of the study, the development of questionnaires, the technique of conducting the survey itself, the subsequent processing and analysis of the data obtained, as well as ensuring quantitative and qualitative representativeness. Based on the data obtained during the survey, conclusions and conclusions are formed, which allow us to judge the impact that advertising has on consumers.

Indicators and criteria characterizing the psychological effectiveness of advertising

The main communicative indicators that allow evaluating the psychological effectiveness of advertising are:

• coverage, determined by the number of contacts with the target audience (percentage of the target audience who viewed the advertisement during a certain period of time);
• recall of advertising;
• brand awareness;
• consumer actions expressed in a behavioral response to advertising;
• intention (relationship to the brand).

The basic criteria for the psychological effectiveness of advertising are its persuasiveness, recognition and memorability, as well as the nature of the impact on customer behavior.

The memorability of advertising is characterized by the ability of the person who viewed it to remember the content of the advertising message. It is memorability that is considered one of the main criteria for the communicative effectiveness of advertising, which makes it possible to judge economic efficiency advertising.

The effectiveness of the psychological impact of advertising media is characterized by the number of consumer coverage, the brightness and depth of the impression that these media leave in a person’s memory, and the degree of attention.
The effectiveness of the psychological impact of advertising on the consumer can be determined through observations, experiments, and surveys.
The method of observation is used in the study of the impact on consumers of individual advertising media. This method is passive in nature, since the observer does not influence the buyer in any way, but, on the contrary, conducts observations imperceptibly for him. According to a predetermined scheme, the observer registers the received data, which are then comprehensively analyzed. The observer, for example, notes which stand of the fair or exhibition-sale attracts the most attention of buyers, how long pedestrians linger at one or another showcase, how many people enter the store after familiarizing themselves with the showcase, which product in the showcase is of greater interest and what demand it is in .
The method of observation allows you to evaluate the psychological impact of advertising in vivo, in the direct communication of the consumer with a certain advertising medium.
Evaluating the effectiveness of individual advertising media, first of all, it is established whether this medium achieves its goal. So, to determine the degree of attracting the attention of buyers to outdoor advertising (showcase), you can use the following formula:

where B is the degree of attracting the attention of passers-by; O is the number of people who paid attention to outdoor advertising(showcase) for a certain period; P is the total number of people who passed by the shop window in the same period.
The degree of effectiveness of the publication of advertiser's advertisements in the media can be conditionally estimated in a particular store using the formula

where D - the degree of effectiveness of advertisements; K - the number of visitors who bought the advertised product; C is the total number of customers who made a purchase in the store.
Such data can be obtained from the readings of checks punched on the summing cash registers, and by registering the facts of the acquisition of the advertised product by cashier controllers.
An indicator of the effectiveness of the means advertising the retail trade enterprise itself is the ratio of the number of visitors to the store during the period of application of these funds to the number of visitors on average per day. These data can be obtained by observers or with the help of a photocell.
When using the observation method, in all cases it is necessary to observe a number of conditions: observation should be carried out on weekdays that are not characterized by an increased intensity of customer flows (preferably in the middle of the week); the duration of observations depends on the nature of the advertising medium whose effectiveness is to be established.
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 in conditions artificially created by the experimenter. If the observation only fixes how the consumer relates, for example, to a certain display of goods, then the experimenter can rearrange the goods, and then observe the change in the reaction of buyers.
In the same way, the experimenter can create a variety of combinations of advertising media and, by comparing the reactions of buyers, choose the most successful of them.
Especially widespread was the study of the effectiveness of the psychological impact of advertising media through experiments in foreign countries. This method is used to determine the impact on buyers of window display, packaging, press ads, radio or television advertising. So, if you need to assess the psychological impact on the buyer of the product packaging, then the same product (for example, washing powder) is placed in different packages.
The psychological effectiveness of such an advertising medium 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, catalog or sample. The buyer must cut and send this coupon trading company, the address of which is indicated in the text of the ad. By the number of coupons-requests received from readers, the advertiser judges whether his ad was noticed in the periodical press and whether the text of this ad turned out to be sufficiently convincing and interesting. However, it should be noted that the small number of requests received may be the result of not Low quality ads, but the fact that the advertised product itself, for some reason, was not needed by buyers. That is why this method of determining the psychological effectiveness of advertisements in the periodical press is acceptable only if it is already known in advance that the advertised product is in demand.
The survey method also refers to active methods for determining the psychological impact of advertising. This method is time-consuming, but much more reliable than others, as it allows you to identify directly from the buyer himself 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 buyers and determine which elements of its design attract the most attention and are better remembered.
To determine the effectiveness of a particular advertising medium, questionnaires are drawn up, which, according to a pre-designed program, are brought to the attention of consumers in writing, in personal conversations, on radio or television. An analysis of the responses received allows us to draw appropriate generalizations and conclusions.
Through a survey, it is possible to establish which advertising medium (poster, promotional film, advertisement, display of goods) has the greatest influence on the buyer when he purchases a particular product. For example, to identify which of the advertising media attracted the attention of the buyer to a new product, you can use the following questionnaire:
How did you hear about the new product?
a) from acquaintances;
b) from an ad on the radio, in a newspaper;
c) seen in a shop window;
d) in the process of inspecting goods in a store;
e) from a TV show.
Conducting surveys requires a significant investment of time and the involvement of a large number of people in this work. However, the results obtained may not be sufficiently complete. Indeed, sometimes even for the buyer himself it is not clear whether he bought the goods under the influence of advertising or on the advice of a friend, or was guided by some other considerations. In addition, sometimes verbal questioning of buyers can make them wary. Therefore, it is more appropriate to invite 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.
In some cases, surveys are combined with experiments. So, the study of the psychological effectiveness of radio and television advertising is carried out as follows. A group of people is invited to the studio, who are invited to fill out a short questionnaire, indicating in it data on age, profession, etc. After that, the group listens to or watches the commercials, and everyone writes down their comments and impressions on special sheets. All comments are properly motivated. Then a discussion of the program is organized. Sometimes the effectiveness of advertising is evaluated on the basis of voting data. Such listening and discussions of advertising programs make it possible to more or less accurately establish the positive and negative aspects in their preparation, as well as to identify which form of presentation is the most intelligible for a particular contingent of radio listeners or TV viewers.
Efficiency promotional event or a separate means of advertising can be expressed by the number of consumers covered by advertising, as well as the amount of costs per viewer, reader, etc. Thus, the expediency of publishing a newspaper advertisement in a particular printed organ is determined by determining the total number of people who can read it (this number depends mainly on the circulation of the newspaper), or the cost of the advertisement per reader.
The more readers will be covered by advertising, the less will be the cost of it per person.
Data on the effectiveness of the psychological impact of advertising make it possible to predict its effectiveness.
To complete the consideration of methods for determining the effectiveness of advertising, you can use an example from foreign practice. So, advertising agency"Ted Bates and Company" in the early 1940s, for the first time in the practice of advertising, began to use scientific methods evaluating the effectiveness of advertising campaigns. One of the founders of the Ted Bates and Company agency was R. Reeves, the author of the theory of the Unique Trade Offer(USP).
In his book Reality in Advertising, he writes:
"Imagine that the entire population of the United States was placed in two huge rooms. In one room there are people who do not know your current advertisement. They do not remember what it is about, they do not remember what they have ever seen, read or heard find out who is using your product.
Let's assume that there are five out of every hundred people who are unfamiliar with your ad (i.e. 5%) who are regular buyers. Since these 5 people are unfamiliar with your ad, there is no doubt that they chose the product in some other way. Perhaps they were told about your product by friends. Perhaps you yourself once provided them with a free sample. Perhaps your product was recommended to them by a doctor. In any case, they have become regular customers not under the influence of your current advertising, which they do not know.
Now go to another room where there are people who remember your advertisement. They are able to prove that they know it by correctly reproducing the content. Let's assume that twenty-five people out of every hundred people who are familiar with your advertisement are regular buyers (ie 25%).
Range is 5 to 25%. You have in your hands one of the most exciting statistical indicators modern advertising. He says that, without resorting to advertising, you can sell your product to 5% of the population for some time, while for every hundred people who remember your advertising, an additional 20 people become regular consumers of the product.
Here it is - the ratio of people involved in consumption without the help of advertising and with it!
Sales can rise or fall for a variety of reasons. However, know that where your advertising is remembered, the number of consumers increases. And your advertising, and only advertising, has drawn them into consumption.
The ratio of the number of people who remember your current ad to the number of people who do not remember it, we call the implementation.
Of the hundreds of lessons learned from the practice of advertising implementation and engagement, one of the most instructive is that changing an advertising campaign too often is detrimental to adoption rates.
This is a mistake worth millions of dollars. Consistency is one of the oldest tenets of advertising. However, it is he who is most often ignored.

Control questions and tasks

1. Define an advertising campaign.
2. Describe the factors that influence the definition of the objectives of an advertising campaign.
3. What types of advertising campaigns are distinguished?
4. Describe the main stages of planning an advertising campaign.
5. Develop an advertising campaign to promote the product / service to the market.