Analysis of psychological methods of influencing the consumer. Psychological factors of the impact of advertising on the consumer. Humor and entertainment

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Introduction

In the middle of the twentieth century, a serious study of advertising began, without which it is already difficult to imagine our life. Now, when the psychological factors of influence of advertising means on the consumer are actively used, it has become, in a way, an instrument influencing the masses. The means of advertising used in modern conditions are diverse, many of them are technically very perfect, have a complex classification by purpose, place of application, nature of use, degree of emotional and psychological impact on people. The relevance of this topic lies in the scientific psychological substantiation of the nature of the impact of advertising, since in advertising activities methods of psychological influence on people are widely used, because advertising is a socio-psychological phenomenon.

First of all, advertising 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. The object of the research is consumers of various products. The subject of the research is the psychological factors of the influence of advertising on the consumer.

The main goal is to identify the impact on behavior, attitudes and consumer acceptance of influencing advertising media.

The tasks of the work are:

consideration of concepts and types of psychological impact;

disclosure of methods of psychological influence;

consideration of suggestive psychotechnologies in advertising;

determination of the base, methodology and research methods;

analysis of research results.

Research hypothesis - psychological factors such as persuasion, suggestion, attitude, can contribute to the advertising material so that the consumer makes a choice in favor of purchasing the advertised product. The methodological basis of the study was the works of Z. Freud about subconscious complexes, the activation of which can influence the attitude to the product and motivate its acquisition. The work of I.P. Pavlov was used, who understood attention as the concentration of excitement in certain areas of the cerebral cortex with simultaneous inhibition of the rest of the cortex, as well as on the information theory of emotions of the Russian psychophysiologist P.V. Simonov, whose main position is the emergence of emotions in the presence of information about the likelihood of satisfaction of the subject's needs.

And so, in the final qualifying work, the works of such authors were used: V.M.Bekhterev M.R., Bityanova V.N., Volodeeva A.G. Isakova N.V. and others.

Accordingly, the research methods were:

Practical relevance: the study contributes to the study of the nature of the impact of advertising on a person, and on this basis, approaches to the production of advertising can be adjusted. Advertising, on the one hand, communicates to consumers the information necessary for the purchase and use of goods. On the other hand, combining its informativeness with persuasiveness and suggestion, it has an emotional and mental impact on a person.

1. Theoretical aspects of psychological impact

1 Concept, types and methods of psychological influence

People not only interact, communicate, build their relationships, but also influence each other. The latter applies for as long as the person himself exists. Today, the methods of influencing human consciousness have become much more diverse and effective thanks to the practical experience accumulated over thousands of years, as well as due to the creation of special technologies (Appendix A).

Psychological impact is the social and psychological activity of some people, aimed at other people and their groups in order to change the psychological characteristics of the individual, group norms, public opinion, moods and experiences.

According to domestic and foreign scientists, the psychological impact is divided into the following types: informational-psychological, psychogenic, psychoanalytic, neurolinguistic, psychotronic, psychotropic.

Informational and psychological impact (often called informational and propagandistic, ideological) is the impact of words, information.

The psychological impact of this type sets as its main goal the formation of certain ideological (social) ideas, views, beliefs. At the same time, it evokes positive or negative emotions, feelings and even violent mass reactions in people, forms stable images-ideas.

Psychogenic effects are the result of:

physical impact on the brain of an individual, as a result of which there is a violation of normal neuropsychic activity. For example, a person suffers a brain injury, as a result of which he loses the ability to think rationally, his memory disappears, etc. Or he is exposed to such physical factors (sound, lighting, temperature, etc.), which, through certain physiological reactions, change the state of his psyche;

shock impact of environmental conditions or some events (for example, pictures of mass destruction, numerous victims, etc.) on a person's consciousness, as a result of which he is unable to act rationally, loses orientation in space, experiences affect or depression, falls into panic, stupor, etc. A particular, but very indicative case of psychogenic influence is, for example, the influence of color on the psychophysiological and emotional state of a person. Thus, it has been experimentally established that when exposed to purple, red, orange and yellow colors, a person's breathing and pulse deepen and deepen, his blood pressure rises, and green, blue, blue and violet colors have the opposite effect. The first group of colors is exciting, the second is soothing.

Psychoanalytic (psychocorrectional) influence is the effect on the subconscious of a person by therapeutic means, especially in a state of hypnosis or deep sleep. There are also methods that exclude the conscious resistance of both an individual and groups of people in the waking state.

In particular, in the process of sound control of the psyche of people and their behavior, verbal suggestions (commands) in encoded form are displayed on any medium of sound information (audio cassettes, radio or television broadcasts, noise effects). A person listens to music or the sound of the surf in the rest room, follows the dialogues of the characters in the film and does not suspect that they contain commands that are imperceptible by the consciousness, but always fixed by the subconscious, forcing him to subsequently do what is prescribed.

Neuro-linguistic influence (NLP-neurolinguistic programming) is a type of psychological influence that changes people's motivation by introducing special linguistic programs into their consciousness.

In this case, the main object of influence is the neurophysiological activity of the brain and the emotional-volitional states arising from it. The main means of influence are specially selected verbal (verbal) and non-verbal linguistic programs, the assimilation of the content of which allows you to change in a given direction the beliefs, views and ideas of a person (both an individual individual and entire groups of people).

The subject of neurolinguistic influence is a specialist (instructor). He first identifies contradictory (conflicting) views and beliefs in the psyche, as well as negative emotional states (experiences, moods, feelings) that arise from this and disturb people. At the next stage, the instructor, through special techniques, helps them realize the discomfort of their real state (socio-economic, cultural, physical and, as a result, psychological) and makes changes in consciousness, forcing people to perceive life situations in a different way and build relationships with other people.

It is interesting that after, under the influence of the instructor, a person “understood” what he “needed”, he independently (but under the influence of the stereotype of perception inherent in his consciousness) begins to collect information about his daily activities, about his states and experiences. Comparing his real, present at the moment state with the desired (possible), he determines what own resources he needs to mobilize and what exactly needs to be done in order to achieve the comfort of feelings and moods.

Psychoanalytic and neurolinguistic treatments are useful when used for humane purposes. If they are used to conquer and ensure dominance over other people, then they represent a means of psychological violence.

Psychotronic (parapsychological, extrasensory) impact is the impact on other people, carried out by transmitting information through extrasensory (unconscious) perception.

As for the psychotronic influence, the facts of work on the creation of generators of high-frequency and low-frequency coding of the brain, dowsing devices, on the use of chemical and biological agents in order to stimulate certain psychological reactions are known.

Psychotronics focuses mainly on methods associated with the use of technical means of influencing consciousness. For example, they use the effect caused by color spots embedded in a computer virus, designated by the apocalyptic "number of the beast" - 666 (V666). This virus is capable of negatively affecting the psychophysiological state of a personal computer operator (up to death). Its principle of operation is based on the phenomenon of the so-called 25th frame, which is a very powerful means of suggestion.

Psychotropic influence is the effect on the psyche of people with the help of medications, chemical or biological substances.

Strongly affect the psyche, for example, some odorous substances. American psychiatrist A. Hirsch established long ago that certain smells cause specific actions and behavior of a person. He started with a simple but very profitable business. He distributed a specially developed essence in various sections of the stores and found that there was a sharp increase in the sale of goods in comparison with the non-pollinated sections. Then he recruited 3,193 overweight volunteers and made them lose an average of 12.7 kg in six months. Everything was very simple - as soon as people felt hungry, Hirsch allowed them to eat, but at the same time offered to smell a special flavoring agent. The more often the subjects smelled it, the more weight they lost. Some lost weight so intensely that they had to be taken out of the experiment. Finally, the researcher found that odors affect productivity.

In his opinion, the smell is something like a control panel that directs human emotions and through them the actions of people. Clinical experiments have shown that the scent of lavender, chamomile, lemon and sandalwood reduces brain activity faster than any antidepressant. And jasmine, rose, mint and carnation are exciting.

There are three stages of psychological impact:

) operational, when the activity of its subject is carried out;

) procedural, when there is acceptance (approval) or rejection (disapproval) of the given impact by its object;

) final, when responses are manifested as a consequence of the restructuring of the psyche of the object of influence.

The psychological impact is exerted on specific spheres of the psyche of an individual, groups of people and public consciousness as a whole:

need-motivational (knowledge, beliefs, value orientations, drives, desires);

intellectual and cognitive (sensations, perceptions, representations, imagination, memory and thinking);

emotional-volitional (emotions, feelings, moods, volitional processes);

communicative-behavioral (the nature and characteristics of communication, interaction, relationships, interpersonal perception).

This means that the psychological impact only gives the greatest real effect when the features of the functioning of individual, group and social consciousness inherent in these specific areas are taken into account.

The psychological impact has its own patterns:

if it is aimed primarily at the need-motivational sphere of people, then its results affect, first of all, the direction and strength of motives (drives and desires) of people;

when the emotional sphere of the psyche is at gunpoint, this is reflected in internal experiences, as well as in interpersonal relationships;

the combination of influences on both of these spheres allows you to influence the volitional activity of people and thus control their behavior;

influence on the communicative-behavioral sphere (the specifics of relationships and communication) allows you to create socio-psychological comfort and discomfort, force people to cooperate or conflict with others;

as a result of the psychological impact on the intellectual and cognitive sphere of a person, his ideas, the nature of the perception of newly received information and, as a result, his "picture of the world" change in the right direction.

The human psyche (that is, the object of psychological influence) can function in a balanced way or with a bias in the existing relationships. Both are determined by the effect of cognitive dissonance.

Cognitive dissonance is a phenomenon that has the following characteristics:

a) there is dissonance between the intellectual and cognitive and all other components of the psyche, that is, inconsistency, inconsistency;

b) its existence causes a person's desire to reduce or at least prevent a further increase in dissonance;

c) the manifestation of this desire looks like:

distrustful attitude to new information;

changing behavior in accordance with new information;

rethinking old information in a new perspective.

In accordance with the foregoing, in order to exert a psychological effect, it is first necessary to provoke failures and distortions in the functioning of individual components of the psyche of the object of influence. The dynamic balance between them will be disturbed and he will begin to experience a state of cognitive dissonance. After that, you can encourage him to restore peace of mind by changing his previous, familiar views, beliefs and attitudes, and then the stereotypes of behavior.

The effectiveness of psychological impact also depends on the characteristics of the mechanisms of transformation of beliefs, stereotypes and attitudes of people.

Belief transformation mechanism. Beliefs are meaningful, stable motives of people's activities, which usually have an ideological basis and are manifested in their actions, deeds and behavior. For example, in any country, so-called eternal values ​​are usually cultivated - love for their country and all its representatives, peacefulness, trust in its leadership, pride in it, etc. Therefore, often people's actions are based mainly on the internal acceptance of these “eternal values ”, As well as on a sense of duty and responsibility, pride in their country, personal vanity and the desire to show their capabilities as a representative of this state.

However, real life in a country and the relationships between people in it can often change. At the same time, in accordance with the laws of cognitive dissonance, the prevailing beliefs are subject to fluctuations. Therefore, purposeful psychological influence from the outside contributes to their weakening, neutralization or replacement with the opposite.

Stereotypes most often reflect not essential (deep), but external, most noticeable, most striking features of a phenomenon or event. Any assessment of the latter, corresponding to a stereotype, is usually accepted without evidence and is considered the most correct, while any other is questioned. It is important to note that stereotypes arise in the individual, group and public consciousness as a result of the impact not only of the surrounding reality, but also as a result of the perception of the experience, opinions, and judgments of other people.

That is why stereotypes can become an object of psychological influence. Their transformation is both a prerequisite for the effectiveness of such an impact, and a condition, the observance of which allows, in the end, to change the behavior of people. Thus, the state forms a stereotype of a positive attitude of the people towards the political leadership of their country. However, the opposition forces in it always strive to change it.

The mechanism of transformation of installations. Attitude is a state of internal readiness (mood) of people for a specific manifestation of feelings, intellectual-cognitive and volitional activity, dynamics and nature of communication, object-practical activity, etc., corresponding to their needs.

The emergence of an attitude usually precedes people's awareness of a certain need and the conditions in which this need can be satisfied. Purposeful psychological impact creates a situation in which the present need is satisfied by providing people with specific information, presented in a certain way. Thanks to her, the attitude is formed, fixed, replaced or changed in the minds of people.

There are patterns of formation and manifestation of attitudes, among which the most important are the following:

if the psychological impact is aimed at the formation of new beliefs, views, value orientations, and a person at this time is simply starving, not arranged, has no roof over his head, is sick, etc., then such an impact will not lead to their change in the desired direction;

regardless of the skill of presentation and the characteristics of the content of the psychological impact, it will not be effective if it does not correspond to the inner needs of a person.

The process of changing attitudes also obeys certain patterns:

) a person needs to explain the general direction of the process of changing his attitudes;

) the transformation of attitudes successfully takes place when the psychological impact carried out for these purposes corresponds to the needs and motives of a person;

a change in attitudes is more likely if the content of the information perceived in the course of psychological influence corresponds to the established norms of group and individual behavior of people, and the source of information inspires confidence and is sufficiently competent;

) change in attitudes turns out to be more stable if the reality surrounding the person confirms the content of the information perceived in the course of psychological influence;

) the transformation of attitudes is the more effective, the more actively various methods of psychological influence are used.

A radical change in the previously established attitudes with the help of psychological influence is achieved quite rarely. The fact is that the attitude is formed over time, is associated with the human value system, and is stable. In order to transform attitudes, you must:

for a long time to carry out continuous psychological impact;

repeatedly use different arguments supported by real facts;

systematically strengthen the persuasiveness of the argumentation.

Persuasion is a method of influencing the consciousness of people, addressed to their own critical perception.

Using the method of persuasion, psychologists proceed from the fact that it is focused on the intellectual and cognitive sphere of the human psyche. Its essence lies in the fact that, with the help of logical arguments, first to achieve from a person an internal agreement with certain conclusions, and then, on this basis, form and consolidate new attitudes (or transform old ones) that correspond to the set goal.

The criterion for the effectiveness of persuasive influence is conviction. This is a deep confidence in the truth of the assimilated ideas, perceptions, concepts, images. The effectiveness of persuasion depends on many factors.

First, on how convincing and convincing it is. Evidence is based on the consistency, plausibility and consistency of the material presented. In other words, it is not only what is communicated that matters, but also how it is done. It can be provided only by the correct proportion between the logical and emotional components of the information message. Psychologists proceed from the fact that:

the concrete in its content is always perceived more convincingly than the abstract;

the more dynamic the convincing influence, the brighter and more diverse the facts contained in it, the more it attracts attention;

better perceived what is close to the interests and needs of the target;

better assimilated what causes an emotional response in the object of influence;

the information that is presented in accordance with the national characteristics of the object's perception is better perceived, comprehended and assimilated.

Secondly, the influence of persuasive influence largely depends on how its argumentation is selected, constructed and presented.

Persuasion in no way can be reduced to a simple statement of the information, the truth of which they seek to convince people, and to the subsequent presentation of arguments in support of it, as required by the rules of formal logic.

Thirdly, the effectiveness of persuasive influence largely depends on the correct choice of its form. This choice is due to its goals and objectives, the specific conditions of the situation and some other factors.

Fourthly, the effectiveness of persuasive influence depends on the information situation. Under the situation of informing psychologists understand the conditions in which it is carried out, as well as the nature of the reaction of the object to the content of the message. Usually the situation of informing for the purpose of persuasion is divided into individual and mass.

An individual situation develops when the impact can be carried out on a specific audience, taking into account its psychological characteristics. In an individual situation of influence with the aim of persuasion, it is easier to determine an acceptable style of presenting information, it is easier to build argumentation, it is easier to choose the necessary vocabulary, etc. Therefore, the effectiveness of the impact in this case is much higher than in the mass situation.

A mass situation occurs when information for the purpose of persuasion is carried out simultaneously to a large heterogeneous audience. In this case, it is very difficult to ensure proper targeting of the impact. And then you have to proceed only from the general psychological laws of perception, which include the following:

persuasive influence, containing arguments against some strong opinion held by the addressee, is more effective when his attention is distracted by something (musical accompaniment, performances of artists at a rally, video sequence in a TV program);

the effect of "contrasting assessment of far-distant positions", the essence of which is that if the content of a persuading influence seems to be sharply different from the positions of its object, then it is assessed as completely unacceptable;

the effect of "assimilative assessment of far-distant views", in which if the content of the persuading influence seems to differ slightly from the views of the addressee, then the latter often identifies his own views with the content of the persuading influence.

To obtain the maximum effect, the persuasive influence must meet certain requirements.

Be well oriented and planned. Convincing influence must be carried out in accordance with the goals of specific activities on the basis of carefully thought out plans.

Be directed to a specific object. Persuasive influence must be prepared and carried out on certain groups of the population, taking into account their most important individual, social, religious, national and cultural characteristics.

Be focused primarily on the intellectual and cognitive sphere of the psyche of the object. A persuasive impact should be built through a logical presentation of material, convincing argumentation, based on reliable facts.

Be focused on initiating certain behaviors. The ultimate goal of persuasive influence is the formation of such behavior (action or inaction) of people that meets the goals of psychological influence.

Specificity of the application of suggestion. Suggestion is a method of psychological influence on the consciousness of an individual or a group of people, based on an uncritical (and often unconscious) perception of information.

With suggestion, information is first perceived, containing ready-made conclusions, and then motives and attitudes of certain behavior are formed on its basis. In the process of suggestion, the intellectual (analytic-synthesizing) activity of consciousness is either absent, or it is significantly weakened, and the perception of information, moods, feelings, patterns of behavior is based on the mechanisms of infection and imitation.

Suggestion must have the following characteristics.

Purposefulness and planning. The inspiring influence is carried out on the basis of specific goals and objectives, corresponding to the plans of its organizers and the conditions in which they are carried out.

The concreteness of the object of suggestion. The instilling influence is effective in relation to strictly defined groups and strata of the population, with the obligatory consideration of their most important socio-psychological, national and other characteristics.

Uncritical perception of information by the object of suggestion. Inspirational influence presupposes a very low level of criticality and consciousness of the object. Unlike persuasion, suggestion is not based on the logic and reason of a person, but on his ability to take the words of another person for granted, as instructions for action. Therefore, it does not need a system of logical evidence or active mental activity.

The certainty of the initiated behavior. The ultimate goal of suggestion is the formation of certain reactions and actions of people corresponding to the intentions of its initiators.

The object of suggestion is always studied by the subject (mostly unconsciously), and in the following sequence:

first, the subject's qualities are assessed, which determine his ability to inspire (ie, his intellect, competence, resourcefulness, will, benevolence, conviction), on the basis of which the measure of "trust-distrust" to him is established;

then the object, as it were, finds out for itself whether the subject has psychological superiority over him (it has been established that with a general positive attitude towards the subject, the object can even ascribe to him such psychological qualities that he actually does not possess, and with a general negative attitude, the object "deprives "The subject and those qualities that are really inherent in him).

Suggestion is based on the use of suggestibility (suggestibility) of people. This is a property of the psyche, manifested in its pliability to psychological effects. It is associated with age (children are more suggestible than adults), gender (women are more suggestible than men), individual mental characteristics of people, with their willpower, life experience, as well as breadth of outlook, competence and a number of other factors. With the accumulation of life experience, scientific and professional knowledge, a person's susceptibility to suggestion decreases, however, in adulthood, people are more or less susceptible to it.

General suggestibility is due to the peculiarities of the mental development of a particular personality, it is characteristic of all people. Situational suggestibility arises as a result of abnormal states of the psyche, a lack of information, etc.

Suggestibility is also divided into individual and group. Group suggestibility is provided by mutual suggestion (infection) between group members. Mental infection is understood as the process of transferring an emotional state from one individual to another at the psychophysiological level of contact, in addition to the semantic impact or in addition to it. For example, through infection, a mental state such as panic is transmitted, as a result of which an organized group turns into an uncontrollable crowd. In the process of infection, not only the suggestive subject acts on each member of the group, but also other members of the group, which significantly increases the overall effect of suggestion.

Suggestibility is enhanced by the following features of the mental development of a particular personality: the habit of obeying, irresponsibility, timidity, shyness, shyness, gullibility, increased emotionality, impressionability, daydreaming, anxiety, weakness of logical thinking, a tendency to imitate, a tendency to fantasize, superstition and religiosity.

Suggestibility is enhanced by the following situational factors: body relaxation, drowsiness, fatigue (general, sensory organs, thinking), pain, strong emotional excitement, anxiety, a feeling of hopelessness, boredom, sympathy for the subject, weak will, low criticality of thinking, weak monotonous stimuli; incompetence in the issue under discussion or the type of activity being performed; a small degree of their importance to people; lack of experience of acting in a difficult or unfamiliar environment; lack of time to make a decision; surprise of suggestion.

The object can resist the subject's suggestive influence, which is called counter-suggestion. The ability to do it depends on the characteristics of the intellectual and emotional-volitional spheres of the personality.

Resistance to suggestion is divided, first, into intentional and unintentional. The basis of unintentional resistance is the tendency inherent in many people to doubt everything, distrust and other manifestations of general criticism. Intentional resistance to suggestion acts at a conscious level of the psyche: the object of influence consciously analyzes what they are trying to suggest to him, compares the content of the suggestion with his knowledge, views, beliefs, etc.

Resistance to suggestion is changeable. One and the same object exhibits a different degree of resistance to suggestion in relation to different subjects of suggestion and different content of the suggested information.

The process of suggestion is a closed system "subject-object", which includes three interrelated structural components:

operational (i.e., the effect of the subject);

procedural (i.e., acceptance of suggestive content by an object);

effective (i.e., the object's responses).

Specific suggestion is carried out through the dissemination of specific ideas, representations, images and other information in order to replace the existing attitude and provoke a certain behavioral reaction of the target.

With a specific suggestion, only verbal (speech) means of influence are used, and it is usually an integral part of a belief, which significantly enhances its effectiveness.

There are the following main methods of specific suggestion.

"Sticking labels". Used to defame an idea, person, or phenomenon through offensive epithets or metaphors that cause negative attitudes.

Shining generalization. It consists in the designation of a specific idea or personality with a generic generic name that has a positive emotional connotation. The goal is to induce the object of influence to accept and approve the presented concept or judgment. This method allows you to hide the negative consequences of assimilating the content of the suggestion and thereby not provoke negative associations.

"Transfer" (transfer). Its essence is to evoke through the presented image (concept, slogan, idea) an association with something or someone who has an indisputable prestige (value) in the eyes of the object in order to make the content of the impact acceptable.

"The game of the common people." It is based on prompting the object of suggestion to identify the subject and the ideas (concepts, judgments) presented by him with positive values ​​due to the "nationality" of these ideas or due to the fact that the source of information belongs to the so-called ordinary people.

"Shuffling the facts". It consists in a tendentious selection of only positive or only negative real facts to prove the validity of a positive or negative assessment of an idea (judgment, concept, phenomenon).

"Common platform". This method is based on prompting the object of influence to accept the idea (judgment, assessment, opinion) contained in the information on the grounds that supposedly the majority of representatives of a given social group share it.

Nonspecific suggestion is carried out by provoking the object of the influence of negative mental states that cause certain behavior. In the process of its implementation, speech (verbal) factors are combined with non-speech (non-verbal) ones. The main goal of nonspecific suggestion is the formation of asthenic states in the object of influence.

The formation of asthenic states is based on the phenomenon of frustration. It is understood as the experience of failure that occurs when there are real or imaginary insurmountable obstacles on the way to the goal. Frustration arises in people due to real or apparent dissatisfaction of their needs for physical and social security, communication, food, household amenities, etc.

The purpose of nonspecific suggestion is precisely to provoke asthenic psychological states (anxiety, depression, panic, etc.) in the object by emphasizing frustration. The main methods of nonspecific suggestion are intimidation, emotional suppression, and the initiation of aggressive emotional states.

Fear (initiation of fear) is the formation of states of anxiety, depression or apathy; awakening a sense of fear of real or imagined danger, as well as of the unknown. It is necessary to distinguish between fear of real and imagined danger.

Emotional suppression is used mainly for the formation in people of such asthenic mental states as anxiety, depression, apathy.

Anxiety is an emotional state that occurs in situations with an unclear outcome and is associated with the expectation of an unfavorable development of events. Anxiety can manifest itself as a feeling of helplessness, self-doubt, powerlessness in front of external factors, as an exaggeration of their power and danger. Behavioral manifestations of anxiety consist in a general disorganization of activity, disrupting its focus and productivity.

Depression is an affective emotional state characterized by a negative background. A person in a state of depression experiences severe, painful experiences of depression, longing, despair. His drives, motives, volitional activity, self-esteem are sharply reduced.

Apathy is an emotional state resulting from loss of prospects, emotional depression, loss of faith in ultimate goals, leadership, campaign success, etc. Apathy is characterized by emotional passivity, indifference, indifference to the events of the surrounding reality and develops against the background of a decrease in physical and mental activity.

Manipulation is a method of psychological influence aimed at changing the direction of activity of other people and carried out so skillfully that it goes unnoticed by them. Manipulation of consciousness is a kind of domination over the spiritual state of people, management by imposing ideas, attitudes, motives, stereotypes of behavior on people that are beneficial to the subject of influence.

There are three levels of manipulation:

the first level is the strengthening of the ideas, attitudes, motives, values, norms that are necessary for the manipulator, existing in the minds of people;

the second level is associated with private, small changes in views on a particular event, process, fact, which also affects the emotional and practical attitude to a particular phenomenon;

the third level is a radical, cardinal change in life attitudes by communicating to the object.

Analyzing the above, we can conclude that in psychology, the techniques and methods of controlling the consciousness of people, as well as the psychological states of the greatest suggestibility, are very well represented. This theoretical knowledge is successfully used by advertising producers in order to increase the influence on the thoughts and actions of people in order to persuade them to make the decision that the advertiser needs.

The psychological impact of advertising information is manifested in the processes of processing advertising messages - emotions, thoughts, possible solutions that determine specific behavioral acts of the buyer. One way or another, the advertising process involves the phenomena of information processing - sensation, perception, attention, memory.

In accordance with the main senses, sensations also differ: visual, auditory, olfactory, gustatory, tactile, motor, tactile, organic, vibrational, balance.

Another important element of human cognitive activity is perception. Unlike sensations, perception is a holistic reflection in the cerebral cortex of objects and phenomena. This reflection is accompanied or mediated by a conceptual apparatus, that is, it is indicated by a word, the name of what a person perceives. By types, 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.

Special studies have shown that people, for example, are inexplicably loyal to their brand of cigarettes or beer or any other product with a wide variety of assortments. But with special tests, they cannot distinguish one brand from another. Three hundred smokers who prefer cigarettes of one of the three main varieties were offered these same three varieties of cigarettes, only without names. They needed to know their favorite strain. Only six people out of three hundred subjects were able to recognize the brand of their cigarettes. The psychologists made a simple conclusion - people smoke, in particular, not brands of cigarettes, but “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 induce them to purchase what is advertised. This is all the more relevant since many commodities are standardized.

It has been established that if the sensations do not contain a sufficient number of useful data elements to form a meaningful complete idea, then an ambiguity arises that requires resolution. When the totality of sensations is sufficient to form a meaningful idea, then the data obtained merge into an understandable picture and are remembered.

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

The most important property of perception is its orientation, which in psychology is called attention. In order to have a certain impact on the behavior of the consumer, 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 mental overload from the flow of information. The mechanism of the psychological impact of advertising on its consumer can be represented in the form of a diagram (Appendix A).

Each stage of the psychological impact of advertising on the consumer's mind requires the use of certain methods and methods of advertising impact that can provide the greatest psychological effect. Only a few advertising media by themselves can attract the attention of a neutral subject. These include, for example, a storefront, which introduces the assortment of goods available for sale.

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

According to the teachings of I.P. Pavlov, attention is the concentration of excitation in certain areas of the cerebral cortex (in the focus of optimal excitability) while simultaneously inhibiting the rest of the cortex.

The most important feature of attention is the ability to distribute, switch and focus it. These properties of attention significantly 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, representations and other mental processes arising from the perception of a television commercial are interspersed, for example, with images of familiar people arising by association, attention switches to furnishings in the room and people sitting next to them. However, despite the dynamism, attention to the advertising program is returning to a new direction. The effectiveness of the advertising impact is influenced by the intensity of attention, i.e. a certain amount of mental activity spent by a person in the perception of advertising.

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

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

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

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

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

A significant factor in prompting attention is the degree of novelty of the advertised product. Based on this provision, it can be concluded that each advertising medium, in order to increase attention to the object of advertising, should report something new about it, supplement the existing information with new data, even if we are talking about traditional items, for example, radio receivers and televisions. , cars and bicycles, or about familiar products - tea, coffee, milk.

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

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

The amount of advertising information and its inconsistency caused by the competition are so great that the consumer simply cannot perceive everything in a row and in full. Studies have shown that out of hundreds of advertisements that fall on a person every day, he absorbs almost a third, and at the same time, only a tenth has at least some chance of influencing customer behavior. Therefore, unconsciously, a person carefully selects the incoming information.

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

Rational and emotional ways of responding mean that in the process of meeting the needs of a modern person, not only pragmatic goals (benefits) are pursued, but also the receipt of positive emotions. The latter is connected with getting pleasure from buying a beautiful and prestigious thing in a benevolent atmosphere, elegant packaging. The rational way of addressing is based on the person's ability 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 product is, as it were, a logical reason, a reason for buying.

Emotional assessment as a concomitant of the main, rational one can be enhanced by a successful pictorial solution. Thus, the use of a color photograph of a healthy, strong baby when advertising baby food products will cause people to associate pleasantly and increase their desire to have the same healthy child. Therefore, advertising successfully uses this feature of the human psyche and addresses not only the rational sphere of consciousness, i.e. to the mind, but also 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 memorizing, preserving and later reproducing (remembering or recognizing) what a person previously perceived, experienced or did.

Studies have 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, the most effective advertising is the one that takes into account the interests and plans of people. 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 memorization is the process of forgetting. Forgetting can occur after a while in the absence of repetition (extinction), under the influence of new information, as a result of illness (amnesia), and in a number of other cases. It is very important to remember not only the advertisement (background), but also the product (figure). Although it is often the other way around.

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

There are some patterns of memorizing information, which are sometimes successfully applied 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 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 natural connections and relationships. The main properties are as follows:

indirect nature. Establishing connections and relationships between things and phenomena, a person relies not only on the direct impact of these things and relationships on him, but also on the data of past experience preserved in his memory;

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

a person thinks not only in concrete, but also in abstract concepts, symbols, which is widely used in advertising.

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

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

Thus, the activation of cognitive needs is a powerful psychological factor in advertising. Advertising asks a question, seeking 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 studies, about 80% of all people experience severe discomfort in cases of incompleteness of the image that appears in their minds.

The study of the psychological aspects of advertising involves the analysis of those aspects that cause a person's emotionally colored attitude to advertising, to the product itself, ultimately forming a desire or unwillingness to buy it.

Emotions are 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 happens in a completely different way than in another. Thus, the direct experience of phenomena and situations acting on an individual is carried out in a variety of forms of emotional experiences that are deposited in emotional memory.

As you know, in people, in addition to visual memory, emotional memory is very stable, which works according to the principle: pleasant - unpleasant, liked - disliked. Advertising materials inevitably evoke unconscious emotional images. Memory for emotional images and emotional states is one of the most durable. It has been found that emotional memory has a much stronger effect on decision making, that is, on a person's purchasing behavior, than other types of memory. Experts believe that sympathy for a product is proportional to sympathy 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 advertising video clip is not only information, it is, first of all, several emotionally intense minutes personally experienced by a person at the time of viewing. Typical in this respect is the very advertising vocabulary with its rich emotional terminology: warmth, comfort, radiance.

Emotions can be positive and negative. Positive emotions stimulate the subject to achieve the goal, negative ones - to avoid objects that cause unpleasant states. Many people see a good purchase as a certain way to get satisfaction, relieve 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 information material that causes negative emotions. If advertising causes a feeling of disgust, fear, shyness, this slows down the sale of the product, and vice versa, if the advertised product allows you to get rid of such unpleasant emotions, then it begins to be in demand.

A number of models describe the emergence and dynamics of the expression of emotions. One of them belongs to the German psychologist W. Wund. Within the framework of his concept, emotions are characterized by three pairs of polar signs:

agitation - calming;

tension - 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 the olfactory and gustatory sensations, as well as in connection with the sensation of pain. Different colors cause a state of excitement or calmness. Tension or relaxation is associated with attention processes. 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 lack of necessary information causes negative emotions, and the presence - positive. To test the emotional effectiveness of an advertising message, you need to imagine this message and determine how people with different psychological characteristics will relate to it, whether it will be pleasant to them.

In psychology, a well-known phenomenon called projection, when people ascribe their own attitude to something to others. When creating something original, the creator often experiences a state of emotional upsurge, 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. In order to induce the consumer to buy, he is charmed, shown to him new opportunities that he will have with the purchase of this or that product.

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

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

The impact of advertising on human behavior. 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 at an unconscious, unconscious level. At a conscious level in the buying behavior, motivations, needs, and will of a person are manifested and reflected. At an unconscious level - attitudes and human intuition.

Consumers tend to be reluctant to admit that their buying behavior is the result of some form of impact, 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" by imposing a previously non-existent need on them, and forced to buy something, deprived of the possibility of a conscious choice. Although in fact this is the purest truth.

There are different views on the nature of different ways of human behavior.

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

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

The motivational psychology of consumers is supported by Freud's theory of subconscious complexes. The meaning of Freudian methods is reduced to the use of hidden biological and sexual impulses and human instincts in advertising. Sexual motives are especially widely used when advertising perfumery and cosmetic products, garments, 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. On the basis of these disappointments, an idea of ​​one's own inferiority arises. And this causes a deep backlash - the desire to attract attention to yourself, to emphasize your "I".

Understanding purchasing behavior from the point of view of Z. Freud is facilitated by an appeal to the unconscious of man - the strongest part of the psychological nature of man, within the framework of his concept - primarily of the sexual nature of man. An advertising campaign for a product is organized so that the advertised product is associated with repressed, unconscious motives.

He influences, on the buyer from all sides - convinces, compels, attracts, compels, orders to fulfill the wishes of the seller.

Based on the material presented in the theoretical part of the work, we can conclude that psychology and advertising are closely related. In practice, advertising is a synonym for the word psychology. One has only to pay attention to commercials, posters, slogans, and we will notice how deeply our weaknesses are used to attract attention and arouse the desire to buy a particular product.

Advertising affects consumers the more, the more they have internal conformity, readiness to accept new information. If this readiness is not there, then, according to the theory of cognitive dissonance, consumers either refuse to trust the source of information, or simply block it using more appropriate sources. The total impact of advertising on all consumers is impossible; ultimately, these attempts lead to unreasonable costs.

1 Base, methodology and research methods

The purpose of practical research is to study changes in consumer demand in accordance with changes in the factors of psychological advertising impact on the example of one product. And also, the influence of popular TV commercials on the choice of goods by different categories of consumers.

In the case study, the following methods were used: observation, ranking and polling. Ranking is a procedure for ordering any objects in ascending or descending order of some of their properties, provided that they have this property. Ranking objects are those objects that are ordered. They can be very different. The ranking base is the property by which objects are ordered. As a result of ordering, we get a ranked series. In it, each object is assigned a rank and place in this row. The number of places and, accordingly, the number of ranks is equal to the number of objects.

The survey can be considered as one of the most common methods of obtaining information about the subjects - the respondents of the survey. The survey consists in asking people special questions, the answers to which allow the researcher to obtain the necessary information depending on the research objectives. One of the peculiarities of the survey is its massiveness, which is caused by the specifics of the tasks that it solves. Mass character is due to the fact that the psychologist, as a rule, needs to obtain information about a group of individuals<#"872694.files/image001.jpg">

Appendix B

Brief for making a script for an audio clip

General requirements
Video genre	Information (announcer), fiction (staged), image (mainly for expensive goods and services), song
The tone of the address	Humor, lyrics, pathos, solid.
	What do we want to say in our video, in descending order of importance
Description of goods / services	Product name, product brand, what needs it meets, where it is sold ...
Arguments and Facts	What properties of the product make it better and why
The target audience	Age, gender, income, education. Informal description of a representative of the target audience
Additional Information	Everything that the customer considers it necessary to communicate, but he was never asked
Special Requirements
Timing	15 ", 20", 30 ", no reference to timekeeping
Required elements	Address, phone number, ready-made slogan (if any)

Appendix B

Do you think that:

on TV

in leaflets

in newspapers, magazines

in leaflets

in the Internet

If the need arises, rather remember advertising - in newspapers, magazines

on leaflets

in Internet

on tv

Appendix D

Appendix D

Sample Study Results Chart

Appendix G

Data characterizing the frequency of selection of certain products

	The first group (women from 18 to 25 years old)	Second group (women from 26 to 50 years old)	Whole sample
Nescafe coffee
Milagro Aroma coffee
Grows up. oil "Zlato"
Oleina vegetable oil
Mayonnaise "Calve"
Mayonnaise "My family"
Diapers
Beer "Fat Man"
Beer "Klinskoe"
Erase Pore "Ariel"
Erase Pore "Myth"
Bul cube "Knorr"
Bul cube "Maggi"
Margarine "Pyshka"
Margarine "Delmi"
O.bi tampons
Wed "Fairy"
Wed "Prilgel"
Tooth. Blend and Honey pastes
Colgate toothpaste
Juice "I"
Lipstick "Loreal"
Deodorant "Secret"

Appendix H

Methodology "Ranking"

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

1 NESCAFE COFFEE 1 NESCAFE COFFEE

2 COFFEE "MILAGRO AROMA" 2 COFFEE "MILAGRO AROMA"

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

4 OLEINA VEGETABLE OIL 4 OLEINA VEGETABLE OIL

7 PUMPERS 7 PUMPERS

8 BEER "TOLSTYAK" 8 BEER "TOLSTYAK"

9 BEER "KLINSKOE" 9 BEER "KLINSKOE"

10 DETERGENT POWDER "ARIEL" 10 DETERGENT POWDER "ARIEL"

11 WASHING POWDER "MYTH" 11 WASHING POWDER "MYTH"

12 "MAGGIE" BULM CUBES 12 "MAGGIE" BULM CUBES

13 MARGARINE "PYSHKA" 14 MARGARINE "PYSHKA"

14 MARGARINE "DELMI" 15 MARGARINE "DELMI"

15 TAMPONS "OBI" 17 TAMPONS "OBI"

16 MEDIUM FOR DISHWASHING “FAIRY” 18 MED-IN FOR DISCHARGE “FAIRY”

17 BLEND A HONEY TOOTHPASTE 20 BLEND A HONEY TOOTHPASTE

18 COGATE TOOTHPASTE 21 COGATE TOOTHPASTE

19 SOK "I" 22 SOK "I"

20 LYUBIMY SAD JUICE 23 LYUBIMY SAD JUICE

21 LIPSTICK "BOURGEOIS" 24 LIPSTICK "BOURGEOIS"

22 LOREAL LIPSTICK 25 LOREAL LIPSTICK

23 DEODORANT "SECRET" 26 DEODORANT "SECRET"

Appendix I

Questionnaire

2. Age;

Man as an entity is an important topic that has been studied for a long time. No one came to a consensus, but experts in the field of promotion have long understood that there is ways of influencing people... But the reason and the method are not clear, society, innate genetics or acquired culture may be responsible for all this. Also, behavior, character, gender and age affect the ways in which to influence a person.

Medical professionals have been studying the behavior of all people since the late 19th century. They practically managed to find out what influences the actions of any person. This is exactly what modern marketers use. They began to use psychoanalysis and other methods in their work. They did this to increase sales.

All the options for exposure that specialists found back then are still working, but modern research has made some adjustments to the schemes. It turned out that color, sound and other effects also influence behavior. From this it follows that in order to induce the desire to acquire an object, one must act with these effects and cause the need to accomplish something.

Impact with color

The first option is to use bright colors. Early ads were black and white, they only worked because there were no color alternatives. The appearance of color in newspapers and TV made advertisers think about which color to use for maximum efficiency, it was also worthwhile to understand that different audiences perceive different colors. And here psychology helped them. Each color is known to evoke certain emotions. By analyzing the market and consumers, a suitable color scheme is proposed. For example, pink is associated with girls, which means that it can be used to promote feminine and beautiful. With this move, you can advertise magazine covers and other things aimed at a female audience. For men, in most cases, this color will not work.

Of course, a bright color can evoke more than just emotions. Have you ever wondered why most social networks use blue? It's just that this color evokes trust and safety in a person. This color is also often used by representatives of law enforcement agencies. The logo of the product to be sold can be orange or red. These two colors cause impulsiveness and make a person buy something.

Impact with words and effects

Modern research indicates that more than half of purchases are made under emotion, less than 20% of purchases are deliberate. Anxiety, joy and loss of purchase opportunity force a person to take this action. A negative emotion such as fear is also a pushing effect, for example, there is a feeling that a successful decision is lost and a person agrees to any conditions without hesitation.

As mentioned above, not only color can cause emotions. Nicely designed written messages also force the consumer to buy. There are examples of banners that make you pay attention to them with just one word. For example, you advertise something where the keyword is what will happen if you do not use this service. The first phrase will immediately make you think that this can really happen, after reading further he will find a solution to his problem and will definitely use it. This is the second method of influence, it can also be combined with the first.

Also, ads with a text message can go viral. Products will gain respect and become in demand just because others have bought them. Also, by placing any bonuses when using the service, the chances of its success increase. So after promising a trial period, for example, an organizer, many will want to try it.

Impact with fun and humor

A joyful person is much easier to manage. This became clear from modern research, so now jokes are actively used in any area of ​​advertising. Using humor, you can reach wide layers of the population, because it is more pleasant to watch funny ads than monotonous, boring and stereotyped ones.

A great example was the American airline, which provided their advertisement for Thanksgiving Day. It depicted a man with two turkeys in his hands, so he regulated the movement of the plane. The humor is quite funny, so this ad was remembered by many, even when outside the United States.

Advertising on social networks is almost entirely based on jokes, doing an excellent job with the task assigned to it. People are looking for entertainment in them, showing them funny pictures while promoting advertising, they will not notice the imposition and it will not annoy them. On the Internet, the company acts as a friend for them on an equal footing, and by putting all this in a joke, people remember it, and after all, laughter is a strong emotion. Social networks provide a wide opportunity for advertising, and few companies use this type, considering it insignificant, so all actions here will be very effective.

Impact psychology

The order of the placed elements greatly affects the final result. When professionals create a promotional item, be it a flyer, a poster or a web page, they are well aware that some elements of impact are more important than others. So the importance of an element is influenced by the color and its size, as well as its location. An important element should lead to the most important thing, for example, to the purchase of a product, in other cases the advertisement is a failed one.

There are various services on the Internet in order to find out user relationship to certain pages, they are called heatmaps... With their help, you can find out what was paid more attention during the visits to the page. Thus, the marketer adjusts the page, bringing it to the desired effect.

Of all the above, only one can be understood, human exposure works and this can be done with the help of: words, color, design, the correct location of all parts and messages. This is what affects any consumer. A specialist who uses these methods significantly increases his chances of success in this difficult business.

Among them, the means of psychological influence of advertising on the consumer, psychologists distinguish the following: hypnosis, suggestion, imitation, infection, persuasion, image, "halo" mechanism, identification, "25th frame" technology, advertising shows on television, neurolinguistic programming, socio-psychological installation. Let's say a few words about each of them.

• 1. Hypnosis. It can be used in both commercial and political advertising. Previously, hypnosis was considered as a special form of artificially induced sleep, now this concept is interpreted extremely broadly in connection with the development of neurolinguistic programming. The most suitable means for hypnosis can be television, as well as stadiums filled with people with a "miracle" mindset (Chumak, Kashpirovsky).
• 2. Suggestion... It is the main psychological phenomenon in self-promotion (suggestion). According to some psychologists, suggestion should be understood as “the direct and unorganized influence of one person (suggestor) on another (suggestion) or group (17). On television, suggestion is achieved by repeatedly showing videos at different times of the day.
• 3. Imitation... Some advertisers believe that in advertising, the method of creating conditions for imitation works most effectively when advertising is what is prestigious for a person, what is bought by him in order to be like a famous, popular person. So, for example, it is known to imitate the advertising of children. The frequent change of bright pictures on the screen attracts them more than other TV shows. In adults, imitation of an advertising character is often determined by the coincidence of what he saw with what is conditioned by his value orientations, as well as motivation and needs, the desire to be like a successful authoritative person.
• 4. Infection. Many psychologists define the method of infection as the unconscious, involuntary susceptibility of an individual to certain mental states. In this case, the individual does not experience deliberate pressure, but unconsciously assimilates the patterns of behavior of other people, obeying them. This is especially true of advertising on television, when a person is shown well-groomed beautiful people who want to imitate. strive to look the same. The phenomenon of infection is also used by advertisers during public events, for example, at discos, when the consumption of liquids (beer, lemonades) increases.
• 5. Belief. This is a widely used method based on increasing information about the advertised product, on exaggerations, on comparing the advantages of the advertised product with the disadvantages of competitors' products on pre-prepared questions and answers, on demonstrating the uniqueness of the offered product.

On the basis of experiments carried out by advertising researchers, it has been proven that advertising based on direct appeal to the viewer, seeking to convince him to purchase this product, is valued by consumers much lower than advertising based on dialogues. The latter is unobtrusive and easy to perceive.

• 6. Image(from French or English. Image - image, appearance). Some authors of books on the psychology of advertising, for example Feofanov O.A., include in this concept psychophysiological characteristics (a sense of color, sound, etc., but most tend to see in it (30, p. 135) the concept of prestige. So, professor OA Feofanov (ibid.), Is of the opinion that the most effective advertising is the one that uses the image of celebrities, popular people (stars of show business, theater, cinema) to achieve its goals. a popular person, acquires the status of prestige, she is more trusted.
• 7. Halo mechanism. A very popular method of influencing the consumer's subconscious in advertising. It is used mainly at places of personal sales (supermarkets). As a rule, so-called i-stollers are installed in the halls of shops, that is, objects, models, installations, etc., while using images of famous personalities (singers, actors, etc.).
• 8. Identification... Psychologists attribute this phenomenon directly to the personality of the consumer himself. That is, the consumer, seeing the advertised character, somewhere in his subconsciousness puts himself in his place, while striving to be like him, as if identifying himself with him. This phenomenon is more commonly seen in food advertisements.
• 9. Technology "25th frame". A very popular advertising method these days. The term was first coined in the early 1950s by James Vykeri, owner of the research firm Subliminal Projection Company. According to him, the 25th frame edited into the film affects the subconscious of a person and can force him to buy what he does not really need at the moment. This argument was later refuted by him. Until now, the phenomenon of “25th frame is mentioned with reservations.
• 10. Advertising shows. On the stage, they resemble well-known talk shows, in time they take an average of 5 to 30 minutes. When conducting them, the reception of an accelerated speech of the presenter is used, demonstrating the product. The fast pace of the presenter's speech deprives the audience of the opportunity to understand the situation of psychological influence, consult with someone, and attract their personal past experience.
• 11. Neuro Linguistic Programming (NLP). It emerged as a kind of psychological practice in the early 70s of the 20th century. How does it stand for? The "neuro" part reflects the idea that human behavior originates in neurological processes through the organs of sight, hearing, touch, smell; Linguistic or linguistic indicates that we use our language to organize our thoughts and to communicate; “Programming” is the way in which we organize our action ideas to get results. As a rule, NLP is used for psychotherapeutic treatment (getting rid of bad habits, developing abilities, etc.).

12. Socio-psychological attitude. Such an attitude forms a certain attitude of the consumer towards the relay (TV commercial, billboard, etc.). If only positive arguments are given regarding advertising, then the attitude of the consumer will be appropriate. Conversely, negative assessments form negative opinions.

All of the above methods indicate that advertising is a manipulator that affects the human psyche and encourages a person to make a purchase. In this regard, psychologists come to the conclusion about ethical problems arising from the impact of advertising on the consumer. But so far they have not come to a consensus on who can take responsibility to determine the degree, forms and limits of psychological influences in advertising: how and what can or can not influence the consumer. Therefore, this question in the field of advertising psychology remains open.

Advertising is an integral part of such a large process as marketing, and plays perhaps the most important role in it. Marketing, like advertising, is also considered today as a communication system that includes a whole range of technologies for working with clients (see Appendix No. 8, Fig. 3). Note that advertising, as a communication system, has a specific structure (see app. P.32). These are: the psychology of self-advertising (PS), the psychology of advertising (PR), the psychology of propaganda (commercial, political) (PP), the psychology of marketing communications (PMK).

The latter, in turn, has subspecies: public relations (PR), sales personnel (PS), direct marketing (DM), sales promotion (JV), but before talking about them, it should be noted that there was no would be advertising concepts. If we consider the scheme (see Appendix p. 32), then we can conclude that the appearance of goods and, as a result, prices led to the emergence of a sales system, and then to the emergence of a whole system of marketing communications. But marketing, unlike advertising itself, does not set itself the goal of selling what is produced. Marketing is based primarily on the interests and needs of the consumers themselves. Thus, the purpose of marketing is to study and meet the multiple needs of a person in order to make a profit. In this sense, advertising is only a means to achieve marketing goals. But in order to investigate them, a science is needed, which is called the psychology of advertising. It is she who studies the needs of consumers, the motives of their behavior when buying a particular product, studies the psychology of people's lifestyle.

Let's consider directly the components of the marketing communications complex (see Appendix No. 8, Fig. 3).

• 1... Publications (OL). Its main difference from traditional commercial advertising is that PR events are aimed primarily at creating an advertising image, brand, that is, at working with information and the process of forming opinions about goods (services).
• 2... Sales promotion. (SP) One of the researchers of advertising, Professor I.I. Rozhkov (24, p. 37) writes that sales promotion is an activity for the implementation of commercial and creative ideas that stimulate the sale of products or services of an advertiser, often in a short time. He also writes that the purpose of the joint venture is to create in the minds of consumers a sense of the great value of goods marked with a certain trademark. This refers to the brand. That is, in other words, its goal is to create a positive assessment from the consumer about the product.
• 3. Direct marketing. Its main goal is “to constantly maintain directed two-way communications with individual consumers or firms who buy or intend to buy certain goods (24, p. 37). In other words, it is necessary to maintain an indirect connection with the consumer (a company, an individual) so that the latter does not lose sight of this product and is aware of its existence. Psychologists in the field of advertising refer this method to political advertising. For example, congratulating a war veteran on Victory Day on behalf of the President of the Russian Federation is nothing more than direct marketing.
• 4. Personnel-selling (PS - personal sales). Personal sales include any forms of selling goods, during which there is a direct contact between the seller and the consumer. This can be a sale in a store, in a market, on the street, etc.

When we talk about a consumer, we mean a person with certain needs. What is the need? Psychologists understand it as an objective need for something that can be satisfied by a whole group of goods (food, information, etc.). Now we can return to the types of such consumers.

Psychologists refer to the first type as an active consumer who knows what he wants, that is, consciously refers to the upcoming purchase. The second includes a consumer with conscious needs, but the possibility of the emergence of unconscious needs is allowed. That is, in other words, the consumer can change his mind for various reasons. And the third type includes a consumer who does not have specific needs for a particular product (service) and there are no internal conditions for this. That is, we can conclude that the mechanisms of psychological influence on the consumer are based on the search for existing buyers of this product or potential consumers.

When we talk about the study of consumer needs, we mean the whole problem facing psychologists in the field of advertising. And it requires a solution, like most other problems, because it is the main one among others. Here it is important for psychologists to separate the innate from the acquired needs; since the former cannot be changed, the latter can be influenced. But psychologists do not give an unambiguous answer to this question. Some believe that human needs are shaped by advertising, others - that needs shape advertising as such.

For the last remark, psychologists in the field of advertising research, Leontiev A.N. the concept of "objectification" was introduced, that is, the embodiment of human innate needs by advertising. But in a number of cases from such "objectification" the opposite effect occurs, not in favor of the product, since a person, drawing on his personal past experience or the experience of other people, comparing the price and quality of a product, is already wary of buying this particular product, in some cases there are socio-psychological attitudes, which were already mentioned earlier.

As already noted, advertising is a whole complex that has a certain structure, that is, types. One of these types is the psychology of advertising and propaganda in the media. Thus, propaganda is also a type of advertising activity. The term "propaganda" psychologists mean "a method of psychological impact on the population through the media and communications" (18, p. 256). Distinguish between commercial and political propaganda.

Their main difference from each other is that political propaganda gives not only positive assessments, but also negative ones in order to destroy a competitor. When identifying the goals of propaganda, it should be noted that it is similar to advertising. In fact, commercial advertising and propaganda are just different forms of advertising communications. The main purpose of propaganda is to impose opinions. It can be open (speech to the people by a party member) or hidden (leaflet, brochure). The difference between advertising and propaganda is that in traditional commercial advertising, in order to test a product, you need to buy it, and propaganda lists information that a person may never come across.

Another important significant similarity between advertising and propaganda is that in propaganda, the opinion imposed on a person makes him a propagandist, the same effect is observed in advertising, when a person who bought a thing becomes an advertiser, according to Professor O. Feofanov, a special role in propaganda is played by so-called institutional advertising, that is, advertising not for goods or services, but for the companies that produce them. And another significant point, according to psychologists, is that advertising, like propaganda, often does not think about the benefits of the advertised product (in advertising) and the idea (in propaganda), that is, it is not always possible to say that that or another idea or product may satisfy the immediate needs of consumers. Often, propaganda can be mistaken for political advertising. But still this is advertising, because it creates a certain positive image of a specific politician or party.

For this, a whole concept was introduced - image-making (literally - creating an image, image). The difference between political advertising and commercial advertising is that the first focuses primarily on the content, in the second - on the form. But both political and commercial advertising are united by the same idea, which is that you need to do (say) not what you can, but what people need.

Means of psychological influence on the consumer. We've looked at different types of marketing and advertising communications, but haven't said where is the best place to place them. For this, there are mass media (mass media) as the most effective means of advertising influence on the consumer. There are several types of advertisements in the media: television, radio, and press advertisements. There are other media such as outdoor advertising or advertising on transport, advertising on the Internet. Television advertising is perhaps the first in terms of the popularity of its viewing by consumers. It has a number of advantages over other species. First, she has a very large human audience, which she influences almost around the clock; secondly, it has a high speed of information transfer; thirdly, the advertiser can exercise control over the advertisement (at what time and with what frequency it should be shown); fourthly, television, with the help of color, sound, movement of images, provides a high degree of the viewer's involvement in what is happening on the screen. According to a number of experts in the study of advertising, television generates a symbolic "reality" that creates a situation "next to, but not together." With the help of language, visual images, television makes a person a participant in the events taking place on the other side of the planet, giving rise to the phenomenon of "the reliability of a television event" (20, p. 5).

One of the main problems facing psychologists in the study of advertising today is the problem of the influence of television advertising on viewers, on the changes that occur under their influence in individuals and society as a whole. Often, television advertising carries negative consequences that affect children, adolescents and can provoke a suicide attempt or any mental disorders (hysteria, paranoia, etc.), which were already mentioned earlier. We will dwell on this problem in more detail in the last part of our work, when we talk about the influence of advertising on culture and society. In the meantime, let's return to the consideration of the following types of advertising in the media. The next type is radio advertising.

Compared to television advertising, it has a number of disadvantages, in particular, we can only hear the transmitted information, but not see, however, radio advertising also has a fairly large audience of listeners. But in many respects, it loses to television advertising. Therefore, the effectiveness of advertising depends on the sound characteristics: the form of presentation of the advertised material, the timbre of the speaker's voice, the frequency of repeated radio messages.

The next type of advertising in the media can be called advertising in the press (newspapers, magazines). Advertising in the press is conventionally divided into ads and text materials (articles, notes, reports, interviews, etc.). A group of American researchers (18), based on the conducted studies of the motivation of readers of newspapers and magazines, and, consequently, consumers of advertisements placed in the press, made several important conclusions:

• 1) Through the newspaper, people identify society as a whole:
• 2) Newspapers (magazines) help a person not to feel cut off from the outside world;
• 3) The authority of a newspaper (magazine) is reinforced by the belief that, unlike the media that rely on fleeting word of mouth (TV, radio), it is to some extent responsible for everything printed, and it can always be challenged;
• 4) Newspaper (magazine) advertising is familiar due to direct contact. The opinion is deeply ingrained in society that newspaper advertising is practically usable for immediate use. The next type of advertising in the media is outdoor advertising. This is the oldest form of advertising, which still remains one of the most widespread in the advertising of goods and services.

Among the means of outdoor advertising are the following: billboards, various installations of illuminated advertising, electronic boards and newspapers, "creeping line", signs, signs, advertising on transport and others. A characteristic feature of outdoor advertising is that it, like television advertising, has a large audience, and this simplifies the solution of the tasks assigned to it - a relatively inexpensive and at the same time massive contact with advertising consumers. It differs from other types of advertising in the media by the absence of a specific target group of users and the inability to trace their reaction to advertising immediately. Advertising on transport (transit) - a subtype of outdoor advertising - is good mass, that is, it will reach everyone who is on the street. The disadvantage is the same - the absence of a specific target group of consumers. Therefore, with the help of advertising on transport, mainly consumer goods are promoted. Such advertising has an exceptional advantage over all other types - continuous impact on the same audience for 10 to 20 minutes or more during the trip. There is another type of advertising - souvenir - these are T-shirts, pens, calendars, bags with brands of manufacturers of the goods advertised on them. They work the same way as bulletin boards and signs.

But before releasing an advertised product to the masses, that is, in the media and directly to the market, advertising psychologists draw up a plan that should answer a number of important questions. This process is called media planning... Among the questions of this kind are the following:

• 1. How many potential buyers should you reach with your advertising message?
• 2. In what specific media should the advertising message be placed?
• 3. How many times a month should a potential buyer see them?
• 4. When is the best time for an ad to appear?
• 5. What region or area is it advisable to cover with advertising?
• 6. How much money should be allocated for each advertising medium?

If this plan was drawn up correctly and all possible needs of potential buyers, their lifestyle and other criteria were taken into account, then, consequently, the successful promotion of the product to the market and its consumption depend on a successful plan.