Open AccessAttitudes to Social and Political Advertising Among Russian Youth
Author(s) -
E. Vlasenkova,
М. Гагарина
Publication year - 2020
Publication title -
review of business and economics studies
Language(s) - English
Resource type - Journals
eISSN - 2311-0279
pISSN - 2308-944X
DOI - 10.26794/2308-944x-2019-7-4-39-44
Subject(s) - politics , advertising , political advertising , semantic differential , psychology , political science , social psychology , business , law
The article presents the results of an empirical study of the characteristics of the evaluation of social and political advertising by young men and women. In total 96 respondents aged 18 to 22 years (M = 18.7; SD = 0.92) took part in research. The semantic differential was used as a research method; respondents were asked to evaluate two photographs depicting social and political advertising on public transport. By comparing the average estimates of social and political advertising, it was found that political advertising as a whole is evaluated more negatively than social advertising. Young men evaluate social advertising more positively than young women. There were no significant differences in the assessment of political advertising between the two genders.