Open AccessAGE AND ETHNOCULTURAL CHARACTERISTICS OF ADVERTISING PERCEPTION
Author(s) -
Elena Vladimirovna Zvonova,
I. Vakula,
Nikol A. Pestereva
Publication year - 2021
Publication title -
asj
Language(s) - English
Resource type - Journals
ISSN - 2707-9864
DOI - 10.31618/asj.2707-9864.2021.1.46.85
Subject(s) - perception , advertising , schema (genetic algorithms) , psychology , context (archaeology) , appeal , empirical research , product (mathematics) , artifact (error) , social psychology , political science , business , computer science , geography , mathematics , archaeology , epistemology , machine learning , neuroscience , law , philosophy , geometry
The study of ethnocultural and age characteristics of the advertising messages’ perception by potential consumers is extremely relevant and practically significant in the context of active international trading and industrial relations. While perception is a cycle guided and organized by a cognitive schema, the final image includes a person’s knowledge of the world. This determines the importance of studying the factors that determine the specifics of creating an image. The authors of this article consider the perception of advertising as a process of generating a meaning, which in the context of intercultural communication reveals cultural characteristics that are potentially important when choosing a strategy of behavior. The empirical study involved 100 people living in the United States and Russia. The research methods revealed differences in the assessment of values in both groups. Further research aimed at studying the specifics of advertising media texts showed that in the perception of advertising, not age differences, but the cultural aspect plays the leading role. The visual appeal of the commercial, the semantic and imaginative transparency, the positive attitude towards the main characters do not affect the desire of potential consumers of the American and Russian sample groups to purchase the advertised product. The research showed that studying the perception of advertising media texts allows you to obtain additional information about the representatives of different cultures. A cultural artifact actualizes specific features and allows you to model the idea of the overall integrity of the phenomenon under study.