The impact of advertising text on social mobility of the person in the coordinates of modern paradisms

Abstract

The article is devoted to highlighting the specifics of the impact of advertising text on minors in a transformational society. The relevance of studying the specificity of the impact of advertising text on minors is associated with the lack of understanding of the problem of advertising influence, as a holistic phenomenon involving a variety of psychological areas of minors; lack of empirical research on the features of the course of cognitive processes directly in the study of the impact of advertising text; with considerable interest in the study of the perception of advertising, opportunities to increase the effectiveness of its impact and the choice of its best means. To achieve this goal, an analysis and synthesis of scientific literature on the problem of research were conducted; applied a set of methods for the diagnosis of cognitive and personality characteristics of minors, conducted an associative experiment. The study allowed us to reveal the interpersonal and intra-personal factors of advertising influence, ie the psycholinguistic specificity of advertising text as the main medium of advertising information - its structure and composition, classification, methods of psychological influence, as well as the specifics of cognitive processes and personality features the content of advertising; to develop a model that reflects the manifestation of cognitive and personality characteristics and their relationship with the structural and compositional organization of advertising texts and their degree of acquisition by minors.