Perception of social advertising on a value-semantic level by students of humanitarian orientations

Abstract

This article reflects the results of an empirical study of the value-semantic features of social advertising perception among a group of students (male and female). In total, 200 students took part in the study. In the framework of the study, the following methods were applied: “Value Orientations” (A.Ya. Rokich), “SJO” (D.A. Leontiev), “Determination of Personality Orientation” (B. Bass), “Psychosemantic Differential” methodology, questionnaire for determination of attitude to social advertising. The results of this study reveal the presence of the following relationships: 1) Features of the personality’s value-semantic sphere significantly affect the perception of social advertising by young people. 2) The images on which social advertising is centered as on the values conveyed by society and the state are transformed in the mind of the perceiver, depending on his value and personal orientation. 3) It is possible to identify some specific features of the visual and verbal influence of social advertising on young people.