RESEARCH OF SOCIAL AND PSYCHOLOGICAL IMPACT OF BILLBOARD ADVERTISING

Abstract

The article discloses the impact of billboard advertising on the consumer and describes the way he perceives it. The role of this kind of advertising influence is stressed, as well as its effectiveness among consumers and those who do not consume it. In the result of the experiment performed with the use of the author’s questionnaire, Ch. Osgood’s method of semantic differential and express-testing among 55 people aging from 21 to 42 (18 men and 37 women) the respondents’ attitude to advertising and their behavior are revealed. The consequences of its use are also studied. The results of the research enabled to single out the groups of advertising influence and formulate the psychological portrait for each sample and for the “ideal advertising”. The attempt to describe the semantic space of men and women is made. So special structure of the way billboard advertising samples are perceived by the audience was defined. Besides, the specificity of advertising sample perception and the image of the “ideal advertising” were found out