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Psychological influence of advertising on adolescents. The influence of advertising on modern teenagers. Text of this presentation

Ministry of Education and Science of Russia

Federal State Budgetary Educational Institution

higher professional education

"Vyatka State Humanitarian University"

Faculty of Education

Department of Pedagogy

Completed by a fourth-year Western Federal District student

specialty "Psychology and social pedagogy"

Arsenyeva Victoria Sergeevna

Kirov 2014

Introduction

Chapter 1. Theoretical analysis of the problem of the influence of advertising on the psyche of a teenager

2 Psychophysiological features of adolescent development

2.1 Psychological research on the influence of advertising on the psyche of a teenager

Conclusion

List of references and information sources

Appendix 1

Introduction

The relevance of the research topic is determined by the widespread use of modern advertising of goods and services in the media, which influences human consciousness. Advertising has a strong impact on the formation and development of attitudes towards the outside world and reality, as well as the personal relationships of adolescents. Due to increased suggestibility and the complex nature of relationships with children and adults, adolescents 12-17 years old are the most susceptible to influence by advertising consumers.

Psychological research studies the problems of advertising quite intensively. The features of the socio-psychological assessment of the effectiveness of advertising on various aspects of the consumer’s personality have been studied (research by O.L. Perlina, 2002; E.E. Pronina, 2002; A.V. Selezneva, 2004; D.L. Burenko, 2005; O. V. Barannika, 2005; G.A. features of personal, gender and professional perception of advertising (A.A. Vugman 2003; M.A. Papantimu 2004; V.I. Gromova, 2005; L.A. Shalimova, 2007; M.A. Turchinova, 2007); the specifics of its influence on the economic behavior and value orientations of the consumer (G.G. Eroshina, 1999; M.A. Kalimanov, 2001; E.A. Pushkanova, 2005; M.A. Salyukov, 2005; T.V. Lugovskaya, 2005 ; G.A. Kozubova, 2006; E.N. Chukcheeva, 2006), features of psychological resistance to the perception of advertising (N.E. Lazareva, 2008), the relationship between the personal characteristics of advertising consumers and the characteristics of advertising evaluation (O.V. Gordyakova, 2003), the problem of perception of advertising by schoolchildren (N.S. Leshchuk, 2003). The problem of the impact of advertising on the personal relationships of adolescents has not been fully considered in current research.

The problem with the research is that advertising takes up most of the airtime of any TV channel, as well as on city posters. In connection with this trend, we decided to turn our attention to the problem of the influence of advertising on the psyche of adolescents. Since it is at this age that the psyche is formed, which is most susceptible to external influences.

Object of study: teenagers.

The study is expected to solve the following problems:

Consider what kind of advertising modern society provides us with.
Consider the psychophysiological features of adolescent development.
To study the features of the impact of advertising on the psyche of adolescents.
Conduct a study of the influence of advertising on the psyche of a teenager.
Analyze the content of the advertisement.

The following research methods were used in the work: analysis of literature and information sources, research.

Theoretical significance of the work: the collected material can be useful for social educators in working with teenagers.

Practical significance: Conducting a study of the influence of advertising on the psyche of a teenager.

Chapter 1. Theoretical analysis of the problem of the influence of advertising on the psyche of a teenager

Advertising is information disseminated in any way, in any form and using any means, addressed to an indefinite circle of people and aimed at attracting attention to the object of advertising, generating or maintaining interest in it and promoting it on the market.

Retail and trade advertising. This type of advertising is aimed at stimulating sales by attracting customers to a specific outlet or enterprise. This most often includes information about the location and conditions of sale of specific goods and services.

Advertising with feedback. This type involves the exchange of information with potential buyers of a product or service. A common form of such advertising is mailing messages to specific recipients who may be potential buyers (for example, mail-order catalogs).

Business advertising is a type of advertising aimed at a narrow circle of professionals, intended for the dissemination of advertising messages among population groups united by common characteristics. Most often distributed through specialized publications.

Classification

There are many classifications of modern advertising. Advertising consists of many elements; its goals and objectives may vary, as can the options for its creation, as well as the channels through which it is distributed.

There is a classification by object (who the advertising is aimed at) - there is advertising for buyers of certain goods, professional advertising for a narrow category of citizens (for example, advertising of industrial and technical goods), as well as mixed advertising. If we classify advertising by customer, we can distinguish such types as advertising of specific manufacturing companies, advertising of companies engaged in wholesale trade and retail sales.

Classification by subject includes: direct advertising of a product, or a brand, a trading enterprise or a manufacturing company.

If we classify advertising messages according to time parameters, we distinguish such types as “announcement” or preparatory advertising (talks about a product that will soon be released), “new” advertising (the product has already been released and is going on sale), and “mature” advertising (the product has been on the market for a long time and is in demand).

Materials presented in person - Lithuanian letters, information letters.

Shop signs, tablets;

Shop windows;

Packaging with the store's logo.

TV advertising is the most expensive, massive and prestigious type of advertising. Its efficiency is also very high. It is explained by the synthesis of two types of influence on a person - visual and auditory. A person perceives advertising in the press only visually, advertising on the radio only through hearing, but television advertising is perceived by both channels. That is why it is so effective, and advertisers do not spare financial resources on it. Television can influence not only the consciousness, but also the subconscious of a person. Television is a multimillion-dollar mass audience - firstly, and a serious impact on people due to the combination of sound and image - secondly. That is why the effectiveness of TV advertising leaves no doubt.

Experts say that it is not one-minute videos that have the greatest impact, but 30-second or, on the contrary, two-minute ones. The advertiser has only 3 seconds to attract the attention of the viewer. Therefore, commercials must be made in accordance with certain laws. If the first three seconds are missed, the advertisement will not have the desired impact on the potential buyer. Therefore, at the very beginning of the video, you need to clearly indicate what the message will be about. In addition, what is said at the beginning is necessarily repeated at the end - so that the viewer does not forget what is being said during the video. Humor, sensations, scandals, the topic of sex and everything else that worries the average person are often used as “catchy” elements in advertising.

Advertising in newspapers and magazines has deep roots; it is more than three centuries old. The advantage of this type of advertising is its unobtrusiveness, high efficiency and degree of impact on the potential buyer of the product or service. Unlike television advertising or radio messages, print advertising does not suddenly intrude into our lives, interrupting the flow of information, and is thus less annoying. The reader himself makes the choice whether to read advertising articles or not. Another obvious advantage of advertising in the press is the fact that it is possible not only to place a module in a newspaper or magazine, but to provide complete comprehensive information about the product, a detailed description of the properties of the product or service. The same cannot be said about television advertising (its time is very limited, so it is aimed only at attracting attention to the product, and not at all at a detailed story about its properties and advantages). In addition, if you compare the cost of these two types of advertising, the price advantage of advertising in the press becomes obvious (it is sometimes several tens of times cheaper).

Advertising in print has its own specifics; many factors responsible for the perception of visual information should be taken into account. The correct use of color and the choice of the optimal printed font size are of great importance. Success also depends on the location of the material on the printed page of a newspaper or magazine. Advertising articles printed on the first or last page are more effective (as a rule, these places are more expensive). The success of such advertising largely depends on careful thought out text and design. Before composing the text, you need to determine the market segment, then select the appropriate publication where the advertisement will be placed.

When choosing a publication, factors such as the target audience (contingent of main readers), circulation size, thematic focus of the publication, type of publication (socio-political newspaper or entertainment magazine - will depend on the category of the advertised product or service), location of distribution of this publication are taken into account. the age and social status of readers; it is also important to take into account the number of readers in other regions. Many publications, in order to increase prestige, sometimes inflate their circulation, but the actual circulation is much lower.

Outdoor advertising can rightfully be called the oldest form of advertising, since its prototypes existed in the ancient world (in the form of hung papyri with advertisements, painted and painted animal skins, the first paper posters). Today, outdoor advertising is one of the most popular and effective types of advertising. In developed countries, spending on outdoor advertising is almost equal to spending on television and radio advertising.

Outdoor advertising exists in the following forms: billboards, illuminated advertising installations (LED platforms), signs, signs, running lines, electronic displays, illuminated installations on poles, banners over the roadway, banners on buildings and residential buildings, advertising at public stops transport and much more. The peculiarity of outdoor advertising is that its potential audience is the multi-million population of a metropolis or town; the share of potential buyers is comparable only to consumers of television advertising. Mass reach is an obvious advantage of outdoor advertising. Another advantage is that outdoor advertising most often does not have an irritating factor, like advertising on TV; in most cases it is a decoration of the city (especially when it comes to beautiful LED boards and colorful stylish designs). In addition, outdoor advertising media are used only strictly for their intended purpose; unlike other media of mass communication, they are not used for anything other than direct advertising.

Among the disadvantages of such advertising is the lack of a clearly defined target audience and the inability to instantly monitor the reaction of the target group. The difficulty in creating outdoor advertising is that eye contact with the advertising message lasts no more than 2-3 seconds, which means that during this time the advertising consumer must remember and understand the advertising message. Accordingly, its text should be as short and memorable as possible (no more than 5-6 words). An important feature is the readability of the font, the correct color design, imagery and the effectiveness of the visual impact. Factors such as the point of view and the so-called viewing angle are also important for outdoor advertising. The ideal location is the one with the greatest number of viewpoints.

The Internet today is developing at a cosmic pace; the era of global computerization has arrived; the Internet is already available in almost every home. The number of global network users increases daily exponentially. The Internet is already replacing books, radio, television, newspapers and magazines, concerts, etc. Therefore, there are no questions about the presence of a sufficient number of target audience and potential buyers. Territorial coverage is maximum; by creating and promoting specialized websites, it is possible to attract the target audience, that is, people who are really interested in purchasing your product or service.

Unlike our country, most developed countries generate billions of dollars in revenue from Internet advertising. Everything is still in its infancy. All large and successful Russian companies, from large transnational corporations to small regional firms today certainly have their own website on the Internet and actively use Internet advertising. The obvious advantage of this type of advertising is its competitive price, especially in comparison with television advertising.

Radio advertising is characterized by a large coverage of the distribution area and a massive impact on the potential buyer. Compared to advertising in the press, its advantage is a large audience, as well as a high degree of impact (if, when reading a newspaper, a person makes a choice whether to read advertising texts or not, then advertising on the radio is a little more intrusive - it suddenly intrudes when listening to music or DJ's sedate speech). The specifics of radio advertising are determined largely by the auditory channel of influence on the audience. Hence the specificity of radio advertising messages - they are as laconic, memorable, catchy and catchy as possible. The requirements for an advertising video are very strict - in 10-20 seconds the buyer must be attracted, retained his attention and encouraged to make a purchase. The task is not easy. Radio operators go to great lengths to attract the attention of listeners - the favorite motives for commercials are humor, fear, sex, sensations. Not only the text, but also the cheerful voice of the presenter, a competent musical background and accompaniment play a big role in creating a working video.

The effectiveness of radio advertising is also determined by such factors as round-the-clock broadcasting and constant background exposure to the listener. A person can go about his business at home, drive a car, or chat with friends in a cafe, and meanwhile radio advertising has an imperceptible effect. A person does not notice advertising on the radio, since the radio often acts in the background, meanwhile, the fifth or sixth time the same message is repeated, the name of the company is firmly etched in memory. Radio can create any image at minimal cost - this is its advantage over the press and television. The emotional tone of the advertisement is greatly enhanced by the presence of a variety of music. As numerous studies show, the listener's attention is sharpened if the speaker speaks quickly and pronounces the maximum number of words in a certain time. Advertisers often place advertisements on several channels at once, since listeners like to change radio stations frequently, just like the buttons on a TV remote control.

Advertising sent by mail has such distinctive properties as: high selectivity of the audience, flexibility, absence of competitors' advertising in mail, personal character; but relatively high cost, image of “waste paper”. Well, advertising distributed according to the “every home” principle has certain advantages over advertising sent by mail: no envelopes are needed, no need to write the address, enclose items and pay postage, and the exact delivery date can be combined in time with the propaganda program.

For large social groups, television forms a certain picture of the world. This is evidenced by Russians’ answers to the questions: “Where do people get their basic understanding of the world? And secondly? And the third?”: television - 72% (!), parents/family - 48%, communication with people - 46%, educational institutions - 37%, print media (newspapers, magazines) - 29%, radio - 23%, books - 22%, personal experience - 19%, Internet - 2%.

Television comes in first place by a wide margin. Researchers also draw attention to the extremely low role of print media and book communication in general, combined with a relatively high assessment of oral, informal communications as a source of information and ideas about the world. In particular, according to the study, 53% of urban residents never read magazines, and 44% never read fiction.

According to the All-Russian study “Russian teenagers in the information world” 1997-1998. “In the structure of leisure time, television viewing is in first place for adolescents, while reading is in fourth place.”

Today, of course, the situation has changed a little. The Internet is occupying an increasingly stronger position in the list of leisure options and sources of information. Many teenagers (especially those living in fairly large cities) are confident users of computer technology and have access to the Internet. However, television undoubtedly continues to occupy a leading position.

Accordingly, most often teenagers will come across commercials broadcast on television. In second place, most likely, will be outdoor advertising, then Internet advertising, radio advertising, and in newspapers and magazines.

2 Psychophysiological features of adolescent development

The most important feature of adolescence is that the teenager belongs to both the world of children and the world of adults. All the difficulties and problems of growing up are presented extremely clearly in the teenager’s construction of his life perspective, i.e. attempts to correlate the desired and the subjectively assessed possible.

From 11 to 13 years of age, the process of puberty occurs, which essentially holds the teenager hostage. A hormonal explosion subjugates the entire being of a younger teenager. At this age, the process of self-control is at a very low level; most often, younger adolescents show extreme introversion, because It seems to them that those around them do not understand them at all and turning to them is still pointless. If this process is difficult, then the teenager may not only react inadequately to typical situations, but it is also fraught with serious intrapersonal conflicts and can be complicated by the fact that the teenager withdraws into himself, not letting anyone into his anxious inner world. Younger teenagers are irritable, their mood often changes in the eyes of an outside observer for no reason at all, likes and dislikes are based only on the emotional perception of the person with whom the teenager is communicating at the moment. Often, teenagers negatively perceive the desire of adults to help, but not because they do not trust loved ones, but because their world has turned upside down, until recently, close people seem strangers, the desire to cheer up is ridicule, questions are interrogations, the desire to find out something, and then use it against them. You must always remember that this is not conscious negativism, but a severe psychological crisis that every person experiences. This is the period when a teenager needs to prove to everyone and to himself that he means something in this world. This is the period when adults need to be most sensitive.

By the age of fourteen, the process of puberty is almost completed and the teenager’s focus, as a rule, is transferred to the outside world, i.e. the introversion characteristic of thirteen-year-olds gives way to extroversion. Psychologists note that during this period the teenager is expansive, energetic, sociable, self-confident, at the same time he has a growing interest in other people and their inner world and a tendency to compare himself with others. At this age, there is a transition from adolescence to adolescence, or as these phases of development are otherwise called, there is a transition from the negative phase of adolescence to the positive stage. During this period of life, a person thinks deeply about the meaning and meaning of life. Nervous breakdowns are not uncommon due to the colossal nervous overstrain characteristic of this age, associated with a loss of mental balance due to the lack of a clear perspective and any clarity in life.

During this period, appearance and the opinions of others about it become extremely important. The grievances that others perceive as “grievances out of nowhere” are clearly expressed, but in fact they are not, because they are always associated with offensive remarks about appearance, speech, and other things that, at first glance, seem insignificant to the people around them.

In addition, the age of 14-15 years usually corresponds to pronounced maximalism in accepting or not accepting any points of view, making decisions, expressing independence, etc. Teenagers 14-15 years old with all their being and every minute fight for the right to their own position and beliefs , affection (and often only so that others know that they have a different point of view).

At this age, special relationships with peers develop. The authority of parents at this age is practically zero; the authority of adults fluctuates depending on the degree of trust in the relationship. Relationships with friends come to the fore. Any information turns into secret, intimate. A friend has the highest degree of trust, a teenager constantly takes risks in his maximalist attitude towards friends, but this period of life is not possible without risk. At this age, the desire for seemingly complete independence and lack of control is adjacent to the rapid development of self-control and self-restraint. During this period, a person begins to make plans for the future, build prospects. Of course, the entire substantive side of a life perspective is made up of a system of value orientations. It is value orientations that determine the main motives of a person’s aspirations and behavior, expressing the personal significance of certain areas of life. At the same time, a teenager’s construction of his life prospects is directly related to his idea of attractiveness, on the one hand, and accessibility, on the other, of certain values. During this period of adolescence, there is a strong desire to find one’s ideal, apply it to oneself, and find a style of behavior that is adequate to one’s worldview. At the same time, often a teenager, without applying his ideal to himself, demands from others that they correspond to this ideal; if this does not happen, the teenager perceives the reluctance or inability of other people to correspond to his idea of the ideal as a lack of understanding and a negative attitude towards him.

The leading motive for behavior at this age is the desire to establish oneself in the society in which the teenager moves, to gain authority and respect. A teenager needs a status in a social group that will correspond to his, as a rule, inflated self-esteem. It should be noted in this regard that at this age it is almost impossible to achieve adequate self-esteem. A teenager’s self-esteem is either overestimated, which helps him cope with many difficulties typical for this age, or underestimated, caused by any negative deviations in the teenager’s life, such as a dysfunctional family, psychological trauma, etc. Teenagers tend to concentrate on the immediate results of their activities and their decisions . The source of conflicts with parents, which are inevitable during this period, lies precisely in this: the teenager focuses on the immediate prospects, the parents on the distant ones.

By the age of sixteen, balance is usually more or less restored, unreasonable open rebellion for the sake of rebellion ceases, and emotional balance is more or less restored. Inner independence and focus on the future significantly increase, the number of nervous breakdowns decreases, and adaptive processes proceed more smoothly. The main feature of adolescence (or positive adolescence) is the awareness of one’s own individuality and uniqueness. As a consequence of such awareness, an acute feeling of loneliness and internal tension may arise. In addition, the precarious balance of the inner world is disrupted by the need for self-determination in life. Taking this step is extremely difficult because it involves giving up other opportunities.

The period of growing up is accompanied by sensitivity to the social environment and relationships between people. At this age, interest in the social role of the individual grows. The reference group of peers in adolescence acquires great importance, and parents as reference individuals, as already noted, play an extremely insignificant role. In the process of socialization, the educational institution plays a significant role. In addition to the educational function, it performs the functions of personality formation and the development of adequate social behavior.

During this period of time, the main process of socio-psychological adaptation occurs. Social-psychological adaptation is understood as such a directed change in the interaction of a teenager’s personality with the environment, which is characterized by:

Preservation of personality and social environment, an individual’s ecological attitude towards himself and the world around him, awareness of the need for the individual to undergo gradual, evolutionary changes in relations with the environment through mastering new ways of behavior;

Adaptation, which is considered both as a process and as a result of the individual’s activity in relation to the changed conditions of the social environment, and the formation of new adaptive mechanisms is focused on harmonizing the interaction of the individual with the environment.

Thus, a 14-17 year old teenager leads a very busy inner life and the main help of adults during this period is the ability to promptly ask certain questions that will help the teenager come to the right decision and overcome many problems.

Teenagers today are in a situation of choice, and this situation is often very difficult. They have to choose between different views and different ideas, and what is especially difficult is to form their own picture of the world. As we have already found out, television serves as an important source of information that expands knowledge about the world. The image of the world over the past few decades has been shaped to a large extent by television.

It is television advertising that we will pay the most attention to due to the reasons already mentioned (combining video and audio in a television commercial, greatest accessibility, large audience, etc.), although much of what will be discussed below, in one form or another, to the extent possible, presented in all other types of advertising products.

Advertising is one of the most powerful means of establishing certain, preferred behavior patterns. Under the influence of advertising, children and adolescents can and do develop new needs and expectations. If the product is intended for children, then advertising not only encourages them to initiate purchases by their parents, but also stimulates independent purchases, and 60% of children of primary school age buy ice cream, sweets, crackers and chips themselves. Thus, children develop not only social models, but also consumer behavior.

Advertising as a “model” of interpersonal relationships (between opposite sexes, different generations, etc.), which in the vast majority of cases are copied by young people because they are confident that this is how certain relationships work (here the function of “imitation” is performed) ;

The results can be conditionally grouped depending on two characteristics:

In the first chapter, we examined a theoretical analysis of the problem of the influence of advertising on the psyche of a teenager and found out that without a doubt advertising, especially television advertising, has a formative influence on the psyche of adolescents. There are positive and negative points. Every psychologist and parent has their own opinion. And this influence occurs through his psychophysiological characteristics, since a teenager of 14-17 years old leads a very rich inner life.

The purpose of our study, conducted among students of the Uninsk Municipal Educational Institution Secondary School with the Penitentiary Educational Institution of the Kirov Region, was to study the influence of television advertising on the psyche of children of different age groups. 40 students took part in the study, of which 21 were middle school students (grades 6-8) and 19 were high school students (grades 9-11).

What is the power of television advertising to influence the minds of teenagers? On average, according to survey data (see Appendix 1), schoolchildren spend 3 to 5 hours watching TV on weekdays, and up to 7 hours on weekends. Over the course of a year, they see about 20 thousand commercials convincing them of the need to purchase Orbit chewing gum, Levante tights, expensive perfumes, etc. In addition, they see advertising on the pages of magazines and newspapers.

The study revealed that the majority of schoolchildren (52%) are indifferent to advertising, not reacting to it in any way, but, of course, there are those who perceive advertising negatively - 39% (Table 1).

It should be noted that with age, a critical attitude towards advertising intensifies. Only 9% of respondents have a positive attitude towards advertising, and not a single senior student is among them. What are teenagers' ideas about the purpose of advertising? About a third of respondents simply refuse to give any definition to the phenomenon of advertising. Many people do not understand the purpose of advertising at all, believing that without it it would be boring, while others, on the contrary, believe that if there were no advertising, it would be more interesting to watch TV. The rest (mostly high school students) have a good idea of the real purpose of advertising - to inform potential buyers about various products. The following answers are quite common: “a break in TV shows , entertainment, relaxation , to waste time." It is noteworthy that only some of the older teenagers point to the aggressive manipulative function of advertising - “this is an impact on the human psyche, they fool people into buying their goods,” “this is an attempt to sell the buyer something that he does not need.” But understanding this is necessary for a critical perception of what is offered to you from the screen.

Whether a teenager believes what is reported in the commercial can be judged from the data in Table 2. Younger teenagers (students in grades 6-8) believe the advertisement the most. The number of children who trust certain advertising products decreases with age. We can conclude that the attitude of high school students to advertising is more conscious and critical.

Table 2

Proportion of students in different age groups who trust advertising (%)

In total, 52% of teenagers do not believe advertising, but 48% of respondents still partially trust it and learn something new for themselves. Despite this, 80% of respondents want there to be no advertising (of which 32% are schoolchildren in grades 6-7, 32% in grades 8-9 and 36% in grades 10-11) - (see Table 3).

Table 3

Attitude of students of different age groups towards television advertising (%)

When it starts, 52% of teenagers immediately switch to another channel (see Table 4), 31% go somewhere and only 17% watch it (mostly middle-class children).

Table 4

Proportion of students in different age groups who prefer to watch advertising

Based on our own experience and observational results, it can be argued that the majority of those who chose the answer “I go somewhere during advertising” do not always do this, since a program lasting an hour and a half is interrupted by advertising (of varying duration) for about 5 -6 times; In total, the time allocated for commercials makes up 25% of the total television broadcast. You also need to take into account the fact that advertising, as a rule, has the ability to wedge itself into the most intriguing, tense moments of films or television shows.

According to the survey, 67% of schoolchildren do not always understand the meaning of this or that advertisement (see Table 5), and an interesting pattern was revealed: the understanding of the content of advertising does not increase, but decreases, from moving to senior level. This is probably due to the fact that older teenagers are more thoughtful about what they see on the TV screen.

Table 5

Proportion of students in different age groups who understand the content of advertising

At the same time, 37% of teenagers believe that advertising is dangerous (the percentage of those aware of this increases from 33% among sixth graders to 57% of 11th grade students), since it negatively affects society (see Table 6), promoting immoral behavior and attracting young people to alcohol drinks, tobacco products (many teenagers watch TV after 11 pm, when such advertising is allowed).

Table 6

Proportion of students in different age groups who recognize the dangerous influence of advertising

The survey revealed that only 12% of parents comment on advertising and somehow point out its shortcomings to their children, the remaining 88% do not pay attention to it (see Table 7).

Table 7

Some students, as mentioned, spend 5-6 hours a day watching TV, or even more, absorbing all the information flowing from the TV screen, especially negative ones. It is worth seriously considering how this will affect their development. Of course, it cannot be said that advertising only brings harm; 37% of schoolchildren can give an example of advertising that they like (see Table 8) and which proclaims values such as maternal love, care for animals, respect for elders, etc.

Table 8

Attitude of students of different age groups towards television advertising (%)

Among the commercials most often mentioned by schoolchildren are advertisements for energy drinks, Orbit chewing gum (analyzed above), household appliances, cosmetics, movie advertisements, and sports advertisements. In addition to the most preferred ones, teenagers also named the least liked commercials that caused a negative attitude. For schoolchildren, these are anti-dandruff shampoos and advertisements for household products. The explanations were: “uninteresting”, “unfunny”, “unpleasant”, “boring”.

Although many people are disgusted by advertising due to its intrusiveness, duration, and frequent repetitions, still when asked: “If you had a choice of what to buy: an advertised product or not, what would you buy?” 75% of respondents answered that they would buy an advertised product and only 25% would buy an unadvertised product (see Table 9).

Table 9

Proportion of students in different age groups who prefer an advertised product when purchasing

Product selection 6th grade 7th grade 8th grade 9th grade 10th grade 11th grade TotalAdvertised78%80%57%87%75%71%75%Unadvertised22%20%43%13%25%29%25%

At the same time, 31% of schoolchildren admit that they use information obtained through advertising in one way or another (see Table 10). This indicates the strong influence of advertising on teenagers, even if they doubt its necessity.

Table 10

Proportion of students in different age groups using information from advertising

To identify the range of life values (formed under the influence of television, among other things), we conducted a survey of students using the technique of unfinished sentences (see Appendix 1).

To the question: “What is the most important thing in life for you?” - younger teenagers answered: health, family, true friends, study, relaxation, telephone, happiness, money, music, etc. High school students more consciously said that family comes first for them. Students were also asked to rank their life values (see Table 11).

Table 11

Ranking of life values by students in different age groups (10 points - the highest, most significant)

Values 6th grade 7th grade 8th grade 9th grade 10th grade 11th grade Russia757677Health99101099-8Family1010991010Computer444111Phone233222Stable life675466Car111343Own home566555True friends888889-8Lots of money322734

The majority of respondents place material things (telephone, computer, money, car) in last place; other values are important to them - the health of loved ones, family, true friends, and Russia (see Fig. 1).

Rice. 1 Value priorities (in % ratio) of students

During the analysis of questionnaires, a direct connection between the value orientations of adolescents and their attitude towards advertising was determined.

Among those who expressed distrust of advertising, the values of interpersonal communication, such as friendship, family happiness, parents and relatives, prevail. This may indicate that these adolescents view television advertising as an unimportant factor in their lives and a desire to avoid its influence, i.e. For the vast majority of these teenagers, advertising is not perceived as a “model” of interpersonal relationships.

The presence in the answers of some students of such priority values as a computer, a mobile phone can be explained by the uncritical attitude of these teenagers to advertising, a lack of understanding of its manipulative function, the influence of the stereotype of the Western lifestyle actively promoted by it, as a result of which teenagers have the opinion that only by purchasing advertised products, you can become like a person who is successful in life. Therefore, probably, some would also like to have a big house, a car, and a lot of money.

The study showed that television advertising certainly influences children of various age groups, especially younger teenagers, and plays a decisive role in the formation of consumer preferences. Some schoolchildren recognize commercials by their visuals, sound, and reproduce individual statements, expressions, and melodies. Nevertheless, the majority perceive television advertising critically and justify their perception of advertising products.

Thus, we can conclude that the results of advertising influence are ambiguous, not always negative, which directly depends on the age, level of mental development of the teenager, his interests and life goals.

Conclusion

Advertising in modern society extends its influence not only to the economic sphere of human relations, but also affects the value choice and psychological comfort of the individual. It is a significant factor in the socialization of adolescents, setting certain models of socially typical behavior. This influence is due to the increased interest of adolescents in the normative side of behavior in society and the special vulnerability of age due to the lack of a stable individual value system.

Teenagers, in comparison with adults, are not able to effectively resist the effects of advertising that use various methods of influencing the psyche, including techniques of language manipulation, since they have not yet fully formed their own attitudes, views, and moral criteria.

Young teenagers are most susceptible to the influence of advertising. The attitude of high school students is more conscious and critical, i.e. the number of schoolchildren who trust certain advertising products decreases with age. The older teenagers are, the more meaningful they are about television advertising and assess the impact of advertising on the psyche and consciousness of a person as a purposeful manipulation.

Based on the research data, we conclude that advertising affects the psyche of a teenager, but there is no need to be afraid of this, since for the majority of teenagers who have a negative attitude towards it, advertising is only a carrier of information about the world around them, without affecting their value systems. This indicates a fairly high level of their morality, which is greatly influenced by both the existing social environment, the system of village customs (where it is customary to help one’s neighbor and where the majority of residents are either neighbors, relatives or acquaintances), and the system of educational work of the school.

Despite the fact that on September 1, 2012, Federal Law No. 436-FZ “On the protection of children from information harmful to their health and development” came into force (adopted on December 29, 2010), according to which harm to the health and development of children is caused not only pornography and violence, but also information that “denies family values and creates disrespect for parents and (or) other family members”, “justifies illegal behavior” and which provides for the introduction of ethical standards and restrictions for television advertising, it seems necessary to develop a humanitarian examination the impact of this new social technology on human consciousness. It is also important to form the right attitude towards it, especially among younger teenagers. Parents, teachers and other persons caring for children need to limit the interaction of children and advertising: at school, at home, by organizing the child’s free time away from advertising, and timely informing him about why and how it is created. Thus, due to the growing influence of the media, including television, on the socialization of schoolchildren, the problems of the possible degree of intervention of adult professionals in the process of children’s mastery of the world around them through television information become relevant.

List of references and information sources

1. Main patterns of development of the motivational sphere

2.Fragment of the book. V.P. Chudinova “Children and libraries in a changing media environment” V.P. Chudinova, E.I. Golubeva, A.I. Mikhailova, O.L. Kabachek, L.N. Kosenko, N.N. Smetannikova, O.I. Murgina. - M.: School Library, 2004. - 335 pp., published in the supplement to "ShB", series 1.

5.N.N. Avdeeva, N.A. Fominykh, “THE INFLUENCE OF TELEVISION ADVERTISING ON CHILDREN AND ADOLESCENTS”, “Man” magazine, No. 1, 2003.

6.Harris R. “Psychology of Mass Communications” St. Petersburg-M, 2001.

7.Yutskova E.M. Mass media M., 2000.

8. Ozhegov S.I., Shvedova N.Yu. “Dictionary of the Russian language”, - M.: Soviet Encyclopedia, 1968

Appendix 1

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Presentation - The influence of advertising on the psyche of a teenager

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The topic of this work is the influence of advertising on the psyche of a teenager. The object of the study is advertising and its influence. The purpose of the work is to study the impact of advertising on the health and psyche of a teenager. The goal involves the following tasks: 1. Consider how advertising influences teenagers. 2. Investigate the problems that arise after viewing advertisements. 3. Find out the causes of problems and find ways to solve them

We put forward the following hypothesis: Advertising has a strong impact on the formation and development of attitudes towards the outside world and reality, as well as the personal relationships of adolescents. The practical significance of the study lies in the use of the materials of this work to ensure that people understand how advertising affects them.

Today it is impossible to simply walk down the street of a metropolis and not come across an abundance of all kinds of advertising; it is everywhere: on billboards, posters, leaflets, awnings, in newspapers, on television, etc. Advertising is information disseminated in any way, in any form and using any means, addressed to an indefinite circle of people and aimed at attracting attention to the object of advertising, generating or maintaining interest in it and promoting it on the market.

According to the All-Russian study “Russian teenagers in the information world.” “In the structure of leisure time, television viewing is in first place for adolescents, while reading is in fourth place.” Accordingly, most often teenagers will come across commercials broadcast on television. In second place, most likely, will be outdoor advertising, then Internet advertising, radio advertising, and in newspapers and magazines.

The purpose of our study, conducted among students of MOUSOSH 24 in Kopeisk, was to study the influence of television advertising on the psyche of children of different age groups. 74 students took part in the study, of which 46 were middle school students (grades 6-8) and 28 were high school students (grades 9-11).

Attitude to advertising Grade 6 Grade 7 Grade 8 Grade 9 Grade 11 Total
Positive 19% - 17% - - 7.2%
Negative 30% 43% 29% 33% 41% 35.2%
Indifferent 48% 57% 57% 67% 59% 57.6%
The study revealed that the majority of schoolchildren (57.6%) are indifferent to advertising, not reacting to it in any way, but, of course, there are those who perceive advertising negatively - 35.2%.

Whether a teenager believes what is being communicated in an advertisement can be judged from the data. Younger teenagers (students in grades 6-8) believe advertising the most. The number of children who trust certain advertising products decreases with age. We can conclude that the attitude of high school students to advertising is more conscious and critical.
Trust in advertising Grade 6 Grade 7 Grade 8 Grade 9 Grade 11 Total
Yes - - - - - 0%
No 37% 42% 36% 73% 57% 49%
Partially 63% 58% 64% 27% 43% 51%

When it starts, 42.8% of teenagers immediately switch to another channel (see Table 4), 46.6% go somewhere and only 10.6% watch it (mostly middle-level children).
Actions during advertising Grade 6 Grade 7 Grade 8 Grade 9 Grade 11 Total
I watch it 23% 16% 14% - - 10.6%
I switch to another channel 39% 38% 32% 54% 51% 42.8%
I'm going somewhere 38% 46% 54% 46% 49% 46.6%

The survey revealed that only 4% of parents comment on advertising and somehow point out its shortcomings to their children, the remaining 95.8% do not pay attention to it
Parents' attitude towards advertising Grade 6 Grade 7 Grade 8 Grade 9 Grade 11 Total

It is not surprising that children and teenagers are a “tasty morsel” for many manufacturers and advertisers. Even if a child does not make a decision, he knows how to convince his parents of what to buy. Moreover, about 50% of these requests are fulfilled. Because of this, conflicts often arise in families: the child asks and even demands what he saw in an advertisement, but adults cannot or do not want to fulfill it.

Thus, in the United States, children aged 4 to 12 years old spend about $4 billion annually in their pocket money alone. This is a very influential group of the population, numbering about 35 million, which in total “controls” about $15 billion of all the money spent on purchases. We are talking not only about products of a purely “children's category” (toys, sweets, children's clothing and shoes, etc.). The influence of advertising is so great that there are numerous cases where... 2-year-old children turned out to be “responsible” for a family’s choice of a particular brand when purchasing expensive goods (cars, household appliances). Advertisements for such children are the main source of information that has a decisive influence on their way of thinking.

An equally grateful audience for advertisers are teenagers. Every year, American teenagers spend about $30 billion on clothing, cosmetics and personal items such as video and audio cassettes and CDs. Many children and teenagers make a variety of purchases for their home, making decisions about specific brands, and conducting “marketing research” on supermarket products for their families. 60% of teenage girls and 40% of boys do daily household grocery shopping.

Children are a very effective way to influence the wallets of their parents. Advertisers talk about this important role for children - the ability to "play the role of a saw." There are many psychological tricks and marketing strategies that cause the sawing effect. This includes the placement of goods attractive to children on the lower shelves of supermarkets (children easily notice what they like, and then often, with arguments and bickering, force their parents to pay), and the inclusion of advertising “cartoons” in children’s programs, and the use of school supplies in the design of and book covers logos or product names.

Naturally, in light of such targeted, enhanced influence, the question “How does advertising influence the behavior of children and adolescents?” stands up straight.

From the 1990s to the present day, we are in an unprecedented situation of complete mismatch of cultural values and norms existing in the consciousness of society and its various social institutions. Today, the media makes a huge and negative contribution to this situation of anomie (“blurred values”), which is especially important for the socialization of the younger generation. So, in general, the family and the school adhere to approximately the same value system, which is based on humanity, hard work, respect for the individual, etc., while in many media, both in hidden and open form, asocial values are preached - acquisitiveness , greed, unbridled consumption, models of aggressive behavior and disregard for the human person are demonstrated, moral norms developed over centuries in different cultures of the world are rejected.

Children and youth today are in a situation of choice, and this situation is often very difficult. They have to choose between different views and different ideas, and what is especially difficult is to form their own picture of the world. As we have already found out, television serves as an important source of information that expands knowledge about the world. The image of the world over the past few decades has been shaped to a large extent by television.

It is television advertising that we will pay the most attention to for the reasons already mentioned (combining video and audio in a television commercial, greatest accessibility, large audience, etc.), although much of what will be discussed below, in one form or another, to the extent possible, presented in all other types of advertising products.

So, the research of A.V. Sharikov (RTR), conducted in 1993-1995, showed that it was children who became one of the main consumers of television advertising: every fifth teenager stated that he was interested in watching all commercials. Advertising clichés have shaped and are still shaping fashion style, musical tastes, and have a serious influence on the language of children.

Parents, as a rule, do not have a culture of watching television. Only 20% of families of preschool children plan to watch television, i.e. The TV turns on only when there is a program that you would like to watch in advance. Children perceive television as a member of the family, as a background to their lives. Many children eat, play and even fall asleep to the sound of TV. Naturally, all the information coming from the screen is extremely significant for the child, in many cases, even more significant than the opinion of the parents.

Television has a huge influence on the free play of children in preschool institutions. If 15-20 years ago boys mostly played polar explorers, cosmonauts, drivers, etc., now, in free games (at the initiative of the children themselves), situations of aggression - accidents, murders, wars - prevail. Girls' games have changed much less; family-related issues have remained almost unchanged. However, the motive associated with the prestige of things and their purchase has increased significantly. The main source of information about this is advertising. Children's knowledge of what is advertised is truly inexhaustible: 70% of preschoolers listed almost all products advertised on television at the time of the survey.

Children learn a lot from advertising, begin to better navigate the vast world of products, understand their functions, advantages and disadvantages. Kids are great, often better than mom and dad, understand the range of products on offer, can easily distinguish one brand of chewing gum or candy from another, and are always up to date with new products. The child joins adult life and begins to understand what price, earnings, discounts, and quality are. However, the child cannot yet be critical enough of the information received. The younger the child, the more he believes everything that “they say on TV.”

Advertising helps a child to be fashionable and to be “on the same wavelength” with his peers. If a child does not know anything about the products that are shown on television, he will not be able to participate in many children's conversations and games ("hundreds", stickers, inserts). However, the child still does not know how to limit his requests. A habit of excessive consumption is formed, and the inability to obtain any thing that is prestigious among peers often leads to fear of rejection, anxiety, or causes various types of aggression and even pushes to criminal acts. Products such as mountain bikes, travel, cars are not yet available to children, but they would like to have them. Since desires and possibilities do not coincide, there is a feeling of disappointment, and often anger at parents who cannot buy an expensive “toy”.

Many videos encourage you to “have a snack” if you feel slightly hungry. Thanks to this, the number of meals increases, and good nutrition is often completely replaced by such “snacks”. Sometimes foods (chips, chewing gum, candy, candy bars, sodas) that are advertised using the image of a teenager are not very healthy for nutrition. It can be difficult for parents to prove this to their child; they have to give in under the influence of his persistent persuasion and buy what he asks for.

Numerous advertisements for body care products, hair care products, etc. very often impose stereotypical standards of beauty, which are already quite promoted in beauty and fashion magazines, in movies, etc. When, day after day, scenes from life are shown on the screen in which “her hair is not thick, not lush - she is not worthy of attention” or “he has a pimple on his face - it’s better for him not to leave the house at all,” how will he feel? a teenager for whom his appearance is not the least important at the moment, but in life, unfortunately, coping with the shortcomings of his appearance is as easy as in a commercial? Here it is, fertile ground for complexes and self-doubt.

Young children are influenced by images of older teenagers. They strive to become adults as soon as possible, to achieve recognition and respect from friends and parents. Therefore, kids try to be like the kids (2-3 years older) from commercials, using the same clothes, food or personal hygiene products, because it is “cool”.

Older children and teenagers evoke a positive reaction to images of idols - famous football players, actors or musicians, whom they strive to imitate. Often the hero of an advertising video is a successful person whom you want to be like. And in order to achieve this, you need to think, strive for something, and achieve your goals. This can make the motive for achieving success more significant, which in itself is not bad, but a lot depends on whether the hero is positive or negative.

Now images of famous, successful people (actors, athletes) have begun to be used not only in advertising consumer goods, but also in social advertising aimed at combating alcoholism, smoking, and drug addiction. It is hoped that this advertising will produce at least some positive results. In general, social advertising is becoming more and more common, and this cannot but rejoice, since it makes you think and brings undistorted morality to the masses.

Often in advertising one can observe various situations of relationships between people. And of all generations and ages. And these scenes are perceived by children and teenagers as standards to be compared to. And these standards do not always correspond to true moral standards. For example, one commercial for chocolate bars showed how lightly and without the slightest frustration a young man, having broken up with his girlfriend because of a quarrel, immediately finds a new girlfriend. Although, we must pay tribute, commercials are increasingly appearing in which parents, children, and grandparents set an example of good-natured, respectful relationships.

What do psychologists say about this?

They don't give a clear answer. This is also due to the fact that psychologists themselves are in demand today in the advertising industry. They actively help advertisers develop ways to influence children to get them to buy products. There is no doubt that psychologists cope well with such tasks. But do they feel remorse that with the help of advertisements created with their participation, children are not only manipulated, but simply deceived? Experts have two points of view regarding children's advertising.

"Many years have passed. The child grew up, wrote a fairy tale for children. The main character's name is Proctor, and his last name is Gamble. The heroine's name is, say, Zanussi. (Let's say these trademarks have long been forgotten). Creative researchers find out from the author: where do the names of the heroes come from? But the author simply doesn’t know..."

In general, nothing bad will happen to children. Among psychologists actively working in advertising, there is a widespread opinion that the moral aspect of the problem is greatly exaggerated. Yes, advertising is often false, they admit. Therefore, children from a very early age must learn to distinguish advertising from real life. This is an essential element of growing up - learning to understand who and what you can trust. And family and school should teach, not advertising. In addition, modern advertising is part of a child’s socialization; from an early age it teaches him to navigate the adult world of commodity-money relationships.

The second group of psychologists sharply criticizes this approach. The following arguments are given. Today, advertisers and advertisers are trying to begin to form “material” attitudes as early as possible, and this can lead to the fact that children, growing up, will assess their importance based on what they own, and not on their personal qualities. This will lead to the emergence of many psychological complexes in future adult life. For such an individual, the answer to the question “What am I?” will sound only like this: “I am the one who drives such and such a car, lives in such and such a house, wears such and such clothes.” Self-identification will be possible only through compiling a list of consumed brands, “promoted” by massive advertising. The impossibility of possessing a “complete list” (and it is impossible to possess everything) will lead to a total inferiority complex. In addition, advertising often cultivates violence and teaches children to consume goods that are not only not healthy, but even harmful (a typical example is fast food).

Also, many experts believe that total information and advertising pressure interferes with the development of mental abilities in children. Their consciousness gradually begins to play the role of a repository of cliches and stereotypes, which are reproduced in the same form in which they were received from the mass media. There is no process of critically thinking about information. Thus, researchers from RICANN (Russian Intellectual Corps) found that even three hours spent watching TV shows oversaturated with advertising screensavers significantly reduces the amount of RAM and slows down the speed of a person’s thinking.

That is, the relationship between adolescent behavior and advertising can be divided into several main areas:

2. advertising as a “model” of interpersonal relationships (between opposite sexes, different generations, etc.), which in the vast majority of cases are copied by young people because of the confidence that this is how certain relationships work (here the function of “imitation” is performed ");

They (i.e., the results) can be conditionally grouped depending on two characteristics:

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