Efimova N. Representation in youth's consciousness of peculiarities of the billboard advertising content

An object - peculiarities of representation of the advertising in consciousness. A subject - content of representation of the billboard advertising in youth's consciousness and their personal characteristics. Methods -the theoretical analysis of the literature; observation; written questioning; psychological testing. Novelty - for the first time it is established, that alcoholic and tobacco billboard advertising is most substentially represented in consciousness of youth. Also differences in the importance of elements of the billboard (a graphic part, a slogan, the text information) during perception between persons over which consciousnesses tobacco and alcoholic production is dominating, and who does not have similar expressiveness, are allocated. Motivational, emotional, intellectual, communicative properties of the person which act the certain sort as determinants at selectivity of perception of advertising of different kinds production are allocated; the concept about psychological essence of advertising as certain psychological technology, which is pointed to the manipulation of need-motivational and conscious sphere of the developing person, was specified; the view about psychological and pedagogical conditions of adequate apprehension of advertising has received the further development. The sphere of use - psychological.