Zhovtianska V. Psychological Features of Object Representation for Art Advertising Recipient

The dissertation is a research the process of object representation for art advertising recipient. A specific feature of such advertising is that it does not contain any specific information related to the object being advertised. The research shows that an image of the advertised object for the recipient is made up as expectations of object's characteristic features. The process of transfer of subjective senses conditioned by the advertisement onto the advertising object serves as a mechanism, which enables the image to be formed. The process of sense transfer does not involve the meaning of the object. This allows considering sense as a functional element of unconsciousness. Thus, the influence of art advertising is partially manipulative in nature. Key words: image, influence, meaning, representation, sense.