Vornacheva T. Cognitive factors of perception of political advertising by students.

The thesis focuses on finding of the major factors, which affect perception of the political advertising by students. Perception of the political advertising by the youth is determined by socio-cultural and cognitive factors. The political consciousness manifests itself as a constellation of thoughts, theoretical conceptions, mental phenomena, views, and insights that reflects the individual's attitude towards politics, authorities, the state in general and the specific character of his/her perception of the political process. The improved ability to objectively construe the political phenomena, in particular, in the process of political advertisements perception can be achieved through the integrated series of the following forming measures: 1) reflective ability training aimed at the development of skills in personal and objective (namely, social and political) reflection; 2) launching of the political debate-club activity; 3) starting of the dedicated instructional course on the psychological grounds of political advertising. The implemented measures resulted in better understanding of political texts by students from the experimental group. The experiential findings prove that the arranged complex of forming measures promote the development reflection in students, thus providing for the objective perception of political advertising.