Gaevska N. Social-cultural factors of perception voters of advertising messages.

In perception voters (teachers, working, students) political advertising messages crucial importance have social-cultural factors. The political consciousness is shown as set of ideas, theoretical concepts, the mental phenomena, sights, representations which display attitudes of the subject to a politics, authorities, to the state and in general specificity of perception of political process. The ascertaining investigation phase has allowed to allocate the following: а) the interrelation of political thinking and personal properties of voters can be opened in a context of four types of political consciousness: actively-rigidity, actively- flexibility, receptive-rigidity, receptive-flexibility; b) understanding of political advertising messages more successfully at representatives actively-flexibility and receptive-flexibility such as political consciousness; c) representatives actively- flexibility such as political consciousnesses have shown, the high level reflexivity and the obvious tendency to objectivity of perception of the political phenomena. Features of influence of forming actions, on representatives of different types of political consciousness are found out. In particular, at representatives actively- flexibility such as political consciousness the maximal expression of objectivity of interpretation of political-advertising messages is revealed. It is experimentally proved: the system of specially organized forming methods promotes development of a reflection which defines objectivity of perception of political advertising.