SHS Web Conf.
Volume 70, 2019Trends in the Development of Psycho-Pedagogical Education in the Conditions of Transitional Society (ICTDPP-2019)
|Number of page(s)||6|
|Section||The meeting of generations in educational space|
|Published online||22 November 2019|
Perception of social advertising on a value-semantic level by students of humanitarian orientations
Don State Technical University, Faculty “Psychology, Pedagogy and Defectology”, 344000 Rostov-on-Don, Russian Federation
* Corresponding author: firstname.lastname@example.org
This article reflects the results of an empirical study of the value-semantic features of social advertising perception among a group of students (male and female). In total, 200 students took part in the study. In the framework of the study, the following methods were applied: “Value Orientations” (A.Ya. Rokich), “SJO” (D.A. Leontiev), “Determination of Personality Orientation” (B. Bass), “Psychosemantic Differential” methodology, questionnaire for determination of attitude to social advertising. The results of this study reveal the presence of the following relationships: 1) Features of the personality’s value-semantic sphere significantly affect the perception of social advertising by young people. 2) The images on which social advertising is centered as on the values conveyed by society and the state are transformed in the mind of the perceiver, depending on his value and personal orientation. 3) It is possible to identify some specific features of the visual and verbal influence of social advertising on young people.
© The Authors, published by EDP Sciences, 2019
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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