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)||8|
|Section||The psychology of education in the face of changes: risks and challenges of innovation|
|Published online||22 November 2019|
Perception and translation of advertising meanings: students ’ attitudes
Don State Technical University, Faculty of Psychology, Pedagogy and Defectology, 344000 Rostov-on-Don, Russia
2 Association for the Development of Science, Engineering and Education, Belgrade, Serbia
* Corresponding author: Katyfirstname.lastname@example.org
The aim of the study presented in the article is an empirical study of semantic attitudes and life meanings of students in the perception of advertising posters. Advertising influence is considered as a process of translation of meanings concentrated in advertising posters. The study sample consisted of 60 students from two universities (Rostov-on-don, Russia). To determine the expression of vital meanings we used the technique of life values Kotlyakov, V. Y. (Y. V. Kotlyakov, 2003), to studies of advertising posters we applied the method of expert evaluations. The results were processed by methods of mathematical statistics: descriptive statistics; nonparametric Kruskal-Wallis H-test for comparison of several independent samples, Spearman rank correlation coefficient. It was shown that in the process of translation of meanings in advertising posters there is an actualization of semantic installations of students. In a sample of students we recorded a tendency to evaluate advertising posters in accordance with the dominant meanings of life. It is shown that there is a relationship between the dominant life meanings of students and their estimates of advertising posters.
© 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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