ADVERTISING AS A MEANS OF COMMUNICATION AND A WAY OF CONSCIOUS MANIPULATION

Abstract

This article reveals the concept of advertising as a means of communication and a way to manipulate human consciousness. The theoretical understanding of advertising phenomenon as a means of social communication has been studied. Literary sources that determine the approaches to modern technologies of advertising manipulative influence on human consciousness have been analysed. The objective necessity of modern advertising means use has been defined. The ideas of creating a favourable atmosphere of manipulative influence the advertising on the consumer have been presented. Emphasis has been placed on the importance of advertising development problem at the present stage. The article attempts to analyse and systematize manipulative technologies to influence the target audience of consumers. The existing experience has been generalized and different technologies of using manipulative techniques have been combined into certain approaches. The scientific theories used for the purpose of consciousness manipulation in advertising technologies have been described, namely: psychoanalysis and gestalt psychology. It has been substantiated that advertising, as a type of psychological influence, is based on a set of potential consumers’ personality characteristics, as well as on several general psychological factors that determine the effectiveness of this influence. Varieties of manipulations in the press of creation the commercials have been analysed, namely: construction of the message from incomplete statements, injection of urgency effect and sensationalism, repeatability. This article contains a justification for the effectiveness of psychological models use of the need-motivational sphere and technologies of information-psychological influence to manipulate the individual opinion. It has been generalized that advertising is not just a way of commerce, but also an element of social and cultural society, a special type of social communication that is used to manipulate the consciousness of individuals.