Attitudes to Social and Political Advertising Among Russian Youth
https://doi.org/10.26794/2308-944X-2019-7-4-39-44
Abstract
The article presents the results of an empirical study of the characteristics of the evaluation of social and political advertising by young men and women. In total 96 respondents aged 18 to 22 years (M = 18.7; SD = 0.92) took part in research. The semantic differential was used as a research method; respondents were asked to evaluate two photographs depicting social and political advertising on public transport. By comparing the average estimates of social and political advertising, it was found that political advertising as a whole is evaluated more negatively than social advertising. Young men evaluate social advertising more positively than young women. There were no significant differences in the assessment of political advertising between the two genders.
Supporting agencies: The work was carried out with the financial support of the Russian Foundation for Basic Research (RFBR), grant No. 19–013–00544 “Emotional assessment of commercial, political and social advertising by Russian consumers in the context of psychological polarisation of consciousness”.
About the Authors
E. Vlasenkova
Moscow State University
Russian Federation
Russian Federation
Ekaterina Vlasenkova
Master’s Student, Economic Faculty
M. Gagarina
Financial University; Institute of Psychology of the Russian Academy of Science
Russian Federation
Russian Federation
Maria Gagarina
Ph.D. in Psychology, Associate Professor, Department of Personnel Management and Psychology
Researcher at the laboratory of social and economic psychology
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Review
For citations:
Vlasenkova E., Gagarina M. Attitudes to Social and Political Advertising Among Russian Youth. Review of Business and Economics Studies. 2019;7(4):39-44. https://doi.org/10.26794/2308-944X-2019-7-4-39-44
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