МАНІПУЛЯЦІЇ ЯК УМОВА ВПЛИВУ СОЦІАЛЬНОЇ РЕКЛАМИ НА ОСОБИСТІСТЬ СТУДЕНТА

Abstract

In the article a concept is considered that the modern Ukrainian advertising is oriented to changing of cultural queries of population by introduction of certain values and standards. Publicity standards, values which it moves forward, apply for the role of all common mankind codes of conduct, which need to follow. Modern Ukrainian advertising is focused on changing of the cultural demands of the population by introducing certain values and standards. Advertising standards and the values, it promotes, claim for the role of human norms of behavior that must be followed. In other words, if advertising appeals to the dominant social and psychological values and motivations in order to achieve the goals, then, in its turn, it can serve as an example of the values and motivations spread in society. Values and norms are important regulators of the people's behavior in all areas, including consumption. In the process of social changes, values and norms are transformed in society, so they have a specific causal historical meaning. The system of values forms the inner core of culture, the spiritual sphere of the needs and interests of individuals, social strata of society. It, in turn, has a reverse effect on social interests and needs, acting as one of the most important motivators of the social action and the behavior of individuals.The analysis of research of domestic and foreign scientists is carried out psychology-pedagogical and methodical literature on this issue. It is empiric well-proved that manipulations in advertising take place the way of imposing of ideas, settings, reasons, stereotypes of conduct. Publicity effects, which are used of advertising with the purpose of manipulation of human necessities and desire to cause certain emotions, operate from moral and social persuasions of individual through an address to sense of justice and decency, are worked out.The special attention in the article is directed to the use of manipulative technicians and basic publicity effects which influence on emotionally perceptible sphere (effect of attractiveness, effect of authority, effect of gratitude, effect of color) in influence on the psyche of person.