Attitudes to Social and Political Advertising Among Russian Youth

E Vlasenkova,M Gagarina

doi: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.

Highlights

The study of people’s attitudes to various forms of advertising exposure in different periods of history was an urgent task of social psychology and the psychology of marketing communications (Lebedev & Gordyakova, 2015; Lebedev-Lyubimov, 2007)
We focused on two types of advertising — political and social to figure out peculiarities of youth attitudes
Topics related to the health and safety of citizens can be broadcast, namely issues of alcohol and Attitudes to Social and Political Advertising Among Russian Youth drug use, AIDS, attitudes towards abortion, smoking, etc

Summary

Introduction

The study of people’s attitudes to various forms of advertising exposure in different periods of history was an urgent task of social psychology and the psychology of marketing communications (Lebedev & Gordyakova, 2015; Lebedev-Lyubimov, 2007). Commercial, social and political advertising has become widespread in the Russian advertising market. It should be noted that political advertising contains a call to action and participation in the political process, the adoption of a particular point of view and appropriate behaviour concerning the accepted position.

Results

Conclusion