Abstract
The article presents the results of an experimental study of the perception of advertising texts by speakers of Russian of different age groups. The subject of the research is the peculiarities of respondents' perception of advertising texts. The main objective of the study was to identify the emotional and evaluative component in the perception of the proposed advertisement texts by representatives of different age groups, which determined the choice of the research approach to the linguistic material. Three advertising texts from the social network Instagram were taken for the experiment. The study was conducted in the form of a survey on the online platform Google Forms. The survey was conducted in two stages. The first stage was a psycholinguistic experiment using the semantic differential method, and the second stage was a questionnaire survey followed by quantitative and qualitative interpretation of the results. The semantic differential method allowed to reveal the emotional and evaluative component, and the questionnaire method allowed to verify the obtained results. The aim of the article is to present the peculiarities of the perception of advertising texts by representatives of different age groups. The analysis of the experimental materials allowed us to conclude about the difference in the perception of one advertisement by people of different ages, as well as about the effectiveness of the semantic differential method for studying the perception of polycode advertisement texts. The experimental study confirmed the hypothesis that when creating advertising texts it is necessary to take into account the difference in the perception of advertising by people of different ages. Only in this way can an effective advertisement text be created, which will work for the main purpose the sale of a product or service. The hypothesis that the semantic differential method is effective for studying the perception of an advertisement text, including respondents of different age groups, was also confirmed. The results of the experimental study provide an opportunity to expand the understanding of the possibilities and effectiveness of using the semantic differential method in studying the respondents' perception of the advertising text, and can also be applied in the training of advertising professionals.
Highlights
The article presents the results of an experimental study of the perception of advertising texts by speakers of Russian of different age groups
Махнин (Сонин, Махнин 2004: 88) считают, что создание положительной мотивации по отношению к рекламируемому продукту осуществляется главным образом за счет изобразительной составляющей, что по большей части подтверждают ответы на второй вопрос «Что в понравившейся рекламе произвело на вас наибольшее впечатление?» Представители первых трех возрастных групп отмечали, что в первой рекламе картинка более удачна и привлекательна, чем текст
Ответы респондентов на открытые вопросы дополнительного анкетирования позволили сделать вывод о том, что положительное восприятие рекламного текста, который представляет потенциальному потребителю ненужный в данный момент товар или услугу, не гарантирует совершение покупки
Summary
The article presents the results of an experimental study of the perception of advertising texts by speakers of Russian of different age groups. 4. Восприятие рекламных текстов респондентами возрастной группы 18–25 лет Представители возрастной категории 26–40 лет восприняли положительно первый и третий рекламные тексты. Второй рекламный текст респонденты восприняли как заурядный (-0,7) и скучный (-0,6), но полезный (+1,2).
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