Abstract
Modern society is constantly changing and evolving, and the era of globalization and informatization leads to profound transformation of moral guidelines and personal space expansion due to deeper human immersion into the world of mass media. Image advertising is considered as one of the most common phenomena in the information era and can be characterized as a polycode text consisting of elements of different sign systems. The main purpose of such advertising is to change person's consumer behavior and form visions, desired by an advertising creator, in the consumer's individual lexicon. The article focuses on the study of peculiarities of image advertising visions functioning in the individual lexicon as well as their impact on an individual under a special advertising communicative situation depending on gender factor. To verify the thesis of differences in the strategies of image advertising perception applied by representatives of different gender groups, we have conducted the experimental research using the semantic differential; some results and their analysis are given in the article.
Highlights
Nowadays people are becoming more interested in advertising as a special means of communication due to its constant presence in all spheres of society and people’s life
The article focuses on the study of peculiarities of image advertising visions functioning in the individual lexicon as well as their impact on an individual under a special advertising communicative situation depending on gender factor
To verify the thesis of differences in the strategies of image advertising perception applied by representatives of different gender groups, we have conducted the experimental research using the semantic differential; some results and their analysis are given in the article
Summary
Nowadays people are becoming more interested in advertising as a special means of communication due to its constant presence in all spheres of society and people’s life. Image and image advertising, being a part of the mass culture which reflects all modern trends in the society development as well, naturally fit with the world, and change and shape new personal and social stereotypes and behaviors gradually. Both Russian and foreign scientists are engaged in image and image advertising research [2,3,4,5,6,7,8,9]. Aforementioned structures occur in a network of associations, given to the proposed image advertising text, and in content of many incoming stimuli
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