The role of personal characteristics of adolescents in the perception of outdoor advertising

Abstract

The article presents the results of an empirical study of the perception of outdoor advertising by a teenage audience. In the course of a study conducted among Novosibirsk schoolchildren of the middle and older age groups, the influence of such personal characteristics as the level of aggressiveness and value orientations on the image of ideal advertising, as well as the perception of outdoor advertising of a neutral, aggressive and cynical type was studied. The subject of the study is the personal characteristics of adolescents in the perception of advertising. The object of the study is the perception of advertising by teenagers. This article presents the results of an empirical study, the purpose of which was to identify the personal characteristics of adolescents that affect the perception of outdoor advertising. The scientific novelty of the study is to study the attitude to unethical advertising of teenage schoolchildren of different age categories. Since the perception of outdoor advertising by teenagers, taking into account the key personal and psychological traits of this age group, remain poorly researched. In the course of the study, it was revealed that only neutral advertising corresponds to the profile of ideal advertising, whereas aggressive and cynical advertising does not have the appropriate features regardless of age and personality characteristics. The study revealed differences in the perception of advertising materials by adolescents of different ages, levels of aggression and the severity of life orientations. However, there were no socio-psychological grounds for the use of aggressive and cynical elements in advertising communication with a teenage audience.