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Psychology and Psychotechnics
Reference:
Goryacheva M.A.
The role of personal characteristics of adolescents in the perception of outdoor advertising
// Psychology and Psychotechnics.
2023. ¹ 1.
P. 78-92.
DOI: 10.7256/2454-0722.2023.1.37967 EDN: AOIPVU URL: https://en.nbpublish.com/library_read_article.php?id=37967
The role of personal characteristics of adolescents in the perception of outdoor advertising
DOI: 10.7256/2454-0722.2023.1.37967EDN: AOIPVUReceived: 29-04-2022Published: 24-03-2023Abstract: 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. Keywords: perception of advertising, outdoor advertising, teenagers, aggressiveness, value orientations, advertological approach, socio-psychological effectiveness, unethical advertising, psychology of advertising, pupilsThis article is automatically translated. IntroductionAdvertising is an important element of the information space of modern society, influencing not only consumer behavior, but also a wider range of short- and long-term aspects of individual and social life. Being an element of marketing activities of companies, advertising is developed as a communication tool with target groups of consumers [1; 2]. However, some types of advertising are available, including for non-target groups. This applies, first of all, to outdoor advertising, which is part of the surrounding space of everyday life for all people living or being in a certain area. The influence of advertising on various audiences is considered, as a rule, from the point of view of its effectiveness, within the framework of suggestive and marketing approaches [3; 4], as well as from the point of view of connection with the socio-group characteristics of its recipients, within the framework of the advertological approach [5;7]. From the point of view of the advertological approach, the perception of advertising also has a socio-psychological dimension associated with the personal and psychological characteristics of various social and age groups [11-13]. One of these groups, characterized by important socio-psychological characteristics, are teenagers. Despite the fact that, as such, the psychological aspects of advertising perception by adolescents became the subject of research, they were primarily associated with the study of television and social advertising [8; 9; 10]. However, the perception of outdoor advertising by adolescents, taking into account the key personal and psychological traits of this age group, remains poorly studied [14-17]. 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. More specifically, the study is aimed at identifying differences in the perception of outdoor advertising by adolescents related to age factors, value factors, as well as the level of aggressiveness of adolescents. Empirical study of advertising perceptionThe purpose of the study: to study the personal characteristics of adolescents in the perception of advertising.
The object of the study is the perception of advertising by teenagers. The subject of the study is the personal characteristics of adolescents in the perception of advertising. Research hypotheses:1. There are differences in the perception of advertising by children of middle and high school age 1.1. Children of senior school age positively evaluate advertising. 1.2. Children of secondary school age negatively evaluate advertising. 2. There are differences in aggressiveness between children of middle and high school age. 3. There are differences in the perception of advertising by children with different values 3.1. Children with a high level of "Cognition as value", "I am value" have a more negative assessment of unethical advertising. 4. There are differences in the perception of advertising among teenagers with different levels of aggressiveness. 4.1. Teenagers with a high level of aggressiveness positively evaluate unethical advertising (aggressive, cynical). 4.2. Teenagers with a low level of aggressiveness negatively evaluate unethical advertising (aggressive, cynical). Sample size: 225 people aged 13 to 17 years. The study was conducted among students of secondary school No. 175 in Novosibirsk, belonging to two age groups: middle school students (13-15 years, grades 7-9) – 140 students, and senior school students (16-18 years, grades 10-11) – 85 students. The study used samples of outdoor commercial advertising taken from the Internet, present on the streets of Novosibirsk. All materials were divided into three groups: neutral, aggressive and cynical. Neutral advertising is advertising, the purpose of which is to inform a person about the advertised product, without creating a sense of comfort or discomfort, without causing any sensations other than healthy curiosity [18]. Aggressive advertising is advertising that imposes a product or service, which is made in a bright color (a combination of red, black), which contains aggressive text ("Come!Buy!") or aggressive elements in the image (blood, weapons, etc.) [19]. Cynical advertising is advertising that uses defiantly disparaging images that demonstrate a negative attitude to cultural values, to generally accepted norms, etc. [20].A total of 24 advertising samples were used, 8 samples in each group. Advertising No. 1-No. 8 – aggressive advertising No. 1 "RenaultSport" advertisement on the billboard shows a red car being pushed from behind by a female hand with long red nails (resembling the devil's horns). No. 2 Advertising of the restaurant "Kopot". An image of a woman doused in white liquid with the slogan "Do you like yogurt?". No. 3 Advertising of drinks "Chernogolovka". It depicts a dark gray hare with the slogan "Don't infuriate nature." No. 4 Advertising of the beauty salon "Favorite". It depicts a bald man in leather gloves and a pistol in his hands, from the movie Hitman. The slogan "Hitman also gets a haircut" is presented. No. 5 Advertisement with the image of a saw blade on a black background with the slogan written in red letters "Stop sawing". No. 6 Advertisement featuring a character from the movie "Saw", with the slogan "It will be more expensive in the fall. I'm giving you a month to buy an apartment profitably." No. 7 Advertisement featuring a character from the movie "The Lord of the Rings" with the slogan "She's here - my darling." No. 8 Advertising "DoiceCasadesing" furniture store. The billboard depicts a man in torn clothes sitting on a chair. There is a slogan "Change your life – start with furniture". Advertising No. 9-No. 16 – neutral advertising No. 9 Advertising of the Mercury clothing store. A down jacket in a three-liter jar with the slogan "Make preparations for the winter" is depicted. No. 10 Advertisement with an image of sausages in a meadow, simulated cows with the slogan "Cows graze in the meadow....". No. 11 Advertising "LSR Real Estate". Image of a 7-year-old girl with a polar bear. There is a slogan "Good neighbors are guaranteed". No. 12 Advertising of Granola bars. The family is depicted: father, mother, son with bars in their hands. There is a slogan "Energy of good deeds". No. 13 Advertising of coffee "We cook in all cups". The silhouette of a male face is depicted, chemical elements are used in the name. The slogan is "Take coffee with you." No. 14 Advertising "Clear Coast". The family is depicted: father, mother, daughter, the slogan "Apartment with decoration nearby" is written on the right. No. 15 Advertising channel "Yu". A cat is depicted in a female outfit with the slogan "I am a girl. I don't want a tile, I want my own TV channel." No. 16 Advertisement with the image of a robot and the slogan "When they come, we will have spare parts for them." Advertisement No. 17-No. 24 – cynically vulgar advertisement No. 17 Advertising "Greenwood LLC". An image of a Chegevara with the slogan "Metalworker". No. 18 Plumbing advertising. Plumbing items are depicted in fusion with people. There is a slogan "Plumbing for every taste" No. 19 Advertising "MediaMarket". On the billboard, the inscription "PIGLET" in the letter "O" depicts a pig with the slogan "Grunt from meager prices." No. 20 Advertisement of the epilation salon "Epilprog". On the left is an orangutan, on the right is a young couple. In the middle is the slogan "The choice is yours." No. 21 Advertisement of the plastic surgery clinic "Asol". A bag made of human skin is depicted and the slogan "Take away the excess" is written. No. 22 Advertising of the Metrica store. The writer A.S. Pushkin is depicted with a drill in his hands. No. 23 Advertising of apartment repairs. A black man in a helmet is depicted. The slogan is "Slavs are high-performance". No. 24 Advertising of the children's store "CHILDREN". The logo of the stroller and the slogan "DISTRIBUTION" are depicted. It reads like "Children.Sale". To assess the nature of the perception of advertising materials, the semantic differential (SD) method was used. We used a modified SD from A.B.Kupreichenko, A.E.Vorobyova [11]. The study participants evaluated each advertising sample using a series of 25 paired concepts corresponding to various characteristics of advertising (for example, "pleasant – unpleasant", "kind – cruel", "obsessive – modest", etc.) [21; 22; 13]. In each pair, the participants had to evaluate the proximity of the advertising material to one of the two concepts using a 7-point scale: from -3 to +3 points, visually presented as a scale from one concept to another. The following methods were used to measure individual characteristics: – "Aggressiveness test", developed by L.G. Pochebut, to measure the aggressiveness of adolescents on the scales: physical aggression, verbal aggression, subject aggression, emotional aggression, self-aggression, general level of aggressiveness; – "Diagnostics of value orientations of adolescents" by M.I. Lukyanova, including five scales: "Cognition as a value", "I am a value", "The other is a value", "Socially useful activity", "Responsibility as a value" [22; 7]. Statistical processing methods were used to solve the research problems: Spearman's rs rank correlation method, Mann-Whitney U-criterion. Results In our study, the sample was divided into children of secondary school age 12-15 years – 140 people (hereinafter referred to as teenagers) and children of high school age 15-18 years - 85 students (hereinafter referred to as high school students). The following methods were used: L.G. Pochebut aggressiveness questionnaire. Figure 1 shows the results of L.G. Pochebut's methodology. Scale data:verbal aggression (VA), physical aggression (FA), subject aggression (PA), emotional aggression (EA), self-aggression (SA) are presented in Figure 1. Data on the scale of general level of aggressiveness and adaptability (OAA) are presented in Figure 2.
Figure 1 – Data on the questionnaire L.G. Pochebut (norm values are indicated by red lines). The histogram shows that the values of older students are higher. The values on the scales of verbal aggression and physical aggression are normal. Subject, emotional and self-aggression in children of secondary school age are below the norm according to these scales, significant differences were found (see Table 1). The values of high school students on the self-aggression scale are higher than normal.
Figure 2 – Data on the questionnaire L.G. Pochebut (norm values are indicated by red lines). The histogram shows that the values on the scale of "general level of aggressiveness" in the subjects are normal, significant differences were found on this scale (see Table 1).When processing the results according to the Mann-Whitney U-criterion, significant differences were obtained on the scale of subject aggression, emotional aggression, self-aggression and the overall level of aggressiveness. Table 1 – Differences in the scales of the questionnaire on L.G. Pochebut's aggressiveness according to the Mann-Whitney U-criterion (U)
*- significant differences For older students, the values according to these scales are higher (see Figure 1). High school students tend to alienate when communicating with other people, to disrupt their aggression on surrounding objects and are not at peace and harmony with themselves. Research results1) Comparison of two age groups of adolescents showed the existence of stable and significant psychological and personal differences between them. Older schoolchildren are characterized by a higher level of aggressiveness, both on the scale of the general level of aggressiveness, and on the other five scales, with the highest difference being in relation to self-aggression. The intergroup comparison showed that the differences are statistically significant in relation to both the overall level of aggression (U = 4743.5) and in relation to self-aggression, emotional and objective aggression. Senior schoolchildren, approaching an important life stage of transition to adulthood, are characterized by a higher level of aggression against both the outside world and themselves. 2) When assessing the perception of advertising, participants were first asked to characterize the "ideal advertising" [3] using the SD methodology. According to the results obtained, such advertising has pronounced positive features (see Fig. 1)
Figure 3. Profile of average ratings of "ideal advertising" using semantic differential Comparison of profiles of "ideal" advertising of teenagers with different levels of aggressiveness showed that the ideal advertising in all subjects is determined by positive characteristics: pleasant, interesting, useful, kind, joyful, original, bright, etc. Each outdoor advertising profile was compared with the profile of the "ideal" advertising. SD gives an image, and based on correlations, we can judge the similarity of profiles.
Figure 4 – Profile of assessments of respondents of secondary school age of "ideal" and neutral advertising No. 9-12 according to the SD method
Figure 5 – Profile of assessments of respondents of senior school age of "ideal" and neutral advertising No. 9-12 according to the SD method
Figure 6 – Profile of assessments of respondents of secondary school age of "ideal" and aggressive advertising No. 1-4 according to the SD method
Figure 7 – Profile of assessments of respondents of high school age of "ideal" and aggressive advertising No. 1-4 according to the SD method
Figure 8 – Profile of assessments of respondents of secondary school age of "ideal" and cynical advertising No. 17-20 by the SD method
Figure 9– Profile of assessments of respondents of senior school age of "ideal" and cynical advertising No. 17-20 by the SD method 3) The results of visual analysis showed that the profile of neutral advertising largely repeats the course of the profile of ideal advertising (see Figure 4.5). The profile of aggressive and cynical advertising is opposite to the profile of ideal advertising (see Figure 6-9). 4) Comparison of profiles of three types of advertisements with the profile of ideal advertising in two groups of teenagers showed that in both groups the profile of neutral advertising is similar to the profile of ideal advertising. Significant correlations between the profile of ideal and neutral advertising were found in 7 out of 8 cases in high school students and in three cases in middle school age children (at the level of p<0.01). Which indicates the similarity of these profiles. The profiles of cynical and aggressive advertising in both groups are not similar to the profile of ideal advertising, with the exception of one profile of aggressive advertising in the older age group, which repeats the profile of ideal advertising (rs=0.41, p=0.05). Aggressive and cynical advertising are evaluated approximately equally by both groups. Based on this, it can be concluded that both groups of subjects do not accept these types of advertising.
Table 2– Correlations of the ideal advertising profile of middle and high school age children
significant connections at *- p<0.05; ** - p<0.01, # - trend of reliable connection
From table 2, it can be seen that older school-age children rate neutral advertising better. No significant correlations were found in the profiles of cynical and aggressive advertising. Consequently, teenagers do not perceive such advertising. 5) Comparison of the evaluation profiles of various advertisements in adolescents with different levels of aggressiveness showed differences in the perception of all three types of advertising. Children with high and low levels of aggressiveness have a positive attitude to neutral advertising, children with an average level evaluate it less differentially. Children with a high level perceive cynical advertising more negatively than children with a low level of aggressiveness. Children with an average level of aggressiveness are neutral about this type of advertising. In the group of adolescents with a higher level of aggressiveness, there is no significant correlation between the profiles of ideal and aggressive advertising. This allows us to conclude that higher aggressiveness does not ensure the translation of aggression into the sphere of normative representations, but affects the perception of specific advertising materials. In particular, more aggressive teenagers tend to perceive aggressive advertising more often as attractive, beautiful, but also banal and non–aggressive, which indicates a certain normalization in the perception of aggressive advertising incentives and its greater acceptability as an attribute of communication. Some samples of cynical advertising are also characterized as more attractive, friendly and ethical, which indicates that this kind of communication is more acceptable in this group of teenagers. However, this effect is selective in nature and manifests itself only in relation to some advertising materials.
6) The peculiarities of perception of outdoor advertising of adolescents with different levels of value orientations were also studied. Comparison of advertising profiles in adolescents with different levels of expression of value orientations showed that the perception of both ideal and three other types of advertising is, in general, similar, although some important differences were identified. Visual analysis of advertising profiles showed that the profiles of neutral and ideal advertising are similar to each other, the profile of neutral advertising repeats the course of the ideal. The profiles of aggressive and ideal advertising are not similar. When visually comparing the profiles of cynical and ideal advertising, there is a clear contrast. Cynical advertising is perceived worse by the subjects than neutral and aggressive. Subjects with an average level of "I value" are better at neutral advertising. The evaluation of aggressive advertising is less differentiated. Significant positive correlations between the profiles of neutral and ideal advertising in adolescents with a high and average level of "Cognition as value" indicate a positive attitude to this type of advertising. Teenagers with a low level of PC perceive cynically vulgar advertising worse. Aggressive advertising is evaluated by teenagers with different levels of "Other as value" (hereinafter referred to as DC) in approximately the same way. Neutral advertising is better appreciated by children with a high level of DC. Due to the trends of reliable communication, we can say that schoolchildren with a low level of cerebral palsy have a worse attitude to cynically vulgar advertising. Neutral advertising is better perceived by children with a high and average level of "Socially useful activity" (hereinafter - OPD). Schoolchildren with a low level of OPD evaluate aggressive advertising less differentially. Due to the trend of reliable communication, it can be said that children with a high level of OPD evaluate cynically vulgar advertising worse. Schoolchildren with a high level of "Responsibility as value" (hereinafter referred to as OC) rated aggressive advertising more negatively and have the most positive attitude towards neutral advertising. Children with different levels of OPD negatively evaluate cynical advertising.
Conclusion1. Differences in scales were found between children of middle and high school age: subject aggression, emotional aggression, self-aggression and the general level of aggressiveness (hypothesis 2 was confirmed). 2. Children with low and high levels of aggressiveness equally evaluate aggressive, cynical and neutral advertising. The profile of neutral and ideal advertising in children with an average level of aggressiveness do not have similarities. (hypothesis 4 was not confirmed). 3. Children of middle and high school age equally evaluate aggressive and cynical advertising. Older school-age children are more positive about neutral advertising. (hypothesis 1 was partially confirmed). 4. Teenagers with different levels of values negatively evaluate cynical advertising and have a positive attitude to neutral advertising. Aggressive advertising is evaluated differentially (hypothesis 4 was confirmed). 5. Teenagers with a low level of OC evaluate cynically vulgar advertising more negatively. The data obtained suggest that more pronounced and formed value orientations contribute to a more differentiated perception and evaluation of advertising materials, especially those belonging to the neutral and aggressive categories. Thus, the data obtained show that the nature of teenagers' perception of outdoor advertising depends both on age characteristics and related personal changes, primarily the growth of aggressiveness, and on value orientations. At the same time, there is no reason to assert that there are significant differences between different groups of adolescents in the perception of the ideal image of advertising, which indicates a high degree of stability of the basic normative criteria for evaluating communicative stimuli. Advertising can have a negative impact on children of senior and secondary school age: to demonstrate unethical images, to form a model of behavior, to influence the formation of values [23-28]. References
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