The impact of social and commercial advertising on non-target audiences: a theoretical review
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Date of publication
29.07.2022
Public year
2022
DOI
10.18254/S241328880021099-2
The impact of social and commercial advertising on non-target audiences: a theoretical review
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The work is devoted to the problem of the influence of advertising on non-target audiences. This topic is understudied, but important from the point of view of the advertological approach to the study of advertising. A comparative analysis of the Russian and foreign approaches to the study of advertising influence was carried out. Theoretical research showed that Russian researchers are more interested in the perception of advertising by the recipient and analyze the negative effects of advertising exposure, while foreign researchers are more interested in the analysis of the impact of advertising and its positive effects. It was also found that non-target groups perceive advertising more emotionally. There is a lack of psychological understanding of the prolonged effects of advertising exposure.

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