Research of advertisement influence on teenagers in the context of a metatheory of society manipulation
Abstract
The article presents the results of analysis of an empirical research of advertisement influence on teenagers. Advertisement influence on teenage audience is analyzed within a manipulation metatheory as mutational (if it causes change of outlook model and behavior to the best), abmutational (in the absence of changes), and inmutational (outlook and behavior models change to the worst). The teenage age is recognized as the period of the increased vulnerability to suggestion force and manipulation from advertisement impact. Under manipulative impact of advertizing the unstable views are changing quickly, estimations and moral beliefs are automatically becoming specific motives of teenagers’ behavior. Experimental study of advertizing influence on group of teenagers (30 respondents: 17 male, 13 female) was conducted by means of “Determination of suggestibility level” method, of “Tendency to advertizing influence” questionnaire, of “SAM” (State of Health. Activity. Mood) method. Research results confirm that due to a weak executive part of the strong-willed act, teenagers under the influence of advertizing easily have emotional experiences and tension. It is difficult for teenagers to constrain the rigid-inert emotions. It is found that under the influence of advertizing the emotional assessment of this advertisement changes. The extent of advertisement influence is defined by the level of health, activity, mood and suggestibility of teenagers. Interest, joy, irony, irritability, fatigue, emotional excitement are teenagers’ usual emotional reactions to advertizing. The character of emotional reactions is caused by the extent of satisfaction possibility understanding of those requirements which are actualized under the advertisement influence or directly arise at the time of advertizing influence. It is confirmed that after experimental advertisement impact the significant changes are observed at the level of teenagers’ emotional reactions. Under manipulative impact of bright (glamorous) and funny advertisement the teenagers are inclined to estimate primary mutational-inmutational consequences of advertisement impact as neutral-positive, and secondary mutationalinmutational consequences they tend to estimate as positive-neutral. After repeated advertisement impact on teenagers it is recognized the emergence and manifestation of big emotional excitement. The teenagers tend to react abmutationally to the sad and suspensive advertisement. It is found that indicators of credibility level upon the advertisement are proportional for female and male groups. It is noted that after the advertisement impact the biggest part of teenagers estimates the secondary mutations in a way of stereotype thinking and behavior, idealizing the virtual world of advertizing and keeping the trust to it. This confirms the existence of both mutational and inmutational consequences of advertisement influence. Research results of advertisement influence on teenagers in the context of the metamanipulation of society theory deepen the ideas on psychological features of teenage target audience of advertizing marketing, and induce to search for the effective influence mechanisms to increase their media literacy for prevention of the inmutational consequences of advertisement influence
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