To The Question of Impact of Advertising Communication on Young Audience

Svetlana Vladimirovna Tolmacheva

Tyumen State Oil and Gas University, 38, Volodarskogostreet, Tyumen, Russia, 625000.

DOI : http://dx.doi.org/ http://dx.doi.org/10.13005/bbra/151

ABSTRACT:

The Internet is the basic channel of data accessing among youth. Advertising communication is considered to be one of the Internet communication types, which has an out stripping growth rate in Russia. The way young people perceive advertising communication can be an example of values and ideals accepted in the society. In order to determine the impact of advertising communication on the shaping of values,the author has conducted a survey on the matter of perception of Russian present-day advertising by youth. The survey has been conducted in three stages with three and six years spans. This made it possible to determine evolution of youth values shaping under the impact of advertising communication. According to the results advertising communication in the first place is aimed at realization of its basic purpose, to be exact a striving for the increase of consumption of goods and services. Internet advertising communication favors it above all, because it allows to connect not just direct informational influence on the user, but also a reverse communication with the source of advertising information, encouraging the immediate purchase. According to respondents of the survey the value of consumption has increased. However there is also an increasing number of young people who mention that advertising teaches them to reach their goals and to work hard in order to get a result. Young people ceaseto value “leisured” ideals (striving for rest, relaxation and games) in advertising appeals, this is the evidence that attitude of young people toward advertising becomes more critical. They also better comprehend the fact that advertising influences the behavior, values and ideals of respondents. This survey revealed that advertising communication has an influence on shaping the system of values of youth in Russian present-day society, but it shapes mostly consumptive values but not human.

KEYWORDS: Advertising communication; Values; youth.

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