PECULIARITIES OF NEW GENERATION’S PERCEPTION OF COMMERCIALS IN THE CONTEXT OF SOCIAL COGNITION

dc.creator	Andreev Konstantin Olegovich
dc.date	2012-03-01T00:00:00Z
dc.date.accessioned	2015-07-20T22:21:19Z
dc.date.available	2015-07-20T22:21:19Z
dc.identifier	2077-1770
dc.identifier	2218-7405
dc.identifier	https://doaj.org/article/ba3a9b86abfe4bb6945ed5b9f30cc44d
dc.identifier.uri	http://evidence.thinkportal.org/handle/123456789/20365
dc.description	This article is devoted to the analysis of the results received in the process of studying the new generation's perception of commercials in the context of social cognition. The aim of the exploration was in the peculiarities' detection of commercials' perception in the context of different scenarios of young people's cognitive development. In order to reach the target we used the questionnaire “Socio-psychological analysis of individual worldview” and “Methodology of commercials' psychological effectiveness' evaluation”. As a result we wrote down specific peculiarities of commercials' perception, true for every one of the 4 models of worldview which we studied: chaotic, antagonistic, mechanical and organismic. The most important peculiarity of commercials' perception by people with predominantly chaotic worldview is seeing commercials as realistic and contemporary. The most eminent peculiarity of commercials' perception by people with the high level of antagonistic social cognition is a sympathetic attitude to the characters of commercials and remembering the advertised product. The most vivid peculiarity of mechanical worldview may be considered perceiving commercials as calm, useful and approval of its characters. Perceiving commercials as extraordinary and having a sympathetic attitude to its characters are the brightest peculiarities of commercials' perception by people with high level of organismic social cognition. These results may be effectively used in psychological and educational work, aimed at development of critical perception of commercials and intensification of the level of consuming of the media products.
dc.language	Russian
dc.publisher	Naučno-innovacionnyj Centr
dc.relation	https://doaj.org/toc/2077-1770
dc.relation	https://doaj.org/toc/2218-7405
dc.rights	CC BY-NC-ND
dc.source	Sovremennye Issledovaniâ Socialʹnyh Problem , Iss 3 (2012)
dc.subject	Education (General)
dc.subject	L7-991
dc.subject	Education
dc.subject	L
dc.subject	DOAJ:Education
dc.subject	DOAJ:Social Sciences
dc.subject	Education (General)
dc.subject	L7-991
dc.subject	Education
dc.subject	L
dc.subject	DOAJ:Education
dc.subject	DOAJ:Social Sciences
dc.subject	Education (General)
dc.subject	L7-991
dc.subject	Education
dc.subject	L
dc.subject	Education (General)
dc.subject	L7-991
dc.subject	Education
dc.subject	L
dc.subject	Education (General)
dc.subject	L7-991
dc.subject	Education
dc.subject	L
dc.title	PECULIARITIES OF NEW GENERATION’S PERCEPTION OF COMMERCIALS IN THE CONTEXT OF SOCIAL COGNITION
dc.type	article