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Отношение к социальной и политической рекламе российской молодежи // Attitudes to Social and Political Advertising Among Russian Youth

Author

Listed:
  • E. Vlasenkova

    (Moscow State University)

  • M. Gagarina

    (Financial University)

  • Е. Власенкова А.

    (Московский государственный университет)

  • М. Гагарина А.

    (Финансовый университет)

Abstract

The article presents the results of an empirical study of the characteristics of the evaluation of social and political advertising by young men and women. In total 96 respondents aged 18 to 22 years (M = 18.7; SD = 0.92) took part in research. The semantic differential was used as a research method; respondents were asked to evaluate two photographs depicting social and political advertising on public transport. By comparing the average estimates of social and political advertising, it was found that political advertising as a whole is evaluated more negatively than social advertising. Young men evaluate social advertising more positively than young women. There were no significant differences in the assessment of political advertising between the two genders. В статье приводятся результаты эмпирического исследования особенностей оценки социальной и политической рекламы юношами и девушками. Респондентов (были опрошены 96 респондентов в возрасте от 18 до 22 лет) просили оценить с помощью методики семантического дифференциала две фотографии с изображением социальной и политической рекламы, размещенной на общественном транспорте. Сравнивая средние значения оценок социальной и политической рекламы юношами и девушками авторы установили, что в целом политическая реклама оценивается более негативно, чем социальная. При этом юноши оценивают социальную рекламу более положительно, чем девушки. Достоверных различий в оценке политической рекламы не выявлено.

Suggested Citation

  • E. Vlasenkova & M. Gagarina & Е. Власенкова А. & М. Гагарина А., 2019. "Отношение к социальной и политической рекламе российской молодежи // Attitudes to Social and Political Advertising Among Russian Youth," Review of Business and Economics Studies // Review of Business and Economics Studies, Финансовый Университет // Financial University, vol. 7(4), pages 39-44.
    • Handle: RePEc:scn:00rbes:y:2019:i:4:p:39-44
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