THE PROBLEM OF PSYCHOLOGICAL IMPACT OF THE ADVERTISING POSTER ON SOCIETY
DOI:
https://doi.org/10.32461/2226-3209.3.2020.220100Keywords:
poster, advertising poster, modern poster, social impact, psychological impact.Abstract
The purpose of the article is a research of the modern advertising poster. As we study the poster, we study the psychological impact of the advertising poster on society. Our goal is to identify the means of the impact of modern advertising on the consumer and to evaluate the trend of development. Methodology. The methodological basis is based on the principle of a systematic approach and a comprehensive study of modern advertising. To analyze the psychological impact of the poster on the society we use: empirical and theoretical methods. We have considered the method of comparative analysis on the basis of literature on the topic of research, as well as scientific and methodological documentation. The systematization of the material is based on analysis and synthesis techniques. Scientific novelty. The scientific article investigates the means of the psychological influence of advertising on society for the first time. On the basis of our research, the definition of visual means and compositional principles of construction of advertising, substantiation of the expediency of the poster, and aesthetic appeal with the use of stylistic design, the effects of the psychological influence of the poster on the society are considered. Conclusions. To sum up, we conclude that advertising manipulates our subconscious. Analyzing the publications and trends of the poster development, it is revealed that it has long ceased to be of informative nature only and is considered as a means of influencing human consciousness. By imposing new values, it shapes attitudes towards the world and turns one into a doer of external will. Unfavorable results of social processes exacerbate stress, and work on the problem begins. As a result, it is concluded that public banners should not interpret social difficulties, but offer alternatives focused on the emotions of love, etc.
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