PSYCHOLOGICAL FEATURES OF ADVERTISING INFORMATION PERCEPTION BY STUDENTS

Article demonstrates the universality of the method, used for the analysis of personality's motivational sphere related parameters nonlinear correlation, applying it in the context of the advertising information perception's psychological features research. The types of advertisement information perception basing on the analysis of correlation between students' perceptiveness to information with advertising content and their creative orientation are distinguished and described. The first type of advertisement information perception by students (conditionally we named it “easily carried away”) is characterized by high level of creativity and high perceptiveness to information with advertising content. The second (“reasonable”) – by high level of creativity and low perceptiveness to advertisement information. The third type (“exploitative”) is characterized by low level of creativity and high perceptiveness to information with advertising content. The fourth (“conservative”) – by low level of creativity and low perceptiveness to advertisement information. Psychological peculiarities of advertisement information perception by the students of defined types according to the features of their creativity (risk, inquisitiveness, complexity and imagination) are described. The differences between the types of advertisement information perception by students in dominating perceptive modality (visual and audio), defined with the means of single-factor analysis of variance, are shown. Practical recommendations for students, who perceive the advertisement information and for those, who needs to present some information more effectively are given.