title: Ð£Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ðµ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ð¹ Ð¼Ð¾ÑÐ¸Ð²Ð°ÑÐ¸ÐµÐ¹ Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ Ñ ÑÐ´Ð¾Ð¶ÐµÑÑÐ²ÐµÐ½Ð½Ð¾-Ð²ÑÑÐ°Ð·Ð¸ÑÐµÐ»ÑÐ½ÑÑ ÑÑÐµÐ´ÑÑÐ² Ð² ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Consumer activity management using artistic and expressive motivational means in advertising communication
Creators: name: ÐÐ¾ÑÐ¾Ð·Ð¾Ð²Ð°, ÐÐ½Ð°ÑÑÐ°ÑÐ¸Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: ÑÐµÐºÐ»Ð°Ð¼Ð°
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ñ
ÑÑÐµÐ´ÑÑÐ²Ð° ÑÐµÐºÐ»Ð°Ð¼Ñ
Ð¿Ð¾ÑÑÐµÐ±Ð½Ð¾ÑÑÐ¸
Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ðµ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ
advertising
communication
advertising media
needs
consumer behavior

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¸Ð·ÑÑÐµÐ½Ð¸Ñ Ð²Ð»Ð¸ÑÐ½Ð¸Ñ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ð½Ð° Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ðµ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ ÑÐµÐ»Ð¸, Ð·Ð°Ð´Ð°Ñ, ÑÑÐ½ÐºÑÐ¸Ð¹, Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð², ÑÑÐµÐ´ÑÑÐ², ÑÑÐ´Ð¾Ð¶ÐµÑÑÐ²ÐµÐ½Ð½Ð¾-Ð¸Ð·Ð¾Ð±ÑÐ°Ð·Ð¸ÑÐµÐ»ÑÐ½ÑÑ ÑÐ»ÐµÐ¼ÐµÐ½ÑÐ¾Ð² ÑÐµÐºÐ»Ð°Ð¼Ñ; Ð°Ð½Ð°Ð»Ð¸Ð· Ð¿Ð¾Ð½ÑÑÐ¸Ñ Â«ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸ÑÂ» Ð² ÑÐ¸ÑÐ¾ÐºÐ¾Ð¼ ÑÐ¼ÑÑÐ»Ðµ Ð¸ ÐµÐµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÑÐ¿Ð¾ÑÑÐ¸Ð²Ð½Ð¾-Ð¾Ð·Ð´Ð¾ÑÐ¾Ð²Ð¸ÑÐµÐ»ÑÐ½Ð¾Ð¹ ÑÑÐµÑÐµ; Ð¾Ð·Ð½Ð°ÐºÐ¾Ð¼Ð»ÐµÐ½Ð¸Ðµ ÑÂ  Ð¼Ð¾Ð´ÐµÐ»ÑÐ¼Ð¸ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð³Ð¾ Ð²Ð¾Ð·Ð´ÐµÐ¹ÑÑÐ²Ð¸Ñ Ð½Ð° Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»Ñ; Ð¸Ð·ÑÑÐµÐ½Ð¸ÐµÂ  ÑÐ»Ð¾Ð¶Ð¸Ð²ÑÐ¸ÑÑÑ Ð² Ð¾Ð±ÑÐµÑÑÐ²Ðµ Ð³ÐµÐ½Ð´ÐµÑÐ½ÑÑ Ð¸ Ð²Ð¾Ð·ÑÐ°ÑÑÐ½ÑÑ ÑÑÐµÑÐµÐ¾ÑÐ¸Ð¿Ð¾Ð², Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ ÑÐ°Ð·Ð»Ð¸ÑÐ½ÑÐ¼Ð¸ Ð²Ð¾Ð·ÑÐ°ÑÑÐ½ÑÐ¼Ð¸ Ð³ÑÑÐ¿Ð¿Ð°Ð¼Ð¸; Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ Ð²Ð»Ð¸ÑÐ½Ð¸Ñ Ð¿Ð¾ÑÑÐµÐ±Ð½Ð¾ÑÑÐµÐ¹ Ð¸ Ð¼Ð¾ÑÐ¸Ð²Ð¾Ð² Ð¿ÑÐ¸Ð¾Ð±ÑÐµÑÐµÐ½Ð¸Ñ ÑÑÐ»ÑÐ³ ÑÐ¿Ð¾ÑÑÐ¸Ð²Ð½Ð¾-Ð¾Ð·Ð´Ð¾ÑÐ¾Ð²Ð¸ÑÐµÐ»ÑÐ½Ð¾Ð¹ ÑÑÐµÑÑ Ð½Ð° Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ðµ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ. Ð Ð°Ð±Ð¾ÑÐ°Â  Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð°Â  Ð½Ð°Â  Ð±Ð°Ð·Ðµ ÑÐ°Ð±Ð¾ÑÂ  Ð¾ÑÐµÑÐµÑÑÐ²ÐµÐ½Ð½ÑÑÂ  Ð¸Â  Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½ÑÑÂ  Ð°Ð²ÑÐ¾ÑÐ¾Ð². ÐÐ»ÑÂ  Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð¸ÑÂ  Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð´Ð°Ð½Ð½ÑÐµ ÐÐÐ Â«ÐÑÐ¾ÐºÑÑÂ». ÐÂ  ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ ÑÐ°Ð±Ð¾ÑÐ°Â  Ð¿ÑÐ¸Ð½Ð¸Ð¼Ð°ÐµÑÑÑÂ  ÐºÂ  ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸, ÑÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð½ÑÐµ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¸Ð¼ÐµÑÑ Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ðµ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ðµ Ð¸ Ð±ÑÐ´ÑÑ ÑÑÐ¸ÑÑÐ²Ð°ÑÑÑÑ Ð¿ÑÐ¸ ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ð¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÑ ÑÐ¾Ð¾Ð±ÑÐµÐ½Ð¸Ð¹.
description: This work is devoted to the study of consumer behavior in the field of commercial advertising communications. The tasks that were solved during the study: study of the goals, objectives, functions, tools, means, artistic and visual elements of advertising; analysis of the concept of âcommunicationâ in a broad sense and its features in the sports and recreational field; familiarization with models of advertising influence on consumers; studying the gender and age stereotypes that have developed in society, the characteristics of the perception of advertising communications by different age groups; studying the influence of needs and motives for purchasing sports and health services on consumer behavior. The work was carried out on the basis of the works of domestic and foreign authors. To perform the analysis, data from Crocus LLC were used. As a result, the work is accepted for implementation, the recommendations generated have practical application and will be taken into account when creating communication messages.