title: ÐÐ¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ðµ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð¸Ð½Ð¾ÑÑÑÐ°Ð½Ð½ÑÐ¼Ð¸ ÑÑÑÐ´ÐµÐ½ÑÐ°Ð¼Ð¸ Ð¡ÐÐ±ÐÐ£: ÑÐ¾ÑÐ¸Ð¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¸Ð¹ Ð°Ð½Ð°Ð»Ð¸Ð·
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Perception of advertising by foreign students of SPbPU: sociological analysis
Creators: name: Ð¡Ñ ÐÑÐ½ÑÑÐ°Ð¹
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: 2020
Subjects: Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ðµ ÑÐµÐºÐ»Ð°Ð¼Ñ
ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÐ¹ ÑÐµÐºÑÑ
ÑÐ²ÐµÑ Ð² ÑÐµÐºÐ»Ð°Ð¼Ðµ
Ð¼ÑÐ·ÑÐºÐ° Ð² ÑÐµÐºÐ»Ð°Ð¼Ðµ
ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÐ¹ Ð³ÐµÑÐ¾Ð¹
Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð°Ñ ÐºÑÐ»ÑÑÑÑÐ°
Ð·Ð°ÐºÐ¾Ð½ Ð¾ ÑÐµÐºÐ»Ð°Ð¼Ðµ
perception of advertising
advertising text
advertising color
advertising music
advertising hero
national culture
advertising law

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð¸Ð½Ð¾ÑÑÑÐ°Ð½Ð½ÑÐ¼Ð¸ ÑÑÑÐ´ÐµÐ½ÑÐ°Ð¼Ð¸ Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¾Ð³Ð¾ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑÐ° ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾ Ð¸ Ð¸Ð·ÑÑÐµÐ½Ð¸Ñ ÑÐ°ÐºÑÐ¾ÑÐ¾Ð², Ð²Ð»Ð¸ÑÑÑÐ¸Ñ Ð½Ð° Ð½ÐµÐ³Ð¾. Ð­Ð¼Ð¿Ð¸ÑÐ¸ÑÐµÑÐºÐ¾Ð¹ Ð¾ÑÐ½Ð¾Ð²Ð¾Ð¹ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿Ð¾ÑÐ»ÑÐ¶Ð¸Ð»Ð¸ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ, Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÐµ Ð¿ÑÐ¸ Ð¿Ð¾Ð¼Ð¾ÑÐ¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¾ÑÐ¸Ð¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¸Ñ Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð°Ð½ÐºÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸ ÑÐ¾ÐºÑÑ-Ð³ÑÑÐ¿Ð¿Ñ Ð¿Ð¾ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ð°ÑÐ¸ÐºÐµ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ Ð¾ÑÐ´ÐµÐ»ÑÐ½ÑÑ ÑÐ°ÑÑÐµÐ¹ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð³Ð¾ Ð¾Ð±ÑÐ°ÑÐµÐ½Ð¸Ñ: ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð³Ð¾ ÑÐµÐºÑÑÐ°, ÑÐ²ÐµÑÐ° Ð² ÑÐµÐºÐ»Ð°Ð¼Ðµ, ÐµÐµ Ð¼ÑÐ·ÑÐºÐ°Ð»ÑÐ½Ð¾Ð³Ð¾ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ñ, Ð½Ð°Ð»Ð¸ÑÐ¸Ñ Ð³ÐµÑÐ¾Ñ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð³Ð¾ ÑÐ¾Ð»Ð¸ÐºÐ° Ð¸ ÑÐ¼Ð¾ÑÐ° Ð² ÑÐµÐºÐ»Ð°Ð¼Ðµ, Ð° ÑÐ°ÐºÐ¶Ðµ Ñ ÑÑÐµÑÐ¾Ð¼ ÑÐ¾ÑÐ¸Ð¾ÐºÑÐ»ÑÑÑÑÐ½ÑÑ Ð¸ Ð¿ÑÐ°Ð²Ð¾Ð²ÑÑ ÑÐ°ÐºÑÐ¾ÑÐ¾Ð².
ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð½ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹ Ð±ÑÐ»Ð¸ ÑÐ´ÐµÐ»Ð°Ð½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð²ÑÐ²Ð¾Ð´Ñ Ð¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ. Ð¡Ð¾Ð·Ð´Ð°Ð½Ð¸Ðµ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÑ ÑÐ¾Ð»Ð¸ÐºÐ¾Ð² Ð´Ð¾Ð»Ð¶Ð½Ð¾ ÑÑÐ¸ÑÑÐ²Ð°ÑÑ ÐºÑÐ»ÑÑÑÑÑ Ð¸ Ð½Ð¾ÑÐ¼Ð°ÑÐ¸Ð²Ð½ÑÑ Ð±Ð°Ð·Ñ, Ð²Ð»Ð¸ÑÑÑÑÑ Ð½Ð° Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ðµ ÑÐµÐºÐ»Ð°Ð¼Ñ ÑÑÑÐ´ÐµÐ½ÑÐ°Ð¼Ð¸ Ð¸Ð· ÑÐ°Ð·Ð½ÑÑ ÑÑÑÐ°Ð½, Ð¾Ð±ÑÑÐ°Ð¸ Ð¸ Ð½Ð¾ÑÐ¼Ñ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð·Ð°ÐºÐ¾Ð½Ð¾Ð´Ð°ÑÐµÐ»ÑÑÑÐ²Ð° Ð¸ Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ°Ð²Ð°, ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ Ð¿Ð¾ÑÑÐµÐ±Ð»ÐµÐ½Ð¸Ñ Ð² ÑÐ°Ð·Ð½ÑÑ ÑÑÑÐ°Ð½Ð°Ñ, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ Ð¸Ð½Ð¾ÑÑÑÐ°Ð½Ð½ÑÐ¼Ð¸ ÑÑÑÐ´ÐµÐ½ÑÐ°Ð¼Ð¸ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÑ ÑÐ»ÐµÐ¼ÐµÐ½ÑÐ¾Ð² ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð³Ð¾ Ð¾Ð±ÑÐ°ÑÐµÐ½Ð¸Ñ Ð´Ð»Ñ ÑÐ¾ÐºÑÐ°ÑÐµÐ½Ð¸Ñ ÐºÑÐ»ÑÑÑÑÐ½Ð¾Ð¹ Ð´Ð¸ÑÑÐ°Ð½ÑÐ¸Ð¸ Ð¸ ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ñ Ð¿ÑÐµÐ´Ð¿Ð¾ÑÑÐ»Ð¾Ðº Ð´Ð»Ñ ÑÐ°ÐºÐ¾Ð³Ð¾ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ ÑÐµÐºÐ»Ð°Ð¼Ñ, Ð·Ð° ÐºÐ¾ÑÐ¾ÑÑÐ¼ Ð¼Ð¾Ð¶ÐµÑ Ð¿Ð¾ÑÐ»ÐµÐ´Ð¾Ð²Ð°ÑÑ Ð¿ÑÐ¸Ð½ÑÑÐ¸Ðµ ÑÐµÑÐµÐ½Ð¸Ñ Ð¾ Ð¿Ð¾ÐºÑÐ¿ÐºÐµ ÑÐ¾Ð²Ð°ÑÐ° Ð¸Ð»Ð¸ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÑÐ»ÑÐ³Ð¾Ð¹.
description: This work is devoted to the study of the perception of advertising by foreign students of the St. Petersburg Polytechnic University of Peter the Great and the study of factors influencing it. The empirical basis of the study was the results obtained using sociological survey methods and a focus group on the perception of certain parts of the advertising message: the advertising text, color in the advertisement, its musical accompaniment, the presence of the hero of the commercial and humor in advertising, as well as taking into account sociocultural and legal factors.
Based on the studies, the following conclusions and suggestions were made. The creation of commercials should take into account the culture and regulatory framework that affects the perception of advertising by students from different countries, the customs and norms of national legislation and international law, the concept of consumption in different countries, as well as the peculiarities of perception by foreign students of the main elements of advertising to reduce the cultural distance and create prerequisites for such a perception of advertising, which may be followed by a decision to purchase a product or use a service.