title: ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²Ð»Ð¸ÑÐ½Ð¸Ñ Ð¸Ð´ÐµÐ½ÑÐ¸ÑÐ¸ÐºÐ°ÑÐ¾ÑÐ° Ð²Ð¸Ð´ÐµÐ¾ÑÐµÐºÐ»Ð°Ð¼Ñ Ð½Ð° ÐµÐµ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ðµ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸ÐµÐ¹
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: Study of the impact of video ad identifier on audience perception of advertising
Creators: name: Ð ÑÐ±Ð°ÐºÐ¾Ð², ÐÐ»Ð°Ð´Ð¸ÑÐ»Ð°Ð²
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: Ð½Ð°ÑÐ¸Ð²Ð½Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°
Ð¼Ð°ÑÐºÐ¸ÑÐ¾Ð²ÐºÐ° ÑÐµÐºÐ»Ð°Ð¼Ñ
Ð°Ð¹ÑÑÐµÐºÐ¸Ð½Ð³
Ð¤Ð-38
Ð·Ð°ÐºÐ¾Ð½ Ð¾ ÑÐµÐºÐ»Ð°Ð¼Ðµ
Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ðµ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸
erid
native advertising
ad labeling
eye tracking
FZ-38
advertising law
audience perception

description: Ð¦ÐµÐ»ÑÑ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ñ Ð½Ð°Ð»Ð¸ÑÐ¸Ñ Ð¸Ð»Ð¸ Ð¾ÑÑÑÑÑÑÐ²Ð¸Ñ Ð²Ð»Ð¸ÑÐ½Ð¸Ñ Ð¼Ð°ÑÐºÐ¸ÑÐ¾Ð²ÐºÐ¸ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð½Ð° Ð¸Ð·Ð¼ÐµÐ½ÐµÐ½Ð¸Ðµ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸ÐµÐ¹. Ð Ð°Ð±Ð¾ÑÐ° Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ð¾Ð² Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ. ÐÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð½ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ: Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð»Ð¸ÑÐµÑÐ°ÑÑÑÑ, Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°ÑÐµÐ»ÑÑÐºÐ¸Ñ Ð¿ÑÐ¾ÐµÐºÑÐ¾Ð² Ð¸ Ð·Ð°ÐºÐ¾Ð½Ð¾Ð´Ð°ÑÐµÐ»ÑÐ½ÑÑ Ð°ÐºÑÐ¾Ð², ÑÐ¸ÑÑÐµÐ¼Ð°ÑÐ¸Ð·Ð°ÑÐ¸Ñ Ð´Ð°Ð½Ð½ÑÑ, Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ ÑÐºÑÐ¿ÐµÑÐ¸Ð¼ÐµÐ½ÑÐ° Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸ÐµÐ¼ Ð°Ð¹ÑÑÐµÐºÐ¸Ð½Ð³Ð°, Ð°Ð½ÐºÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸ÐµÐ¼ Ð¾ÑÐºÑÑÑÑÑ Ð¸ Ð·Ð°ÐºÑÑÑÑÑ Ð²Ð¾Ð¿ÑÐ¾ÑÐ¾Ð², Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¾Ð±Ð¾Ð±ÑÐµÐ½Ð¸Ðµ Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÑ Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ð¾Ð² Ð¸ ÑÑÐ°ÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ: ÐÐµÑÐ¾Ð´ Ð¥Ð°ÑÐºÐµÑÐ°-ÐÐµÑÐ°, t-ÑÐµÑÑ Ð¡ÑÑÑÐ´ÐµÐ½ÑÐ°, F-ÑÐµÑÑ Ð¤Ð¸ÑÐµÑÐ°, ÑÐ¾ÑÐ½ÑÐ¹ ÑÐµÑÑ Ð¤Ð¸ÑÐµÑÐ°, ÑÐµÑÑ ÑÐ¸2 ÐÐ¸ÑÑÐ¾Ð½Ð°. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ ÑÐ°Ð±Ð¾ÑÑ: âÐ¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½ Ð°Ð¹ÑÑÐµÐºÐ¸Ð½Ð³, ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ Ð¸Ð·ÑÑÐµÐ½Ð¸Ñ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ ÑÐµÐºÐ»Ð°Ð¼Ñ; âÐ¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¾ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ðµ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÑÐµÐºÐ»Ð°Ð¼Ñ Ð² Ð Ð¾ÑÑÐ¸Ð¸; âÐ°Ð¿ÑÐ¾Ð±Ð¸ÑÐ¾Ð²Ð°Ð½Ð° Ð¼ÐµÑÐ¾Ð´Ð¸ÐºÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ ÑÐºÑÐ¿ÐµÑÐ¸Ð¼ÐµÐ½ÑÐ° Ð½Ð° Ð°Ð¹ÑÐµÐºÐµÑÐµ; âÐ¸Ð½ÑÐµÑÐ¿ÑÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ ÑÐºÑÐ¿ÐµÑÐ¸Ð¼ÐµÐ½ÑÐ°; âÐ´Ð°Ð½Ñ ÐºÐ¾Ð½ÐºÑÐµÑÐ½ÑÐµ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐ¾Ð±Ð»ÑÐ´ÐµÐ½Ð¸Ñ 18.1 Ð¤Ð-38. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ  Ð¾ÑÑÐ°ÑÐ»Ñ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÑÐµÐºÐ»Ð°Ð¼Ñ. ÐÑÐ¸ ÑÐ°Ð±Ð¾ÑÐµ Ð½Ð°Ð´ ÐÐÐ  Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ ÑÐ¸ÑÑÐ¾Ð²ÑÐµ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ ÑÐ¸ÑÑÐ¾Ð²ÑÑ Ð±Ð¸Ð±Ð»Ð¸Ð¾ÑÐµÐº, ÑÐµÑÐ¸ ÐÐ½ÑÐµÑÐ½ÐµÑ, Ð°Ð¹ÑÑÐµÐºÐ¸Ð½Ð³Ð° Ð¸ Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼. ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð².
description: The aim of the graduate qualification work is to identify the presence or absence of the influence of advertising labeling on changing the audiences perception of the advertisement. The work has been carried out on the materials research materials. Research methods used: study of scientific literature, research projects and legislation, systematization of data, conducting an experiment using i-tracking, questionnaire survey using open and closed questions, analysis, synthesis of the obtained materials and statistical tools: Jarque-Bera test, Students t-test, Fishers Ftest, Fishers exact test, Pearson Chi-Square test. The main results of the graduate qualification work: âthe study investigated eye tracking as a tool for studying the perception of advertising; âthe development of Internet advertising in Russia was studied; âthe methodology of conducting the experiment on eye tracking was tested; âthe results of the experiment were interpreted; âspecific recommendations on compliance with 18.1 of FZ-38 were given. The areas of the graduate qualification work results application: online advertising industry. Information technologies digital libraries, the Internet, eye tracking and analytical programs were used while working on the graduate qualification work. Conclusions. Tasks have been solved, aim has been achieved, the areas of the results application have been determined.