The Impact Features of Advertising Videos on the Emotional State of a Person with Different Levels of Advertising Suggestiveness
https://doi.org/10.18384/3033-6414-2026-1-22-34
Abstract
Aim. To reveal impact features of advertising videos on the emotional state of a person with different levels of suggestiveness in advertising.
Methodology. The study involved 70 people, including 22 boys and 48 girls aged 18 to 25 years, including students of the Crimean Engineering and Pedagogical University named after Fevzi Yakubov. Such methods as “Personal Feelings Scales” (A. Wessman, D. Ricks), the author’s research questionnaire “Advertising Suggestiveness of the Personality” (R. I. Zekeriaev) were used in the ascertaining experiment. In the process of statistical data analysis, Wilcoxon t-test was used. The research software was MS Excel 2021 and IBM SPSS Statistics 22.0.
Results. It was revealed that while viewing advertising, statistically significant changes occur in the emotional states of people with different levels of suggestiveness in advertising.
Research implications. The obtained results can be considered in the process of psychological support of the person’s process of media socialization.
About the Author
R. I. Zekeriaev
Crimean Engineering and Pedagogical University named after Fevzi Yakubov
Russian Federation
Russian Federation
Ruslan I. Zekeriaev – Cand. Sci. (Psychology), Assoc. Prof., Department of Psychology, Crimean Engineering and Pedagogical University named after Fevzi Yakubov.
Simpheropol
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