Perevozkin Sergey Borisovich
Кандидат психологических наук, Cand. Sci. (Psychol.), Assoc. Prof. of the Department of Psychology, Pedagogy and Law, Novosibirsk State University of Economics and Management, per@bk.ru, Novosibirsk
Perevozkina Julia Mihajlovna
Доктор психологических наук, Dr. Sci. (Psychol.), Assoc. Prof., Holder of Chair of Practical and Special Psychology, Novosibirsk state pedagogical university, per@brk.ru, Novosibirsk

Influence archetypal role models, the perception of russian and kazakh advertising: intercultural aspects

The analysis of advertising discourse is considered as having the subtext, hidden from direct, objective awareness of his actions and those of the unconscious in dialogue with the reference group. Is determined that the consumer perception of advertising is affected by the ability of the advertising message to attract the attention of consumers and the effectiveness of keeping the attention, as well as the impact on the emotions of the consumer and the strength of this impact, all the components that appeal to the unconscious layers of the human psyche. Examine the data on the application of the theory of archetypes in marketing, allowing you to call the consumer an unconscious need for the acquisition of goods. Conducted cross-cultural study of perception of advertising images in Russia and Kazakhstan. As the method uses multidimensional scaling – 10 classification of advertising characters Kazakhstan advertising and promotional 10 characters of the Russian advertising role 10 archetypal images and their evaluation according to the degree of preferences from 10 (most liked advertising) to 1 (most unpleasant). The results of one-way ANOVA, demonstrating the attractiveness of commercials in case the accurate identification of the consumer role archetypal image broadcasted by the advertisement. Describe empirical data demonstrating the existence of a national context in the perception and creation of advertising on the example of Kazakhstan and Russia.
advertising, brand archetypes, role images, cross-cultural peculiarities.

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