Suchergebnisse

The article examines three groups of technologies for creating moods in advertising: modeling technology senses the reaction to advertising; Information technology impacts; technology influence through normative value. A detailed analysis of the content of these technologies allows to focus its efforts on the use of special methods of action undertaken within the boundaries of each technology.

Among the main approaches to explain the formation of emotions and mood of the person, is of particular importance motivational approach presented in the works of Russian scientists A. Leontiev, S. Rubinstein, P. Simonov, E. Ilyin. From the perspective of this approach, the terms of positive emotions and mood conducive to the vigorous activity of the individual are the requirement of the state of such premises, as simple reception, perception, comprehension, conscious anticipation of the results of the course of events or actions. The article discusses the mechanism of formation of the state through the requirement of advertising exposure.