PERSUASIVE DESIGN IN ADVERTISING AS A FACTOR OF INFLUENCE ON THE BEHAVIORAL ORIENTATION OF THE SOCIETY

Abstract

To analyze the persuasive design of advertising as a now days phenomenon, and also to consider the influence of design meanings-images on the perception processes and behavioral reactions of a person.  A  combination  of  complex  and  comparative  methods  that  allow  to  identify  the peculiarity  of  the  problems  of  persuasive  design  of  advertising  in  the  modern  society,  as  well  as  the principles of objectivity and impartiality of analysis, the principle of critical reflection of the investigated material. Results.  The  content  of  the  persuasive  design  of  advertising  in  the  social  everyday  life  was
analysed. It was carried out its characteristic features, such as expressiveness, persuasiveness, speed of the transfer of a certain pragmatic installation, emotional influence on the subconscious reactions of a person, as a result of the possibility of transformation of perception and behavioral social orientation of the target audience with subsequent programming of it action in the future.
Findings.  We  paid  attention  to  the  social  responsibility  of  both  customers  and  designers  of advertising  products  for  formation  the  internal  intentions  and  behavioral  stereotypes  of  most representatives of modern society.
Practical  value.  The  findings  of  the  study  should  help  to  deepen  the  understanding  of  the specificity of the persuasive design of advertising as a phenomenon of the presents, its interconnectedness with various aspects of human vitality.