ISSN 2520-6265 (print)
ISSN 2520-6273 (online)
Authors:
O. P. Sosniuk., PhD (Candidate of Psychological Sciences), Associate Professor (docent), Social Psychology Department,
Taras Shevchenko National University of Kyiv
ORCID: 0000-0002-7558-8879, Researcher ID: W-2633-2017
E-mail: oleh.sosniuk@gmail.com
І. Yu. Vlasiuk, bachelor (in Psychology), Social Psychology Department, Faculty of Psychology,
Taras Shevchenko National University of Kyiv
ORCID: 0000-0003-4332-2280
E-mail: irina_vlasyuk99@ukr.net
E-mail: ostapenko.iryna.vit@gmail.com
DOI: https://doi.org/10.17721/upj.2020.1(13).12
Article Information
Issue: 1(13) 2020, pages: 188-208
Language: Ukrainian
Received: 24.04.2020
1 stRevision: 11.05.2020
Accepted: 14.05.2020
The article is devoted to the analysis of the results of empirical research of psychosemantic features of perception of animation advertising by the representatives of the youth target audience. Differences in the perception of animation advertising between representatives of three age groups within the youth target audience were established. The authors identified four factors (“Confidence”, “Attractiveness”, “Trust”, “Consumer Activity”), which are manifested in the perception of animation advertising by young teens (12-15 y.o.). At the same time, for аdolescence teens (16-19 y.o.) and youth (20-24 y.o.) there are three factors (“Confidence”, “Attractiveness”, “Consumer activity”), which determine their attitude to animation advertising. The peculiarities of young people's attitude to animation advertising with different types of graphics (2-D, 3-D, combined) and consumer motivation of this target audience are revealed. It has been identified that commercials based on the use of 3-D graphics are evaluated by representatives of the youth audience (of all age groups) most positively and often make them want to buy the products of the advertised brand. Commercials based on the use of 2-D graphics technology attract the most attention of younger teens (12-15 y.o.) and create the appropriate consumer motivation. The commercials created on the basis of the combined graphics are the least interesting to the representatives of the youth target audience. However, the ideas underlying such advertising are the most understandable for youth, and the advertising itself is perceived as relevant and evokes a sense of trust in the product and brand. The connection between the level of emotional intelligence and creativity with the peculiarities of the perception of animation advertising is revealed. Subjects with higher level of emotional intelligence rate animation graphics in advertising more positively than people with low levels of emotional intelligence. Representatives of the youth target audience (all age groups) with high levels of emotional intelligence are most sensitive to animation advertising using 3-D graphics. A similar trend is observed in subjects with a high level of creativity, rate commercials using 3-D graphics higher and perceive it more positively (compared with subjects with lower level of creativity). It is established that young teenagers (12-15 y.o.) with a high level of creativity also positively perceive animation advertising using 2-D graphics technology. Prospects for further research include a more detailed study of the perception of animation advertising with different types of graphics by different age groups, determining the relationship between the perception of animation advertising and the value-semantic sphere of the personality of consumers.
Key words: psychosemantics, factors of perception, animated advertisement, types of graphics, semantic differential, youth target audience.
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