XIV Международная студенческая научная конференция Студенческий научный форум - 2022

Advertising in the world appeared almost simultaneously with the emergence of trade, which was one of the first signs of civil society. The oldest example of advertising that has come down to our time is considered to be a fragment of an ancient Egyptian papyrus on which is written an offer favorable to the sale of slaves. The story of advertising origins begins with papyrus ads. In ancient Rome and ancient Greece, advertisements were used, engraved on copper and bone tablets, or written on wooden tablets.

The history of advertising in Russia begins in the X-XI centuries. During this time, Russian merchants began to use various methods to better sell their goods. In those days, the merchant class considered it normal to significantly embellish the quality of the goods sold by deliberately deceiving customers. The most common method was to hire Barker, who walked the streets lining the shops and loudly praising the shops and the goods they sold. The unsurpassed representatives of the brilliant oral advertising of those years were the peddlers, who even entered folklore. Street vendors sang songs, nursery rhymes, jokes. They advertised small items in a fun and understandable way: lace, ribbons, handkerchiefs, combs, whistles, lollipops, bagels, etc.

The history of advertising in Russia also marks an invaluable contribution to the development of popular print media. They were first mentioned in the 17th century, when such funny tablets adorned the royal chambers. Tsar Alexei Mikhailovich loved to look at these pictures.

Over time, inscriptions began to appear on the pictures, which simply and clearly introduced various information or events.It was all very colorful and colorful. Soon, slats could be found not only in the royal chambers, but also in many houses. Advertising information is also firmly anchored in the distribution of popular print media. When the trade in foreign goods began to gain momentum in Russia, newfangled foreign goods began to be advertised in KII. Already at the beginning of the 18th century, printed advertising began to appear in the Gazette published under Peter I. The history of advertising in Russia received an additional impetus when, already in the 19th century, advertising began to spread widely in the press. At the same time, in many Russian cities, round borders are installed on which advertising sheets are glued.

Right at the entrance to shops and other establishments one could get advertising prizes and calendars from the hands of the nimble guys. The development of medicine at this time also led to the need for wide public awareness of the possibilities of new patented drugs.

The history of the development of advertising in Russia took a big step after the emergence of new methods and forms of advertising led to the emergence of specialized advertising agencies, offices and offices. Basically, the history of advertising in Russia took place after the October Revolution of 1917. Glasnost was completely subordinated to the interests of the state. A striking example of advertising figures of this period can be considered V.V. Mayakovsky, who devoted a lot of his talent to this business. His bright, catchy expressions have always attracted the attention of buyers to a particular product.

In 1935, a government decree was issued "on the use of advertising methods to increase turnover." The "Torgreklam" company is created. In the forties of the 20th century, due to military events, advertising of ordinary household goods was not carried out. In the 60s, economic growth began in the USSR. The population's demand for quality goods has increased. There are specialized advertising agencies: "outdoor advertising", "Soyuztorgreklam", advertising agencies "Aeroflot". In the 1970s, the publication of advertising magazines began. The first magazine "Reklama" was published in 1971, later "Commercial Bulletin", "Panorama", "New Products" and other publications. With the collapse of the USSR, the Soviet era ends with advertising, a new stage in the development of advertising begins in the "new" Russia.

THE INFLUENCE OF ADVERTISING ON CHILDREN AND ADOLESCENTS.

Advertising has a particular impact on children. Vivid images on the screen, music are remembered and drawn on the screen. Scientists have shown that often repeated vivid images and phrases can cause mental disorders in children and people with an unstable psyche. Basically, the psyche is formed at school age, it is at this age that a person perceives everything much more seriously, so it is not difficult for him to inspire. This is used well by ad producers. Advertising affects children, children influence the market. Psychologists believe that consumer feelings in children increase. “Children are becoming avid consumers,” they say. - When asked what you will do when you grow up, they answer that they will earn money. When they discuss their friends, they talk about their clothes, about the brands of clothes they wear, not about their human qualities. "Why do children like advertising and how it affects

For a child, advertising is, first of all, the simplest model of cognition of society. The ad is informative and easy to remember. In addition, children remember this more easily than adults, because their head is not so full of various information. Children love and remember advertising well, because, in fact, this is a synthesis of games and fairy tales. The advertisement speaks the same language as the child.

When you turn on the TV, you are forced to face advertisements, whether you like it or not. We quote them, sing them, make them laugh and annoy, delight and upset. Short videos that convince us to choose a specific product are so ingrained in our daily life that it is difficult to imagine our life without ads.

Any element of any advertisement, such as a kitten, puppy or hedgehog, which the child dreams of, can negatively affect the child's nervous system.

Each age period has features of the child's development, the formation of his idea of ​​the world, his understanding and acceptance of what is happening.

In this regard, the influence of advertising on a child should be considered at different ages, since the processes that will occur at different ages are inherently different.

Early childhood (age from 2 to 6 years) is characterized by the active development of all cognitive processes, the development of the child's thinking. An important place in the development of a child's personality during this period is occupied by aesthetic feelings: a sense of the beautiful and ugly, a sense of harmony, a sense of rhythm, a sense of humor.

As soon as the advertisement enters the field of view of the child, due to its attractiveness and brightness, he begins to analyze, trying to shift as much as possible those patterns of behavior that he sees in short videos about his behavior.

The ads offer simple solutions to problems: you can't do your homework — eat chips; If you are ugly, put on jeans from a well-known company, and all men will fall at your feet. Don't do anything, don't think - just eat and wear what the screen offers you. All decisions for the child have already been made, which limits the work of thinking and, ultimately, negatively affects the intellect.Advertising information has incredible power of suggestion and is perceived as something undeniable. If adults

are able to draw the line between the real world of advertising and the virtual one, then children cannot do this. A small child understands literally everything that he sees and hears.

Advertising heroes for him are real characters - bright and attractive. And

their lifestyle, tastes, preferences, manner of speaking become the standard -

often rather dubious.

Young children are primarily attracted by the movement on the screen and the bright picture, and not by the meaning of the advertising message. The flow of semantic information is perceived by them unconsciously. Without additional volitional efforts, a person cannot concentrate on a specific object for a long time. Fatigue builds up and attention spontaneously changes. In this regard, it should be noted that advertising negatively affects the health of the child. The immature body is affected by the radiation of the screen, the flickering of bright colored spots, and frequent changes in images. Flashing images negatively affect the child's visual apparatus, heart and brain, and frequent changes in the image weaken attention. And yet, advertising constantly teaches children to use harmful products.

Advertising has a negative impact on personal development. Children are imposed on the ideals of beauty, life goals, a way of being, extremely far from reality. However, they are forced to fight for it, to face the "ideal". The child's consciousness is gradually turning into a warehouse of stereotypes.

Consider an older age period (6 to 12 years). It should be noted that this is the period when the general growth of the child takes place - the expansion of the range of his interests, the development of self-awareness, a new experience of communication with peers. All this leads to an intensive growth of experiences, such as empathy for someone else's pain, the ability to selfless altruism, etc. during this period, logical thinking is formed, the ability to build logical chains, and analyze the processes that are taking place. Memory develops, the child's intellectual potential is formed. Thus, false values ​​will be formed in the child: advertising of expensive goods, luxury goods, inaccessible to the majority of the population, leads to negative emotional reactions. Very often in modern domestic advertising it seems that according to the laws of ethics they do not speak publicly. The repetition of such stories can also create a depressed mental state in the audience.

There have been many studies on the psychological effects of advertising on children. Russian scientists in the course of their observations noted that on average a child sees about 40,000 commercials a year. And in order to promote products even more efficiently, some special companies interview children and adolescents rather than adults. All this is done in order to better study their consumer demand, behavior, way of thinking, lifestyle, etc. People who examine children are specialists in the field of pedagogy, psychology and medicine.

Marketers take into account that not only a new cartoon or film, but also a new computer game or any widely advertised toy play an important role for a child in communicating with friends. Sometimes a child's credibility can directly depend on having a new thing at home or in his pocket. And advertising largely dictates the very fashion that adults, and especially small children, blindly trust and follow.

Sometimes we can't even imagine what serious problems viewing ads can cause for children.

It is no secret that in many countries the problem of childhood obesity is very urgent. A large percentage of psychologists believe that one of the main reasons is precisely the advertising of sweet soda water, sweets, hamburgers, chocolate and other sweets and types of fast food;

Children constantly ask their parents to buy highly promoted products. But not all adults can afford to buy expensive games or dolls. And then a small family member may well develop an inferiority complex.

In children who do not yet have a concept of values, thanks to advertising, self-esteem is poorly formed and a lot of complexes are generated. Many

modern children no longer want to be teachers or doctors in the future, because they already put material goods above all else in childhood. For them, dreaming of becoming an astronaut or a scientist is not only prestigious, but also profitable. Advertisements sometimes appear on television encouraging children to behave in an inappropriate and dangerous manner. For example, a video where one child deliberately wants to take on the influence of another, so as not to go to school. A bit funny, but the idea makes sense. Believe me, there were many children who liked this idea and decided to use it. And such harmful advice is not so rare on our television screens.

Excessive sexuality in many advertisements (shampoos, shower gels, perfumes, etc.) leads to teenagers having sex very early.

In many fashion and colorful magazines, big cigarette and alcohol revolutions are pushing kids to smoke, drink, and grow up early.

The ads feature thin and beautiful models that can lead to self-esteem and even anorexia in girls.

Advertising professionals often use a variety of fairy or fantasy characters. This can be Cinderella (from an ad about a female dishwasher), a genie from a bottle (a gentleman who cleans the floor to a shine), Moidodyr (whose merits include cleaning clothes). This movement is very correct from a psychological point of view. Subconsciously, children and many adults are attracted by everything fabulous and magical. Professional advertising creators are well aware that the greatest influence and influence on the child is exerted precisely by the methods of advertising.

The allusion to children and adolescents bears great rewards. After all, children are not able to critically perceive information, because the child's worldview and his entire personality have not yet been formed. Therefore, everything that is groundless and groundless, which is repeated several times, is taken by children for faith. These immature little viewers literally take the ad and completely trust whatever the video says. Not for anything that popular music and film stars are also featured in commercials.

CONCLUSION.

Advertising has an impact on adolescents. Advertising marketers can find many ways to deceive the buyer and create all the conditions for purchasing a product. However, a thinking person who has his own opinion on what is happening around him and in his life is difficult to deceive. It is impossible to live completely without advertising. Both adolescents and adults understand this. But you need to do everything necessary to ensure that the advertising is of high quality, so that it does not throw dust in the eyes of the buyer, but gives reliable information.

List of used literature:

1. Russian Russian Dictionary 1. “I Know the World: Economics” AST-LTD publishing house, 2012; Olymp, 2012.

2. Explanatory Dictionary of the Russian language, Moscow; Russian language,

Polygraph resources.

3. Klenov A.M. Psychology of a teenager - Moscow, 2014.

4. Lichko A.E. Psychopathy and accentuation of character in adolescents.- Moscow, 2010.

Electronic resources:

1. https://www.culture.ru/materials/255253/istoriya-reklamy-v-rossii

2. www.pravda.ru

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