\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 29.09.2020<\/p>\n\u0410\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u043c\u043e\u0432\u043e\u044e \u043e\u0440\u0438\u0433\u0456\u043d\u0430\u043b\u0443<\/strong><\/p>\n\u0423 \u0441\u0442\u0430\u0442\u0442\u0456 \u0432\u0438\u0441\u0432\u0456\u0442\u043b\u0435\u043d\u043e \u0456 \u043e\u0445\u0430\u0440\u0430\u043a\u0442\u0435\u0440\u0438\u0437\u043e\u0432\u0430\u043d\u043e \u043e\u0441\u043d\u043e\u0432\u043d\u0456 \u043c\u0435\u0442\u043e\u0434\u0438 \u0442\u0430 \u043f\u0440\u0438\u0439\u043e\u043c\u0438 \u043f\u0441\u0438\u0445\u043e\u043b\u043e\u0433\u0456\u0447\u043d\u043e\u0433\u043e \u0432\u043f\u043b\u0438\u0432\u0443 \u0440\u0435\u043a\u043b\u0430\u043c\u0438 \u043d\u0430 \u0441\u0432\u0456\u0434\u043e\u043c\u0456\u0441\u0442\u044c \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0456\u0432, \u0430 \u0442\u0430\u043a\u043e\u0436 \u043d\u0430\u0434\u0430\u043d\u043e \u043f\u0440\u0430\u043a\u0442\u0438\u0447\u043d\u0456 \u0440\u0435\u043a\u043e\u043c\u0435\u043d\u0434\u0430\u0446\u0456\u0457 \u0449\u043e\u0434\u043e \u043c\u043e\u0436\u043b\u0438\u0432\u043e\u0441\u0442\u0435\u0439 \u0457\u0445 \u0437\u0430\u0441\u0442\u043e\u0441\u0443\u0432\u0430\u043d\u043d\u044f \u0432 \u0440\u0430\u043c\u043a\u0430\u0445 \u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u043e\u0457 \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u043e\u0457 \u043a\u0430\u043c\u043f\u0430\u043d\u0456\u0457 \u043e\u043a\u0440\u0435\u043c\u0438\u0445 \u0441\u0443\u0431\u2019\u0454\u043a\u0442\u0456\u0432 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u043d\u0438\u0446\u044c\u043a\u043e\u0457 \u0434\u0456\u044f\u043b\u044c\u043d\u043e\u0441\u0442\u0456.
\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0440\u0435\u043a\u043b\u0430\u043c\u0430, \u043f\u0441\u0438\u0445\u043e\u043b\u043e\u0433\u0456\u0447\u043d\u0438\u0439 \u0432\u043f\u043b\u0438\u0432, \u043f\u0440\u043e\u0434\u0443\u043a\u0446\u0456\u044f, \u043c\u0435\u0442\u043e\u0434\u0438, \u043f\u0440\u0438\u0439\u043e\u043c\u0438, \u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u0456\u0441\u0442\u044c \u0440\u0435\u043a\u043b\u0430\u043c\u0438.<\/p>\n\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\nThe article highlights and describes the main methods and techniques of psychological impact of advertising on the minds of consumers. It has been found that the methods and techniques of psychological influence used in advertising can change not only people’s behavior, but also certain aspects of their cognitive, emotional and personal spheres. The main methods of psychological influence are described, namely informing, persuasion, suggestion and motivation. It is determined that among the methods of psychological influence of advertising the most significant influence is exerted by those that take into account the peculiarities of human mental processes. The generalizing result of the influence of such methods on the consciousness of consumers is their activity against their own interests, which takes place on an unconscious level. It is determined that in the process of creating modern advertising various methods and techniques of psychological influence are used, which can be divided into conscious and unconscious, rational and irrational. It has been proven that in order for advertising to be successful and effective, it must be positive. It is determined that positive advertising should include the following characteristics: reliable information about the advertised product; fulfilment of data in advertising promises; absence of various negative influences on the consumer’s subconscious; formation of a positive emotional attitude in the consumer both to the advertising itself and to the product; psychologically competently developed concept, content, plot of advertising; after watching the ad a person should feel self-confidence, inner peace, optimism, a sense of inner harmony. It is proved that positive advertising forms positive thinking in the consumer, generates its leadership, using the opportunity and advantage of the product, reliability remains at the level of the main psychological sciences and basic questions about psychological information.
\nKey words:<\/strong> advertising, psychological influence, production, methods, receptions, efficiency of advertising.<\/p>\nReferences<\/strong><\/p>\n\n- Pro reklamu : zakon Ukrainy vid 03.07.1996 \u2116271\/96-VR zi zminamy [Elektronnyi resurs] \/ Verkhovna Rada Ukrainy. \u2013 Rezhym dostupu : https:\/\/zakon.rada.gov.ua\/laws\/show\/270\/96-%D0%B2%D1%80#n12<\/li>\n
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- Suhestyvni tekhnolohii manipuliatyvnoho vplyvu : navch. posib. \/ [V.M. Petryk, M.M. Prysiazhniuk, L.F. Kompantseva, Ye.D.\u00a0Skulysh, O.D. Boiko, V.V. Ostroukhov] ; za zah. red. Ye.D.Skulysha. \u2013 2-e vyd. \u2013 K. : ZAT \u00abVIPOL\u00bb, 2011. \u2013 248 s.<\/li>\n
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- Dibrova T.H. Reklamnyi menedzhment: teoriia i praktyka : pidruchnyk \/ T.H. Dibrova, S.O. Solntsev, K.V. Bazherina. \u2013 Kyiv : KPI im. Ihoria Sikorskoho, Vyd-vo \u00abPolitekhnika\u00bb, 2018. \u2013 300 s.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[9],"tags":[],"_links":{"self":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3441"}],"collection":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3441"}],"version-history":[{"count":3,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3441\/revisions"}],"predecessor-version":[{"id":4297,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3441\/revisions\/4297"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3441"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3441"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3441"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 18-21. \u041d\u043e\u043c\u0435\u0440: \u2116<\/strong>4, \u0422\u043e\u043c 1, 2020 (28<\/strong>4)<\/strong><\/p>\n