COLOR AS A STRUCTURAL-SEMANTIC COMPONENT OF ADVERTISING

The issues of training social psychologists remain the focus of attention of specialists. Much attention is paid to the formation of competences and practical skills in the field of conducting empirical research in various areas of the functioning of society. The article presents research on the perception of color in advertising. The authors draw attention to the specifics of color perception, which unites processing of incoming information and social marking of received information. The purpose of the research was to empirically study the semantic component of color perception in advertising. The empirical study involved 22 people, potential consumers of the advertised product. The diagnostic tools used (the semantic differential method, a version proposed by W. E. Simmat for analyzing the emotional-evaluative reaction) made it possible to identify and measure the characteristics of the emotional-evaluative reaction of the participants, the level of understanding of the intended meaning, experiences, as well as the feelings evoked during the interaction of colors in advertising. The study showed that color plays a big role in creating an advertising image. However, color does not act as an independent means of communication. Color in advertising plays the role of an important component of a syncretic language. The developed research program can be used in the practice of training social psychologists. A practical study of consumer reactions to the means used in advertising can reveal the characteristics of social relationships in certain areas of social interaction.

advertising, color, meaning, potential buyer, psychosemantics, syncretic language, social marking, perception, information, evaluation

Scherbakova E. V., Zvonova E. V., Dukarevich E. Yu. Color as a structural-semantic component of advertising. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2024;3(68):315—319. DOI: 10.25683/VOLBI.2024.68.1024.