Psychosemantic Peculiarities of Promotional Videos Perception

Keywords: semantic differential method, psychology of advertising, promotional video, juvenile age, adolescent age, gender differences.

Abstract

The article presents the findings of a study of the psycho-semantic characteristics of the perception of promotional videos in the juvenile and adolescent age periods (as exemplified by the students of a lyceum and those of an institution of higher education in Ukraine). The modern advertising is seen as a societal and socio-psychological phenomenon that models not only the behavior but also the values, standards and mindsets of the younger generation. The scientific principles of the experimental psycho-semantics became the methodological basis for the empirical research in question. The purpose of the research was to reconstruct semantic spaces and an individual system of meanings, through the prism of which advertisements are perceived by juveniles and adolescents of both genders.

The psycho-semantic research was carried out in three stages: scaling of advertising objects (on the basis of the semantic differential method), the construction of semantic spaces of promotional videos and the interpretation of the results obtained. Five promotional videos of different types were selected as the evaluation objects (an “Otrivin” animation video with computer graphics and special effects; a “Pantene” actor-supported voice-over music video; a “Hylak Forte” voice-over information-type video; a “Samsung” celebrity figure-supported video; a “Raiffeisenbank” storyline actor-supported voice-over music video). A comparative analysis of the psycho-semantic spaces of the above-mentioned objects was performed; the age and gender characteristics of their perception in the juvenile and adolescent age periods were determined.

The following factors were identified as the main semantic axes of the psycho-semantic perception (as exemplified by the “Raiffeisenbank” promotional video): “Confidence in (distrust of) advertising” (SD indicators “true – false”, “informative – less informative”, “intelligent – stupid”); “Emotional attractiveness (unattractiveness) of advertising” (SD indicators “attractive – repulsive”, “joyful – sad”; “Tactfulness (obtrusiveness) of advertising” (SD indicators “relaxed – tense”, “modest – obtrusive”, “interesting – boring”).

Downloads

Download data is not yet available.

References

Bahtin, M.M. (1979). Jestetika slovesnogo tvorchestva [Aesthetics of verbal creativity]. Moscow: Iskusstvo [in Russian].
Vojtenko, M.V. (2017). Pryjomy manipuljuvannja u francuzkyh reklamnyh tekstah «Produits de luxe» [Methods of manipulation in French advertising texts]. Naukovi zapysky Nacionalnogo universytetu «Ostrozka akademija» – Scientific notes of the National University of Ostroh Academy, 67, 65–68 [in Ukrainian].
Dedjuhin, A.A. (2006). Modeli organizacii verbalnoj i vizualnoj informacii v tekste reklamy (na materiale anglijskih i russkih tekstov reklamy avtomobilej) [Models of the organization of verbal and visual information in the text of advertising (on the material of English and Russian texts of car advertising)]. Extended abstract of candidate’s thesis. Krasnodar [in Russian].
Zabolotna, T. (2009). Leksyko-stylistychni osoblyvosti virtualnoi reklamy [Lexical-stylistic features of virtual advertising]. Psyholingvistyka – Psycholinguistics, 3, 196–202 [in Ukrainian].
Zalevskaja, A.A. (2014). Interfejsnaja teorija znachenija slova: psiholingvisticheskij podhod [Interface theory of the word: a psycholinguistic approach]. London : IASHE [in Russian].
Zirka, V.V. (2004). Manipuljativnye igry v reklame: lingvisticheskij aspekt [Manipulative games in advertising: the linguistic aspect]. Dnepropetrovsk: DNU [in Russian].
Kornilova, E.E., & Gordeev, Ju.A. (2001). Slovo i izobrazhenie v reklame [Word and image in advertis]. Voronezh: Kvarta [in Russian].
Lebedev-Ljubimov, A.N. (2003). Psihologija reklamy [Advertising Psychology]. Saint Petersburg: Piter [in Russian].
Livshic, T.N. (1999). Specifika reklamy v pragmaticheskom i lingvisticheskom aspektah [The specifics of advertising in the pragmatic and linguistic aspects]. Extended abstract of candidate’s thesis. Taganrog [in Russian].
Muzykant, V.L. (2002). Reklamni u PR-tehnologii v biznesi, komercii ta polityci [Advertising and PR-technologies in business, commerce and politics]. Moscow: Armada-press [in Russian].
Osgud, Ch., Susi, Dzh., & Tannenbaum, P. (1972). Prilozhenie metodiki semanticheskogo differenciala k issledovanijam po jestetike i smezhnym problemam [Application of semantic differential techniques to research on aesthetics and related problems]. Semiotika i iskusstvometrija – Semiotics and artmetry, (pp. 278–298). Moscow: Mir [in Russian].
Petrenko, V.F. (2005). Osnovy psihosemantiki [Fundamentals of psychosemantics]. Saint Petersburg: Piter [in Russian].
Popova, E.S. (2005). Reklamnyj tekst i problemy manipuljacii [Promotional text and manipulation problems]. Extended abstract of candidate’s thesis. Ekaterinburg [in Russian].
Tarasov, E.F. (1974). Psiholingvisticheskie osobennosti jazyka reklamy [Psycholinguistic features of the language of advertising]. Psiholingvisticheskie problemy massovoj kommunikacii – Psycholinguistic problems of mass communication, (pp. 80–96). Moscow: Nauka [in Russian].
Shmeljov, A.G. (2002). Psihodiagnostika lichnostnyh chert [Psychodiagnostics of personality traits]. Saint Petersburg: Rech [in Russian].
Uchenova, V. (2006). Socialnaja reklama [Social advertising]. Moscow: INFRA-M [in Russian].
Shmyga, Ju.I. (2014). Vyznachennja reklamy z pogljadu socialnyh komunikacij [Definition of advertising from the point of view of social communications]. Visnyk Kyivskogo nac. un-tu. im. Tarasa Shevchenka – Bulletin of the Taras Shevchenko National University of Kyiv, 21, 29–30 [in Ukrainian].
Shmyga, Ju.I. (2006). Efektyvnist telereklamy v Ukraini (komunikatyvnyj aspekt) [Effectiveness of TV advertising in Ukraine (communicative aspect)]. Extended abstract of candidate’s thesis. Kyiv [in Ukrainian].
Havkina, L. (2010). Suchasnyj ukrainskyj reklamnyj mif [Modern Ukrainian advertising myth]. Harkiv: Harkivske istoryko-filologichne tovarystvo [in Ukrainian].
Di Paolo, E.A., & Thompson, E. (2014). The enactive approach. The Routledge Handbook of Embodied Cognition. London; New York: Routledge Press.
Erdogan, Z.B. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15, 291–341. https://doi.org/10.1362/026725799784870379
Foolen, A. (2012). The relevance of emotion for language and linguistics. Moving ourselves, moving others. Amsterdam: John Benjamins. https://doi.org/10.1075/ceb.6
Greene, A.L., & Adams-Price, C. (1990). Adolescents’ secondary attachments to celebrity figures. Sex Roles, 23(7–8), 335–347. https://doi.org/10.1007/BF00289224
Phua, J., Lin, J.S., & Lim, D.J. (2018). Understanding Consumer Engagement with Celebrity-Endorsed E-Cigarette Advertising on Instagram. Computers in Human Behavior. Retrieved from https://www.researchgate.net/publication/323311884_Understanding_Consumer_Engagement_with_Celebrity-Endorsed_ECigarette_Advertising_on_Instagram https://doi.org/10.1016/j.chb.2018.02.031
Osgood, Ch.E. (1984). Toward an abstract performance grammer. Talking minds: The study of language in cognitive science. Cambridge.
Osgood, C.E., Miron, M.S., & May, W.H. (1975). Cross-cultural universals of affective meaning. Urbana: Univ. of Illinois press.
Panksepp, J. (2000). The neuro-evolutionary cusp between emotions and cognitions: implications for understanding consciousness and the emergence of unified mind science. Consciousness and Emotion, 1, 17–56. https://doi.org/10.1075/ce.1.1.04pan
Plichtová, J. (2002). Metódy sociálnej psychológie zblízka. Kvalitatívne a kvantitatívne skúmanie sociálnych reprezentácií. Bratislava, Média.
Sheets-Johnstone, M. (2012) Fundamental and inherently interrelated aspects of animation. Moving ourselves, moving others: Motion and emotion in intersubjectivity, consciousness and language. A. Foolen, U. Ludtke, T. Racine, & J. Zlatev (Eds.). Amsterdam: John Benjamins.
Spalova, L., & Bacikova, Z. (2017). Celebrities in social advertisement: psychosomatic perspective. Economic and Social Development: Book of Proceedings. Prague.
Trevarthen, C., & Frank, B. (2012). Intuitive meaning: Supporting impulses for interpersonal life in the sociosphere of human knowledge, practice and language. Moving ourselves, moving others. A. Foolen, U. Ludtke, T. Racine, & J. Zlatev (Eds.). Amsterdam: John Benjamins.
Urbánek, T. (2003). Psychosémantika. Psychosémantický přístup ve výzkumu a diagnostice. 1. vyd. Brno: Psychologický ústav AV ČR a Nakladatelství Pavel Křepela.
Vorobyova, O.P. (2017). “Haunted by ambiguities” revisited: in search of a metamethod for literary text disambiguation. Lege artis. Language yesterday, today, tomorrow. The Journal of University of SS Cyril and Methodius in Trnava, 2(1), 428–496. https://doi.org/10.1515/lart-2017-0011
Zlatev, J. (2016). Turning back to experience. Cognitive Linguistics via phenomenology. Cognitive Linguistics, 27(4), 559–572. https://doi.org/10.1515/cog-2016-0057

Abstract views: 119
PDF Downloads: 77
Published
2019-04-18
How to Cite
Shamne, A., Dotsevych, T., & Akimova, A. (2019). Psychosemantic Peculiarities of Promotional Videos Perception. PSYCHOLINGUISTICS, 25(1), 384-408. https://doi.org/10.31470/2309-1797-2019-25-1-384-408