PSYCHOLOGICAL IMPACT OF ADVERTISING ON THE APPLICANT'S CONSCIOUSNESS (ON THE EXAMPLE OF THE IFL RUDN ENROLLMENT CAMPAIGN)

The article identifies the socio-psychological features of the advertisement impact on the student audience; outlines the main emotionally colored characteristics of the message in advertising that affect the mental structures of a person; considers the methods of advertising influence on the applicant: affirmative statements, information collation, slogans' use, concentration on several features, additional evidence, the winning side, creating contrast, preventive questions, comparison, the use of positive and value images, concepts and words, pseudo-explanation, the use of humor, scenario: problem - solution, non-semantic manipulation. The author's television commercials and posters of the directions of the Institute of Foreign Languages of the RUDN are used as empirical material. The purpose of the study is to identify the advertising types of the enrollment campaign to the university affect the consumer's psyche and create our own advertising products that encourage the purchase of services. The research methods were the analysis of theoretical sources, the collection of empirical data, the synthesis of theoretical and empirical materials. The novelty of the research lies in the fact that, until now, no theoretical and practical analysis of psychological impact techniques in the advertisements of the university's PR campaign as a social, cultural and psychological phenomenon has been carried out. The results of this study can be used in universities when creating advertising during the enrollment campaign, as well as in the classes of both public relations students and psychology students.