Anna Zemlyanskaya

Candidate of Moscow State Technological University "STANKIN"

zemlyanskaja.a@yandex.ru

Advertising as a means of communication in social science research

Advertisement appeared in the period of the ancient world, but the object of theoretical study began immediately at the beginning of the twentieth century. The first theoretical works have been devoted to the economic aspect of advertising, where advertising communication is considered, in particular, from the standpoint of psychology, but in the context of socio-economic life of the individual. [1, 5]
There was question in the mid-twentieth century in the social philosophy on the influence of mass media, mass culture on the value system of society, implicitly considering advertising as a component of popular culture and information flows in society as a text containing information about a property of goods, services, works of art, which focuses on the alert, engaging the attention of consumers, increasing their demand. Advertising as a means of communication in social science research.

Modern post-industrial civilization has led to the emergence of new information technologies that turn information into the core value of the individual and society and, thus, the information system of a large role for advertising. The value of intelligence for the life of society grows, so grows and the influence of advertising, as one of the main operational data streams. Amount of knowledge required for the interaction between society and the individual is constantly increasing. Priority is given to operational information, which refers to the emotional component of human consciousness. Advertising, providing information, combined with the emotional and psychological impact on the person, has become increasingly important to the individual and society.

Advertising as communication channel of influence on the consumer accumulates common and common ideas, principles, patterns of behavior, thinking and feeling part of the structure of the spiritual culture in influencing the formation of interpersonal relationships, such as chummy, companionship, friendship, love, marital, family. [2]
Impacting on the formation of cultural values, the main models of interpersonal relations, public opinion, advertising is becoming one of the main communication channels of influence on personality, consciousness of the recipient, by using the structure of the advertising messages of different socio-psychological mechanisms on which is a comparison of the individual's interests and collective, the individual and social group, individual and society. Case studies are the basis of the communicative functions of advertising, the essence of which is that social life is constantly put to the person a lot of questions to which the answer can only be by means of scientific research, in particular sociological. Case study is a system of consistent methodology, methodological and organizational procedures, subordinates the same goal: to get accurate and objective information about the social object being studied, phenomena and processes. [3] Case study should be based on the use of special concrete for the sociology of scientific methods, techniques and procedures.

For understanding the process of the survey is useful to consider concepts that are most often used in the survey.
Methodology is the study of the principles of construction, forms and methods of scientific knowledge and the transformation of reality. It is divided into general, apply any science, and privacy of the specifics of the knowledge of a science.
Case study method is a way of construction and validation of knowledge. In sociology as a method to perform common scientific theoretical methods (abstraction, comparative, typological, system, etc.), and specific empirical methods (mathematical-statistical, sociological data collection methods: survey, observation, analysis of documents, etc.) .

By way of knowledge, the nature of sociological knowledge produced distinguished:
- theoretical studies. Feature of the theoretical research is that the researcher does not work with the object (phenomenon), and the concepts that reflect the object (phenomenon);
- empirical research. The main content of such research is to collect and analyze actual, real data about the object (phenomenon).
Most empirical studies have applied nature, ie the results are of practical use in various spheres of public life.

Modern sociologists (Tomba D., Balykhina T., Kostin S., Harlitsky S. etc.) distinguish basic and applied research in sociology:
- fundamental - aimed at the development of science. These studies are carried out on the initiative of scientists, faculties, universities and academic institutions are conducted to test theoretical hypotheses and concepts.
- applications - aimed at solving practical problems.

Most often, the customers are the empirical studies of businesses, political parties, government agencies, local government.

Sociologist builds preliminary explanation of the problem, formulates hypotheses. The hypothesis of the survey are a scientific hypothesis about the structure of social facilities, the nature and essence of the relationship between social phenomena.
After solving the problems related to the implementation of the methodological section of the program, go to the methodological section. Creating methodological section of the program facilitates specification of the survey, as well as the transition from the methodology for practical problem solving. In the structure of methodological section of the program produce such components: the definition of the target population or sample design, the rationale for the methods and techniques of sociological data collection, description of methods of analysis and logic processing, preparation of work plan for research, development of a strategic research plan.

Specialists in a large advertising agency "Dentz" (Japan) in 1995 published a paper in which he described three basic styles of general consumer attitudes towards advertising:
1) naive realism inherent in mostly children and adolescents, as well as some of the adult population, the essence of which is that the advertisement promotes people a sense of belonging to a community, ownership attitudes, opinions and behaviors of others;
2) logical objectivism, based on the comparison and the comparison of different advertisements on one type of product, as well as on the search for information in the advertising of any of the criteria you can get information on the completeness and accuracy of information. Typically, this group includes people of middle age from 30 to 45, which form their own conclusions about the reliability / unreliability of reported data;
3) skeptical subjectivism, based on the fact that any information is supplemented by advertising and opinion, which may or may not coincide with established at the person's own views or preferences.

These three styles can be characterized by any consumer advertising products. As an example, the results of a survey conducted in 2011 by the author of the population in the cities of Moscow (89 respondents) and St. Petersburg (48 respondents) in order to identify attitudes to forms of advertising. It was revealed that attracts the attention of Moscow residents television advertising (48.3%) of which more than half (29.3%) believe "the most truthful and unselfish" social advertising. In contrast to the Muscovites, many of which (9.8%) did not pay attention to any advertising, St. Petersburg are more open and receptive (54.2%). 20.6% of respondents residing in Moscow, and 34.8% - in St. Petersburg, interested in advertising in magazines and newspapers, more than 16% often pay attention to advertising on the radio. Advertising on transport interests of more than 3% of the respondents (3.6% of Moscow residents, 3.4% of the residents of St. Petersburg), and only 1.4% (Moscow) and 0.8% (St. Petersburg) read online advertising.

Analyzing the data, one can conclude that television is the most popular venue for advertising. The fact that the product or service will be demonstrated in action, expressive expressed their advantage by, for example, a mini-movie about goods and services with maximum reach. However, the unit value of advertising time on the popular TV channels can be compared with the cost of an Internet project. But it was television advertising has the ability to use visual and acoustic effects that are not available online advertising, advertising on radio, transport, etc. As compared to Internet users, who are active in the search and the perception of information, viewers are passive audience, which reduces the likelihood of effective perception of advertisements received from the TV screen.

The advantages of online advertising compared to TV lies in the fact that:
- consumer as desired dose may have information, what is connected with the relative popularity of online advertising to consumers;
- use interactivity, which is an additional tool of market research, it is possible to engage in a dialogue with the user and the corresponding increase in the regulatory impact of advertising media;
- get better results much easier, as the undoubted benefits of the Internet are in a statistical software (provides the opportunity to receive complete and accurate information about the quality and quantity of the audience as to the beginning of the advertising campaign, and after its completion, as it is an excellent material for analysis and conclusions);
- by focusing precisely on the target audience of the advertised item;
- the age of the active audience ranges from 18 to 40 years (in most cases), etc. [4]

Advertising is one of the specific forms of communication through information channels connecting advertisers and consumer audience, which can be seen through the case studies. Advertising communication through the values and norms influence in shaping and changing attitudes of individuals and social groups. As a contributor to the homogeneity of the needs, beliefs, members of society, that is, the stability of the existing social and cultural environment, advertising - it is both a factor in the changing world and society in general. This is the unity of opposites advertising communication as advertising, using new approaches, technologies, etc., has to rely on the old, accepted and well-established ethnic group. System of values, ideals of the individual cannot change dramatically without destroying itself. Change in value orientations occurs gradually by replacing the traditional, "old" values, norms, etc. for "new" without disturbing the structure. Therefore advertising, creating new value orientation, based on the already existing system of values in society, transforming it. Focusing on the traditions and norms accepted in society, introduced new advertising, and thus changes the value orientation, promoting innovation in the public consciousness.

Bibliography

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3. Медведева А.А. Толковый словарь наиболее употребляемых иностранных слов. – М.: Центр-полиграф, 2009. – 525с.

4. Медведева Е. В. Рекламная коммуникация. - М., 2003. – 280 с.

5. Плиский Н. Реклама, ее значение и история: прим. рекламирования / Н.Плиский. – СПб.: Издательство В. Гуспанского, 1984. – 175 с.