Кросс-культурные особенности восприятия социальной рекламы: исследование фактора цвета

Nonprofit advertising. What is it? How do people see it? Does it actually work? These initial questions have encouraged us to explore the subject area. In recent years, many nonprofit advertising campaigns have gone viral and have raised global awareness of certain social problems. The same way, many commercial brands have incorporated socially responsible strategies into their communications. How does the public perceive such altruistic appeals? The general problem of this thesis is poor knowledge of nonprofit advertising perception. We approach it from two perspectives: cross-cultural aspect and the colour factor effect. These aspects are relevant because a significant part of nonprofit organisations is operating globally, thus, is in need of effective global nonprofit advertising campaigns. At the same time, there is scientific evidence that culture influences advertising perception and various advertising attributes, such as colour, are perceived differently in different cultures. However, there is lack of evidence base for advertising and marketing practitioners to make strategic decisions regarding colour schemes in global nonprofit advertising campaigns. The purpose of this study is to identify differences of nonprofit advertising perception in dependence on the colour factor and culture of the audience with subsequent recommendations on the preferable colours for global nonprofit advertising campaigns. An online-survey was conducted among 103 Russian, 56 European and 58 Asian respondents which examined cross-cultural differences in perception of 9 colour variations of a nonprofit advertising sample through the the method of semantic differential. On the basis of the collected data we were able to construct semantic spaces of colours perception and classify groups of colours according to the evoked emotional connotations. Results of the study demonstrated differences of perception across colours and cultures.