Social Representation of Advertising Men Among Russian Audience: Analysis and Formation

Student: Tolstukhina Daria

Supervisor: Olga O. Savelyeva

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 8

Year of Graduation: 2016

In this paper the image of the profession "advertising specialist" is investigated on the basis of the social representations of Russian audiences. The analysis of movies and TV-series on the field of marketing communications is done, the study of social representations of different audiences is conducted in those groups: the ordinary people who are not related with the advertising industry, the industry professionals, students and entrants of educational programs "Advertising and public relations." The mean scores and standard deviations for the studied parameters in all groups of respondents were obtained by the method of semantic differential by Ch.Osgood. The basic semantic determinants on the basis of which the image of the profession "advertising specialist» is perceived are found. Problem areas in the image of the profession are found.

Full text (added May 12, 2016)

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