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Основные подходы, условия и факторы формирования эмоций и настроения в рекламе
Basic approaches, conditions and factors shaping the emotions and moods in advertising
[journal article]
Abstract Among the main approaches to explain the formation of emotions and mood of the person, is of particular importance motivational approach presented in the works of Russian scientists A. Leontiev, S. Rubinstein, P. Simonov, E. Ilyin. From the perspective of this approach, the terms of positive emotion... view more
Among the main approaches to explain the formation of emotions and mood of the person, is of particular importance motivational approach presented in the works of Russian scientists A. Leontiev, S. Rubinstein, P. Simonov, E. Ilyin. From the perspective of this approach, the terms of positive emotions and mood conducive to the vigorous activity of the individual are the requirement of the state of such premises, as simple reception, perception, comprehension, conscious anticipation of the results of the course of events or actions. The article discusses the mechanism of formation of the state through the requirement of advertising exposure.... view less
Keywords
perception; motivation; mood; state formation; advertising; emotionality
Classification
Social Psychology
Advertising, Public Relations
Document language
Russian
Publication Year
2015
Page/Pages
p. 1-10
Journal
Nauka - rastudent.ru., 20 (2015) 8
ISSN
2311-8814
Status
Published Version; reviewed