The functions of social management and identification of techniques in advertising texts

As a rule, the use of such categories of psychology as "belief", "manipulation of human consciousness," "suggestion" in the promotional products perform, and highly efficient function of social control.Here are seeking to remove any evaluative components to make the most neutral for the perception.But if we make a detailed analysis of these three concepts, it is quite reasonable to assume that they manifest themselves not only as a local social development management of the enterprise, no matter what, but also as a universal method of social control by society as a whole.

conviction as a method of psychological influence on consciousness is based on a function of social control, as the provision of consumer information "from scratch", iein this version of the advertising text where the meaning of the expression does not change when it comes.This eliminates any possibility to influence the decision, except for the provision of information about the product or service advertised in the text (of their co

nsumer properties).

suggestion is a process for the latent (hidden) the introduction into the human consciousness alien to him thoughts, ideas, and object in the process, does not take part.

Manipulation of consciousness essentially distinguished from the previously discussed methods.It's a method that implements the functions of social control that is in the hidden object excited and encouraging certain behavior does not match the actual settings and values.Manipulation is entirely built on the method of lateral programming psyche (similarity NLP) that affects a person apart from his consciousness and will.

possible implementation of the functions of social management in the advertising method of synthesizing elements of artistic and technical texts.

This synthesis in the ad text in the same way as the presence of one element and specify a criterion allows to determine it the balance of rational and emotional (as the text in the advertisement is basic and, in fact, the only carrier of rational content in contrastfrom the visuals, sound, etc.).In advertising with rational objectives, weak ideas are color and shape of the packaging of goods, advertising is aimed at the emotions, that such ideas may well be justified, effective.

On the other hand, this option allows you to accurately identify the type of applied psychological impact.For example, in the case of advertising there is only a technical text, then this impact is a conviction with the task of providing the consumer the amount of information sufficient to make an independent decision on the proposal.If the text applies only art - a manipulation with a view to enable the recipient to some actions that do not meet its needs and settings.

should be noted that if the literary text attribute allows advertising messages to works of art, between art and advertising images there are significant differences.Note that the advertising image in the sense in which we can talk about his artistry, takes place only in message text, built on the methods of indoctrination and manipulation.Advertising messages using a belief as a factor of psychological impact on the recipient, by definition, devoid of whatever imagery.Identification of advertising texts appears a kind of "shield" of the consumer, which helps protect it not only as a buyer of a product, but also to protect from the possibility to convert into an object of social zombies, which suppressed all the ability to make decisions.