Psychosemantic interpretation of media space video advertising for brands (Mcdonald’s, Coca-Cola, Nestlé, Roshen)

Keywords: advertising, George Kelly's repertory grid method, promotional video, psychosemantic space, semantic differential method.

Abstract

The relevance of the research topic is due to the need to increase the evidence-based studies on enhancing the development effectiveness of audiovisual advertising message, which creates an urgent demand for further scholarly elaboration of such a complex phenomenon as psychosemantic analysis of video advertising. The purpose of the study is to identify opportunities to increase efficiency of audiovisual communication by conducting the psychosemantic study of the perception of video advertising of brands. The methodological basis of the study is a set of marketing, sociological and psychological methods. In particular, the focus group, survey, semantic differential and George Kelly's repertory grid methods were chosen to study the psychosemantic space of the target audience. Correspondingly, the qualitative results of psychosemantic influence of video advertising on consumer consciousness were achieved through mathematical calculations and graphic illustrations. The study presents the results of psychosemantic research of video commercials, which highlight the features of their psychosemantic perception by the consumer. The emphasis is placed on the fact that the previous experience, knowledge and personal values of target audience representatives have an impact on their perception of different types of video advertising of the brand within one advertising campaign. The recommendations for improving the efficiency of audiovisual communication have been developed.

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Author Biographies

Оksana Baliun, National Technical University of Ukraine Igor Sikorsky Kyiv Polytechnic Institute, Ukraine.

PhD, Associate professor of the Department of Publishing and Editing National Technical University of Ukraine Igor Sikorsky Kyiv Polytechnic Institute, Ukraine.

Kristina Tomina, National Technical University of Ukraine Igor Sikorsky Kyiv Polytechnic Institute, Ukraine.

Master of the Department of Publishing and Editing National Technical University of Ukraine Igor Sikorsky Kyiv Polytechnic Institute, Ukraine.

Tetiana Fisenko, National Technical University of Ukraine Igor Sikorsky Kyiv Polytechnic Institute, Ukraine.

PhD, Associate professor of the Department of Publishing and Editing National Technical University of Ukraine Igor Sikorsky Kyiv Polytechnic Institute, Ukraine.

Lidiya Smola, National Technical University of Ukraine Igor Sikorsky Kyiv Polytechnic Institute, Ukraine.

Doctor of Political Sciences, professor of the Department of Publishing and Editing National Technical University of Ukraine Igor Sikorsky Kyiv Polytechnic Institute, Ukraine.

Аеlita Lytvyn, National Technical University of Ukraine Igor Sikorsky Kyiv Polytechnic Institute, Ukraine.

PhD, Associate professor of the Department of Publishing and Editing National Technical University of Ukraine Igor Sikorsky Kyiv Polytechnic Institute, Ukraine.

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Published
2021-11-25
How to Cite
BaliunО., Tomina, K., Fisenko, T., Smola, L., & LytvynА. (2021). Psychosemantic interpretation of media space video advertising for brands (Mcdonald’s, Coca-Cola, Nestlé, Roshen). Amazonia Investiga, 10(46), 259-272. https://doi.org/10.34069/AI/2021.46.10.26
Section
Articles