Satisfaction of the target audience of advertising communications as a factor of socialization

Abstract

Introduction. The influence of advertising communications on the socialization process occurs through the demonstration of behavior patterns, through the transmission of knowledge, values, advertising heroes, etc. using modern communication technologies. Relevance and purpose. The relevance of the topic is determined by the influence of modern advertising communications on the target audience, in particular, on its satisfaction in various fields. The purpose of scientific research is to determine the features of satisfaction with the target audience of advertising communications as one of the important factors of modern socialization. Methodology. The main method used in the article is content analysis. The author analyzed examples of advertising videos, which allowed determining the main relationship between the satisfaction of the target audience and the content of the advertisement. Results. As a result of the study is determined the features of satisfaction of the target audience of advertising communications as one of the important factors of modern socialization, this is the relationship between the satisfaction of the target audience and the content of the advertisement, in particular, these are her characters who demonstrate socially approved patterns of behavior. It has been established that the main feature of the socialization effect of advertising videos on the target audience is the transmission of new knowledge, values, social norms, patterns and behaviors, etc. The main aspects of satisfaction with the target audience of modern advertising communications have been clarified, in particular, satisfaction with their own physiology, job satisfaction, satisfaction with spending my free time and satisfaction from everyday life as a way to achieve various benefits. Particular attention is paid to determining the levels of satisfaction of respondents in the process of communication with advertising messages. Conclusions. The novelty of the scientific work lies in an empirical study, the results of which confirmed the existence of a connection between the content of advertising and the satisfaction of the target audience. The results of the research can be used by Ukrainian advertisers and become the basis for increasing the effectiveness of advertising campaigns.