Functions of social management and identification of their methods in advertising texts

As a rule, the use of such categories of psychology as "persuasion", "manipulation of a person's consciousness", "suggestion" in advertising products performs, and very effectively, the functions of social management. At the same time, they try to extract any evaluation components to make them as neutral as possible for perception. But if we make a detailed analysis of these three concepts, it is quite appropriate to assume that they manifest themselves not only as a local management of the social development of the enterprise, no matter what, but also as universal methods of social management of society as a whole.

Persuasion as a method of psychological influence on consciousness is based on such a function of social management as providing information to the consumer "from scratch", ie, In this version of the advertising text, where the meaning of the statement does not change when it is received. This excludes any opportunities to influence the decision, except for providing information about the product or service itself, advertised in the text (their consumer properties).

Suggestion is a method of latent (hidden) introduction into consciousness of a person of a foreign thought, idea, and the object in this process, practically does not participate.

Manipulation of consciousness is significantly distinguished from previously considered methods. This is a method that realizes the functions of social management, which consists in the latent excitation and inducement of an object of a certain behavior that does not coincide with its real attitudes and values. Manipulation is entirely based on the method of lateral programming of the psyche (the similarity of NLP), which affects a person in addition to his consciousness and will.

It is possible to implement the function of social management in advertising by synthesizing elements of artistic and technical texts.

This synthesis in the advertising text, just like the presence of one element and the indicated ones, is the criterion that allows it to determine the balance of rational and emotional (since the text in advertising is the main and, in fact, the only carrier of rational content, unlike the video sequence , Sound, etc.). In advertising with rational purposes, weak ideas will be the colors of the package and the form of the goods, in advertising, aimed at emotions, it is these ideas that can be fully justified, effective.

On the other hand, this option allows you to accurately identify the type of psychological impact applied. So, for example, if only technical text is present in advertising, then such influence is a conviction with the task of providing the consumer with a quantity of information sufficient to make an independent decision on the proposal. If only an artistic text is used, it is manipulation to activate the addressee to some actions that do not correspond to his settings and needs.

It should be noted that if the artistic text allows you to refer advertising messages to works of art, then between the artistic and advertising images there are significant differences. Note that the advertising image in the sense in which you can talk about his artistic quality, takes place only in the texts of messages built on the methods of suggestion and manipulation. Advertising messages that use conviction as a factor of psychological influence on the recipient, by definition, are devoid of any kind of imagery. Identification of advertising texts acts as a kind of "shield" of the consumer, which helps protect it not only as a buyer of some products, but also protect it from being turned into an object of social zombie, which suppresses all the abilities for independent decision-making.