Information support of financial management by advertising methods
The processes of information globalizationof course, can not but influence the information support of financial management and the formation of a global unified sign system used in the transmission of advertising information - a system of codes of mass culture hidden in the consumed advertising products.
Therefore, the information support systemfinancial management and information technology in financial management, having the method of classifying methods of psychological influence on consumers of advertising information, can regulate this process as a resource used by advertisers, and as an element of the society's defensive reaction to excessive zombification and the imposition of mass behavioral stereotypes.
Information support of financialmanagement proceeds from the understanding that a clear delineation of the terms "persuasion", "suggestion" and "manipulation of consciousness" as applied to advertising products has not yet been analyzed in the scientific literature in a comprehensive manner. The reason for such a strange research gap is the lack of an "independent" (from the economic and political characteristics of the results of the advertising impact) psychological approach to addressing the essence of the problem.
The fact is that the theme of psychological impacton the recipient, where information support of financial management is carried out, in modern advertology it is analyzed from two opposite sides: either by advertising practices that emphasize purely on the applied value of advertising, or by culturologists, historians, sociologists trying to fix transformations in sociocultural life, in any case directly linked with the phenomenon of advertising. Advertising specialists try to involve culture in the information support of financial management and in general into the system of market relations, while scientists of other spheres, on the contrary, protect its values from devaluating market influence.
At the same time, both these parties, being, in fact,(the first is in the efficiency of sales, the second is in calculating the social damage from the same sales), if mention is made of the presence of persuasion methods, suggestion methods and procedures, and even consciousness manipulation technologies in advertising texts, then they do it "casually" , without going into details, and often either confusing the terms themselves, or not seeing the difference between persuasion and suggestion, suggestion and manipulation of consciousness, etc. Here it is important to note the following, the lack of a clear conceptual and terminological basis is partly recognized by the advertologists themselves. Thus, in numerous disputes and discussions, the process of suggestion is often confused (confused) with many other psychological processes, and some experts, analyzing modern classifications of advertising messages, note, in particular, the following: "On the targets of the impact on the consumer, there are:
- admonitory, or stimulating;
- reminding, or advertising stability;
- prestigious advertising.
This classification deserves attention because,which is often given in textbooks and manuals devoted to advertising. Meanwhile, there are objections to this division, because, firstly, the chosen concepts are logically non-uniform, i.e. one does not exclude the other (you can not, in particular, remind, without informing, and recalling, do not care about persuasiveness), and secondly, do not exhaust all purposes of using advertising.
Thus, it is necessary, on the one hand,recognize the importance of analyzing the phenomena of persuasion, eating and manipulating the mind in a comprehensive study of the texts of advertising messages, and on the other hand, try to identify clear principles for the identification and delineation of these psychological methods.