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The article examines the peculiarities of advertising influence on human psychology, noting that the effectiveness of advertising influence is assessed along three directions: effectiveness on the cognitive sphere, effectiveness on the emotional sphere of the consumer, and the impact of advertising on the motivational-personal sphere. To achieve the goal, the study identified that the greatest influence on the consumer is exerted by advertising appeals. Additionally, the socio-cultural impact of advertising on shaping and changing human values orientations was highlighted, as each advertisement embeds a certain value system. Advertising employs a significant arsenal of manipulative tactics on the viewer, resulting in the covert arousal of intentions that do not align with their existing desires. Among the methods of manipulation, commonly found in advertising, are references to authority figures, which are based on the trust citizens place in certain authoritative figures, such as opinion leaders (scientists, popular singers and actors, athletes, etc.). In this article for a clearer depiction of the topic, most common psychological methods applied in advertising appeals were analyzed. Under the influence of advertising, certain values develop and gain widespread acceptance and approval among the masses. Advertising imposes certain values on both individuals and society as a whole. It has been proven that a certain system of values is attached to advertising, resulting in a socio-cultural influence. Prospects for further research were determined, taking into account new digital methods (virtual and augmented reality), that significantly expand the possibilities of influencing the psychology of consumers. Virtual and augmented reality make it possible to create more immersive advertising experiences that leave a deep impression on the minds of users.
Yurchenko et al. (Fri,) studied this question.