Psychosemantic Analysis of Youth's Perception of Mobile App Advertisement

This article is devoted to exposure of results of psychosemantic analysis of youth's perception of mobile apps oriented on entertainment and study. During empirical study the following methods were used: method of assessment of peculiarities of mobile apps' advertisement, which is based on the semantic differential method, expert interview method, and questionnaire method. The study was conducted during the years of 2021-2022, the sample size consists of 321 people. It was found that in perception of advertisement of mobile apps of entertaining orientation affective components are dominating, the advertising images are generalized and cognitively simple. Factors, which manifest itself during perception of advertisement and define attitude towards it and advertising app were determined. It was also found that in perception of advertisement of mobile apps of educational orientation cognitive and conative components can play a dominant role, advertising images are more specified and cognitively complicated in comparison with perception of advertisement of apps of entertaining orientation. Structure of advertising image can consist of two, or three factors, which define the attitude towards the advertisement and the app being advertised. More differentiated images arise among consumers while perceiving advertisements, that contain more precise and laconic instructions, and informs of the benefits of using this app in educational process. Prospects for further research are determined, which consist in studying the correlation between perception of mobile applications' advertising of entertainment and educational orientation and the motives of consumer behavior of the youth target audience' representatives.