Specifics of social advertising perception according to personal characteristics and value systems of students

The article studies specifics of perception of social advertising (TV advertising and outdoor advertising in an urban environment) by students according to their personal characteristics and value systems. The research was carried out in the framework of advertisement study approach with application of the original techniques (semantic differential and questionnaire), as well as the psychological questionnaires. The study investigates the relationship between the personal characteristics of the respondents and their assessment of social advertising as an effective and capable to influence the behavior of people.