Peculiarities of the impact of social and cultural information environment on men and women on the example of travel advertising

The article studies the peculiarities of the impact of socio-cultural information environment on men and women on the example of travel-advertising. As major methods the author selected semantic differential and direct associations in the framework of psychotechnical analysis of advertising of E. Pronina. The study involved 30 men and 30 women, aged 16 to 45 years, 480 study protocols were analyzed. The results showed that men and women perceive advertising messages differently and evaluate their impact on themselves. Young male evaluate advertising as emotionally attractive and dynamic, but at the same time it has a stronger psychological effect on women. At the ages from 24 to 45, men are more positive about travel-advertising, women, on the contrary, experience less influence from advertising, they are less attractive to them emotionally, less influence decision-making. They see fewer changes in advertising content. The author associates this fact with the transformation of gender roles in modern society, since the perception of advertising messages is largely due to the sociocultural environment, which in modern society is increasingly broadcast in the informational context.