Psychological features of emotional burnout of advertising creators

Th e article presents the results of an empirical study of emotional burnout of creative advertising specialists. Th e method of Maslach Burnout Inventory (K. Maslach, S. Jackson, adaptation by N.E. Vodopianova). Th e presence of emotional burnout among the creators of advertising has been empirically confi rmed, in fact, its widespread occurrence, inevitability and strong infl uence. It is shown that in addition to the psychological reasons related to the content of the advertising creation activity and the conditions of its implementation, the development of emotional burnout is also caused by the existence of a signifi cant contradiction between the desire of the creators of advertising for creative self-realization and the current restrictions. Emotional burnout is formed, developed and manifested depending on the individual characteristics of the subject of activity, but it always worsens its quality, reduces eff ectiveness, and contributes to the formation of a negative att itude towards activity. Th e greatest contribution to the development of emotional burnout is made by formed mental exhaustion, the least is the reduction of personal achievements. Male and female advertising professionals are almost equally susceptible to emotional burnout. It has been established that the development of emotional burnout contributes to the creation of a confl ict-prone environment in creative teams of advertising creators.