Role of the mental state of a consumer in the perception of advertising

The article deals with different types of advertising. The authors study the consumers'perception of advertising in the context of mental state, depending on the type of advertising and the type of its presentation. The authors reveal the fact that the activity and mood of a consumer are interrelated with the perception of advertising, regardless of its type and type of presentation. They are most closely related to such parameters of perception of advertising as: attractiveness, originality, informativeness, feeling of tension, irritability. The paper reveals the differences in the perception of video advertising. Namely in the perception of commercial advertising the mood of the consumer becomes more significant, while in social advertising the most significant is the degree of physiological discomfort. Mental states of the consumer are differently included in the perception of video, audio and print advertising. They play the greatest role in the perception of video advertising, less in the perception of audio advertising and the least of their importance in the perception of print advertising...