Perception of advertising and marketing messages by men and women

The article studies the specifics of advertising and its essence. The authors analyze the psychological characteristics and methods of impact of advertising on the consumer audience, and reveal the role of advertising in creating consumer images and identity. The study was conducted among the population of the city of Yekaterinburg with different levels of social and economic status. The total sample size was 43 respondents aged from 18 to 60 years. The study was carried out using a survey method, including questions about the perception of advertising, emotional reactions, impulsive purchases and trust in advertising. The survey was conducted in the form of structured multiple-choice questions. The survey results were subjected to statistical analysis to identify connections and correlations between various factors and response to advertising. The research is aimed at understanding the impact of advertising on men and women and identifying the characteristics of their reaction to advertising messages