Perception of Russian TV advertising by foreign youth

Cross-cultural branding requires analysis of the psychological characteristics of perception of advertising in different countries. This paper considers the perception of and attitude to the Russian TV commercials of young people from different states. The study was conducted in HAN University of Applied Sciences in Arnhem (the Netherlands), where one of the authors and the respondents went through an internship. As an incentive material, 10 videos of popular Russian advertising were suggested: stimulating, image, social, festival, viral. The emotional component of Russian advertising in the perception of foreign students was mixed: the prevailing emotions were surprise and indignation. The cognitive component was extremely low: the respondents realized what product was advertised only in a half of the cases. Consequently, they did not want to try it. Successful Russian advertising that raises the sales or creates the desired image is ineffective for foreigners. The Russian psychology of advertising perception turned out to be a unique product.