ALEXANDER LEBEDEV

Modern state of researches in the sphere of psychology of advertising activity is considered. Nowadays a number of marketing communications is used in the world and domestic economy for goods' and services' promotion. The use of certain set of psychological techniques for influence on consumer reduces the meaning of notion of psychology of advertising for modern applied science and calls for elaboration of a new approach - psychology of marketing communications. Examples of experimental researches proving not only economical but also psychological and social efficiency of advertising activity are given; the problem of advertisement's influence on person, society and mass culture is discussed in the article. The results of experimental studies of emotional assessments of commercial and social advertisements in altered states of consciousness (N = 124) and by people with mental pathologies (N = 120) are given; the results of correlations between consumer's personal characteristics and their assessments of commercial offers under different marketing communications are presented (N = 180).