러시아ㆍ유라시아

This article gives consideration to the results of the research which studies the nature of the personal perception of advertising in the context of the social cognition of younger generation. The goal of the research is to prove the hypothesis that social cognition has an impact on the advertising perception. To achieve this goal, we used the technique, which is called “Socio-psychological analysis of individual world model” and the authors questionnaire “The personal attitude to advertising”. Basing on the research results, we have established the dependence between two specific modalities of world outlook. We distinguish four categories of correlation in chaotic modality, and six categories in mechanistic modality. We have compiled, generalized and gave interpretation to the data and established on the example of two modalities the existence of a specific connection between the personal perception of advertising and social cognition. These results may be effectively used in psychological and educational work, aimed at development of critical perception of commercials and intensification of the level of consuming of the media products.