Features of perception of visual advertising through the prism of value orientations Ukrainians and Americans

Abstract

This article is devoted to the study of differences in the value orientations of modern Ukrainian and Americans and their impact on the specific advertising campaigns in Ukraine and the USA. The article is presented the peculiarities of perception of advertising products to potential consumers, attitude, orientation, evaluation and specificity of advertising, worldview and cultural environment. Also it is determined that, except not dominant values "Hedonism" and "Power", the different groups have different values. It is found that in the perception advertising of a typical Ukrainian pays attention to the emotional submission, image colors, appealing to the senses. For him it is important to use images of families, children, eventful and active lifestyle. The typical American pays attention to the image and the text that is written or sounded. In the process of perception are important semantic saturation advertising, its innovativeness, clarity and colors.