The processes of globalization of the information space, as a reflection of the general processes of globalization taking place in the world today, of course, cannot but affect the information support of financial management and the formation of a global unified sign system used in the transmission of advertising information - a system of codes of mass culture hidden in the consumed advertising products.
Therefore, the financial management information support system and information technologies in financial management, possessing a method for classifying methods of exerting psychological influence on consumers of advertising information, can regulate this process as a resource used by advertisers, as well as an element of the society’s protective reaction to excessive zombies and the imposition of mass behavioral stereotypes.
Information support of financial management proceeds from the understanding that a clear distinction between the terms “conviction”, “suggestion” and “manipulation of consciousness” in relation to advertising products has not yet been comprehensively analyzed in the scientific literature. The reason for such a strange research gap is the lack of an “independent” (from the economic and political characteristics of the results of advertising exposure) psychological approach to the consideration of the essence of the problem.
The fact is that the topic of psychological impact on the recipient, where the information support of financial management is carried out, is analyzed in modern advertology from two opposite sides: either advertising practices that focus exclusively on the applied value of advertising, or culturologists, historians, sociologists trying to fix the transformations in sociocultural life, in any case, directly linked to the phenomenon of advertising. Advertising specialists are trying to draw culture into the information support of financial management and, in general, into the system of market relations, while scientists from other fields, on the contrary, protect its values from a devaluing market influence.
At the same time, both of these parties, being essentially interested parties (the first - in sales efficiency, the second - in calculating social damage from the same sales), if they mention the presence of persuasion methods, methods and methods of suggestion in advertising texts, and even the technologies of manipulating consciousness, they do it “in passing”, without going into details, and often either confusing the terms themselves, or not seeing the difference between persuasion and suggestion, suggestion and manipulation of consciousness, etc. It is important to note the following, the lack of a clear conceptual and terminological basis is partially recognized by the advertologists themselves. So, in numerous disputes and discussions, the process of suggestion is often confused (confused) with many other psychological processes, and some experts, analyzing modern classifications of advertising messages, note, in particular, the following: “According to the goals of influencing the consumer, they distinguish:
- informative:
- exhortative, or stimulating;
- reminiscent of, or advertising stability;
- prestigious advertising.
This classification is noteworthy because it is often given in textbooks and manuals on advertising. Meanwhile, there are objections to such a division, because, firstly, the chosen concepts are logically heterogeneous, i.e. one does not exclude the other (it is impossible, in particular, to recall without informing, and recalling, not to care about persuasiveness), and secondly, they do not exhaust all the purposes of using advertising.
Thus, it is necessary, on the one hand, to recognize the importance of analyzing the phenomena of persuasion, tasting, and manipulating consciousness in a comprehensive study of the texts of advertising messages, and on the other hand, try to identify clear principles for identifying and distinguishing these psychological methods.