Use of Methods of Advertising Manipulation in PR-Activity

The article is devoted to the analysis of main methods of advertising manipulation in PR-activity. The first method which was analyzed is the method of hypnosis. Hypnotic reinforced suggestibility takes place in the sphere of advertising manipulation, however, it cannot be considered as the most effective. Hypnotic influence depends on many factors which are difficult to control simultaneously. Also, it requires large monetary expenses, which can be invested in favor of regular advertising. The second method is the method of imitation. It is the most effective method in the advertising because the promotion of product or service by presenting the image of prestige and credibility attracts the attention of consumers. The third method is the method of suggestion. This method is often verbal, but in rare cases also acts through multiple optical images.Method of socio-psychological installation based on social contacts and interaction of people with each other. By this method, the attitude of consumers to specific advertising can be formed or changed. Method of creation of image works by involving all known and popular people (the subjects of advertising message) in advertising. Using this method in advertising campaign increases the reputation and significance of company. Method of persuasion is widely known method of advertising manipulation. With the help of logical arguments, experts in the field of advertising try to obtain from the person internal agreement with certain conclusions, and then on this basic form and fix new attitudes (or transform old ones), which corresponds with the goal. According to the logic of method of infection, the person doesn't experience deliberate pressure from outside. Person unconsciously assimilates patterns of behaviour of other people by transferring the specific emotional condition. All considered methods of advertising manipulation provide enough competent, professional and low-cost advertising. We made the conclusion that the economic component of the company depends directly on the work of the advertising manipulation. Such methods as hypnosis, persuasion, image, imitation, socio-psychological attitudes, suggestion and infection help to realize the product or service and create a positive public opinion about a particular company