The Role of Stereotypes in Perception Process of Advertising

In 2017 the scientific topic on "Role of Social Stereotypes in Perception of Advertising" was implemented at the International Scientific-Educational Center of NAS RA funded by the State Committee of Science of the RA Ministry for Education and Science, aimed at studying the impact of stereotypical perceptions of a person on the perception process of advertising.
The objectives of the scientific topic are as follows:

• To present the theoretical bases of socio-psychological characterization of advertising and social stereotypes correlation,
• Emphasize and explain the socio-psychological mechanisms and peculiarities of advertising and social stereotypes, their types and functions,
• Carry out theoretical analysis of the psychological peculiarities of advertising and social stereotypes of the investigated issue,
• Introduce the main functions of advertising and impact peculiarities,
• Identify interdependence and interconnection of advertising and social stereotypes and their impact on the perception process of advertising

The scientific topic on "Role of Social Stereotypes in Perception of Advertising" has been implemented by Zhozefina Yesayan (PhD student of the Chair of Psychology of the International Scientific-Educational Center of NAS RA).

Each of us has an important role in our social stereotypes, which in most cases determines our behavior and attitude toward the environment. We live in a world of stereotypes, even stereotypes determine moral norms, form religious, political and other fundamentals. The problem of advertising psychology has always been at the center of psychological research. The role of social stereotypes is very important in perception process of advertising. The issues of both advertising psychology and social stereotypes have been studied separately in the frames of sociology, economics, and psychology, but the correlation problem of advertising psychology and social stereotypes is almost not studied and their perceptions in psychology are rather obscure: they need study and coverage. In the last century, along with the creation of various advertising technologies, also a number of psychological phenomena occurred requiring a scientific analysis. Advertising studies are of great value in terms of psychology, as they are one of the most common tools that can influence public consciousness, attitudes and stereotypes. Within the frames of the topic were discussed issues related to the nature of social stereotypes, peculiarities, their functions in public life (advertising, influence, public relations, perspective), considering advertising and influence methods as factors for the formation of new stereotypes. Some social and psychological phenomena emerged along with the creation of different advertising technologies in the last century were identified and are subject to scientific analysis.

The scientific topic on "The Role of Stereotypes in Perception Process of Advertising" has been completed by the publication of the bilingual monograph /see Zh. Yesayan, -The Role of Stereotypes in Perception Process of Advertising, Yerevan, 2017, "Nairi" Publ. House, CJSC, 64 pages/.