Information support of financial management by advertising methods

The processes of globalization of the information space, as a reflection of the general processes of globalization occurring today in the world, can not but influence the information support of financial management and the formation of a global unified sign system used in the transfer of advertising information - a system of codes of mass culture hidden in the consumed advertising Products.

Therefore, the financial management information system and information technology in financial management, having a method of classifying methods of psychological influence on consumers of advertising information, can regulate this process as a resource used by advertisers, and as an element of the society's defensive reaction to excessive zombification and the imposition of mass behavioral Stereotypes.

Information support of financial management proceeds from the understanding that a clear delineation of the terms "persuasion", "suggestion" and "manipulation of consciousness" with reference to advertising products has not yet been analyzed in the scientific literature in a complex manner. The reason for such a strange research gap is the lack of an "independent" (from economic and political characteristics of the results of the advertising impact) psychological approach to addressing the essence of the problem.

The point is that the theme of psychological impact on the recipient, where information support of financial management is carried out, is analyzed in modern advertology from two opposite sides: either advertising practices that emphasize purely on the applied value of advertising, or cultural studies, historians, sociologists trying to record transformations In the sociocultural life, in any case directly linked with the phenomenon of advertising. Advertising specialists try to involve culture in the information support of financial management and in general into the system of market relations, and scientists of other spheres, on the contrary, protect its values from devaluing market influence.

At the same time, both parties, being, in fact, parties interested (the first - in the effectiveness of sales, the second - in calculating the social damage from the same sales), if mention is made of the availability of advertising methods of persuasion, ways and procedures of suggestion, and Even of consciousness manipulation technologies, they do it "casually" 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. Here it is important to note the following, the lack of a clear conceptual and terminological basis is partly recognized by the advertologists themselves. Thus, in numerous disputes and discussions, the process of suggestion is often confused with many other psychological processes, and some experts, analyzing modern classifications of advertising messages, note, in particular, the following: "On the targets of influence on the consumer, there are:

- informative:

- admonitory, or stimulating;

- reminding, or advertising stability;

- prestigious advertising.

This classification deserves attention because it is often given in textbooks and manuals devoted to advertising. Meanwhile, there are objections to this division, because, firstly, the chosen concepts are logically non-uniform, i.e. One does not exclude the other (you can not, in particular, remind, without informing, and recalling, do not care about persuasiveness); secondly, do not exhaust all purposes of using advertising.

Thus, on the one hand, it is necessary to recognize the importance of analyzing the phenomena of persuasion, eating and manipulating the mind in a comprehensive study of the texts of advertising messages, and on the other hand, to try to identify clear principles for the identification and delineation of these psychological methods.