Dynamics of Russian consumers' attitude toward the advertising

The dynamics of the attitude of Russian consumers toward the advertising is considered. The differences of its economical and psychological efficacy have been analyzed. Russian advertisement designers imitate the western advertising as more effective one from their point of view. Neglecting the psychological investigations and attaching the small attention to them, the advertisement producers make the mistakes, determined by the well-known mechanism of psychological projection. The <<author approach>>, when the efficacy of advertising is defined on the base of intuition, is dominated in the advertisement business. The results of the comparative investigation of Russian consumers' attitude toward the advertisement, conducted in 1992 and 1995 years, are examined. The character of the Ss' answers to the items of some techniques is similar to the profile, which was obtained in 1995 year. The results permit to make the conclusion about the primarily technological development of Russian advertisement.