PSYCHOLOGICAL IMPACT OF ADVERTISING ON THE CONSUMER
This article is devoted to a theoretical overview of the psychological impact of advertising on the consumer. Studying the psychology of the buyer is an integral part of developing a marketing company when launching a new product or service on the market. In this regard, sellers resort to advertising moves that influence the perception of consumers, which ultimately influences their choice. This topic is currently relevant, since with the advent of digitalization, advertising is actively filling all corners of human life, including the Internet space and the media. Society every day feels the oppression of advertising streams that appear in various forms and on each of the Internet sites. Marketing companies are developing more and more sophisticated ways to sell their products, thinking only about increasing profits and, at times, forgetting about the principles of morality. The article lists the methods of psychological influence of advertising on a person, which can cloud the consciousness of an individual and push them to buy unnecessary goods. Also considered the activities of influencers and media figures to create and promote hidden advertising. The purpose of this article is to consider the main types of advertising influence on the consumer's psyche and find out which of them are more harmless and neutral, and which are more aggressive. The conclusions are not based on any practical research, they are the personal opinion of the author of the article. Considering that the latter himself belongs to the number of consumers exposed to the active influence of advertising, the analysis carried out is not only observational in nature, but also introspective.