PSYCHOLOGICAL MANIPULATION IN ADVERTISING
In today's world, achieving personal identity requires daily interactions with advertising to track new information and trends. A superficial perception of the real world through advertisements leads to the fact that a person becomes a passive recipient of mass culture to instantly satisfy any of his needs. To attract the attention of the masses, the creators of advertising appeal to the strongest feelings - love, hatred, envy, fear, etc. Thus, the manipulation of feelings in advertising has become commonplace. In commercials, love is replaced by deep affection and a subtle and sensual atmosphere is created, which in fact is immoral. Eroticism is becoming a universal incentive to purchase any product (washing powder, car, medicine). The authors urge protection from unethical advertising that destroys human morality. No manipulative methods of persuasion in advertising are effective if a person begins to think critically, focusing on the essence, and not on the form of advertising. By deeply processing advertising messages, a person reliably protects himself from negative influences and will retain his dignity and integrity. In the article, the authors consider forms of manipulation in advertising, as well as identify ethical issues associated with the psychological mechanisms of the influence of advertising on the individual.