THE PERCEPTION OF ADVERTISING OF HIGHER EDUCATION BY HIGH SCHOOL STUDENTS WITH DIFFERENT ACTUALITY OF EDUCATIONAL STAGE CHOICE SITUATION
The paper presents the results of a study of the characteristics of the perception of advertising of higher educational institutions (universities) of St. Petersburg by high school students with different relevance of the situation of choosing the level of education. To achieve the goals and objectives of the study at the preliminary stage, a content analysis of advertising posters of universities was conducted, aimed at assessing the ratio of the emotional and rational type of advertising impact. To study the characteristics of perception of selected advertising samples, a modified version of the method of semantic differential of C. Osgood was used, as well as a questionnaire. The study identified the main categories of perception of advertising of higher education: «the authority of the University», «uniqueness of the University», «the accessibility of the University», «the communicability of the University». The relevance of the situation of choosing the level of education is a factor that determines the specifics of the perception of advertising universities by high school students, and determines the degree of differentiation of advertising evaluation, as well as polarization on the factor of «the authority of the University». Students, for whom the choice of the level of further education is more relevant, are less differentiated perception of advertising samples of universities in General and tend to perceive any higher education institution as authoritative. It is shown that one of the distinctive characteristics of the strategy of working with information about the universities of students in grades 10-11 is the increase in the share of contact methods for obtaining information about universities.