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Audience attitude to the provocative advertising: criteria for assessing communicative effectiveness

We consider the parameters of assessing the communicative effectiveness of video advertising: mind share (study of the tonality of the audience “posts” on social networks and identification of negative/positive), engagement (audience engagement, total number of user reactions), reach (coverage). The purpose of the study is to analyze the relationship of consumer audiences to video advertising that destroy/transform stereotypical gender images. Advertising is a powerful factor in the gender socialization of an individual: it affects the consumer and through advertising images represents the modern relationship between the sexes, thereby dictating a certain model of behavior. In accordance with the above parameters, we analyze the advertising texts based on a provocative strategy to destroy gender stereotypes. The material for the study is the texts of television commercials for the last 3 years. The results are compared with indicators of the audience’s attitude to advertising messages based on stereotypical gender models. The analysis showed that advertising transforming gender stereotypes can cause a public outcry and attract much more audience attention than stereotyped advertising, while increasing indicators of not only communicative, but also economic efficiency. Thus, in the modern advertising market, any revolutionary idea is subject to monetization: social problems, in particular gender inequality, are actively exploited in the commercial sphere in order to increase effectiveness indicators.