METHODS AND APPROACHES TO THE PSYCHOLOGICAL COMPONENT CREATION OF ADVERTISING VIDEO CREATIVES

Abstract

The article examines the psychological impact of creative video advertising on the human brain, depending on the source of income. After all, watching television programs and Internet content have significantly different effects. Emphasis is placed on the study of the peculiarities of the reactions of different parts of the human brain to creative advertising video content, because the left part of the brain processes details that the human eye reads, and the right part - more global contextual stimulus. It has been proven that both hemispheres of the brain are actively involved in the process of watching television advertising. The article found that the long-term memory encoding process directly affects the memorization of advertising video plots. The author proposed a set of methods that will contribute to the encoding of long-term memory while watching video advertisements: advertisement relevance, emotional intensity, emotional direction and teaser content of advertising video content. Each of the methods is considered using examples of advertising campaigns implemented by the Screenlife team in different years. It has been established that television advertising has a positive effect on audience engagement on the Internet, it is recommended that after the advertising campaign is broadcast on television, it should be transferred to online resources, which will contribute to increasing audience engagement and will also lead to better recall of the advertiser's brand, especially when the object advertising is in the first stages of its life cycle. In the article, common requirements for television and online advertising video content are formulated, taking into account the psychological aspect of its perception by a potential consumer.