The Influence of Emotional Intelligence on the Perception of Social Advertising by People of Early Youth

Abstract

The purpose article presents the results of an empirical study aimed at determining the interdependence between the perception of social advertising by young people and the degree of development of their emotional intelligence.
A methodological tool is presented by totality of theoretical (analysis, synthesis, generalization) and empiric (questionnaire D. Liysin, authorial questionnaire) methods. Theoretical base. The views of domestic and foreign scientists regarding the nature and functions of social advertising are analyzed. The main approaches to understanding emotional intelligence are highlighted. Scientific novelty. It is argued that social advertising can be represented by any kind of information, the dissemination of which does not pursue the goal of making a profit and is aimed at achieving socially useful goals, popularizing universal values through the activities of state institutions, non-profit organizations. It was found that in the experimental group, the majority of respondents expressed an average level of perception of social advertising about the dangers of smoking, in the control group – a low level. It is proved that the perception of social advertising in young people does not depend on the level of development of emotional intelligence. Finding the answer to the question whether the perception of social advertising depends on the level of emotional intelligence in the group of respondents does not allow to answer it unequivocally: at very low level of emotional intelligence (EI) is characterized by medium and high level of perception of social advertising (PSA), at low level EI is the average level of the PSA, at the average level of EI – the average level of the PSA and at a high level of the EI – a high level of the PSA. Therefore, the average PSA level is more inherent in individuals with very low, low, and medium EI; at the same time, high levels occur at high EI. Probably an important determinant here is the unrecognized variable – personality dynamics, the final formation of which occurs much later. In general, after viewing the social media, respondents expressed a more negative attitude to smoking, although their level of emotional intelligence and effectiveness of perception of social advertising fluctuated within the mean values. Conclusions. Thus, the main hypothesis of the research work has not been confirmed, as indicated by the empirical data obtained: the perception of social advertising in early youth does not depend on the level of development of emotional intelligence. This demonstrates the need for a more detailed study of the problem of the perception of social advertising by young people and the search for influential factors in this phenomenon.

Keywords: social advertising; emotional intelligence; early adolescence; harmfulness of smoking; experimental group; control group.