Attitude towards Video Advertisement of Military Services under Contract of the Youth

Nowadays, in the context of an unstable global situation, attitude towards advertisement of military service under contract of the youth remains a little-researched phenomenon, though advertisement is a necessary and effective tool that allows to attract young people to the services and increase the personnel reserve of the Russian army. The purpose of this thesis is to study attitude towards video advertising of military service under contract of the 18-25 years old youth. The study introduces a questionnaire that includes 3 parts consisting of adapted questions from different sources (VTsIOM survey “Population’s Attitude to Social Advertising” 2021 and a scale of psychological effectiveness of advertising based on the work of Izmailova) using a Likert scale. The sample consisted of 60 young people ages 18-25, 33 of whom are women and 27 are men. It was found that today youth have a positive attitude towards such a phenomenon as social advertising, the most common plot of social advertising is advertisement of military service under contract. It was also found that, regardless of the lack of significant differences in attitude towards social advertising between men and women, some differences in attitude between two sexes were found towards one of advertisements (in such criteria as “attention” and “memorability”). As a result of the study, it became obvious that that the results need to be improved in all the criteria (attention, interest, memorability, emotions, desire to learn more), however, respondents did not demonstrate negative attitude towards the advertisement used during the research. The results of the study may be useful for the developers of advertisement of military service under contract who are eager to enhance the influence of advertisement on the youth. Key words: social advertisement, military advertisement, contract service advertisement, attitude towards advertisement, youth, attitude of the youth towards advertisement, questionnaire, Likert scale.