HUMAN CAPITAL TRANSFORMATION IN THE CONDITIONS OF GLOBAL CHALLENGES
Keywords:
globalization, digitalization, Internet, international communication policy, online advertising, psychology of advertising, stressful advertisingAbstract
Some stressful aspects of advertising in the context of globalization and digitalization are researched in the article. The structure, dynamics and development trends of the global advertising market are analyzed. The directions and scope of manipulative and stressful impact of global advertising communication on the potential audience are evaluated. It is shown that today, advertising is dynamically modified under the influence of globalization and digitalization, when the function of product promotion is complemented by the formation of global consumer behavior through the imposition of stereotypical thinking in terms of building potential channels of unregulated advertising, what makes advertising a powerful factor in social stress, giving it fifth place in the ranking of other causes of social discontent. It is emphasized that personalization, measurability and integration are the factors of direct impact on the consumer and the actual production of stress in the current context of the global digital invasion. International experience and the main measures to regulate the global advertising market in order to reduce such influence are outlined.
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