The Comparison Of Psychological Effects Of Television Advertisement On Mongolian And Chinese Students

In today's society, with an unceasing increase in interpersonal interaction, exchange of information and fast development of technology, people are influenced with all types of spreading media. Among them, an influence of TV media in politics, economy, culture and social development field has surpassed other media types. It is vastly growing day by day.Television accounts for majority of a person's daily leisure time. Young people in many countries watch more television than study. The strong influence of television is present in their knowledge base, behavior style and values. One can even say that children nearly grow up in front of TV. Even adults are irrevocably committed to TV, which has become an important companion in their lives. As such, with its ever growing popularity and influence on human life, television has become the centerpiece in the home environment.Under these circumstances, an influence of TV advertisement on a person is not minimal. Elementary function of TV advertisement similar to a radio or print advertisement is to spread information by extending the social influence of information. But superiority of TV advertisement has greatly surpassed other types of advertisements. It has become the comprehensive art. It integrates sound, picture, color and movement by visually and truly disseminating information through visual sense images and sense of hearing images. It carries manifestation and strong appeal.TV advertisement brings about psychological reaction to the audience. TV advertisement grabs consumer's attention and lets them understand characteristics of the commodity and affects their attitude, therefore leading to a purchase behavior.