Effects of priming in media studies and advertising

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Alexander N. Nazaykin

PhD in Philology, Associate Professor at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia

e-mail: info@nazaykin.ru

Section: Advertising and Public Relations

The article surveys the history and main trends in studying different types of priming effect when estimating media impact and advertising effectiveness and exemplifies the topic with numerous samples of it in contemporary Russian advertising practice.

Keywords: mass “media, advertising, priming, priming effect, context, media research, media impact, advertising effectiveness