The Role of Manipulative Technologies in Commercial Advertising


  • Andris Petersons Turiba University



advertising, consumer behavior, manipulative technologies, mass consumption


The aim of the article is to study the role of manipulative technologies of commercial advertising in motivating the individual to mass consumption, simplifying the perception of social reality and the formation of sustainable uncritical consumer behavior. This problem is becoming increasingly important due to the uncontrolled spread of methods of manipulative influences in modern society, which according to the author is due to intensive digitization and acts as a destructive factor that disrupts key socialization processes. As this problem is insufficiently studied by the author, an attempt was made to analyze the key scientific paradigms for the development and implementation of manipulative technologies in commercial advertising, as well as the role of the media, social and Internet networks. The types and channels of distribution of commercial advertising are covered separately, the scheme of imposing the opinion on the consumer on making a final decision to make a purchase is described. Particular attention is paid to the study of key principles of manipulative technologies, in particular, possible strategies and tactics of advertising influences. The role of virtual interaction in the recruitment process was studied separately.

Advertising market research today is unsystematic, fragmentary and comparative, and therefore, monitoring the situation does not give scientists a complete picture of the level of implementation of manipulative technologies in the digital society, which makes it impossible to predict possible prospects for social transformations in consumer behavior and, consequently, future social practices may develop with abnormalities. The scientific achievements that exist today are incomplete and require further research in the field of advertising communications. The development of information technology and the change in the basic principles of social communication, associated with the transfer of large amounts of information to global virtual networks, requires sociologists to conduct thorough research into consumer behavior technologies that differ from previously used, because the communication act classic model.


Nielsen, О. (2015). The Nielsen Global Trust in Advertising report 2015 available. Retrieved February 23, 2022 from

Nowacki, R. (2006). Reklama. Retrieved February 26, 2022 from

Petersons, A., Matkeviciene, R. (2017). New Media and New Public Governance. The Strategic Communication Approach, Trnava, 151.

Sorokina, L.E. (2014). Speech manipulation and other types of speech influence: terminological delimitation of concepts. Scientific Bulletin of the International Humanities University. Philology series, 8 (2), 157-159. Retrieved February 22, 2022 from

Theobald, T. (2020). So glaubwürdig sind Influencer aus Sicht der Deutschen. Retrieved February 26, 2022 from