DIFFERENCES IN THE PSYCHOLOGICAL PROCESSING OF ADVERTISEMENTS IN EARLY, MIDDLE, AND LATE ADULTHOOD

The article presents an analysis of psychological factors that influence the perception of advertising materials in early, middle, and late adulthood.It examines contemporary theoretical approaches that explain age-related aspects of responses to advertising, with an emphasis on the cognitive-affective model, social cognitive learning theory, social-emotional selectivity theory, and concepts of the individual life cycle.Theoretical analysis has determined that throughout adulthood, there is a transformation of emotional and cognitive attitudes caused by changes in life priorities, level of experience, cognitive resources, and motivational attitudes of the individual.In early adulthood, there is a high sensitivity to innovative, dynamic, and socially significant advertising content. in middle adulthood, pragmatism, a focus on functional utility, and the ability to identify with a brand prevail; in late adulthood, positive emotional valence, simplicity of information presentation, and semantic significance play a decisive role.A meta-analysis of empirical studies revealed age differences in the characteristics of emotional response, cognitive assessment, and behavioral intentions when perceiving advertising messages.The results obtained allow us to refine the age typology of advertising perception, which is of practical importance for the development of adaptive marketing tactics.The article also outlines the main methodological recommendations for future research, which requires an interdisciplinary approach and consideration of generational, cognitive, and cultural factors in the process of media consumption.These conclusions are of practical value because they allow for a personalized approach to the development of advertising messages that takes into account the age-related psycho-emotional characteristics of the target audience.