The impact of ethnic component of a brand on the audience perception

• Semenova V.V.

  PhD student at the Chair of Advertising, Faculty of Applied Communications
  St. Petersburg State University

Article focuses on the influence of ethnic and political factors on the perception of commercial advertising and brands. The author distinguishes particularity of ethnopolitical aspects in commercial advertising, hypothesizes about the importance of these factors and the political atmosphere for the politicized brand, makes a preliminary analysis of the advantages and disadvantages of politicization brands and reveals a hidden threat. 

Keywords: ethnic factors, political factors, ethnic and political aspects, commercial advertising, commercial brands, politicized brands perception of advertising target audience.