Kerimova Anna Tofika-Gyzy

Research of innovative methods in the study of promotional activities within the discipline «Sociology of work and professions».

The study of professions, the development of test methods and their use to determine the suitability of employees to various professions, regulation of workload, develop recommendations for the protection of labor goes back to the XX century. through the foundation and development of psychotechnics. Soviet psychologist and linguist I. Spielrein has become well-known as the founder of this tendency in Russia [10].
The development of this area promoted opening of Central Institute for Labour in 1920. In 1927 All-Russian Society for Applied Psychophysiology and psycho was organized and published the journal “Psychophysiology of work and psychotechnics”, later renamed “Soviet psychotechnics” (1928-1934). Psycho-technical tests to determine fitness for used mainly in industry and transport.
Let us dwell on the question of delimitation of the subject and the problems solved by psychophysiology professional and allied disciplines, especially sociology of work and profession, ergonomics, occupational health, physiology and health. Specificity of the sociology of work and professions is that the subject of scientific study it is a kind of “border”, the area of contact, the interaction of mental and physiological reflection. Therefore, it is very difficult and sometimes impossible to identify the "pure" area of neuroscience, not "interfering" in the border, for example, psychology, labor or occupational health and ergonomics.

For example, a specialist in the sociology of work and professions examines the causes of errors operators complex technical systems. These reasons may be:
- ergonomic deficiencies technology, hampering cooperation in the “man – machine” (the area of the “responsibility” of engineering psychology ) ;
- poor working conditions in the workplace lead to exceeding the maximum permissible values of indicators of climate, lighting, noise, and vibration (the region of “responsibility” of health);
- the development of adverse psycho-physiological states (fatigue, mental tension) due to deficiencies in the organization of labor or defective pre-shift (pre-trip) control workers (“responsibilities” of occupational medicine), etc. Therefore, the solution of problems faced by the industrial sociologist, it is impossible without systematic analysis of algorithms labor organizations, facilities and business environment, the structure of professional and professionalism, characteristics of education and training of the employee. Thus, the subject area of the sociology of work and profession comes into contact with a number of related disciplines.

The modern post-industrial civilization has led to the emergence of new information technologies, who had turned the information into the core value of the individual and society . As you know, main role is significant for advertising in the information environment. The value of operational information for the life of the society increases, thus increasing the impact of advertising and , as one of the main areas of operational information flows. The amount of knowledge required for the interaction between society and the individual is constantly increasing. Priority is given to operational information that addresses the emotional component of human consciousness. Advertising is becoming increasingly important for the individual and society, providing information in conjunction with the emotional and psychological impact on people,.
The socio-cultural component of advertising is multi-dimensional like as an integral part of modern society. Considering the features of the triad in the " consumer - producer - goods ", it should be noted a significant role ethnocoloristics information contained in various types of advertising. Color in advertising is often an important place. At the same time, advertising is being seen as a new type of communication and the most important integrative part of the culture. In this regard, we consider the color symbolism in the history and culture of the people [1] and its transformation into a different historical era.
There is strong growth to education in the advertising business in modern Russia, which stimulates the circulation of representatives of various sciences, not only to the specific problems of social existence of advertising, but also to the deeper issues related to the identification of the influence of color terms in advertising discourse. Sociological aspects of the study of the use of color in different types of advertising are relevant because of its permanent presence in the different types of products. As a kind of mediator between the parties to trade, the color is a symbol of the trademark image of the advertiser, by which the manufacturer (seller) can increase the attractiveness of the product, products, services, based on which the buyer can make the choice. In order to identify the public's attitude to the yellow color, the author in 2011-2013 . sociological experiments were carried out with the use of innovative methods of sociological : ethnocoloristics interview [5] and videocoloristics observations [ 4] (videokoloristics (from Lat. . video - see , color - color, paint ) - part of the scientific areas, including knowledge of the natural phenomenon of color, major, composite and complementary colors, characteristics, color, color culture and language of color obtained in the course of human life, and used for the creation and subsequent interaction with a comfortable visual environment [2]), which was attended by members of the Russian (48 pers.), Russian- Belgium (31 pers.) and the Russian-Chinese companies ( 18 pers.). Respondents were asked to answer four questions:
1. What associations in you are caused by yellow color?
2. Do you think that the use of interior yellow in the office of the company where you work, in any way may affect the performance? (If so - how?)
3. Which holiday do you associate yellow color?
4. How often do you buy clothes in yellow?
The ongoing study to detect the respondents' attitude to the yellow, the staff of the Russian- Belgian company " Max Intermodal Systems NV" in answering Question 1 gave the following associations: the golden ears of wheat and rye (the symbol of harvest, implementation, and as a result, fruitful end some cases - 21% ), yellow bananas ( 41.8 %), corn, pumpkins, melons, honey / bee (12.2%) and others ( 25%) (expression of the relationship of man to fly, color, maturity).

In answering the question about the use of interior yellow color in the office of the Russian- Belgian company, 100 % of respondents said that the effectiveness of their work would not have been a negative influence.
Holidays , which are associated with the color yellow, were represented in the responses of a small group of respondents ( 14.6 %): the harvest , the harvest of autumn fruits: plums "Mirabelle", quinces, apples, pears. In this case, the symbols of yellow color, according to respondents, is the fullness and abundance.
The propensity to purchase clothing with yellow in representatives of the Russian- Belgian company has been rather passive: only 2.7 % of respondents named the preferred color yellow clothes for 97.3 %, it is not popular because of the color of clothes (or with the inclusion of its in a variety of elements: a scarf, skirt, blouse, etc.) available in stores no more than 1-2 times a year.
The survey of employees of the Russian company OOO "Materovie stolitcy" gradation of answers to the above questions was distributed as follows .
The yellow color is associated with yellow sand on the beach (51.2 %), the dunes (21%), in the wilderness (8.1%), and gold (8.3%), precious stones (10%), with transparent yellow topaz (1.4%).
The use of interior yellow in the office, staffed by representatives of the Russian company, according to 94.4 % of the respondents would not affect their performance, but the 5.6% of respondents believe that the yellow color might become annoying its so-called jolly and cheerful. Probably, this figure is the result of a depressive mood of the respondents, as the time when the survey was conducted , which was accompanied by rainy weather , there was no bright sunlight and was nearing the end of the working day.

For the overwhelming majority of respondents yellow color is associated with the Easter holiday (57%), holiday harvest (41% ) 2% of the respondents answer to this question has caused difficulties. 48.5 % of the representatives of the company "Materovie stolitcy" were not able to answer the question of how often they buy clothes yellow , 51.5 % said that they do it very rarely.
Employees of the Russian- Chinese company «Shandong Landbridge» when asked about the characteristics of associative yellow responded that it is the color of the sun, the Emperor, God. The use of color in interior objects office could affect the performance of it: to increase efficiency (82 %), to promote a positive attitude towards others in connection with a positive attitude to the yellow color of the sun as a (4.3%), color summer heat, good mood ( 13.7 %). These statements are groundless because, stimulating the brain causes the yellow color of human intellectual interest to the objective world .
Employees of the Russian- Chinese company, as opposed to the Russian- Belgian, Russian often purchase clothes yellow color, especially when committing trip to China (56 %) or occurs during summer ( 12.8 %).
Of particular note is that the largest group of respondents, representatives of the Russian- Chinese company, showed a high awareness of the Chinese festivals that are associated with the color yellow. In particular, he referred to the Earth Festival (celebrated on the 15th day of the 7th lunar month ), which met in yellow, red, white clothes (71.6 %) , Tsinminfen - Southeast wind early summer ( May 7) ( 17%), Zhongqiu - and the harvest moon festival (September 12 ) (11.4 %). Perhaps this is due to the fact that in a team, employing Russian citizens, there is a respect for and interest in the culture of the Chinese people, rituals, traditions and customs.
The main reason for the different treatment of the respondents above-mentioned companies to yellow is the mentality of the people who work in them, as well as the environment that each employee spends at work, as you know, almost half of the day. The basis of the mentality of certain people's worldview is laid residing in Russia, Belgium, China and other countries. Also, by analyzing the work necessary to take into account the "development" experts. For example, a new, untapped labor is often performed as a kind of "experimentation" when the employee runs the risk not only their material well-being (because of the risk of not getting the expected profit or product quality), but also their health (due to the obscurity the body as well - often due to the high intensity of the work). Finally, the situation is complicated by the ratio of the objective significance of the profession and the importance of the subjective as the “employee’s evaluates" to the public welfare. Clearly, if the mismatch is strong, the idea of justice (at the level of consciousness of specific professionals ) is not implemented. Although it is possible that the employee (at the level of individual or group of professional consciousness) is convinced that his prejudice in the benefits and pay, but other people (at the level of social consciousness), believe that everything is true. In general, the following possible solutions to the problem of fair assessment of public importance ( contribution ) for specific professions:

1. Justification of the importance of labor based on the cultural, historical and religious traditions. Various philosophical, theological and ideological systems form in the public mind relaxed attitude to clear injustice and discrimination against certain groups in society other, more privileged. Note that almost all people have passed this way (and many more still follow it) Therefore, at some stages of the cultural and historical development is the " justification" of specific trades significance of labor is justified, historically inevitable. Improved assessment of the significance of work and associated fees still had to painfully form. And the process of the formation is often accompanied by strong social upheaval, which once again confirms the global nature of the problem itself estimates the social significance of a particular work.

2. The traditional scientific approach to the way proposed by F. Taylor and another based on an analysis of the complexity, time-consuming, the complexity of individual employment actions, etc. Immediately found problems associated with the implementation of the road: a) as the development of the profession subjective difficulty is sharply reduced; b) even if the successful organization of labor-intensive work is much faster and more efficiently. Much depends not on the particular employee, but from his managers and the organization of labor, difficult to assess the "contribution" of the specialist, and others [3]

3. "The market" valuation of the profession, based on the idea of "relevance" of the results of this work by the majority of buyers. It works well-known principle: "It is valuable that bought a majority." This way in the modern Russian conditions is dominant and even "approve" in top management levels, as well as at the level of ideological cultivated (through the media, involving various "experts" and "cultural workers.

4. More recent estimates of the importance of labor based on clear economic "miscalculation" "personnel costs". The founder of the English classical political economy B. Petty was the first in the seventeenth century who attempted to estimate the monetary value of the properties of the human person. In his method, "...the value of the mainstream, like the earth, is twenty times the annual income they bring." The wealth of society depends on the type of work people and their ability to work. For example, an adult twice as "expensive" than a child, and " sailor in reality is three peasant" [11]. In 1812 in Russia Jacob Ludwig calculated the comparative costs of hiring an employee and a free serf, expressing them in natural units - poods quarters and rye.

5. Administrative regulation of job evaluation is based on the normative legislative "interference" in the relationship between the employee (the manufacturer) and the consumer.

6. Way, assuming variability (relativistic) evaluation of the significance of labor by the various socio-occupational interest groups in society (or a particular industry, production). For example, the employer evaluates the work of their employees are lower than they are. In this case, both sides have their "convincing" arguments are often based on expert opinion, etc. As a result, the problem in assessing the value of work of individual employees is often solved by compromise, of give and take from those who work and those who pay money. Traditionally, the interests of the workers unions assert that in different countries, in various historical periods, indeed, had the power and influence. Unfortunately, often these unions (and other bodies designed to protect the interests of workers) become obedient puppets privileged socio- professional groups.

7. The path involving the assessment of the social significance of work by competent professionals, which include not only economists, engineers, quantity surveyor labor lawyers, but also humanists, philosophers and public figures. Recent could not only determine the effectiveness of a particular work, but also how it is valued fairly.

Since the question of fairness of pay is at the heart of public life in general, and often determines the viability of the state (according to Platon), then produce a evaluation of the significance of Labor ("contribution" of certain professions and individual employees) should be the most reputable and skilled people of the state.
Even in ancient times, Platon noted that the company must manage the “philosophers of the super- elite” based on his understanding and wisdom, based on lies “justice”. The very same validity refers to them as “a healthy part of the soul," while injustice “are supposed to be in bondage to the ruling ... she started wandering and confusion of different parts of the soul, their licentiousness and cowardice, and in addition also ignorance - in short, every kind of evil." Unfortunately, often educated man, who came to power, demonstrates its not the best quality, especially in an era when the idea of “selling out” is becoming almost essential foundation of human relationships. This raises the following question: Who is considered a “super- elite” that can understand such a complex issue? How to distinguish the genuine from the pseudo - elite of the elite? Very theme of the elite, elitism is one of the most unsolved not only in psychology, but also in the culture at large. In the most general terms, can be understood by the elite of the people for whom the meaning of life is an important affirmation of the idea “ of human dignity in a decent society.” In this case, the true elite should be modest, but most importantly- capable of suffering and deprivation in the name of such a noble cause suffering, which are not capable of nor most ordinary people, not the so-called pseudo - elite, only mimic its involvement in historical processes.
Surprisingly, this critical cultural problem closest approach sociology of work. However, enormous complexity of the problem can not solve its own just psychology, as this problem is complex. But it is precisely psychologists work could gradually become the initiators of coordinating the efforts of different specialists in the implementation of such a noble mission. And at the heart of solutions to this problem must be the idea of justice , the idea of developing and maintaining the “dignity” of those people who really contribute to the development of production, augmenting the public welfare and who deserve a fair assessment of their work.

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