Axiological Reference Points in Social Advertising for Russian Youth

56

Abstract

This study aims to clarify the role of axiology in advertising. The axiological component has been considered in the composition of social advertising for young people in present-day Russia. The materials of the analysis (including linguistic analysis) of advertising messages published in the official Telegram channel of the Federal Agency for Youth Affairs (Rosmolodezh) for the first semester 2023 are presented. The results make it possible to point to a number of relevant and socially significant values, which are formed in the minds of the readers of this information source and young citizens of the Russian Federation. It is noted that there is a need for interdisciplinary research to determine the cognitive impact of advertising on consumers.

General Information

Keywords: advertising, social advertising, advertising functions, axiology, axiological guidelines

Journal rubric: General and Comparative Historical Linguistics

Article type: scientific article

DOI: https://doi.org/10.17759/langt.2023100201

Acknowledgements. The author is grateful for assistance in data collection to her supervisor I.V. Dergacheva.

Received: 01.06.2023

Accepted:

For citation: Astashina M.S. Axiological Reference Points in Social Advertising for Russian Youth [Elektronnyi resurs]. Âzyk i tekst = Language and Text, 2023. Vol. 10, no. 2, pp. 5–13. DOI: 10.17759/langt.2023100201. (In Russ., аbstr. in Engl.)

References

  1. Abramishvili G.G., Voina V.A., Trusov Yu.F. Operatsiya «marketing». 1976. Moscow: Mezhdunar. otnosheniya. 224 p. (In Russ.).
  2. Averyushkin A.N. Problema istoricheskoi teorii v kognitivnoi praktike i metodologicheskoi refleksii v XX stoletii: diss. … kand. filos. nauk. 2005. Moscow. 132 p. (In Russ.).
  3. Azhimova L.V. Zhan Bodriiyar o fenomene massovykh kommunikatsii v obshchestve potrebleniya // Gumanitarnye issledovaniya v Vostochnoi Sibiri i na Dal'nem Vostoke. 2012. № 3, pp. 101-110 (In Russ.).
  4. Akop'yants A.S. Eticheskaya kul'tura reklamy // Idei i idealy. 2012. № 1 (11), t. 1, pp. 122-130 (In Russ.).
  5. Vodop'yanova N.A. Filosofiya reklamy v kontekste sotsiogumanitarnogo znaniya // Sovremennye problemy nauki i obrazovaniya. 2009. № 5, pp. 146-149 (In Russ.).
  6. Dergacheva I.V. Bobok Fedora Dostoevskogo i Ubik Filipa Dika: mistika inobytiya // Quaestio Rossica. 2021. Vol. 9. № 2, pp. 515-532. DOI: 10.15826/qr.2021.2.593 (In Russ.).
  7. Kotler F. Osnovy marketinga [Marketing Essentials] / per. na russkii yazyk V.B. Bobrova. 1990. Moscow: Progress. 651 p. (In Russ.).
  8. Mironov V.V. Kommunikativnoe prostranstvo kak faktor transformatsii sovremennoi kul'tury i filosofii // Voprosy filosofii. 2006, pp. 27-43 (In Russ.).
  9. Muradyan A.A. Political Discourse Through Literary Quotations [Elektronnyi resurs]. Âzyk i tekst = Language and Text, 2020. Vol. 7, no. 4, pp. 99-106. DOI: 10.17759/langt.2020070408 (In Russ.).
  10. Nikolaishvili G.G. Sotsial'naya reklama: teoriya i praktika. Ucheb. posobie dlya studentov vuzov. 2008. Moscow: Aspekt Press. 191 p. (In Russ.).
  11. Pyadysheva T.G. Tsennosti obshchestva cherez prizmu sotsial'noi reklamy // Al'manakh teoreticheskikh i prikladnykh issledovanii reklamy. 2013. № 1, pp. 56-61 (In Russ.).
  12. Simonova S.A., Averyushkin A.N. K voprosu ob estetizatsii sovremennoi kul'tury // Izvestiya Samarskogo nauchnogo tsentra Rossiiskoi akademii nauk. Sotsial'nye, gumanitarnye, mediko-biologicheskie nauki. 2022. Tom 24. № 85, pp. 73-77. DOI: 10.37313/2413-9645-2022-24-85-73-77 (In Russ.).
  13. Uraleva E.E. Aksiologicheskii potentsial sovremennoi rossiiskoi reklamy: avtoref. diss. kand. sotsiol. nauk. 2011. Tambov. 23 p. (In Russ.).
  14. Uchenova V.V. Filosofiya reklamy. 2003. Moscow: Gella-print. 208 p. (In Russ.).
  15. Uchenova V.V., Starykh N.V. Istoriya reklamy, ili Metamorfozy reklamnogo obraza. 1999. Moscow: Yuniti-Dana. 366 p. (In Russ.).
  16. Filosofskii entsiklopedicheskii slovar'. Slovarnaya stat'ya «Massovaya kommunikatsiya» [Elektronnyi resurs] / gl. redaktsiya: L.F. Il'ichev, P.N. Fedoseev, S.M. Kovalev, V.G. Panov. 1983. Moscow: Sovetskaya entsiklopediya. Available at: http://endic.ru/enc_philosophy/Massovaya-kommunikaciya-3826.html (Accessed: 27.03.2023) (In Russ.).

Information About the Authors

Maria S. Astashina, PhD student, lecturer at the Department of Linguodidactics and Intercultural Communication of the Institute of Foreign Languages, Modern Communications and Management, Moscow State University of Psychology & Education, Moscow, Russia, ORCID: https://orcid.org/0000-0002-1673-3271, e-mail: astashinams@mgppu.ru

Metrics

Views

Total: 282
Previous month: 12
Current month: 2

Downloads

Total: 56
Previous month: 3
Current month: 1