Skip to Main Content

Language and Text
2023. Vol. 10, no. 2, 5–13
https://doi.org/10.17759/langt.2023100201
ISSN: 2312-2757 (online)

Axiological Reference Points in Social Advertising for Russian Youth

 
Audio is AI-generated
142

PDF (RUS)
Online translation in english
GS
Information
in Google Scholar
Metrics

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

OpenAlex citations: 2

OpenAlex trends: Discourse Analysis and Cultural Communication, Language, Communication, and Linguistic Studies, Sociopolitical Dynamics in Russia

Information about the work in OpenAlex

Number of citations: 2

Topics

Discourse Analysis and Cultural Communication

This cluster of papers focuses on discourse analysis, cultural communication patterns, and language use in the context of the pandemic. It explores topics such as media representation, persuasion strategies, linguistic aspects of pandemics, and the impact of social media on language and culture.

Number of works: 106512  |  Total number of citations: 87483

Topic detailsв OpenAlex

Language, Communication, and Linguistic Studies

This cluster of papers explores the complexities of intercultural communication in various contexts, including education and business. It delves into topics such as language, cultural competence, media discourse, professional identity, and the challenges and strategies of cross-cultural communication. The influence of globalization on communication and the development of linguistic and cultural skills are also central themes.

Number of works: 47093  |  Total number of citations: 70052

Topic detailsв OpenAlex

Sociopolitical Dynamics in Russia

This cluster of papers explores the intersection of youth, identity, and politics in contemporary Russia. It delves into topics such as civic participation, nationalism, social media, protest moods, and the impact of digital generation on political communication. The research also examines the influence of ethnicity and sociological factors on shaping youth identity and political attitudes.

Number of works: 78649  |  Total number of citations: 134825

Topic detailsв OpenAlex

Work details in OpenAlex

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

Published

For citation: Astashina, M.S. (2023). Axiological Reference Points in Social Advertising for Russian Youth. Language and Text, 10(2), 5–13. (In Russ.). https://doi.org/10.17759/langt.2023100201

© Astashina M.S., 2023

License: CC BY-NC 4.0

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, Russian Federation, ORCID: https://orcid.org/0000-0002-1673-3271, e-mail: astashinams@mgppu.ru

Metrics

 Web Views

Whole time: 682
Previous month: 9
Current month: 11

 PDF Downloads

Whole time: 142
Previous month: 6
Current month: 8

 Total

Whole time: 824
Previous month: 15
Current month: 19