Axiological Reference Points in Social Advertising for Russian Youth

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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.)

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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

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