Proceedings of the 1st International Scientific Practical Conference "The Individual and Society in the Modern Geopolitical Environment" (ISMGE 2019)

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System of values of Russian social advertising

Authors
Tatyana Valentinovna Anisimova, Svetlana Anatolyevna Chubay, Natalya Konstantinovna Prigarina
Corresponding Author
Svetlana Anatolyevna Chubay
Available Online July 2019.
DOI
10.2991/ismge-19.2019.4How to use a DOI?
Keywords
advertising, social advertising, social advertising discourse, social advertising values, argumentation, communication theory
Abstract

This article analyzes the composition of the values of Russian social advertising. The authors come to the conclusion that it includes the values that form the basis of argumentation of the affecting speech and determine the selection and the ratio of all the components of the argument, which are the foundation of the whole system. Moreover, each specific social form is characterized by a specific set and hierarchy of values, the system of which acts as the highest level of social regulation. Three reasons for classifying values are proposed. The first classification focuses on the number of receivers to whom these values can be offered. According to this parameter, all values are divided into four levels: universal, state, group and individual. The second classification is based on the content of the values themselves. From this point of view, they are all divided into pragmatic, intellectual, moral and ethical, emotional and aesthetic. Finally, the third classification focuses on the nature of relationship between the addresser and the receiver. Here is stood out true / false, positive / negative, conceptual / formal values.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 1st International Scientific Practical Conference "The Individual and Society in the Modern Geopolitical Environment" (ISMGE 2019)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
July 2019
ISBN
978-94-6252-756-0
ISSN
2352-5398
DOI
10.2991/ismge-19.2019.4How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Tatyana Valentinovna Anisimova
AU  - Svetlana Anatolyevna Chubay
AU  - Natalya Konstantinovna Prigarina
PY  - 2019/07
DA  - 2019/07
TI  - System of values of Russian social advertising
BT  - Proceedings of the 1st International Scientific Practical Conference "The Individual and Society in the Modern Geopolitical Environment" (ISMGE 2019)
PB  - Atlantis Press
SP  - 19
EP  - 24
SN  - 2352-5398
UR  - https://doi.org/10.2991/ismge-19.2019.4
DO  - 10.2991/ismge-19.2019.4
ID  - Anisimova2019/07
ER  -