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Social advertising in Russia and in Spain. Structural and comparative analysis of value content
Agrba Amina Alekseevna

post-graduate student at Moscow State Institute (University) of International Relations under the Ministry of Foreign Affairs of the Russian Federation

119027, Russia, g. Moscow, ul. Aviakonstruktora Petlyakova, 7, kv. 117

comestas@mail.ru
Другие публикации этого автора
 

 

Abstract.

This article focuses on the analysis of value content in social advertising in Russia and in Spain as a reflection of the social and cultural realities of relative countries.
The subject of research is the value content of social advertising in the social and cultural context of Russia and Spain.
The object of research is the social advertising in Russia and Spain.
The author makes an effort to analyze the value content in social advertising which includes the symbolic, the aesthetic, ethnic and other semiotic codes.
The author scrutinizes the types of social advertising which reflect the axiological dominants, the trends in the shifting of the value landmarks of Russian and Spanish societies, which are going through periods of social and political transformation and the reformation of the culture's founding values.
Comparative analysis constitutes the method of the research, as it allows for analyzing the value content of social advertisement in Russia and Spain. The methodological basis of this work is the research cultural, social, philosophical and ideological aspects of respective societies. The novelty of this work is reflected in the importance of examining social advertising as a mass product of modern culture that forms the language and value landmarks of the new generation. The analysis of the value content of social advertising may be used in the studies of the dynamics of values which are broadcasted via social advertisement within the framework of the system of mass communications, and which are used for solving the standing issues of the cultural development of the modern society.
 

Keywords: society, axiological dominants, value content, Spain, Russia, social advertising, socio-cultural contexts, advertising, modern culture, value system

DOI:

10.7256/2454-0617.2018.2.25664

Article was received:

10-03-2018


Review date:

11-03-2018


Publish date:

04-07-2018


This article written in Russian. You can find full text of article in Russian here .

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