System of values of Russian social advertising
- 10.2991/ismge-19.2019.4How to use a DOI?
- advertising, social advertising, social advertising discourse, social advertising values, argumentation, communication theory
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.
- © 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
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 -