Axiological Reference Points in Social Advertising for Russian Youth

Abstract

<p>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.</p>