THE CASPIAN REGION:Politics, Economics, Culture

Scientific journal


2014. №2, pp. 334-345

Larionov Igor A. - Post-graduate Student, Astrakhan State University, 20Р° Tatishchev st., Astrakhan, 414056, RussiaN Federation,

This article examines the prevalence of value structures within the monitoring of the Russian television advertising and the appropriate relationship with the value system of national identities in advertising communication. Modern advertising message is gradually losing "aggressive», "straight" character impact. And in the world, and in the Russian practice of designing trend of advertising messages in terms of the involvement of the recipient by "thinking and conjecturing" broadcast meanings, its identity. According to the author, this is a consequence of bilateral and interdependent transformation of participants of advertising communication in the cultural space in which they interact. That’s why it is possible to consider an advertising medium, on the one hand, as a reflection of an already formed axiological field with all its features, and, on the other hand, as one of the factors of its formation and reinforcement (in our case within the Russian society). In conclusion, the article attempts to summarize the analyzed material on the scale of values identified in the Russian television advertising .

Key words: TV advertising, the scale of values, value orientations, Russian TV channels, national identifiers and identity, content analysis of advertising messages on TV, телевизионная реклама, шкала ценностей, ценностные ориентации, российские ТВ-каналы, национальные идентификаторы и идентичность, контент-анализ рекламных сообщений на ТВ