Scientific journal
Название журнала на английском
ISSN 2500-0802
ПИ №ФС77-61154

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HUMAN-CENTURED NATURE OF ADVERTISING DISCOURSE

Kuzmina O.V. 1 Markov A.P. 1
1 Saint-Petersburg University of Humanities and Social Sciences
In post-industrial society advertising becomes one of the means of the dynamics of values and normative structures of anthropological matrix of culture. Advertising has been exceeding the bounds of the concept “marketing” and it becomes the most important institution of education and socialization, moreover, being equipped more technologically. This paper discusses the technological capabilities of modern advertising, which uses more sophisticated manipulative strategies and technologies of influence on the mind and behavior of the consumer. Broadcasting standards and consumption patterns, modern advertising is becoming a powerful tool for modifying social behavior of individuals, adjustment in their values and norms of behavior. Cause of the result of the impact of advertising technologies an expansion of the range of anti-social forms of expression is being occurred, that leads to deformation of values and norms of the society.