2012/1(7)

Contents

Cultural theory

Shemanov A.

Razlogov K.

Cultural history

Kochelyaeva N.

Skibinskaya О.

Applied cultural research

Kostina A.

Mamedov F.

Rumyantsev M.
Lapteva M.
Zelentsova
Melvil E.
E. Andreeva S.

Humanities

Bolshakova A.

Selezneva E.

Bogatyreva E.

Vislova A.

Small Encyclopaedia
of Culturology

Ikonnikova S.
Kondakov I.
Kostina A.
Shapinskaya E.

Russian Institute for Cultural Research - 80 years

Razlogov K.
Astafieva O.

Reviews

Chernosvitov P.

Vasiliev A.

Avanesova G.

Current events

Kurova-Chernavina N.
Zubov A.

Kovalenko T.

 
UDC 659:124.5
Kostina A.
Advertising as a Contributing Factor in Shaping the Axiological Space

Annotation.
The article evaluates advertising as an axiological phenomenon. It is demonstrated that values transferred in advertising belong to diverse cultures. The perception of a commercial that exerts particularly intensive and active influence on individual consciousness foster values, which are sometimes essentially distinct from those inherent to one’s own culture. That is the reason for understanding advertisement as the most efficient way of transmitting values.

Keywords: advertising, values, demands, communication, culture, manipulation, value transmission


Kostina Anna Vladimirovna,
Doctor in Philosophy, Doctor in Culturology, Professor,
Head of the Department for Philosophy, Culturology, and Politology,
Moscow University for the Humanities (Moscow),
e-mail: anna_kostina@inbox.ru


 

Founder
  Russian Scientific
  Research Institute
  for Cultural and
  Natural Heritage
  named after
  D.Likhachev

Publisher
  Russian Scientific
  Research Institute
  for Cultural and
  Natural Heritage
  named after 
  D.Likhachev

Certificate
of the mass
information media
registration:
Эл. № ФС77-59205,
date: 03.09.2014

Frequency 

  4 issues per year

Published
online only


  
© Российский институт
    культурологии, 2010-2014.
© Российский научно-
    исследовательский
    институт культурного
    и природного наследия
    имени Д.С.Лихачева,
    2014-2022.

 


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     The authors’ opinions expressed therein are not necessarily those of the Editor.

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