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