Realization of the educational potential of social advertising

Abstract

The study of advertising discourse in modern Russian science is dedicated to a large number of works, but there are not enough specific studies of the social sector of advertising today. However, at the present time, due to dramatic changes in the political and sociocultural life of Russian society, this type of advertising is of particular importance. This paper is aimed at the issue of the specific status of social advertising texts within the framework of modern advertising discourse. An advertising announcement is seen as a polycode text intended for the public in general. The authors pay particular attention to the unity of form and content as a mechanism to influence the awareness and emotions of consumers of advertising. The material for analysis is the texts of street (urban) advertising. The functional-stylistic, cognitive, descriptive, semantic-grammatical, quantitative methods, as well as methods of discourse and comparative analysis are used. By analyzing a large number of texts, the high-impact potential of socially directed advertising texts is concluded. Identifying the semantic dominants of the texts of social advertising allows the authors to conclude about its disciplinary and teaching (educational) functions and consider these texts as one of the tools of human education. It is suggested that specially designed advertising texts can raise people in the spirit of traditional national values, to form the actual value meanings in the minds of those who perceive them. The paper gives examples of polycoded advertising texts functioning today in the living urban area.

Keywords

• social advertising
• advertising discourse
• polycode means
• urban area
• advertising theme
• semantic dominant
• impact
• mentoring
• educative potential of advertising