The role of advertising in shaping youth life values
https://doi.org/10.26907/2079-5912.2023.3.33-37
Abstract
The article attempts to determine the possibility of advertising not only to transmit information about a product or service, but also its ability to broadcast values and their formation among the younger generation. For this purpose, the data of two studies are presented – a survey of students regarding their life orientations and a content analysis of the content of commercials on television. When comparing changes in quantitative indicators, taking into account the level of trust and perception of advertising, the authors suggest that there is a connection between the basic vital values of an individual and a group used in advertising plots and the accepted life values of the younger generation
About the Authors
A. A. Nikitin
Kazan (Volga Region) Federal University
Russian Federation
Russian Federation
Nikitin Alexey Alexandrovich, PhD, Associate Professor, Institute of Social and Philosophical Sciences and Mass Communications, Department of Public Relations and Applied Political Science
T. I. Nikitina
Kazan (Volga Region) Federal University
Russian Federation
Russian Federation
Nikitina Tatiana Igorevna, PhD, Associate Professor, Institute of Social and Philosophical Sciences and Mass Communications, Department of Public Relations and Applied Political Science
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Review
For citations:
Nikitin A.A., Nikitina T.I. The role of advertising in shaping youth life values. The Kazan Socially-Humanitarian Bulletin. 2023;(3 (60)):33-37. (In Russ.) https://doi.org/10.26907/2079-5912.2023.3.33-37
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