Author Email: Aleksej.Nikitin@kpfu.ru
Evaluation of the existing sociological, philosophical and socio-psychological concepts for studying values and value orientations allows us to identify many approaches to the interpretation of these concepts. Despite the specific features of each study conducted in modern conditions, values are regarded as one of the most important components of not only individual, but also social consciousness, which has a significant influence on the formation of life attitudes and ways of their implementation, which determines the course of interaction of social actors.
The issue of value orientations is given great importance in many sciences. This is due to the fact that values play a major role in the integrative process on shaping not only the culture of an individual, but also the nation as a whole.
Values are a synthesis of the most important goals and norms of behavior, which emphasize the pre-eminent aspects in the perception of reality, orient persons to perform certain actions while forming their way of life. The system or set of dominant values in society expresses the specific features of the culture of the society.
To date, advertising is an indispensable attribute of all the media. Its main task is to ensure the sale of goods, services, and ideas of the advertiser. In this case, it is considered that the advertising appeal is perceived by the target audience when their social norms and values coincide. In this paper, we will attempt to determine the possibility of advertising not only for the translation of values, but also for their formation in the younger generation.
The relevance of media research in the modern communicative process is due, on the one hand, to new trends in media consumption that affect the activity of the media, and on the other hand, the emergence of new information technologies leads to the complexity of the information process. Thus, a modern person receives information from the various means of mass communication having the opportunity to choose it, to dose it, but not everyone has the skills of independent analysis. This process is reflected in the formation of a person’s world outlook.
Today it is not a secret that such socialization institutions as the family and school lose their importance; the mass media that create “social illusions of a technological nature”  aimed at solving specific political problems and forming public opinion become the dominant institution. Thus, the mass media fulfill not only the information function, but also socializing one introducing values, attitudes, and new trends. All this opens up opportunities for active manipulation of the mass consciousness. So, one of the effective tools for manipulating the public consciousness is advertising.
In closing, we’d like to summarize the main conclusions, namely, that the advertisement exploits and actualizes the above human values. At the same time, we note that to date, advertising has become comprehensive, it is spread everywhere, is broadcasted by all means of mass communication, and crosses any geographical boundaries. Given such a massive nature of this communication, the values transmitted to it are easily absorbed, especially in the process of personality development and socialization. At the same time, the most prone to implantation of these settings is the youth cohort due to its immanent group characteristics; the youth has a tendency to search for something new, fundamentally ready for changes in life priorities and principles, and therefore it is easier for the youth than for other age groups to learn a new one.
The work is carried out according to the Russian Government Program of Competitive Growth of Kazan Federal University.
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