Abstract
The article considers some stylistic aspects of advertising database in Russia. It examines linguistic and stylistic properties and peculiarities of social advertising and the impact it has on public consciousness. It determines that social advertisements in Russia are characteristic of the vocabulary belonging to the low language norms which reflects cultural and ethical context. Figurative language and stylistic devices aim at appealing to emotions and make the advertisement more memorable. The authors deem it necessary to create a common database on social advertising in Russia in order to facilitate the analysis of economic impact and evaluate the capacity to exert effect on mainstream audience as well as determine strategies to build advertising campaigns.
Highlights
Social advertising in contemporary world is an important element of shaping social attitude and moral values
The genuine interest to the social advertising research is conditioned in the first place by the fact that social advertising has come into being quite recently in Russia and has come a long way in the last decade
There is no database on commercial advertising in Russia as it is, on TV and social advertising in particular
Summary
Social advertising in contemporary world is an important element of shaping social attitude and moral values. Having an effect on public consciousness social advertising employs the same impact techniques as the commercial advertising. In this regard it should be emphasized that social advertising has a specific impact character inextricably associated with its subject matter. There is no database on commercial advertising in Russia as it is, on TV and social advertising in particular. The database Socintel360 contains accounts on advertising expenses in social media in different countries including Russia and represents topic sections of advertising in social media comprising Public Sector. The most common subjects of social advertising in Russia are those against violence (which includes the family), abortion prevention, alcoholism, road safety, ecology, etc
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