INTELLECTUAL ADVERTISING AS THE COMMUNICATIVE NEED FOR MODERN SOCIETY

Abstract

n the article the processes of transformation of production and perception of modern advertising in the conditions of changes of linguistic taste and communicative needs of society are considered. The authors consider advertising as a product of mass communication, reflecting the linguistic changes of native speakers of Russian. The conducted research demonstrates the influence of intellectual potential of advertising on less protected layers of Russian society (in particular, children and elderly people). Based on the data of the survey, the authors revealed the main sociolinguistic principles of advertising, through which the linguistic taste of the representatives of modern Russian society is formed in the context of changing sociocultural world perception. Socio-cultural problems of 1920s in XXI century are revealed, namely: the mutual influence of advertising and society, the emergence of communication needs, the formation of linguistic taste, the development of the language potential of modern Russian society. The purposefulness of the position of the need to change the production of advertising, the creation of so-called "intellectual" advertising and the development of the cultural potential of Russian speakers and Russian mentality, in general, is substantiated.