| Autor: |
Brusenskaya, L. A., Kulikova, E. G., Zolochevskaya, E. Y. |
| Předmět: |
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| Zdroj: |
Media Education / Mediaobrazovanie; 2018, Vol. 58 Issue 2, p71-78, 8p |
| Abstrakt: |
The emancipation of morals in Russia of post-perestroika period resulted in massive drugs abuse and narcotization which have no cognitive or religious impulse, but connected with hedonism. The problem of the relationship of drug abuse with deviant behavior has been dramatically worsened. In these circumstances, it is necessary to use anti-drug measures, and a social advertising has to play an important role. Cognitive approach to social advertising involves taking into consideration that the recipient of the advertisement perceives it through the prism of individual constructs. Persuasiveness in anti-drug advertising is based not only on logic but also on psychology, and axiology. The study is based on the general scientific principle of dialectics, investigating phenomena in their interconnection and interdependence. Suggestion about the empirical method of cognitive linguistics, which is to follow all the nuances of the language form and to find their ultimate explanation in the cognitive structures is very important. The hermeneutic approach with its accentuated emphasis on the explanation and interpretation, method of linguistic deduction and induction. Interpretative approach, based on the assumption that the values do not exist in isolation, an interpreter "finds out them" on the basis of features of speech and context of the speech. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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