Specific features of the concept «Family» in the advertising and public service announcements discourse
Marina V. Terskikh
The research dwells upon advertising and its influence on formation of modern social values. Mass media together with advertising materials can be considered as powerful tools used to create moral guidelines for the society, and more particularly, for young generation. As an example, the author develops a model of one of the most important concepts in the national conceptosphere – the concept of the family – formed and transmitted by texts of commercial ads and public service announcements.
Key words: concept, conceptosphere, family, advertising, social advertising (PSA), social values