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original scientific article	UDC 81'276.6:659.1
received: 2015-05-26
THE AXIOLOGICAL WORLD VIEW OF A MODERN ADVERTISING CONSUMER
Nataliya Vasilievna ANISKINA
K.D. Ushinsky Yaroslavl State Pedagogical University, 150000, Yaroslavl, Russia, 108 Respublikanskaya Street
e-mail: yar_nauka@mail.ru
Larisa Vladimirovna UKHOVA
K.D. Ushinsky Yaroslavl State Pedagogical University, 150000, Yaroslavl, Russia, 108 Respublikanskaya Street
e-mail: larissauchowa@mail.ru
ABSTRACT
This study analyzes the tendencies connected with the changes of an axiological world view of the modern person based upon the usage of printed advertisement texts. The research used cognitive linguistics methods, focused on a thematic and conceptual analysis of the advertisements. Advertising is considered as an instrument of effect, which allows the manipulating of values on different levels. Comparing traditional values to the values elicited by advertisements, the authors propose that advertisement suggest the usage of a unique phenomenon called quasivalues, built on giving non-material significance to material objects.
Keywords: advertisement text; axiological world view; material and spiritual values; quasi-values
la visione assiologica del mondo del consumatore contemporaneo dell'advertising
SINTESI
Lo studio analizza i trend connessi con i cambiamenti della visione assiologica del mondo dell'uomo moderno come conseguenza dell'uso di testi di pubblicita su carta. Nella ricerca sono stati usati metodi di linguistica cognitiva, incentrati su un'analisi tematica e concettuale delle inserzioni pubblicitarie. La pubblicita e considerata come uno strumento di effetto che permette una manipolazione di valori su diversi livelli. In base a un confronto tra i valori tradizionali e quelli trasmessi dalla pubblicita, le autrici sostengono che la pubblicita suggerisce l'uso di un fenomeno unico - i cosiddetti "simil valori" creati attraverso l'attribuzione di significato non materiale a oggetti materiali.
Parole chiave: testi pubblicitari, visione assiologica del mondo, valori materiali e spirituali, simil valori
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INTRODUCTION
The world view of modern man is formed largely under the impact of media communication. According to McQuail (2005), today the media not so much informs people as manipulates their mind and exercises control over it. McQuail argues that media simultaneously present the "window on the world", a mirror of events, and the filter through which the information flows, the interpreter, who explains the events, and an obstacle, a veil that separates the individual from the event, thereby distorting his perception. Advertisement as part of media communications can be also considered as a specific form of propaganda - system of activity, directed on the formation of views, ideas, and values, affecting the social behavior of people (Ellul, 1973). In other words, advertisement can popularize a certain way of life. At the same time, we should not forget that by appealing to these or other values, advertisers can enhance the effectiveness of their advertisements on the target audience(s) (Ukhova, 2014). The most meaningful values for society are related to human interrelations, personal self-realization, life safety, health, etc. The change of an axiolog-ical consumer's world view can result entirely from such an effect. Therefore, it becomes necessary to study the advertising practices from the point of view of the values popularized in them. This task is especially rationale today, as the present period of time was determined by scientists as an axiological revolution or 'destruction of the value systems existing earlier' (Serebrennikova et al., 2011, 14).
The significance of values in terms of personal and social development was marked by Kearny (1984), Donaldson (1996), O'Driscoll (1997), Gurevitch and Blumler (2000), and Macionis (2002). Researchers note various aspects of this problem, considering values as an adaptive mechanism (Edgerton, 2000), as a cultural (social) nation's capital (Fairbanks, 2000; Fukuyama, 2000), as a factor feature of progress (Lindsay, 2000).
However, the role of advertisement is not reduced only to formation of the value system. It is no less important that it allows solving conflict between eternal values and consumer society values appealing to modern humans. In short, by manipulating the values on different levels, the advertisement can have a considerable effect on the consumer, forming a peculiar world view, in which satisfaction of human demands can be equated to achievement of socially meaningful action.
The appeal to the values is most frequently used as a means of argumentation in the advertisement. The important peculiarity of such arguments is that it is impossible to respond unambiguously to the question about their truth or falsity. According to the view of Tertychnyi (2004), this fact is connected with the axiological notions and values themselves not reflecting any empirical quality in the subject. Moreover, the important effect on the truth of evaluation is made by criterion. If it is ab-
sent or the consumer doesn't know it, then the degree of trust to the axiological judgment can be reduced. As it is shown in practice, the criteria of evaluation in advertisements are rarely stated. However, copywriters found a range of ways, which they can increase trustworthiness, and the persuasiveness of axiological arguments. This is done by using a number of parameters including: references to authority, statistical data or results of study, examples from life or history etc.
As it is known, values are divided into material and spiritual categories. The material values are the subjects of consumption. However, it is important to remember that certain relationships between people and objects promote value on that particular object. Such values serve as the signal of the materialistic nature of a person and his or her social status. In the society of mass culture, material values dominate, and the task of advertisement lies in giving this value to each advertised object (Kasser and Kanner, 2004).
The notion of 'spiritual values' in consciousness of the majority of modern society is very indistinct. They are secondary reality, built on the conscious creative human activity. It is interesting that the spiritual values have their own hierarchy; the part of them that doesn't lose the connection with material values. For example, the subjects of art, design, and fashion, which have official market costs. According to the scientists' opinion, this group of values due to commercialization was subjected to considerably destruction (Kolokoltseva et al., 2011, 39). In particular, it is evidenced by the price similar subjects often playing roles that are more important for the consumer, than their artistic merit.
Spiritual values are related to the higher values more so than material values. They have no consumption and market character. First, these are moral norms. Namely, they are not connected with material ones. Speaking in the modern vernacular, they can be called virtual. It is impossible to buy, save and physically store them for good. However, as we will see later, they usually try to level the values of first and second types namely in the advertisement. As a result of 'quasi-value' appearance built on giving imaginary significance and attraction for achievement of commercial aims to the certain subjects (Serebrennikova et al., 2011, 284). Overall, in the media-advertisement world view, the reduction of representations about the sense of life, dreams, harmony, and happiness appear (Ezhova, 2013, 161). However, in spite of the fact that advertising is used to be accused of the destruction of axiological bases, it still has a positive effect in relation to a whole range of problems. Thus, in particular, the advertisement in certain cases allows solving the problem of social adaptation of elderly people. It "removes social stereotypes related old age to a downturn in life, and towards a new direction of self-realization" (Ezhova, 2013, 160). Moreover, a well-disposed relation is formed to new social groups. For example, fathers, who take care of children; elderly, who aspire to
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longevity; women, who combine careers with execution of household duties etc. (Penn and Zalesne, 2007).
RESEARCH METHODS
For detection of values, which an advertisement appeals to, we use the following methodological approaches.
Firstly, the basic means of appeal to values in an advertisement are evaluative lexical units. Traditionally, the evaluations are divided into absolute, representing the phenomenon as good or bad, excellent, disgraceful etc., relative, sorting the subject as better, worse, more or less beautiful etc., external, characterizing the subject from the point of view of its significance as a means or an instrument of achieving an aim, and internal, considering the subject compared to others (Ivin, 1970, 24-35). The classification of estimations, developed by Arutyunova (1988), is the most generally accepted, according to which there exist general estimations, good - bad, and private estimations, which form three groups: 1) sensor estimations, connected with sensory experience, including sensor-taste or hedonistic estimation, and psychological estimations, subdivided into intellectual and emotional divisions; 2) sublimated estimations, including aesthetic, based upon synthesis of sensory, psychological, and ethical factors, which satisfy moral feelings; 3) rationalistic estimations, connected with practical human activity and practical experience, including utilitarian, normative and teleological estimations (Baron et al., 2007).
Analysis of the evaluative lexical units allowed the detecting of system coordinates of the axiological world view in advertisements, and determining what is good and what is bad regarding a specific advertisement. The usage of evaluative lexical units is directed for the separation of these or other properties of the advertisement object. In this case, the estimations are offered as standards that allow appeal to the inner person, their demands, customs, traditions, fashion, etc.
Secondly, as a rule, the positive axiological images, notions and words relating to the basic values of society are used for indicating the subject value of an advert. All these objects are connected with the most important human demands, motives, and stereotypes. For detection of values in this case, it is necessary to use the methods of cognitive linguistics, directed on the analysis of concepts used in the advertisement. Particularly, the analysis of such concepts as health, a healthy lifestyle, success, beauty, family, love etc. is very important.
Thirdly, the usage of the figurative means which are built on the interaction of verbal and visual components of the advertisement text plays an important role in creation of quasi-values (Ukhova, 2014).
Fourthly, while analyzing the values in the advertisements, particularly upon the Russian examples, it is necessary to use such meaningful information resourc-
es, as linguistic dictionaries and National corpus of the Russian language. The usage of these materials allows, on the one part, studying the traditional content of these or other concepts-values (owing to the analysis of the dictionaries of different types), and on the other part -pointing out the changes in their structure (owning to the comparison of these dictionaries with the practical usage of values in the texts of different styles).
Thus, the used methods for studying an axiological world view, represented in the advertisement, can be called complex, taking into account both verbal and non-verbal components of advertisement texts.
RESULTS AND DISCUSSION
The analysis of advertisement texts shows that it is possible to speak about three basic tendencies of transformation of the axiological viewpoint under the effect of advertising.
The first tendency is connected with implementation of new values, or those new to modern culture, and the enrichment of content of already existing values. Aggressiveness, for example, relates to a number of such values. Traditionally, the words aggression and aggressive were perceived in Russian culture as words with negative connotations. Nevertheless, in advertising, they are often used for creation of the ideal image. For example, both the advertising of automobiles and advertising of perfumes call for males to be imprudent, insolent and aggressive. In all appearances, such a change of estimation became possible due to the correlation of this quality with manhood and masculinity. However, in advertisements addressed to female audiences, it is possible to meet similar concepts.
The concept of 'fast paced life' is in many respects connected with 'aggressiveness.' Such advertisements call us to live 'quicker', in particular, with the development of new habits. One such example was recently used by a network of coffee houses, called Double U Coffee. This coffee brand suggested that people often want to 'double' themselves, or be in two places at the same time. Therefore, consumers were offered to drink coffee not at a table, but while on the move. Such active behavior is a new norm in city life. It is attractive to the social market, engaging the active, energetic and young.
It is obvious that implementation of the values described above could not affect the rethinking of what should be considered to be success. In spite of the fact that in advertising of commodities, this concept prevails (Aniskina, 2014a), it is possible to separate the general features of a successful human. This is a person of modernity, young, or at least, aspiring to seem and look this way, sexual, free, and focused on tomorrow.
The success of the consumer can't be tied, first of all, to the ownership of a successful product: Do not believe a person, who says that success is something intangible. Success can be seen, heard and felt. <...> Choose
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Figure 1: Washington's Coffee ad in rotogravure from the New York Tribune. File:Washington Coffee New York Tribune.JPG. From Wikimedia Commons.
a Toyota Camry and you will feel that success speaks to you in one language; All successful people do it. In the morning. Vedomosti. Business Newspaper; secondly, to the interaction with a successful producer: Cosmetic company MIRRA LUX, with 6 years of successful work in the Russian market. We invite you for mutually beneficial cooperation; PR-PREMIER: a wide specter of services, including unique information technologies. We work for your success.
It is interesting that the structure of 'success' notion in the advertisements does not include such characteristics, as rich, in the traditional sense. From the point of the advertisements' view, a rich person is not that one, who has a lot or earns a lot, but one who spends a lot. The illogicality of such consumer behavior, to spend more, than you can afford, is explained very convincingly from a psychological point of view: As you deserve it!
The analysis of advertising texts shows that in the structure of success concept, the following changes take place, in comparison with traditional statements, fixed in the language consciousness:
- the important thing is not what the person does, but
what he consumes,
-	luck doesn't play an important role in the achievement of success, as everyone can have luck: the advertised goods are accessible to all,
-	the dominating role is played not by achieving results, but their evaluation by the society,
-	not the action, but human is successful himself. The considerable change happened under effect of
the advertisement and in the structure of the 'health' concept. In particular, the scientists marked that there appeared to be new direction in native medicines -medicine for healthy people (Il'inova, 2011, 39). However, the argument for advertising the concept 'health' can be deemed as more important, as it supports the axiological senses. Such advertisements often appeal to family values, calling to take care not only of oneself, but of relatives as well: 'A family pool is the center of a nice domestic experience. It provides a constant feeling of festiveness, and confidence in the health of relatives'. These words, reflecting the relationship to health, show its meaning, using positive emotions, are used in the as an active part of the advert. However, in the opinion of experts, these notions are appealing to the sub consciousness. The advertisement convinces consumers that to be healthy is not only pleasant, but also advantageous too: 'The pool was bought -health was strengthened - the labor capacity increased - the wages increased - it is now possible to buy a second car. The preceding advertisements are for swimming pool equipment; 'Our future depends on our health;' from an advertisement for a dental clinic.
The advertisement's discourse supports the concept with such notions as quality of life. 'Quality of life is determined not only by how we get dressed and where we live, but how we are also treated/ from an advertisement for vitamins. Reputation is also supported; healthy people have a healthy reputation.
It may also be claimed that many advertisement texts are focused on the formation of active strategies affecting the behavior of consumers, based upon careful attention to their health. This is contrary the passive behavior, which is traditional for Russian culture. In Russian national culture, the practice of caring for oneself is not well developed. Undoubtedly, it can be considered a positive result, if the advertisement would not substitute the notion of being healthy, with the purchase of 'miraculous medicinal products', which promise to treat aliments without the help of doctors.
The second tendency lies in creation of new combined values. In particular, the relation between 'honesty and benefit' comes from the substitution of relationship between 'honesty and unselfishness' (Ezhova, 2013). Namely, this idea is put into a basis of series of advertisement video clips of Alfa-bank, convincing consumers that 'it is beneficial to be honest'.
In the advertisement of alcohol drinks, the appeal to the values of a healthy way of life is often used, in spite of seemingly full incompatibility with the notions
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of alcohol and health (Aniskina, 2014b). Obviously, the connection between alcoholic drinking and the principles of correct nutrition are not usually in line. Therefore, producers, as a rule, choose other objectives: sport trainings, active tourism, outdoor recreation, etc. Thus, in the advertisement of Kedrovitsa Vodka, the typical consumer is depicted as a person, who likes to see picturesque landscapes, spends time outdoors, breath fresh air, and prefer active recreation. In short, having a healthy way of life, which partly includes the use of the advertised product. In the advertisement of Five Lakes Vodka, drinking vodka is equated with washing in magical lakes, assumingly assisting in health improvement.
In some cases, the appeal to healthy way of life takes place through 'the call' to do sports. However, the recipe of sports evening in this case can look, for example, in such a way:
Sports evening recipe Step 1. Wait for the most important match. Step 2. Support it with the noisiest cheers and chants Step 3. Add the noble taste of White Horse. The analysis of 150 texts suggests that advertising for strong alcohol drinks that appeal to values of a healthy way of life appears make up 30% of all of this category's adverts. Therefore, it can be said that this is one of the most typical advertisement means for this commodity category. Other values, to which the advertisement of strong alcohol appeals, include values of human relationships, like love and friendship, appearing 38% of the time, and self-realization, appearing 24%. Here there appear combinations of values, 'love - friendship - alcohol' and 'self-realization - alcohol'.
Obviously, drinking alcohol contradicts the norms of a healthy way of life. However, in the advertisement of strong alcoholic drinks the indication on their recreational effect is still used. For example, in 2010, the Samara Company PJSC Direct Line placed a vodka advertisement on the Internet, which used such expressions as enhances digestion; helps chills by warming the throat well.
Finally, the third tendency in the change of the ax-iological world view under effect of advertisement lies in substitution of the values, in the advertisement. This happens when explicitly expressed appeal to any value does not correspond to the real content of the text.
Thus, for example, the consumer frequently hopes to acquire ecologically clean products, like high-quality water, along with other products from ecologically clean regions. These blurbs became ordinary in some advertisements. However, the formulation of a 'ecologically clean product' can mislead a consumer, as there are no regulated requirements, meaning that such words can be used by any producer and it is almost impossible to detect false information.
However, the substitution of values can take place without assistance of similar indistinct formulas. For example, in the advertisement of the cigarette brand Kiss,
an inscription to the photo of young woman states: 'I like everything new, tasty and round!' Obviously, the advertised cigarettes are called as tasty and round, which can be seen as comparable to sweets, to readers of the magazine.
One more typical example is the statement It is bad to count calories. This idea is frequently used in advertisements for biologically active supplements and food products for losing weight: It is addressed to those people, who want to have healthy way of life, and want to eat correctly and deliciously at that, not torturing oneself by counting of calories. In this phrase, the following semantic presuppositions are expressed. First, the right nutrition usually can be tasteless. Secondly, counting calories, for example, following quantity and quality of the food eaten, is torturing yourself in vain.
After Russian president V.V. Putin called on Russian citizens to lead healthy way of life, advertisements began to appeal more frequently to such values, as ■R nutrition, active way of life and sport. As a result new video clips appeared, built on the identification of these notions. For example, not long ago, before the beginning of Olympics in Sochi, there appeared an advertisement campaign for toilet cleaner Sanfor. In this ad, the process of lavatory pan cleaning was compared to sport training: a famous biathlon player 'shot' mud and bacteria, using the bottle of the advertised product as the bullets. The brand Lacoste offered its own concept of sport training. This advertisement that promoted clothes of the spring/summer 2014 collection by informing the consumers that love is also sport competition in some respects.
Numerous examples of the substitution of 'health' with other notions exist. The usage of such ways of advertising is an indication of the ecological nature of a product which can completely lead to the appearance of the illusion of usefulness of the advertised product. At least this can aid the transform of alcohol and health from mutually exclusive notions into mutually complementary ones. Such an effect on the axiological world view is especially dangerous, because it is supported by the advertisement of other commodities. In this area, substitution of notions also takes place. Fishing, as a type of active outdoor recreation, is substituted by going into a store. Touristic trips are compared to moving pages of a magazine around. Sport training supposedly should only take place when wearing stylish sport clothes. On the other part, the danger of inclusion of alcoholic ideas in the 'health' concept structure also lies in the readiness of Russians to justify the application of strong drinks in a whole range of life situations.
The peculiarity of this tendency lies in that although we determined a substitution of values, this advertisement perhaps doesn't mislead anyone. However, it is no less dangerous and offers excuses for those who understand the importance of so-called healthy way of life.
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CONCLUSIONS
Thus, the analysis of advertisement texts showed that the advertisements really have a considerable effect on changing the values of the world view. This is displayed primarily by the fact that advertising transforms the content of the individual values and their relationships. Of course, one cannot speak about the exceptional impact of advertising on this process, but its role is quite significant, due to the persistence and high repetition of the same commercial. Modern advertising is not only the interpreter, but also, more importantly, the integrator and even creators of value meanings. Appealing to the traditional human values, the advertisement changes their content and hierarchy. It establishes synonymous relationship between objects (things), that is, objects of the material world, and subjective knowledge of the individual, his categories of consciousness.
The advertisement implements the value-based arguments through axiological lexicon; positive and negative value-based images; concepts and words that are related (in the minds of the speakers) with the basic values accepted in society; imagery means (especially metaphors and comparisons).
The authors identified the following key trends in the axiological world view under the impact of advertising: a advertising implements the values earlier unknown for a culture into the consumers' consciousness and enriches/changes traditional values. These values include aggressiveness, initiative, success, health, life tempo (compare the traditional Russian proverb "Slow and steady wins the race" and others); b advertising creates new combinations of values, which can unite other values, which earlier were considered mutually excluding, for example, honesty - profit, alcohol - health, alcohol -sport, alcohol
- self-realization, family - profit, economy - high-rolling and so on. c advertising substitutes true values by false ones, offering new options for people, who don't follow the rules/ traditions/norms. For example, instead of members of the family, advertising can offer computer, furniture or a new set of sheets; active lifestyle in advertising is equated to shopping; taking care of the beloved is replaced by buying new things for them. Advertising offers a huge number of possible answers to the question "What is important in life?", Suggesting that a pint is more important than the birth of a son (beer ads) and watching TV is more important than communication with relatives (advertising satellite TV). The pronounced violation of traditional values draws attention to such commercials, and phrases said by advertising characters are often transformed into speech clichés. This is demonstrated, for example, by their use with a view to create demotivators and other internet memes. Because of similar changes, advertisements create quasi-values, giving non-material significance to advertised objects.
Thus, today one cannot be limited in the statement that the set of values, replicable by advertising is filtered in accordance with its pragmatic goals and ideology of the consumer society. Modern advertising uses almost all the values, including those that can be referred to the eternal, spiritual values, modifying their content and thereby manipulating public consciousness. Not by chance, in this regard advertising uses figurative means implemented both verbally and visually, as the image-based "package" facilitates the introduction of new value-based senses into the individual consciousness.
At the same time, the authors consider it advisable that the comprehensive study of advertising impact on the representatives of different target groups be carried out. Hence, these are the prospects of further studies.
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aksiološki pogled na svet sodobnega uporabnika oglaševanja
Nataliya Vasilievna ANISKINA
K.D. Ushinsky Yaroslavl State Pedagogical University, 150000, Yaroslavl, Russia, 108 Respublikanskaya Street
e-mail: yar_nauka@mail.ru
Larisa Vladimirovna UKHOVA
K.D. Ushinsky Yaroslavl State Pedagogical University, 150000, Yaroslavl, Russia, 108 Respublikanskaya Street
e-mail: larissauchowa@mail.ru
POVZETEK
Osnovni namen študije je bil preučiti trende, povezane s spremembami aksiološkega svetovnega nazora pri sodobnem človeku, ki izhajajo iz rabe besedil tiskanih oglasov. V raziskavi sta avtorici uporabili metode kognitivnega jezikoslovja, s katerimi sta se osredotočili na tematsko in konceptualno analizo oglasov. Obravnavali sta zlasti vrednote, kot so zdravje, zdrav življenjski slog, uspeh, lepota, družina in ljubezen. Analiza oglaševalskih besedil je pokazala, da oglasi občutno vplivajo na spremembe vrednot v posameznikovem pogledu na svet. Lahko govorimo o treh osnovnih trendih spreminjanja aksiološkega stališča, ki jih povzroča oglaševanje: prvi je povezan z uresničevanjem novih vrednot, drugi z ustvarjanjem drugačnih, kombiniranih vrednot in tretji z zamenjavo vrednot v oglasih. Na podlagi primerjave med tradicionalnimi vrednotami in vrednotami, na katere napeljujejo oglasi, sta avtorici prišli do zaključka, da oglasi zagovarjajo prakso edinstvenega pojava t. i. kvazivrednot, ki temelji na pripisovanju nematerialnega pomena materialnim predmetom. V članku dokazujeta, da sodobno oglaševanje ne igra zgolj vloge tolmača, pač pa, kar je pomembnejše, vlogo povezovalca in celo ustvarjalca pomenov vrednot.
Ključne besede: oglaševalsko besedilo, aksiološki pogled na svet, materialne in duhovne vrednote, kvazivrednote
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ACKNOWLEDGEMENT
This paper is prepared with the support of the Ministry of Education and Science of the Russian Federation under Project 01201455067.
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