Moral Stereotypes in Contemporary Advertising: an Ethical Analysis
Loading...
Date
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Актуальность выбранной темы выпускной квалификационной работы обусловлена тем, что современное медиа-пространство благодаря существованию рекламы выстраивает систему ценностей, моделей поведения как отдельного индивида, так и общества в целом, поэтому изучение феномена стереотипов является значимым для понимания устройства современного общества. Первая часть работы посвящена рекламе в современном обществе. В ней даны определения рекламы, определены ее виды и функции, описаны психологические приемы воздействия рекламных сообщений на сознание индивида и проведен переход к нравственным началам в рекламе. Вторая часть посвящена проблеме стереотипов. В ней отмечены несколько подходов к определению стереотипов и путях их формирования, проанализированы особенности нравственного стереотипа и его месте в структуре морального сознания, а также представлены различные виды нравственных стереотипов в рекламе, дополненные реальными примерами. В заключении дан ответ на вопрос о том, каким образом стереотипы в рекламе вдияют на общественное сознание, и сказывается ли это позитивно или негативно на современном обществе, сделаны общие выводы по проделанной работе.
The relevance of the chosen theme of the final work is conditioned by the fact that the modern media space builds up the value system, the behavior patterns of both the individual and the society as a whole due to the existence of advertising, so studying the phenomenon of stereotypes is important for understanding the structure of modern society. The first part of the work is devoted to advertising in modern society. In this part basic definitions were given,its types and functions were defined, psychological methods of the influence of advertising messages on the individual consciousness were described and transition to the moral principles in advertising was made. The second part is devoted to the problem of stereotypes.Several approaches to the definition of stereotypes and its place in the structure of moral consciousness were analyzed, as well as various types of moral stereotypes in advertising supplemented by real examples. In conclusion was given the answer to the question of how stereotypes in advertising affect the public consciousness, and whether it affects positively or negatively in modern society, made general conclusions on the work which was done.
The relevance of the chosen theme of the final work is conditioned by the fact that the modern media space builds up the value system, the behavior patterns of both the individual and the society as a whole due to the existence of advertising, so studying the phenomenon of stereotypes is important for understanding the structure of modern society. The first part of the work is devoted to advertising in modern society. In this part basic definitions were given,its types and functions were defined, psychological methods of the influence of advertising messages on the individual consciousness were described and transition to the moral principles in advertising was made. The second part is devoted to the problem of stereotypes.Several approaches to the definition of stereotypes and its place in the structure of moral consciousness were analyzed, as well as various types of moral stereotypes in advertising supplemented by real examples. In conclusion was given the answer to the question of how stereotypes in advertising affect the public consciousness, and whether it affects positively or negatively in modern society, made general conclusions on the work which was done.