Utilitarian and aesthetic values in the modern German society (through the example of print media advertisements)

The analysis of advertising print materials placed in German mass media allows revealing the hierarchy of values of modern society, its needs and sociocultural level. Advertisers actively appeal to the concept of "utilitarian values" of society, as they reflect propensity of a contemporary man, first of all, to comfort and moderate money spending. Advertisers' appeal to aesthetic values is determined, on the one hand, by good taste of a part of society, and on the other hand – by prestige of purchased goods or rendered commercial services. In German advertising media texts, the aesthetic value is emphasized, as a rule, when offering expensive goods, which cannot be bought by everybody. It was found out that in German advertising texts the evaluation vocabulary is actively used to effectively influence buyer's consciousness. The analysis of advertisement texts identified two types of goods, whose buyers pursue either utilitarian or aesthetic values. It was found that the more prestigious and expensive the goods, the oftener the evaluating words are used and the more emphasis is put on the aesthetic values of the German society. If the goods are cheap and less prestigious – lexical units that denote utilitarian values are used. © 2016 Zheltukhina et al.

Авторы
Zheltukhina M.R.1 , Krasavsky N.A.2 , Slyshkin G.G.3 , Ponomarenko E.B. 4
Редакторы
-
Журнал
Издательство
Gokkusagi LTD. STI.
Номер выпуска
5
Язык
Английский
Страницы
1411-1418
Статус
Опубликовано
Подразделение
-
DOI
-
Номер
iejme.2016.125
Том
11
Год
2016
Организации
  • 1 Theory of English department, Volgograd State Socio-Pedagogical University, Volgograd, Russian Federation
  • 2 Theory of German and Technique of its Teaching department, Volgograd State Socio-Pedagogical University, Volgograd, Russian Federation
  • 3 Social sciences and professional communication department, Moscow State University of Railway Engineering of the Emperor Nicholas II, Moscow, Russian Federation
  • 4 Foreign Language department, Faculty of Philology, Peoples' Frendship University of Russia, Moscow, Russian Federation
Ключевые слова
Aesthetic values; Media discourse; Media text; Social needs; Utilitarian values
Дата создания
19.10.2018
Дата изменения
19.10.2018
Постоянная ссылка
https://repository.rudn.ru/ru/records/article/record/4385/