Spiritual side of advertising and values of regional media products

National Research Mordovian State University n.a. N.P. Ogarev, Saransk, Mordovia, Russia

^* Corresponding author: rzanova@mail.ru

Abstract

The paper considers advertising communication in the aspect of socio-cultural activity. The study shows that advertising reflects the desire of the Russian society for a global association, for the fulfillment of universal human values, performs the functions of social communication, and has signs of a media product. Special attention is paid to the spiritual side of advertising, since it reflects the new vital needs of a person, an active influence on the way of life, the system of values of individuals. It is proved that the media represent media opportunities for the implementation of advertising. Media technologies for transmitting non-verbal information, digitalization of mass media, online mode expand the communicative capabilities of advertising activities. The entire information and advertising process is reflected in the development of regional advertising and communication channels. At the moment, the regional media space of Mordovia offers such types of advertising as commercial, institutional, industrial, consumer. It should be noted that the digital indicators reflect a stable, consistent movement of regional society from the industrial-social to the public-consumer stage of development. This confirms the fact that a fairly large number of media platforms are occupied by consumer advertising. Industrial advertising is characterized by the steady growth, which is somewhat characterized by “downturns”, which may be explained by seasonal changes in the functioning of joint-stock companies. In general, the small growth in industrial production steadily achieved by the Republic of Mordovia over the past ten years is reflected in the qualitative and quantitative improvement of the corresponding type of advertising.