SPECIFIC NATURE OF VALUES IN CONTEMPORARY ADVERTISING BASED ON THE NARRATION ABOUT HOME-COMMUNITY
SPECIFIC NATURE OF VALUES IN CONTEMPORARY ADVERTISING BASED ON THE NARRATION ABOUT HOME-COMMUNITY

Summary/Abstract: This article focuses on the reflection on advertising and the related message in the post-consumption era, where there is a gradual shift towards social values. As follows from numerous studies, references to values in advertising strictly correlate with the perception and reception of the advertising spots. When combined with socially significant values, products, services or ideas advertised in this manner affect a specific choice of lifestyle and including these values when creating advertising messages enhances the strength and quality of the advertising message itself. The conducted analyses are an attempt at answering the question: do the creators of contemporary advertisements published on the Internet and promoting global corporations use specific motifs in order to reflect the condition of an individual society in their creative ideas and do they pay attention to the local market and the hierarchy of values promoted in a certain culture, or do they play with conventions and schemes or even intentionally contest and challenge these values?

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