Cognitive Principles and Persuasiveness of Social Anti-Drug Advertising

E.G. Kulikova and L.A. Brusenskaya

European Research Studies Journal, 2018, vol. XXI, issue Special1, 206-218

Abstract: Moral emancipation in post-perestroika Russia led to a massive drug abuse, at the same time narcotization has no cognitive or religious impulse, but rather is connected with hedonistic tendencies (along with many other phenomena of modern civilization, especially mass culture). The problem of the relationship of drug abuse with deviant behavior has been dramatically worsened. Anti-drug direction with prominent role of social advertising in it, is very important.The most important methodological postulate was the position about the empirical method of cognitive linguistics, which is to follow all the nuances of language forms and to find their ultimate explanation in the cognitive structures device.Cognitive approach to social advertising considers that the recipient of the advertisement perceives it through the prism of individual constructs. Persuasiveness in anti-drug advertising relies not only on logic but on psychology, and the axiology. Interpretative approach and hermeneutic approach, linguistic deduction and induction were used.

Keywords: Social advertising; anti-drug advertising; persuasiveness; cognition.Acknowledgement:The reported study was funded by RFBR according to the research project â„– 17-04-00109 JEL Classification Codes: F60; F63; O35; O44.Read the Full Version here (search for similar items in EconPapers)
Date: 2018
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