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Cultural Values of Moscow Students as a Determining Factor in Their Attitude towards Advertising

Student: Margarita Mytareva

Supervisor: Lyubov A. Tsyganova

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 8

Year of Graduation: 2020

There is an opinion that the process of forming a new system of values among young people in Russian society takes place in crisis conditions, when it is difficult to transfer cultural values from generation to generation, and therefore young people are forced to form them independently in the process of education and professional activity. Moreover, young people, including students, can be considered guarantors and drivers of progress in many areas: governmental domestic and foreign policy, the establishment of social trends in society, and, of course, in economy. And since advertising is a mediator between society and the economy, it becomes important to understand how the formation of special, inherent cultural values in young people affects their attitude towards advertising. The main purpose of this study is to determine the attitude of Moscow students to advertising, where their inherent cultural values will be violated or social taboos will be demonstrated, and to develop a set of recommendations on the effectiveness or ineffectiveness of these techniques in advertising to promote a particular product. Sixteen students from sixteen different faculties of the Moscow affiliate of the Higher School of Economics University were selected as the target group for this study. They were offered questionnaires to identify cultural property specific to them, and interviews were conducted with them, inviting the first group of respondents to respond to an alleged violation of their cultural values in advertising and the second group to respond to a violation of social taboos in it. The main results were the identification of perception barriers that prevent respondents from becoming aware of the fact that their cultural values or social taboos were violated in advertising, and a list of recommendations that will help advertisers to create advertising campaigns for said target audience.

Full text (added May 18, 2020)

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