Axiological analysis of consumer representation in financial services advertising

The study considers the little-studied problem of structuring the image of the consumer of financial services in advertising discourse. The factors determining the linguistic and axiological peculiarities of the formation of the image of the target audience in video advertising of banks in the USA, Canada, Germany and South Africa, which is not related to the national specific type of advertising, were analyzed. The content analysis demonstrated the effectiveness of applying a wide range of value classifications (M. Rokeach, G. Hofstede, R. Pollay etc.), including corporate value classifications, in the linguistic and axiological analysis of the target audience image. At the same time, the study showed that although the range of values represented in modeling the image of the target audience partially coincides with national-cultural values, a number of other factors determine it on a par with them; among which it is necessary to note the functions and types of financial services advertising, some of which have not been sufficiently covered in studies of financial advertising. Concepts that are outside of the classifications of values and are used to build addressee-addressee relationships and implement manipulative strategies have been identified. It shows the conventional nature of frame-slot representation of the target audience's image in the video advertising of financial services