Nationally significant key meanings of modern social advertising (through the example of Russian television texts)

The article considers peculiarities of modern social advertising. The issues of correlation between advertising and culture, of influence of advertising on the formation of behavioural stereotypes and moral values of society are covered, main features of social advertising are analysed. It is claimed that advertisements made for distribution in a particular national group reflect this group's view of the world, which is captured in the language units of the advertising text as nationally significant information, or nationally significant key meanings. It is noted that modern television advertising often combines information of two types - commercial and social. At the same time, the commercial component of text is fading away becoming auxiliary information, however due to the value meanings of the «social» plan acquiring more intensive sounding in the whole context of an advertising message. It is also proved that the educational function inherent to social advertising is being enhanced in commercial TV advertising.