Potential of social advertising in the formation of world values of young people in the South of Russia

The article is devoted to the potential of social advertising in the values formation of the youth in the South of Russia. The South of Russia is considered to be a multi-national and poly- confessional region, in which there are particular conflicts and contradictions caused by variety of values. The influence of social advertising on hierarchy of young people, values, the formation of their ethnic and civil identity is analyzed and the potential of social advertising for the prevention of xenophobia and promotion of tolerance among young people in the South of Russia are determined.