Problem of advertising innovations in Russia

The article deals with the problem of advertising innovations in modern Russia. It is argued that not always new technical advertising means imply an innovative effect. Innovative advertising should develop according to a socially oriented economy, promote the formation of moral values among Russians. Innovative technologies in advertising should unobtrusively form a positive image of the company, evoke positive emotions in a person, based on the moral values of Russian culture, such as collectivism, equality, justice, creativity, diligence, trust.