LINGUAL AXIOLOGICAL ASPECTS OF U.S. PUBLIC SERVICE ADVERTISING DISCOURSE

Abstract

The article is devoted to study of axiological linguistics through methods of contextual representation and efficiency in the interpersonal space. Lingual axiological research is aimed at a comprehensive analysis of the U.S. public service advertising. Axiological meanings form the basis of social interaction and determine the overall systemic significance of the public service advertising discourse. Axiological value permeates entire discursive potential of social advertising: thematization, expressiveness, modality of statements, pragmatic orientation of semiotic forms, target-purpose orientation, localization of the public service advertising discourse in time and space. The system of values occupies a dominant position in the field of morality and law, art and religion. Definition of values means identifying a person’s attitude to the system of values already existing in society, and their choice is conscious of the acceptance of certain relationships, characteristics and behavior with opposite characteristics. Such choice becomes the determining factor of individual behavior of a person, promotes strengthening of its integration into social systems of different levels: family, collective, community, state, society and civilization. Acquisition of the values system has fundamental importance for the development of a general, social and political culture of society, socialization of the individual, construction of his outlook and value attitude.