METHODS OF RESEARCH OF MODERN U.S. PUBLIC SERVICE ADVERTISING

Abstract

The article is devoted to study of techniques of U.S. public service adverising that determine the lingual axiological aspects of discourse. The basic concepts in lingual axiological analysis are interrelated concepts that form the following research paradigm: value, value priorities, value orientation, value meaning, etc. In general, values are defined as what you can aim at, what you can contemplate, what you can treat with respect, or vice versa. Values in this aspect are generalized goals and means of public achievement that fulfill the role of fundamental norms or ideal achievements. Lingual axiological is focused on exploring ways of presenting the world of reflection in their contextual representation and effectiveness in interpersonal / public plans in culture, time and space.