Cognitive Principles and Persuasiveness of Social Anti-Drug Advertising

Abstract

Moral emancipation in post-perestroika Russia led to a massive drug abuse, at the same time narcotization has no cognitive or religious impulse, but rather is connected with hedonistic tendencies (along with many other phenomena of modern civilization, especially mass culture). The problem of the relationship of drug abuse with deviant behavior has been dramatically worsened. Anti-drug direction with prominent role of social advertising in it, is very important. The most important methodological postulate was the position about the empirical method of cognitive linguistics, which is to follow all the nuances of language forms and to find their ultimate explanation in the cognitive structures device. Cognitive approach to social advertising considers that the recipient of the advertisement perceives it through the prism of individual constructs. Persuasiveness in anti-drug advertising relies not only on logic but on psychology, and the axiology. Interpretative approach and hermeneutic approach, linguistic deduction and induction were used.