The use of hippie jargon as a way of representing subculture in advertising discourse
The article shows the actual sociolinguistic problems of advertising discourse. The authors analyse the impact of social advertising on the recipient in order to consider the mechanisms of formation of value orienta-tions of recipients - recipients of an advertising message. The article provides specific examples of outdoor advertising designed to draw attention to ecology and communication in the family, to form a certain attitude to the problems that exist in society and require immediate solutions from both society as a whole and an individual in particular. The authors analyse the technologies of managerial discourse that advertisers use to effectively influence recipients, to create a positive attitude towards the message itself among the recipients of the advertising message and to form a desire to act in accordance with the duty to nature and man. Not only the verbal component, but also the visual series are designed to cause the effect necessary for the advertiser - to promote a careful and sensitive attitude to the surrounding people and the natural environment. The authors say that advertising in modern society contributes to the formation of spiritual and moral values of the individual, its socialization.