Impact of Advertising on Positioning and Evolution of Demonstrative Consumer Conduct in the Russian Society: Social and Philosophical Approach

  • Ilya V. Pechkurov South of Russia Branch of Federal Research Sociological Center of the Russian Academy of Sciences, Rostov-on-Don urfranrostov@gmail.com
How to Cite
Pechkurov I.V. Impact of Advertising on Positioning and Evolution of Demonstrative Consumer Conduct in the Russian Society: Social and Philosophical Approach. Humanities of the South of Russia. 2019. Vol. 8. No. 3. P. 100-108. DOI: https://doi.org/10.23683/2227-8656.2019.3.9 (in Russ.).

Abstract

The article analyzes the role of advertising in the positioning and evolution of demonstrative consumer behavior realized in the space of the consumer environment, where advertising uses myth-making technologies, generating, among other things, myths of social prestige. Influencing on the psychology of the consumer, advertising sets peculiar standards of prestige and social challenge, imposing not only things and services, but also the style of behavior, lifestyle and forms of leisure activities. Advertising also offers a universal social status labeling system where things of a certain brand become more significant social identifying marks than gestures, rituals, language or moral values.
Keywords:
advertising, demonstrative consumer behavior, consumer environment, social reality, demonstrative orientation of consumer behavior

Author Biography

Ilya V. Pechkurov, South of Russia Branch of Federal Research Sociological Center of the Russian Academy of Sciences, Rostov-on-Don
Candidate of Sociological Sciences, Senior Researcher 

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Citation Formats
Other cite formats:

APA
Pechkurov, I. V. (2019). Impact of Advertising on Positioning and Evolution of Demonstrative Consumer Conduct in the Russian Society: Social and Philosophical Approach. Humanities of the South of Russia, 8(3), 100-108. https://doi.org/10.23683/2227-8656.2019.3.9
Section
PHILOSOPHY AND SOCIETY