Social Advertising as a Marker of Linguistic and Cultural Space

Introduction. Social advertising is an important element of the modern cultural and linguistic environment, contributing to the formation of public consciousness and the transmission of cultural values. In this work, the authors aim to identify the key characteristics and patterns of social advertising in the Russian and French linguistic and cultural spaces, and to determine the factors that stipulate the differences and similarities in the approaches to creating and promoting social campaigns. Methodology and sources. The work is based on the methodology of an interdisciplinary approach, using discourse analysis and content analysis. The theoretical and methodological framework is based on works in the field of media discourse and linguoculturology. The empirical material includes examples of social advertising published in Russian and French sources from 2010 up to 2025. Results and discussion. It has been demonstrated that there are significant differences in the lexical and semantic field of social advertising in the French and Russian linguistic and cultural spaces. The French terminology focuses on emotions and individual responsibility, while the Russian terminology focuses on state interests and collective values. The analysis of the themes revealed significant similarities in the key topics: healthy lifestyle, road safety, addiction prevention, family support, and environmental issues, but with different emphases. French advertising focuses more on environmental issues, gender equality, and cultural heritage, while Russian advertising emphasizes the importance of patriotism, social stability, and traditional values. French advertising also highlights the involvement of corporations in social projects. The Russian segment of social advertising demonstrates a greater commitment to national projects and government programs. These differences are related to the historical features of the formation of structures and participation of the civil society and the development of social initiatives. Conclusion. The significant differences in the texts and themes of social advertising reflect the cultural traditions and historical factors of Russian and French society. However, both types of social advertising demonstrate effectiveness depending on the cultural context and audience expectations. The differences in approaches highlight the need to consider national specifics when developing social advertising strategies.

Authors: Еkaterina Е. Verezoubova, Olga А. Freidson

Direction: Linguistics

Keywords: social advertising, advertising discourse, linguocultural analysis, national specificity, linguocultural space

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