International Electronic Journal of Mathematics Education

Utilitarian and Aesthetic Values in the Modern German Society (Through the Example of Print Media Advertisements)
  • Article Type: Research Article
  • International Electronic Journal of Mathematics Education, 2016 - Volume 11 Issue 5, pp. 1411-1418
  • Published Online: 04 Aug 2016
  • Article Views: 695 | Article Download: 480
  • Open Access Full Text (PDF)
AMA 10th edition
In-text citation: (1), (2), (3), etc.
Reference: Zheltukhina MR, Krasavsky NA, Slyshkin GG, Ponomarenko EB. Utilitarian and Aesthetic Values in the Modern German Society (Through the Example of Print Media Advertisements). Int Elect J Math Ed. 2016;11(5), 1411-1418.
APA 6th edition
In-text citation: (Zheltukhina et al., 2016)
Reference: Zheltukhina, M. R., Krasavsky, N. A., Slyshkin, G. G., & Ponomarenko, E. B. (2016). Utilitarian and Aesthetic Values in the Modern German Society (Through the Example of Print Media Advertisements). International Electronic Journal of Mathematics Education, 11(5), 1411-1418.
Chicago
In-text citation: (Zheltukhina et al., 2016)
Reference: Zheltukhina, Marina R., Nikolay A. Krasavsky, Gennady G. Slyshkin, and Elena B. Ponomarenko. "Utilitarian and Aesthetic Values in the Modern German Society (Through the Example of Print Media Advertisements)". International Electronic Journal of Mathematics Education 2016 11 no. 5 (2016): 1411-1418.
Harvard
In-text citation: (Zheltukhina et al., 2016)
Reference: Zheltukhina, M. R., Krasavsky, N. A., Slyshkin, G. G., and Ponomarenko, E. B. (2016). Utilitarian and Aesthetic Values in the Modern German Society (Through the Example of Print Media Advertisements). International Electronic Journal of Mathematics Education, 11(5), pp. 1411-1418.
MLA
In-text citation: (Zheltukhina et al., 2016)
Reference: Zheltukhina, Marina R. et al. "Utilitarian and Aesthetic Values in the Modern German Society (Through the Example of Print Media Advertisements)". International Electronic Journal of Mathematics Education, vol. 11, no. 5, 2016, pp. 1411-1418.
Vancouver
In-text citation: (1), (2), (3), etc.
Reference: Zheltukhina MR, Krasavsky NA, Slyshkin GG, Ponomarenko EB. Utilitarian and Aesthetic Values in the Modern German Society (Through the Example of Print Media Advertisements). Int Elect J Math Ed. 2016;11(5):1411-8.

Abstract

The analysis of advertising print materials placed in German mass media allows revealing the hierarchy of values of modern society, its needs and sociocultural level. Advertisers actively appeal to the concept of "utilitarian values" of society, as they reflect propensity of a contemporary man, first of all, to comfort and moderate money spending. Advertisers' appeal to aesthetic values is determined, on the one hand, by good taste of a part of society, and on the other hand – by prestige of purchased goods or rendered commercial services. In German advertising media texts, the aesthetic value is emphasized, as a rule, when offering expensive goods, which cannot be bought by everybody. It was found out that in German advertising texts the evaluation vocabulary is actively used to effectively influence buyer's consciousness. The analysis of advertisement texts identified two types of goods, whose buyers pursue either utilitarian or aesthetic values. It was found that the more prestigious and expensive the goods, the oftener the evaluating words are used and the more emphasis is put on the aesthetic values of the German society. If the goods are cheap and less prestigious – lexical units that denote utilitarian values are used.

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