Commercial advertising as an axiological resource of upbringing activity

The aggravation of the conflictogenicity information society and strengthening its social disorganisation orient professional pedagogic communities to search for effective tools that would ensure formation value orientations young people. article deals with problems studying mass media branded discourse as a significant upbringing resource aimed at assimilation by digital generation people socio-cultural experience traditional spiritual values Russian society. basis conceptual model axiological commercial advertising Russians an concept indicator stability was integrative approach, including well-known methods sociological psychological research, political metrics methodological techniques adapted research tasks. Statistical data processing were used eliminate Gap Richard Tracy LaPiere verify results study. An empirical study conducted in youth audience revealed emergence effects under influence not only relation development consumer preferences attitudes, but also value-based socially attitudes. showed has potential when using tool, denoting semantic field which socialisation take place.