Preservation of advertising discourse as a tool for the formation of civic identity of young people

The increasing conflictogenicity of the information society places the task of forming the civic consciousness of young people in the priority areas of the Strategy for the Development of Education in the Russian Federation until 2025. The article examines the phenomenon of commercial advertising as an institution of socialization of youth, providing not only the formation of consumer attitudes, but also contributing to the interiorization of civic identity by young Russians, mediated by the representation of socially acceptable value attitudes. The conceptual model of the evocative analysis of advertising discourse is determined by an integrative approach that includes well-known methods of psychological, pedagogical, sociological and axiological analysis, as well as methods of political mediametry adapted to the research objectives. The conducted research of the advertising discourse revealed the emergence in the youth audience of the evocation effect of axiological attitudes that contribute to the formation of civic consciousness. The conducted study of the persistence of commercial advertising revealed the emergence in the youth audience of the evocation effect of axiological attitudes complimentary to the civil self-determination of the individual.