Shock Advertising: Destruction of Traditional Values and Norms in Contemporary Russian Society

Abstract

This article explores the effect of shock advertising on the deconstruction of traditional values and norms in contemporary Russian society. The research is based on a comprehensive methodology that includes a theoretical analysis of key concepts of deconstruction, social communication and advertising psychology. In addition, the paper analyses specific cases of shock advertising using semiotic and content analysis and identifies mechanisms employed by shock advertising to influence collective consciousness. The paper focuses on such aspects as the blurring of identity and sense of belonging, nihilism and moral relativism. Considering the increasing role of media communications and the fragmentation of the sociocultural space, shock advertising that intentionally violates generally accepted ethical and moral standards is becoming particularly important as a factor in the transformation of value orientations. The paper aimed to identify the mechanisms and consequences of the impact of provocative advertising images on collective consciousness as well as to assess their influence on social stability. The results obtained indicate an ambivalence of the effect of shock advertising, manifested in its ability to not only stimulate critical reflection on the established norms and expand the boundaries of discourse but also undermine social stability, exacerbate inequality and manipulate collective consciousness. The analysis demonstrates a need for a critical understanding of the goals and methods of shock advertising in order to minimize negative social consequences and ensure a responsible approach to the formation of the sociocultural environment. The results contribute to the study of the dynamics of value changes in contemporary society and can be used for further analysis of advertising discourse.