Representation of Values in the Discourse of Advertising (Based on Toyota Automobile Slogans)

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Liudmila Sudina
Liudmila Sudina
1 Moscow Polytechnic University

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This article deals with values component inherent for advertising discourse. Values in advertising discourse influence the recipients and achieve their pragmatic goals. Advertising discourse mirrors the values that have already existed in a particular society. It also forms new values and implements them into people’s minds creating new forms of reality where the possession of a good is more desirable than that of the real needs of a consumer. Values representation in the advertising discourse highlights the most significant cultural meanings of the dominant values, which are widely represented by the explication of hedonistic, social, and material values determined by the necessary requests of the recipients.

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No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

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No ethics committee approval was required for this article type.

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Liudmila Sudina. 2026. \u201cRepresentation of Values in the Discourse of Advertising (Based on Toyota Automobile Slogans)\u201d. Unknown Journal GJHSS-C Volume 24 (GJHSS Volume 24 Issue C4): .

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Analysis of advertising values in Toyota discourse.
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GJHSS Volume 24 Issue C4
Pg. 21- 24
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May 15, 2024

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This article deals with values component inherent for advertising discourse. Values in advertising discourse influence the recipients and achieve their pragmatic goals. Advertising discourse mirrors the values that have already existed in a particular society. It also forms new values and implements them into people’s minds creating new forms of reality where the possession of a good is more desirable than that of the real needs of a consumer. Values representation in the advertising discourse highlights the most significant cultural meanings of the dominant values, which are widely represented by the explication of hedonistic, social, and material values determined by the necessary requests of the recipients.

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Representation of Values in the Discourse of Advertising (Based on Toyota Automobile Slogans)

Liudmila Sudina
Liudmila Sudina Moscow Polytechnic University

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