title: Social designing of emotion “happiness” in advertising
metadata.name: dc.contributor.author
metadata.value: Savelieva, Olga O.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Kapustina, Alyona S.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2017-05-17T19:13:39Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2017-05-17T19:13:39Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2016-12
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Savelieva O. O., Kapustina A. S. Social designing of emotion “happiness” in advertising. Vestnik SPbSU. Series 12. Sociology, 2016, issue 4, pp. 53–68.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: 10.21638/11701/spbu12.2016.404
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/6325
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: Within the framework of the phenomenological approach happiness is defined as a socially determined
  emotional state arising from a subjective interpretation of the reality of a person or group.
  Attention is paid to the role of social communication to such interpretations, advertising in particular.
  Advertising is considered in the context of social engineering, the advertising message is interpreted
  as a social ‘pseudo-project’. The role of the social and cultural discourse of advertising to create such
  ‘pseudo-project’ is analysed with the directions and principles of the appeal to the phenomenon of
  ‘happiness’ in the construction of the social and cultural discourse of advertising. It is argued that ‘real
  happiness’ is shown in advertisements as a socially approved pleasure obtained through the purchase
  of goods or services. Empirical study revealed a positive attitude towards the audience’s appeal to the
  phenomenon of advertising ‘happiness’. We also studied ‘the criteria of happiness’ which have been
  used in advertising. Empirical research revealed that the idea of the significance of individual criteria
  of happiness of the audience and the creators of advertising matches only partially. If the audience is
  put in the first place on the importance of ‘the ability to do what he likes,’ the advertising messages that
  motivate the audience can hardly be found. According to other criteria such sharp discrepancies are
  observed. This proves once again that the social representation of happiness is not the same as hedonism — satisfaction conceived irrespective of morality. It can be said that the idea of happiness among
  viewers of television advertising is consistent with the understanding of the great thinkers of the past:
  a high degree of socially approved satisfaction from life. Refs 28. Figs 6.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Series 12. Sociology;Issue 4
metadata.lang: -
metadata.name: dc.subject
metadata.value: sociology of emotions
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: happiness
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: advertising
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: social-cultural advertising discourse
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: social construction
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: social pseudo-project
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: appeal in advertising
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Social designing of emotion “happiness” in advertising
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 04-Saveleva.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/6325/1/04-Saveleva.pdf
resources.format: Adobe PDF
resources.size: 1,77 MB