The article focuses on non-standard advertising in modern altered media reality. Ambient media are a sociocultural phenomenon, which tends to be new and relatively underexplored in modern Russia. This phenomenon is considered from the perspective of structural-functional analysis and the theory of cognitive dissonance. The author has conducted in-depth interviews with representatives of the advertising community of Ekaterinburg (N = 22) to fi nd out their attitudes towards alternative media. The criteria for classifi cation of modern advertising media and their socio-cultural, communicative and psychological advantages are highlighted. The study showed the high viability of non-traditional advertising forms in general and explained why only a small number of ambient media projects are realized in Ekaterinburg.
|Translated title of the contribution||Attitudes of Ekaterinburg Professional Advertising Community to Non-Standard Communications|
|Number of pages||11|
|Journal||Известия Уральского федерального университета. Серия 3: Общественные науки|
|Issue number||4 (194)|
|Publication status||Published - 2019|
Level of Research Output
- VAK List