Message of national identity in the medium of advertising

The article is devoted to the description of nationalist myth-rhetoric, communicative strategies and symbolic facilities of appellation to the television audience in Russian advertising. On the basis of the author's concept generated on the principles of social constructionism, an attempt to define the character of refraction of inter-elite projects of modernisation/traditionalisation of Russia in the media environment of Russian television is made. In the article the experience of realisation of the project "Forming national identity: competitive image-projects of Russia in domestic commercial and social television advertising" is analysed The aim of the project was to explicit national identity images as shown by domestic commercial and social advertising and to expose the effects of their spread with the national self-identity of the youth. The analysis of demand of packages of national identity among the youth audiences showed that traditionalist isolationist project, offered by Russian television, finds serious support among the youth audiences. On the opposite, modernistic paradigm characters do not cause positive emotions of uniting. Sociological research of national identity awareness of the youth target audience showed predominance of retro orientation instead of orientation to the future, positive attitude towards prerevolution and soviet characters and appearances, vacuum in perception of social institutes, political conservatism and a messiah idea of Russia's «exceptional fate». A considerable part of national TV commercials with the purpose of achievement of positive resonance with their messages uses similar conservative-isolationist moods. In the traditional TV commercials a set of convincing rhetoric methodsis used, exploiting traditionalist and isolationism expectations and options of Russian audience, such as appellation to the unity of nation, nostalgic references to the experience of Soviet collectivism, the State grandeur, speech figures of transit of the heroic past to the present, appeals to go back to the epic nation "origin". From the position of transmission of globalistic options and a modernist package of national identity, as research showed, globalist oriented commercials of huge transnational companies come forward as "locomotives" of modernisation, unnoticeably converting traditionalist values and counterbalancing the conservative state propaganda

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