DOI: 10.25136/1339-3057.2018.1.25663

Abstract: The subject of this research is the peculiarities of representation of values of a healthy lifestyle in the social promotion video ads in Russia. Several various components of healthy lifestyle are being highlighted, and analysis is conducted on their portrayal in advertisements (type of health, advertisement image, emotional effect, level of health, character and format of reflection of health issues). The videos of social promotion representing the values of a healthy lifestyle are analyzed in the context of relevance of the issues raised therein that pertain to the Russian society and comparison of this data with statistics of sociological research and expert opinions. The conducted research allowed the author to conclude that there is a certain decrease in the activity of social promotion in the work of forming and spreading values of healthy living in the Russian society, even though there is a pressing need for it. The emerged “vacuum” is partially filled by commercial advertisements, which “exploits” values of healthy lifestyle primarily for commercial purposes.