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Social Anti-drug Advertising as a Factor of Professional Preventology

Narcotization, being a complex phenomenon involving various spheres, can be overcome only by a set of measures – from criminal and law measures to social ones. Modern media directly or indirectly contribute to the formation of a liberal attitude to the problem of drug addiction. In these circumstances, a special role is given to social advertising, to its preventive function. Adequate social advertising, which can become a powerful preventive anti-drug resource, should be opposed to mass involvement of young people into the sphere of drug abuse and distribution. Preventive social advertising is constructive in its essence, as it is aimed at the formation of such attitudes and personality traits, in which drugs are not understood as value. The methodological basis of this investigation is the unity of the general, psycholinguistic, linguistic and law methods. The whole range of facts observed in the discourse – lexical units and grammatical forms, which provides social advertising is the subject of the study. The analysis is conducted at different levels – at the macroand microlevel. A comprehensive approach to the phenomenon of social advertising, dedicated to drug prevention demanded the usage of speech activity, the theory of speech acts, support on ideas and methods of cognitive science.