The specifics of Russian social advertisement is considered in the article. It’s done from the position of constellation, which determines the character of freedom and dependence of “the other” ways of presentation “the own” mental priorities. Democratization processes affected on Russian mentality varied relationships between informants. Besides traditional values based on moral and ethics dependences another type of relations comes to modern society. Free dependence is not found on moral and ethics principle, but based on self-estimation and self-sufficiency of an individual. For the reanimation of social “feelings inflation” social advertisement which reveals the main points of tenderness of modern society is used.

The specifics of Russian social advertisement is considered in the article. It’s done from the position of constellation, which determines the character of freedom and dependence of “the other” ways of presentation “the own” mental priorities. Democratization processes affected on Russian mentality varied relationships between informants. Besides traditional values based on moral and ethics dependences another type of relations comes to modern society. Free dependence is not found on moral and ethics principle, but based on self-estimation and self-sufficiency of an individual. For the reanimation of social “feelings inflation” social advertisement which reveals the main points of tenderness of modern society is used.