摘要：The aim of the study presented in the article is an empirical study of semantic attitudes and life meanings of students in the perception of advertising posters. Advertising influence is considered as a process of translation of meanings concentrated in advertising posters. The study sample consisted of 60 students from two universities (Rostov-on-don, Russia). To determine the expression of vital meanings we used the technique of life values Kotlyakov, V. Y. (Y. V. Kotlyakov, 2003), to studies of advertising posters we applied the method of expert evaluations. The results were processed by methods of mathematical statistics: descriptive statistics; nonparametric Kruskal-Wallis H-test for comparison of several independent samples, Spearman rank correlation coefficient. It was shown that in the process of translation of meanings in advertising posters there is an actualization of semantic installations of students. In a sample of students we recorded a tendency to evaluate advertising posters in accordance with the dominant meanings of life. It is shown that there is a relationship between the dominant life meanings of students and their estimates of advertising posters.
