Students’ perceptions of the values of collectivism and individualism in political advertisement

The results of studies of the perception of samples of the Russian political advertisement representing values of collectivism/individualism by student’s youth are presented in this paper. It was found that the relation to collectivism/individualism values in political advertising is mediated by level of political activity of students, factors of the individual biography. Thus the relation of student’s youth to the models of political advertisement representing values of collectivism, and also to modern samples is more positive.