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Background: In modern Russia, the majority of people does not trust traditional advertising, so advertisers need to use alternative methods to attract attention to a product or a brand. According to Media Logics, in 2016 due to the economic crisis more than ten the largest companies in Russia refused to advertise on television, others reduced its presence on the television screen. Methods: Basic principles of dialectical logic were applied as a theoretical and methodological foundations of the research (ascent fro...