Features of Ukrainian Advertising Copywriting After the Full-scale Invasion of Russia in Ukraine
Year: 2025
Type: article
Abstract: The study is devoted to the analysis of changes that occurred in the Ukrainian advertising after the full-scale russian invasion of Ukraine, in particular, the peculiarities of copywriting in the Ukrainian advertising. The study aims to explore and systematize current means of reaching advertising information to the audience in wartime. There are tasks to achieve the study aim: 1) to analyse samples of the Ukrainian advertising created after February 24, 2022; 2) to identify and describe the means and tools of reaching advertising messages to the target audience; 3) to systematize results. The theoretical significance of the study results will become the basis for new scientific research. The practical results will allow to make relevant adjustments to educational materials. The study examined commercial advertising of the Ukrainian brands created after February 24, 2022, analysed texts and ideas of chosen advertisements, drew conclusions about the significance of the changes studied and their impact on the Ukrainian society in the future.
Source: Integrated communications
Authors: Svitlana Vernyhora, Nina Vernyhora
Institution: Borys Grinchenko Kyiv Metropolitan University
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4411927101