Year: 2019
Type: article
Abstract: The article deals with main theoretical approaches to the analysis of modern advertising in conditions of information-based society as the object of the research. It also distinguishes its main differences in accordance with the possibilities of influence on the development and formation of person’s consciousness. As a hypothesis, we have assumed that advertising, as a form of social activity, requires in-depth and comprehensive study in world-value, moral, ethical, and pragmatic aspects. It indicates the topicality of ad studying as one of the most effective means to create and attach the social changes in the current information based society and substantiates the importance of social and philosophical research of the ad from a perspective of the form of symbolic world development by current society and one of the ways of formation of modern person world perception and world view. In addition it proves the advertising as one of the major ways of impact on social thought has also to form national identity and the consciousness of young generation. In our opinion it is impossible to do without studying theoretical approaches to the ad, first of all pragmatic, axiological, systemic, moral and ethical and others, in current information based society. It lays emphasis on the fact that the advertising performs the integrative function by virtue of the fact that it can bring information to human consciousness regardless of their national and cultural background and is the essential characteristic of current social globalization. The article concludes the advertisement being a multifaceted process which is in a constant movement, an effective mechanism of influence on human self-determination at the present stage of human development that offers various models and lifestyles, transmits value orientations, and forms standards of behavior in daily life under the influence of modern socio-cultural and other conditions. The advertisement can directly impact on personal formation that is why it is a very important aspect in not just formation of a national consciousness of an individual but also in creating of social thought.
Authors: M. A Kozlovets, D. V. Bashmanivskyi
Institution: Zhytomyr Ivan Franko State University
Language: Ukrainian
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2997796093