THE ADVERTISING COMMUNICATIONS IN THE SYSTEM OF GLOBAL CULTURAL TRANSFORMATIONS AND SOCIAL TECHNOLOGIES

Abstract

Aim. The focus of this article is on the advertising communications in modern society. They are considered as phenomenon that can be updated and transformed due to economic, political, social and cultural factors. The subject of analysis is advertising communications as method of social technologies in the globalized world. The aim of the research is the actualization of the philosophic analysis of the advertising communications in the system of the global cultural transformations. The method or methodology of the research. The analysis is based on structural, functional, social, psychological, axiological, social and cultural approaches in the modern cultural context. The results of the research. In this article the advertising communications are considered as affective, providing support for demonstration and consolidation of social standards and values in the social system functioning. They play an important role in the process of social opinion forming and either can have an impact on the common way of life. Advertising communications can have positive as well as negative influence, either have social and cultural purposes. It has been shown in these studies that advertisement communications are a significant social factor that plays a great role in global cultural transformations and as can be seen is successfully used by social technologies. This process has been facilitated due to cultural transformations of XX–XXI centuries. The application field of results. The practical implications are determined by the capability of using these materials by marketers as well as by consumers. Furthermore, they can be used for the working out and teaching of “Advertising Philosophy” discipline together with other subjects that deal with advertising communications.

Keywords

• реклама
• рекламные коммуникации
• культурные трансформации
• социальные технологии
• средства массовой информации
• аксиология