CONCEPTUAL AND VALUE-BASED ARCHETYPES OF “HAVING” AND “BEING” IN SELF-REGULATION OF ADVERTISING

Abstract

The publication is devoted to actual problems of theory and practice of self-regulation in the process of formation and implementation of state policy in the field of advertising, which, as part of the information space and mass culture in many countries, influences the formation of value orientations of society. The problem of conceptual bases of management and regulation of the advertising sphere, the correlation of state regulation and self-regulation continues to be relevant for many countries, including European countries. The article deals with the social aspects of self-regulation in the context of the value-semantic archetypes of “having” and “being” from the point of view of the social concept of E. Fromm. Are generalized the particular methods and forms of effective selfregulation in European states, the experience of “having” and “being”, which affect both the functioning and development of self-regulation, and the level of corporate social responsibility of the advertising business, is substantiated. It is shown that the achievement of harmonization of relations between the advertising business, society and the state requires the transformation of the priorities of advertising self-government from the protection of corporate interests to cooperation with society. Some methods and forms of effective self-regulation in European states are generalized, the experience of which can become reference points for both the European advertising community and the global advertising industry. The author substantiates the conclusion that creative possession, when the subjects of advertising self-government have an active motivation of “being”, which supplements and does not exclude the corporate interests of “having”, influences the formation of effective self-regulation in the sphere of advertising.