ADVERTISEMENT MYTH AS A DETERMINANT OF THE SOCIOCULTURAL TRANSFORMATIONS

Abstract

The article uses a sociocultural approach to analyze advertising communication as an integral part of modern mass culture, social and cultural phenomenon. The problems associated with the phenomenon of advertising myth-making are considered. It is shown that through the use of mythological technologies, advertising acquires the functions of a myth as a manipulator of mass consciousness. The article shows that advertising space is symbolic and mythological. Advertising myth-making, as a part of mass culture, leads to the exploitation of people’s irrational thinking and, to a certain extent, exerts a destructive effect on society as a whole. This study is related to the direction of public administration and focuses on the problem of additional directions of advertising regulation. It is shown that advertising as a socio-cultural phenomenon requires an integrated approach to government regulation in this area in order to balance the interests of society and the advertising business, protect the rights of advertising consumers and the interests of society. The necessity of changing the conceptual foundations of regulation in the field of advertising on the basis of value attitudes, strengthening the role in the regulation of public institutions, involving the public in solving urgent problems of society and protecting its moral and ethical values is proved. A number of restrictions on advertising content, measures to strengthen legislative and development of social regulation have been proposed. According to the results of the study, it was concluded that advertising as a social institution actively forms the semantic characteristics of socio-cultural phenomena that determine the transformation of mass behavior, cultural and moral values of the Ukrainian society. It is shown that the use of the sociocultural approach opens the way to the study of the consequences of advertising, which determine social changes in society.