Advertising as a socio-communicative phenomenon of modern culture

Abstract

The article is devoted to commercial studies with reference to cultural analysis and identification of the advertising communication role in the development of the modern worldview, and the conception of advertising is substantiated as a sociocultural phenomenon. The research presents the main approaches to understanding advertising as a product of history and human culture, which establishes values, stereotypes, human behavior patterns. To bring public system into balance requires the development not only commercials, which works first of all according to the market law and which is the factor of public consumption, but support and stimulation of commercial and services of social and cultural activities are of great importance. Advertizing has become a powerful factor of influence not only on economic processes, but also on the sociocultural sphere of public life. The modern commercial gets inside all spheres, communications and foreign and national researches of the phenomenon consider it not only as a goods data flow, but also as the institute of market society acting as the producing mechanism of social norms and values.
Key words: culture, advertising, popular culture and society, marketing communications.