ADVERTISING ACTIVITY: SOCIAL MEANING OF MODERN SOCIETY

Abstract

The article attempts a socio-philosophical analysis of advertising activity as a factor of socio-cultural changes in society and the formation of social meanings. The concept of advertising appears to indicate a peculiar nature of human economic activity at the level of consumption. it is stated that advertising is not only a means of communication (the product of objective conditions), but also the affirmation and deployment of the activity of a social subject. It was determined that advertising is a branch of communication and a social phenomenon that represents the information space where the reality of consumption of declared values is cultivated. It was revealed that, by its essence, advertising activity is a polyphonic phenomenon, diversified in many forms. In such a polyphony of advertising activity, what is dominant is what appears through the relationship between what is individually desired and what is socially acceptable. The functionality of such a relationship is ensured by appropriate mass media and the multidimensionality of advertising itself. It has been proven that advertising activity allows not only to outline these orientations in a unique way through the innovative use of symbols, metaphors, «simulacrums», etc., but also to determine the main directions of intensification of the life activity of a person and society thanks to the reorganization and transformation of social relations.