在典型方法的背景下,广告作为偏差行为的一个因素

L. Serdechna
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引用次数: 0

摘要

本文详述了在原型方法的背景下,广告对现代乌克兰社会中发生的过程的影响。作者认为广告的作用是社会转变的一个因素,以及消极的社会偏差,特别是异常行为的表现,如吸烟和游戏成瘾。以最易受广告影响的社会群体,即儿童和青少年为例,特别注意分析广告中使用原型的情况。事实证明,由于影响大众意识的技术,包括原型,广告获得了操纵大众意识的功能,并在一定程度上对整个社会,特别是青年产生了破坏性影响。研究表明,广告作为一种社会文化现象,需要采取复杂的方法来规范这一领域的问题,以确保社会的利益,保护消费者免受广告宣传的负面影响。澄清了在规范广告活动中使用原型原则以抵消其对社会转型过程的负面影响的问题。注意改进广告管理的领域,以抵消其对社会变革的消极影响。事实证明,有必要加强在管理公共机构过程中的作用,使公众参与解决当前的社会问题,并保护其道德和伦理价值。根据研究结果,得出的结论是,广告是社会变革过程的决定因素,并导致大众行为的变化,包括消极行为,特别是犯罪行为。重点放在政府机构和国家监管以及公众、社会组织和机构在解决问题方面所发挥的作用。通过原型的棱镜来考虑广告活动的监管状况,可以得出这样的结论:将原型作为管理影响的基础,并将其用于广告领域的监管,将有助于平衡社会和广告业的利益,保护消费者的权利,增加广告发行商的社会责任。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Advertising as a factor of deviant behaviour in the context of the archetypical approach
The paper dwells upon the impact of advertising on the processes taking place in modern Ukrainian society in the context of the archetypal approach. The author considers the role of advertising as a factor in social transformations, and negative social deviations, particularly manifestations of deviant behaviour such as smoking and gaming addiction. In the example of social groups most vulnerable to the influence of advertising, which are children and teenagers, special attention is paid to analysing the use of archetypes in advertising. It has been proven that thanks to technologies of influence on mass consciousness, including archetypes, advertising acquires the function of a manipulator of mass consciousness and, to a certain extent, exerts a destructive influence on society as a whole and youth in particular. It is shown that advertising as a socio-cultural phenomenon requires a complex approach to the problem of regulating this sphere to ensure the interests of society and protect consumers from the negative impact of advertising propaganda. The problem of using archetypal principles in regulating advertising activity to counteract its negative impact on social transformation processes is clarified. Attention is paid to areas of regulation improvement in advertising to counteract its negative impact on social transformations. The need to strengthen the role in the processes of regulation of public institutions, to involve the public in solving current problems of society and to protect its moral and ethical values is proved. According to the study results, it was concluded that advertising acts as a determinant of societal transformational processes and causes changes in mass behaviour, including negative ones, particularly delinquency. Emphasis is placed on the role played by government institutions and state regulation and the public, social organisations, and institutions in solving the problem. Consideration of the state of regulation of advertising activity through the prism of archetypes gives grounds for the conclusion that the use of archetypes as the basis of managerial influence and their use in the regulation of the advertising sphere will contribute to balancing the interests of society and the advertising industry, protecting the rights of consumers, and increasing the social responsibility of advertising distributors.
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