广告活动:现代社会的社会意义

Ruslana Atashkadeh, M. Honcharenko, Anastasiia Puhach, Yuliia Sierova
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引用次数: 0

摘要

本文试图从社会哲学的角度分析广告活动作为社会文化变迁和社会意义形成的因素。广告的概念似乎表明了人类经济活动在消费水平上的一种特殊性质。广告不仅是一种传播手段(客观条件的产物),而且是对社会主体活动的肯定和部署。广告是传播的一个分支,是一种代表信息空间的社会现象,在这个信息空间中,培养了对宣称的价值的消费现实。从本质上讲,广告活动是一种多音现象,表现形式多种多样。在这种广告活动的复调中,占主导地位的是通过个人渴望和社会接受之间的关系出现的东西。这种关系的功能是由适当的大众媒介和广告本身的多维度来保证的。事实证明,广告活动不仅可以通过符号、隐喻、“拟像”等的创新使用,以独特的方式勾勒出这些方向,而且还可以通过社会关系的重组和转化,确定个人和社会生活活动强化的主要方向。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
ADVERTISING ACTIVITY: SOCIAL MEANING OF MODERN SOCIETY
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.
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