Ruslana Atashkadeh, M. Honcharenko, Anastasiia Puhach, Yuliia Sierova
{"title":"广告活动:现代社会的社会意义","authors":"Ruslana Atashkadeh, M. Honcharenko, Anastasiia Puhach, Yuliia Sierova","doi":"10.17721/2415-881x.2022.89.78-91","DOIUrl":null,"url":null,"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.","PeriodicalId":179135,"journal":{"name":"Politology bulletin","volume":"7 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"ADVERTISING ACTIVITY: SOCIAL MEANING OF MODERN SOCIETY\",\"authors\":\"Ruslana Atashkadeh, M. Honcharenko, Anastasiia Puhach, Yuliia Sierova\",\"doi\":\"10.17721/2415-881x.2022.89.78-91\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":179135,\"journal\":{\"name\":\"Politology bulletin\",\"volume\":\"7 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"1900-01-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Politology bulletin\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.17721/2415-881x.2022.89.78-91\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Politology bulletin","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.17721/2415-881x.2022.89.78-91","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
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.