Естетичні та художні елементи реклами в регуляції стереотипної поведінки
Aesthetic and artistic elements of advertising in the regulation of stereotyped behavior
Author(s): Olena Yuriyivna OleninaSubject(s): Aesthetics, Sociology of Culture, Marketing / Advertising, Social Norms / Social Control
Published by: Національна академія керівних кадрів культури і мистецтв
Keywords: advertising; a stereotype; a schematization; behaviour; mass consciousness; aesthetic and art components; consumption; a mass culture;
Summary/Abstract: In article art possibilities of advertising in formation of stereotypes of behaviour, feature of influence of aesthetic and art elements of advertising on creation of norms, rules, standards are analyzed. Phenomena of mass consciousness and mechanisms of construction of stereotypes are considered. Advertising is investigated as by means of an image develops imagination, establishes standards and models behaviour of the person.
Journal: Культура і сучасність
- Issue Year: 2009
- Issue No: 1
- Page Range: 108-113
- Page Count: 6
- Language: Ukrainian