СОЦІАЛЬНА РЕКЛАМА ЯК КОМУНІКАТИВНИЙ ФЕНОМЕН СУЧАСНОСТІ: ДО ПОСТАНОВКИ ПИТАННЯ
SOCIAL ADVERTISING AS A COMMUNICATIVE PHENOMENON OF MODERNIZATION: BEFORE SETTING QUESTIONS

Summary/Abstract: The purpose of the article is to analyze the features of modern social advertising as a communicative phenomenon. The methodology of the research is based on general scientific methods of analysis, synthesis, generalization. The system approach allowed to integrate the aspect of social advertising as a complex, structured, influential communicative system - a component of the information and communication space of modern society; structural - to identify the fundamental relationships between its elements. The scientific novelty is to substantiate the necessity of studying social advertising in Ukraine as a communicative phenomenon of the present, appealing to national values and priorities. Conclusions. Given its role and importance in modern society, social advertising should be ideologically verified, educate the population in the spirit of patriotism, the revival of statehood, the priority of national values, the formation of the position of «civil responsibility.» Therefore, social advertising must be emotionally filled, appealing to those hidden motives and feelings that leave no one indifferent.

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