Shmyga Y. The efficiency of television commercials in Ukraine (a communicative aspect)

In the dissertation a complex research of advertisement communicative efficiency is performed. The problem of efficiency is shown through the system of factors of advertisement communicative efficiency, and the main elements of communicative process as such as communicator, channel, message, and audience play the main role in this process. This system of factors is examined on the level of theoretical determination of its essence and peculiarities of its realization in Ukrainian advertisement. In view of this, 400 TV-advertisement messages have been analysed to ascertain the productive usage of optimal possibilities of each of the named factors. During the sociological investigation communicative adequate methods of creation of TV advertisement messages, aimed to satisfy the consumer's needs and the formation of his tastes, spiritual and normative values and orientations were revealed. The sociological research based on the questionnaires and content - analyses has helped to reveal peculiarities of thefunctioning of the system communicative influence factors of the TV advertisement messages and to prove the rightfulness of the conception methods in researching TV advertisement communicative efficiency. The conclusion has been made in the dissertation: the native Ukrainian advertisement model, which should reflect the ethnocultural national peculiarities and take into account its efficient influence on the consumer, hasn't been created yet, though a search for such a model has been observed recently.