Lugutsenko T. The Dialectics of esthetic and economic features in socio-cultural developing of human creative life

The problem of economic esthetics is investigated in this thesis, the mechanism of esthetic developing in valuable orientations which opens the interaction between esthetic requirement and economic ones in the aspect of their valuable contents is determined. The mechanisms of formations of people's interest (including economic one) in esthetic requirements, in different spheres of human activity among which artistic activity and art. The esthetic and economic features are considered as the main thins influencing on each other during human activity in social life (in every day, economic end spiritual life), in artistic practical life. The essence, the structure and behaviour "of esthetic person" and "the economist-person" at different levels of life are examined. The developing "of a person in the direction of homo estheticus" is realized from the position of environmental esthetics. Esthetics sphere of modern advertising as an integral universal part of the culture is determined on the base of correlation analysis and interaction between esthetic and economic features used in publicity. The achievements in the field of modern philosophical-esthetic reflection are used; They allow us to investigate the advertisement as a phenomenon which because an integral part of human life, which became a universal, unique mechanism for creation regulation of people's world, including esthetic one. It has been examined that diversified direction of esthetic and economic features in the life of people leads to the changes of their infernal world. The necessity to find compromises is aroused; "esthetics in economy" and "economization of esthetical" are appeared in practical life and fined their reflection in artistic activity. Key words: valuability, esthetic value, quaesthetical value, esthetic person, economist, cultural capital, frame, esthetical method, complementation of esthetical and economical in a human-being, culture, esthetical culture, artistic practice.