Liashchenko A. Advertisement as a Social and Cultural Phenomenon in the Mass Communications System

Advertisement as a social and cultural phenomenon in the mass communications system on the Ukrainian advertising background is under precise study in the thesis. The research given analyses the peculiarities of this phenomenon in the context of the Ukrainian ethnos as well as its functioning as a form of social communications providing with the informational channels in order to transmit the spiritual experience in the capacity of consumers' behaviour models, including positive origins as well as negative ones. The research stresses on the fact that while functioning as a cultural medium in the social communication system, advertisement influences not only the human behaviour but also the social moods, social life integration, social mobility as well as power legalization. While being a part of the cultural sphere and intending to get the effectiveness, advertisement is based on the definite national traditions and stereotypes, as well as being the influence factor on value transformations dynamics.