Yanenko Y. Representation of values in advertising in contemporary Ukrainian society.

Object: Ukrainian advertising as a social institution. Aim: to determine the characteristics of representation of values in advertising in the modern Ukrainian society. Methods of research: analysis of statistical information, analysis of documentary sources, secondary analysis of case studies, the method of observation, content analysis, comparative analysis, factor and cluster analysis, correlation and system analysis. Theoretical and practical results: a sociological deepened understanding of translation and representation of values in the Ukrainian advertising; conceptualized the notion of "Ukrainian advertising", suggested the use of the terms "kontrmanipulation" and "social oxymoron" as the performance characteristics of advertising in contemporary Ukrainian society. Novelty: the peculiarities of translation and representation of values in the Ukrainian advertising. Degree of implementation: results of a study used to develop and improve such courses as "Sociology of advertising", "Sociology of consumption", "Sociology of mass communication" for students of Sumy State University.