Tsymbal K. Advertizing as an Institutional Factor of Values Transformation in the Contemporary Ukrainian Society

The dissertation's main objective is to explore possibilities of values formation and transformation through advertizing and to outline the strategies of values formation and transformation for different social groups in Ukrainian society. Due to absence of such a research-based strategy the agents of value formation (i.e., the state and NGOs) underuse the potential of advertizing to increase adaptability of individuals and social groups and integration of society under conditions of post-Soviet transition and current economic downturn. Meanwhile, this new instrument of mass communication constitutes a promising social technology for alleviation of social costs ensuing from the transformation and crisis.