Lapin V. The Conceptual Contradictions of the Global and the Post-modernist's Sociological Theories in Explanation of Social influence of Advertising.

This thesis is dedicated to the identification and to the investigation of the basic conceptual contradictions in sociological theories of globalization and postmodernism in its ability to explain the social influence of advertising. The importance of the study of the globalization of advertising practices and the elaboration of cognitive multilevel cognitive strategy for formation of the contemporary sociological theory of advertising is substantiated. The specific contradictions of conceptual reflection in the dilemma of social utility and the antihuman social influence of commercial advertising in the sociological theories of global modernization and of the global dependency are identified and determined. The cognitive contradictions in conceptual interpretations of the real interdependence the processes of the overconsumption and manipulative social influence of advertising in theoretical sociology of postmodernism are analysed by the author.