Andrieieva O. Shocking advertising as social communication phenomenon: the specificity of display and the potential of influence.

Dissertation thesis looks into the phenomenon of shocking advertising. Defined its socio-historical, scientific and theoretical basis. Were analyzed foreign and local theoretical and practical development of topic. For the first time in Ukrainian advertology the definition of "shock advertising" were proposed; were presented its fundamental components; types of shock appeal and outlined its positive, negative features and "side effects". According to the analysis of the poll (January 2014 - July 2014) were obtained basic spectrum of affective reactions that causes shock advertising. This study also showed Ukrainian audience's attitude to shocking advertising, types of most powerful shocking appeals and demonstrated attitude toward ethical side of the advertising. For the settlement of ethical issues of advertising in Ukraine proposed a number of paragraphs to be included in the codes of ethics of the advertising industry. This study classifies isolated individual researches of the shock-advertising phenomenon; contributes to the practical development of multifaceted issues of the impact of shocking advertising per person.