Gerus O. Constructing of consumption discursive practices by commercial advertising in modern Ukrainian society.

In the thesis author elaborated the concept to justify the characteristics of Ukrainian consumers' discursive practices construction process by commercial advertising. The author reveals the process of how consumers' discursive practices are constructed in the field of commercial advertising. The studies confirmed that advertising is both a relay and producer of social and consumer values. On one hand, it reflects the values of the society where it relays, but on the other - it projects every person and society in general. Thus, it contributes to social values, norms and stereotypes. In the applied aspect of the thesis there was made an attempt to trace the features of how discursive practices of consumption are constructed in the field of advertising. In order to study this process the author applied discourse analysis approach that combines critical discourse analysis (CDA by N. Ferklo, R. Vodak) and the sociology of knowledge discourse analysis (SKAD by R. Keller). During the research of the field of advertising the discourse analysis method gave an opportunity to decode the information contained in commercial advertisements, and determine its impact on the formation of certain values and cultural patterns, rules and regulations. Hence, it provided the opportunity to verify the influence of advertising discourses on the process of consumption practices constructing. The author empirically determined and investigated the factors of promotion distributed by consumer practices in modern Ukrainian society.