Shaporenko V. Modern Ukrainian radio advertising: Typology of genres and cultural features.

Complex analysis of Ukrainian radio advertising in the aspects of genrology and cultorological factors of development was made in the thesis, periodization of national audio advertising history was suggested. Main criteria of genre division were defined, such as size, musical content, presence of intertextual elements, consumers' motives etc. It was revealed that audio advertising is characterized by traditionality: old examples the same way as modern are characterized by emotionality, picturesqueness, simplicity - though language of advertising changes. It is proved that advertising influences audience's life-style, system of values and guidelines significantly defining living, ethical and esthetical parameters of society.