The thesis research examines the advertising as a phenomenon of modern Ukrainian culture. The main stages of the advertising development are reproduced with the help of personified approach. The artistic principles of modern advertising in Ukrainian cultural space are also pointed out. Advertising and art have the potential of creative interaction, understood as a relatively unique combination of expressive forms. The utilitarian-pragmatic aspect of aesthetic is the primary load in advertisement. The message in advertisement includes the emotionally coloured information, appeals to the world of values of a modern person. Appealing to emotional and associative side of a recipient's thinking brings together the "aesthetic" aspect of art and advertisement. Meanwhile with the help of rhetorical techniques - metaphor, hyperbola - the advertisement combines the item and the value, making the item full of sense, meaning. The advertisement space is limited, from one side, with the world of items and services, and from the other - with the values of the present moment. The advertisement reflects the independence of the moral and aesthetic in items, where the value of the item is sometimes determined not by the social and cultural content, but by the symbolic ones, thus the belonging of its owner to the certain strata of society. The advertisement as a creative type of activity has both artistic and pragmatic aims, and by mixing aesthetics categories makes a model of ideal space. It is emphasised that the perception of advertisement - is a creative process determined by the individual and emotional peculiarities of the recipient, objective qualities of the work, sense, put in there, and that are activated in the consciousness of a subject. The advertisement uses all the sources of psychological and artistic perception and is one of the mechanisms of adaptation for the existence conditions in rapidly changing world with the help of passive or active adaptation to the reality. It is determined that the modern advertisement uses the post modernistic "projects". The aesthetic sphere in modern Ukrainian culture in general, and advertisement in particular, plays the role of "mirror debris" in the process of artistic world mastering. These "debris" give the rhizomatic type of its reflection and perception that supposes a lot of different interpretations appearing (building up) depending both on the level of preparation of the recipient, and on the momentary mood, state, and also depending on the synergistic connections. As a result, the aesthetic sphere in modern Ukrainian advertisement has the probabilistic character. At the same time it is possible to speak about the polyavailability of the aesthetic sphere that creates the polysemantic images, structures the world of a person in the most unbelievable elements and dimensions, languages and discourses. The advertisement determines the identity of a person and at the same time creates the conditions for intercultural exchanges, the advertisement has a cultural and creative potential.
