Khudiri Y. Functional, thematic and practical aspects of Ukrainian social advertising (based on YouTube video materials).

The dissertation is aimed to provide theoretical and practical explanation of modern Ukrainian social advertising functioning as of an instrument of social communications as well as to define the factors of its effectiveness improvement. The object of the research is social advertising as an instrument of social communications, the subject is functional and thematic specifics and practical aspects of modern Ukrainian social advertising activity based on YouTube video materials. The main tasks are to complete the review of cognitive identification strategies and scientific reflection of social advertising concept, to clarify various scientific approaches to its determination and to define the peculiarities of theoretical interpretations in scope of historical genesis. There was considered the role and place of social advertising in the system of social communications on the basis of existing scientific concepts; there were determined specific features of social advertising functioning; there were analysed its thematic vectors.