Sapenko R. Advertising as a transcultural phenomenon.

The dissertation offers a comprehensive analysis of advertising as the clearest phenomenon of modern global popular culture. The author describes its main aesthetic-artistic and transcultural attributes. The author depicts the historical process of the emergence of mass society, which was influenced by mechanisms of a market economy, democratization, universalization and globalization, industrialization and urbanization. The interdisciplinary research on the phenomenon of "mass culture" - carried out by such different theoretical trends and disciplines as the theory of communication, semiotics, poststructuralism, British culture studies, feminist criticism, television and mass-media studies - revealed the humanitarian and affirmative character of the global culture of mass society.