Yanenko Y. Advertising communications as a factor of socialization in modern Ukrainian society

The dissertation deals with the advertising communications as a factor of socialization, the communication means of socializing the impact of advertising on the target audience, the importance of human-centric communication technologies as a factor of modern socialization has been clarified. In the first chapter of the dissertation, the characteristics of the problem situation are determined, which is manifested through the need of each individual to obtain relevant knowledge, skills, norms, value orientations, behavior patterns and through the contradictions between the means of its satisfaction. In the second chapter of the dissertation, features of tools and technologies of modern advertising communications as a factor of socialization are determined. In the third chapter of the dissertation, the importance of human-centric communication technologies as a factor of modern socialization was noted. The author defined a number of human-centric communication technologies that are oriented to the needs and interests of the target audience of advertising, in particular, storytelling, infographic, teaser advertising, native advertising. In the fourth chapter of the dissertation, the characteristics of advertising heroes are determined through their influence on the process of socialization of the target audience. The author's classification of main characters of advertising heroes based on their socialization impact: the hero-rebel, the hero-conformist, the hero-innovator, the hero-professional. In the fifth chapter in the dissertation the importance of satisfaction of the target audience of advertising communications as a factor of socialization influence was noted, defines the features of the socializing influence of advertising communications, based on the satisfaction of the target audience, defines the relationship between consumer satisfaction and social approval. On the basis of advertising models AIDAS and AISDALSLove the author developed a social-communication model of the influence of advertising communications on the process of socialization – AIDASSoc.