Lysytsya N. Advertising as a social institution

The dissertation is devoted to the consideration of advertising as a social institution of contemporary Ukrainian society. Complex and multilevel analysis of social institution of advertising is given, its implicit and explicit functions are analysed. The possibilities of influence of advertising on social institutions of society which have been formed before and on the generalised consumer are considered.Sociological model of forecasting advertising and defining its effectiveness on the basis of studying advertising acupuncture; values, demands, motives is worked out.Emotional potential in advertising is viewed as a stimulus to the contacts with the generalised consumer in the process of making new and supporting old demands. Sociolinguistics of advertising is used for studying sociology of advertising.The peculiarities of the institutional reflexivity of Ukrainian advertising are studied, directions of its development are determined. Key words: advertising, social institution, function, sociolingui stics of advertising, institutional reflexivity, advertising acupuncture.