Bashmanivskyi D. Advertising as a Factor in Social Transformations: A Social and Philosophical analysis

The dissertation establishes the theoretical and methodological foundations for the investigation of advertising as a social phenomenon. It examines the historical and philosophical reflection of advertising in the context of societal transformations, analyzes approaches to the study of advertising activities, and assesses the current state of research on advertising as a social phenomenon. The study explores the impact of advertising on social transformations amidst the techno-informational determinants of civilization development, elucidating their peculiarities and patterns within the overarching civilizational process. It is noted that in a civilizational sense, advertising constitutes an intrinsic characteristic of the era of globalization. Through a social and philosophical analysis of advertising activities, the dissertation identifies the social meanings of advertising and their manifestations in an information society. It delineates and substantiates the structure of advertising influence on consumers. The research delves into advertising within the context of societal virtualization, defining virtualization as the process of individuals transitioning from one reality to another (virtual) due to the proliferation of new technologies in an information society. The dissertation clarifies the specificity and mechanisms of advertising influence on consumers, as well as its social meanings and manifestations in an information society. It examines advertising within the conditions of societal transformational processes as a factor in the modernization of Ukrainian society and a means of representing socio-cultural values in the contemporary informational environment. In its interaction with society, advertising represents its socio-cultural values, exerting a formative influence on processes of national identification, the preservation and renewal of national traditions, and the socialization and self-realization of individuals.