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SOURCE:   Historical, Philosophical, Political and Law Sciences, Culturology and Study of Art.
Issues of Theory and Practice
. Tambov: Gramota, 2015. № 5. Part 1. P. 110-113.
SCIENTIFIC AREA: Culturology
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ADVERTISING AS A TREND OF MASS CULTURE

Litvintseva Galina Yur'evna
Saint Petersburg State University of Culture and Arts


Abstract. The article examines advertising as a complex and many-sided phenomenon of modern society. Culturological approach to advertising allowed identifying its close relation with mass culture and revealing such its functions as informative, protective, social, ideological and esthetic. The author concludes that advertising is not only a means of psychological protection from information overload, but also a powerful instrument for manipulating mass consciousness. In advertising the illusory process of gifting is accompanied by the process of suppression. The influence of advertising on customers’ consciousness is largely explained by the archetypes of "collective unconscious" put in it.
Key words and phrases: информационное общество, социальная дифференциация, рекламные слоганы, архетипические образы, национальные архетипы, рекламное обращение, массмедиа, information society, social differentiation, commercial slogans, archetypical images, national archetypes, commercial appeal, mass media.
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