MEDIA-ADVERTISING IS CREATIVE ART IN MODERN CULTURE OF UKRAINE
Journal Title: Молодий вчений - Year 2018, Vol 1, Issue 53
Abstract
Cultural parameters of advertising as a phenomenon of modern cultural space are investigated. The issue of culture diffusion and advertising as a new multicultural phenomenon is considered. The socio-political, cultural and historical prerequisites of the emergence of advertising aesthetics are emphasized. The features of its functioning in the urban environment, in the media space are revealed. The deepening of the creative parameter of modern advertising, which moves from the social-economic stratum and loses the consumer-production function, is accompanied by the deepening of the symbolism of artistic expressive means.
Authors and Affiliations
O. A. Dzyuba
Keywords
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