THE CASPIAN REGION:Politics, Economics, Culture

Scientific journal

Constructing of social reality by advertising medium

2013. №2, pp. 293-299

Larionov Igor A.  - post-graduate student, Astrakhan State University, 20а Tatishchev st., Astrakhan, 414056, Russia,,

The article discusses the phenomenon of advertising medium, and focuses on the potential of advertising as a means of transmission of values and culture of the globalizing world of the conductor, contributing to the formation of the total picture of the world of modern man. By virtue of massmedia, the advertising industry that guarantee massive and continuous frequency exposure, advertising has become an integral part of popular culture, which develops and acquires new properties. Modern advertising is not just a mediator of establishing a supply and demand consumerist society. It can carry meaning and cultural codes, constructs social reality in which a consumer is located, and is influenced not only by loyalty to a particular brand, but also on the attitudes of the recipient of advertising, that is anyone perceiving it.

Key words: advertising medium,media,cultural identity,cultural references,the collective unconscious,the mass consciousness,the brand essence,advertising message,advertising communication