Scientific journal
Название журнала на английском
ISSN 2500-0802
ПИ №ФС77-61154

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ADVERTISING SYMBOL AS A DETERMINANT OF CHANGES IN A CULTURAL SPACE

Ananeva E.V. 1
1 Saint-Petersburg University of Humanities and Social Sciences
The problem in this topic is determined by the contradiction between the increasing significance of the using of symbols in advertising, their influence on the contemporary society and the state of knowledge of the culture transformation processes. The advertising symbol, being the memory of culture and a peculiar communicator in the time space of culture, forms the values, stereotypes and behaviour patterns. The problem of the symbol’s phenomenon will not lose its timeliness as long as the very culture exists. The influence of the advertising symbol on the societyencourages the unification of values, needs, stereotypes, behaviour patterns by defining the consumers’ priorities, turning products into symbols, predetermining the unity of a country.