Modern Advertising as an Institution of Socio-Cultural Dynamics.

Abstract

Advertising is becoming a significant factor of cultural dynamics in postindustrial society.
On the other hand it performs important social and communicative functions and becomes a
method of lifestyle socialization and individualization, a way of social stratification of society. But
on the another, advertising technologies are using destructive symbolism and social illegitimate
images of ancient cultures, maintaining an ideal of the “new pagan” in society. Ontological
feature of modern advertising lies in its ability to create human being in his new value and
behavioral manifestations.