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Ministry of Science and Education, Youth and Sports of Ukraine

Kharkiv National University of Economics

Department of Foreign Languages

Advertising as a social and cultural phenomenon

Kate Kovalenko

''Economics and Law'' Faculty (3-1)

Supervisor:

Agadzhanova R. M.

Kharkiv – 2013

Міністерство освіти і науки, молоді та спорту України

Харківський національний економічний університет

Кафедра іноземних мов

Реклама як соціальне та культурне явище

Винонавець:

Коваленко Катерина

факультет «Економіки і права» (2-1)

Керівник:

Агаджанова Р. М.

Харків – 2013

Contents

Introduction…………………………………………………………………………..4

Part 1. Advertising and culture .…………………………………………………….5

1. The meaning of the terms '' advertising'' and ''promotion''………………5

2. The purpose of advertising ………………………………………………6

3. Advertising and Ethics……………………………………………………9

Part 2. Advertising and society……………………………………………………..11

1. Advantages of advertising for media users……………………………...11

2. Advertising and national creativity……………………………………12

3. Advertising and the public…………………………………………….13

Conclusion…………………………………………………………………………...15

Summary….………………………………………………………………………….17

Анотація……………………………………………………………………………..18

References……………………………………………………………………….......19

Introduction

The topicality of the research work. Advertising is riddled with myths and misunderstandings. It is simultaneously believed to be both immensely powerful and immensely wasteful. It helps to increase economic prosperity. However, it remains morally questionable. Neither its historic origins nor its modern operations are well understood. Many of these myths and misunderstandings are almost as widespread within the advertising industry – itself something of a myth, as we shall see – as they are among the public at large. It is a well-known fact that advertising plays a key role in the market economy development being its important element. Therefore, it is interesting to investigate advertising as a social and cultural phenomenon to understand the impact it has on our society.

The novelty of the research work. A great contribution to the field of advertising and marketing was made by such scholars as G. Abramishvili, I. Gerchikova, A. Goryachev, V. Demidov, P. Zavyalov, N. Kapustina, N. Kretov, F. Levshin, S. Medvedkov. In this research work it is described the purpose of advertising, its advantages and disadvantages for media users and the public.

The purpose of this research work is the analysis of advertising as a social and cultural phenomenon. To achieve this aim the following objectives have been set:

- to analyze the meaning of the terms '' advertising'' and ''promotion'' and the purpose of advertising;

- to describe the connection between advertising and ethics;

- to consider the role of advertising in society.

The descriptive method has been used to prepare this research work.

The research project consists of introduction, the first part ''Advertising and culture'', the second part '' Advertising and society '', conclusion and summary.

Part 1. Advertising and Culture