1.1. Advertisement as cultural phenomenon

The modern society characterizes two main its determinations, closely bound with each other, - "information society" and "society of the consumption". The tempestuous development of information technology, which has forced the sociologists and politicians to speak of transition from atomic era in information, has brought (not in the last queue by means of advertisements) the "society of the consumption", society, in which consumption is the main by contents of public life, having forced back on the byplay production and accumulation [1,p. 89].

Advertisement is an engine of trade, it informs people about achievements in different area of production - promotes the quick familiarization of the consumer with new standard of life, but sometimes obtrudes them.

Term "advertisement" itself derives from Latin word "reklamare" ("aloud yell" or "notify"). According to determination of the American Association of Marketing advertisement presents itself “any form impersonal presentations and advancement ideas, goods or services, paid exactly installed by customer" and serves for attraction of attention of the potential consumers to the advertised object, using the most efficient methods with provision for concrete situation [14,p. 76].

We can say that purpose of advertisement is to convince the potential buyers in usefulness of goods and bring them thoughts about needing to buy it. The advertising message (in simplified its type) is reduced to formula: "If you buy something that gets some profit..."

А. Deyyan brings the following opinion of the known sociologist Edgar Maron, which confirms that influence of advertisement consists in that, “(…) that it transforms goods in resemblance of the drug due to which acquisition of goods instant causes beside relief feeling buyer. If advertising announcement optimum on idea and the form, it must simultaneously cause the delight and alert, create the oppressive presentiment of the pleasure and desire by all means its get”. [4, p. 342]

The purpose of the advertisement are defined its functions. The researchers select the following functions:

1) Economic function: skilful advertisement stimulates the marketing of goods and promotes the growing of the profit;

2) Information function: inform buyers about goods and service;

3) Communication function: advertisement informs and creates commodity producers;

4) Aesthetic function: researchers notice close relationship of the advertisement and art, longing first to use all leading acceptance of the second, but sometimes and advertisement itself consider one of the type of the last, up to organization of the international festivals of advertising art (for instance, so named "Night of Advertisement Eaters").

G.P. Karton notes that advertisement acts on consumers stronger, than more in them internal readiness to take the new information. If this readiness no, that consumers or refuse in confidence source to information, or simply block it, using more suitable sources. The total influence of the advertisement on all consumers impossible, eventually, these attempts bring about ungrounded expenses.

So, the main problem of the advertisers consists in quest of consumers, which are ready to take the new information. This problem presents itself nothing else than searching for motive and desires of the consumers, to respond on them and satisfy them completely or partly, at the same time forming new need and new desires.

The advertisement-belief has a broad range - from imposition goods before unostentatious advice. Either as any belief, such advertisement carries mainly verbal nature. The advertisement-belief uses the different argumentation for proof that those goods must be purchased [7, p. 54].

Thereby, the main purpose of the advertisement has changed over time. Earlier its purpose was propaganda of goods or services that presently main lever advancement of goods became in society of the consumption advertisement on consumer market. It manipulates the consciousness of the people, inspires need of acquisition advertised to product.