Advertising as a Reflection of Social Changes in Ukrainian Society on the Example of Youth in Melitopol

Abstract

Today in Ukraine the number of factors affecting the formation of value orientations and lifestyles of all strata and groups of population increased significantly. One of the essential attributes of modern public life of Ukraine as well as a factor that provokes and stimulates further deep transformation in the spheres of politics, economy, culture and life became advertising. The modern stage of development of Ukrainian society requires a totally new view of this problem, as advertising in our country not only contributes to the establishment and development of market economy, but it is a social mechanism that generates a new type of relations in the society. In addition, the occurrence of advertising in the life of Ukrainian society is characterized by more profound processes – the formation of a new for Ukrainian content vital interactions as well as the regulation of new value orientations and behaviours in certain social groups and in society as a whole.

Keywords: Advertising, Focus Group, Social Change.