Historical, Philosophical, Political and Law Sciences, Culturology and Study of Art. Issues of Theory and Practice. Tambov: Gramota, 2012. № 8. Part 2. P. 16-18.
MEANING OF COLOUR IN SOCIAL REALITY (BY THE EXAMPLE OF TELEVISION ADVERTISING)
Bakeeva Diana Anvarovna
Mordvinian State University named after N. P. Ogarev
Abstract. The author discusses the philosophical understanding of colour category in advertising communications in modern society, and shows that colour plays important role in society: it always manifests itself as the important factor of social communication. Colour dominant and the system of colour priorities, which formation is largely determined by the variety of social institutions, gain special importance during crisis periods, under the conditions of significant renewal in social relations. Later, newly formed colour ideas and canons begin to exert significant impact on all spheres of public life.
Key words and phrases: культура, смысл цвета, реклама, цветовая гармония, culture, meaning of colour, advertising, colour harmony
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