Historical, Philosophical, Political and Law Sciences, Culturology and Study of Art. Issues of Theory and Practice. Tambov: Gramota, 2017. № 4. P. 207-209.
INTEGRATING-DIFFERENTIATING FUNCTIONS OF ADVERTISING IN MODERN SOCIETY: SOCIO-PHILOSOPHICAL ASPECT
Khrenkov Vadim Vladimirovich
Volga State University of Technology in Yoshkar-Ola
Abstract. The article reveals the function of advertising on maintaining and developing the modern society (consumer society), hidden from the ordinary view, from the socio-philosophical position. Encouraging individualism and competition on the basis of consumption among members of the society advertising contributes to overall integration on the basis of consumer goals and values common and priority for all. This mechanism gives an opportunity to interpret advertising as an integral part of ideology of consumption uniting all the society and allowing the existing social structure to keep the state of self-regulation and balance.
Key words and phrases: общество потребления, интеграция, дифференциация, социальный контроль, реклама, society of consumption, integration, differentiation, social control, advertising
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