Šiuolaikinė reklama sociokultūriniame dabarties kontekste ; Modern Advertisement in the Context of Sociocultural Presence

Abstract

Today's globalized world characterized by of permanent change here advertisement has become a powerful mass media, influencing not only economics, but also other different aspects of social life. This article attempts to trace the impact of advertising and it's power for both society and the individual and the consequences of this process on the development of the whole humanity. Increasingly formed centers of power in mass media, including advertising, and uses as a powerful ideological and political instrument of their pragmatic goals. Faced with such a one-day action here and now and behavioral paradigm, society increasingly find themselves at an impasse. This puts it increasingly urgent questions of responsibility and security, without which the decision can not be further positive development of civilization. Therefore, it is necessary to present the public to understand the social and cultural context of this phenomenon both negative as well as positive aspects and their impact on society. Various methodological and artistic insights help article analyzes the impact of advertising on the essence and power, which unfolds through advertising, as metaphors era, social be. This allows the author's opinion, the advertising and the PHENOMENON trace it sugestionuojantį lying and forming potential, which can replace the use of non-only those unwanted or other course of events, but also to develop a new paradigm for the positive development of society.