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Nowadays advertising is one of the major factors used in order to attract as many clients as possible, form their needs and in such way guarantee that they would become regular clients. Usually these regular clients are teenagers. They are a special group of spectators. Unlike adults, they do not always understand what advertising is and what their creators seek for by it. The principal factor, influencing how a child or a teenager understands advertising, is his age. Objective of the research is teenagers' attitude towards advertising as a socio-cultural phenomenon. The aim of research is to find out teenagers' attitude towards advertising as a socio-cultural phenomenon. The hypothesis is the following: whereas advertising develop consumer society; therefore, having analyzed teenagers' attitude towards advertising as a socio-cultural phenomenon, we could understand how they conceive it and offer recommendations how to teach teenagers to understand the advertising. The goals of research: 1) to reveal the features of advertising as a socio-cultural phenomenon in accordance with the bibliography; 2) to discuss the psychological aspects of the stage of adolescence; 3) to analyze teenagers' attitude towards advertising as a socio-cultural phenomenon. Research methods. Theoretical: system analysis of bibliography analyzing psychological peculiarities of advertising as a socio-cultural phenomenon and of the stage of adolescence. Empirical: declarative research (questionnaire survey of student from forms VII-X). Methods of mathematical statistics: percentage data analysis, correlation analysis, application of chi-square criterion. Findings. 1. Advertising reflects our culture, politics, economics and morality. It functions as a mirror; however, by reflecting the image which is seen, distort it as well. Being concise, information, advertising is able to create and adjust values, having influence to the socio-culture. 2. Identity crisis; visual expression crisis; formation of self-consciousness; problem of psychical and social maturation; moral, cognitive development is common to the stage of adolescence. 3. The data of research showed that advertising is not only the source of information to some students. Advertising dictates fashions to them, stimulates their interest, and provides with ideas for creation. VII form students look at advertising superficially, it is more as a source of information about the goods to them. X form students start to select, compare and seek for creative ideas in them. They show less interest in the good itself in the advertisement, but try to understand its meaning more, gain concrete values. For students, advertisement is not only a common image. Teenagers are able to reveal the means of art expression in the advertising. Recommendations:1. Ad creators should pay bigger attention towards the auditory, for which the advertisement is directly intended, the possibilities of distortion of information and the level of maturity. Ad creators should raise moral values of the society, such as, for example, friendship, tenderness, honesty, justice, dignity and respect to others in the advertisements. 2. Advertisers understanding that teenagers have a very vivid and they are very trustful can not have the use of it. Having the ability to directly and indirectly stimulate the possible images of quality of product and its usage, they have a huge power due to which they could define the boundary between the reality and illusion.

Nowadays advertising is one of the major factors used in order to attract as many clients as possible, form their needs and in such way guarantee that they would become regular clients. Usually these regular clients are teenagers. They are a special group of spectators. Unlike adults, they do not always understand what advertising is and what their creators seek for by it. The principal factor, influencing how a child or a teenager understands advertising, is his age. Objective of the research is teenagers' attitude towards advertising as a socio-cultural phenomenon. The aim of research is to find out teenagers' attitude towards advertising as a socio-cultural phenomenon. The hypothesis is the following: whereas advertising develop consumer society; therefore, having analyzed teenagers' attitude towards advertising as a socio-cultural phenomenon, we could understand how they conceive it and offer recommendations how to teach teenagers to understand the advertising. The goals of research: 1) to reveal the features of advertising as a socio-cultural phenomenon in accordance with the bibliography; 2) to discuss the psychological aspects of the stage of adolescence; 3) to analyze teenagers' attitude towards advertising as a socio-cultural phenomenon. Research methods. Theoretical: system analysis of bibliography analyzing psychological peculiarities of advertising as a socio-cultural phenomenon and of the stage of adolescence. Empirical: declarative research (questionnaire survey of student from forms VII-X). Methods of mathematical statistics: percentage data analysis, correlation analysis, application of chi-square criterion. Findings. 1. Advertising reflects our culture, politics, economics and morality. It functions as a mirror; however, by reflecting the image which is seen, distort it as well. Being concise, information, advertising is able to create and adjust values, having influence to the socio-culture. 2. Identity crisis; visual expression crisis; formation of self-consciousness; problem of psychical and social maturation; moral, cognitive development is common to the stage of adolescence. 3. The data of research showed that advertising is not only the source of information to some students. Advertising dictates fashions to them, stimulates their interest, and provides with ideas for creation. VII form students look at advertising superficially, it is more as a source of information about the goods to them. X form students start to select, compare and seek for creative ideas in them. They show less interest in the good itself in the advertisement, but try to understand its meaning more, gain concrete values. For students, advertisement is not only a common image. Teenagers are able to reveal the means of art expression in the advertising. Recommendations:1. Ad creators should pay bigger attention towards the auditory, for which the advertisement is directly intended, the possibilities of distortion of information and the level of maturity. Ad creators should raise moral values of the society, such as, for example, friendship, tenderness, honesty, justice, dignity and respect to others in the advertisements. 2. Advertisers understanding that teenagers have a very vivid and they are very trustful can not have the use of it. Having the ability to directly and indirectly stimulate the possible images of quality of product and its usage, they have a huge power due to which they could define the boundary between the reality and illusion.