The concept of sociology of advertising and advertising influence: an attempt to construct

In terms of modern society socio-cultural transformation, the study of advertising is increasingly important. Nowadays advertising is one of the most powerful means to influence the mass consciousness. In addition, advertising constantly goes beyond commercial interests and imposes certain standards to consumers. A conceptual approach to understanding of the advertising definition within social sciences allows to use sociological tools more effectively while researching advertising.

The main goal is to determine the main components of the sociology of advertising and advertising exposure concept. The conclusion is made that advertising as a social institution regulates the formation of individual, group and public perceptions of the ideal model of consumption social practices as well as proposals for socially acceptable way of implementing this model. Sociology studies diverse values, which are provided by members of various communities in accordance with the ideas that dictate their status, role, behavioral and mental characteristics. Advertising is a component of information-communicative space of modern societies and is an important element of mass communication. The advertiser translates patterns of behavior and interaction. This synthesized space affects people’s thinking and behavior.

There is need for sociological research aimed at disclosure of advertising, identifying features of its functioning and trends, factors determining advertising strategy and technology in modern society.