Article authors

  • Klimenkova A. M.
    department for the methodology and methods of sociological research
    Taras Shevchenko National University of Kyiv
    60, Volodymyrska Str., Kyiv, 01033, Ukraine
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Sociology

Cultural codes of commercial advertising: experience of typology construction

Ukr. socìum, 2013, 4(47): 39-50
Language:
Ukrainian
https://doi.org/10.15407/socium2013.04.039
403
3
Article(UKR)(.pdf)

The article investigates the peculiarities of cultural codes perception by the recipients of advertising messages transmitted through commercial advertising.

The results of the implemented analysis allowed revealing main cultural codes, which regulate consumer behavior and are represented in collective consciousness of Ukrainian society: “beauty and sexuality”, ”family happiness and moral feelings”, “wealth and luxurious life”, “healthy life-style”, “comfort”.

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