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Cultural codes of commercial advertising: experience of typology construction

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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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