Advertising as the means of patriotic education (results of mass and expert surveys)
The article investigates the potential of advertising as a mean of patriotic upbringing in the modern Ukrainian society. Based on the results of sociological research (mass and expert surveys), the author draw the following conclusions.
The phenomenon of advertising, which has become part of our culture, serves a large number of social functions, acts as one of the agents of socialization and provides a powerful mechanism of educational influence, and has got the opportunity to become a translator of patriotic values. Most citizens and experts believe in advertising’s significant role in the formation of new social relations. They recognize the impact of advertising on the processes of patriotism formation. Taking into account the original orientation of any advertising to convince consumers to purchase a product, we insist on the value of indirect effects of advertising on the socio-cultural background, mostly unconscious. Filling this background with national symbols and heroes, advertisers will make an important step towards the patriotic education of citizens. It is advisable to carry out regular competitions, grants and other measures for advertisers and journalists to create pro-social educational programs, promotional materials of orientation, demonstrating family values and patriotic lifestyle.
Advertising regulation must be aimed on protection of the interests of advertisers and those, who create and broadcast different materials of patriotic orientation. According to our point of view, it is necessary to provide a procedure for encouraging advertisers, who create materials based on respect to Ukrainian history, its cultural values and traditions. In general, the results of the surveys confirm the necessity to change the advertising space towards the appeal to traditional values and national priorities.
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