Television advertising as social communication

Date of publication: November 11, 1995


The attitudes of the different social groups of Ukrainian population to television advertising are considered in the paper. The analysis is based on the data of the surveys and the focus groups. The main conclusion is simple. In a society with intensively growing social differentiation advertising is an active translator of any and all kinds of social meanings. It is considered as redundantly social form of communication, which in a stable society is not expressed so starkly.

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