ТРАНСФОРМАЦІЯ РЕКЛАМИ ПІД ВПЛИВОМ НОВИХ ТРЕНДІВ СПОЖИВАННЯ ЯК СОЦІАЛЬНОЇ ДІЇ

Abstract

The article is devoted to the study of advertising transformation under the influence of new trends of consumption as a social action. It is highlighted that the current socio-economic situation is creating new subjects for the analysis of already well-known objects. The place and role of advertising in modern society is certainly based on its market principles in the past, but today it is necessary to take into account a set of influencing factors that were previously mutually exclusive but are now indivisible. The greatest influence is exerted by the socio-cultural aspect of consumer behavior, which is based on values and motivators that come from the lifestyle in a qualitatively new external environment. It means that they are not limited to market transactions. Moreover, in today's conditions, social stratification has receded into the background and is not among the main factors of influence. This transformation of understanding the practice of consumption allows to reasonably recruit and use advertising tools to increase their effectiveness. It is determined that during forming an advertising campaign it is necessary to consider the impact on consumer behavior of modern information technology, namely the selection of the necessary information from the large amount that is available. A large amount of information creates an ambiguous situation for the consumer. This requires the integration of advertising tools. It is established that the parallel use of several advertising media allows to carry out the influence similarly to the technology of purposeful management. The availability of technical means that quickly realize the desire can be recommended for both long-term brand communication and for the short term.