Abstract
The article discusses the modern phenomenon of the information society - clip culture. Aim - to analyze the impact of advertising on modern society as an element of clip culture. The approaches to the definition of the “clip-like” phenomenon in foreign and domestic studies are identified. The genesis of clip culture in the context of the development of audiovisual advertising is considered. It is concluded that advertising in clip culture directly contributes to the decomposition of the linear logical structure of society, forming a new kind of person with fragmented, emotionally-imaginative thinking - Homo Figuralis (from the Latin. "Shaped man").
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