Patriotic Advertising: the Essence and Role in the Modern Ukrainian Society

Abstract

The aim of this study is to analyze the relevance, essence and role of patriotic advertising, in particular in the modern Ukrainian society. The definition of patriotic advertising is proposed.The research methodology is based on the use of general scientific (analysis, synthesis, generalization, etc.), and special methods, integrated with a number of sciences — communication, sociology, psychology, cognitive science, etc.Results. Patriotic advertising is a kind of ideologically verified social advertising (sometimes as a component of the commercial), which is based on emotionally motivational actualization of the symbols of patriotism (love, language, army, state, country, unity, etc.) and affects the formation of appropriate psychological stereotypes and behavioural patterns, educates the population in the spirit of patriotism, the revival of statehood, the priority of national values, the formation of the position of “civil responsibility”. The author concludes that patriotic advertising is a visual media text, the possibilities of which are expanded by the latest technologies, which have the ability to influence the level of general patriotization of society, in particular, the Ukrainian one.Novelty. The importance and role of advertising in patriotic education in modern Ukrainian society is explored.The practical significance. The research can be useful for anyone interested in social advertising and the possibilities of its influence on consciousness and behaviour, in particular in the aspect of patriotic education.