SOCIOLOGICAL ANALYSIS OF ADVERTISING AS A SOCIAL INSTITUTION

Abstract

The article is devoted to the sociological analysis of advertising as a social institution. It is noted that the concept of "social institution" has been widely used in sociology since the 19th century and is one of the most important elements of the social structure of society. Advertising as a social institution is stable types and forms of social practice, through which the process of formation of individual, group and social ideas about the ideal model of social practice in the sphere of consumption is streamlined, and ways of implementing this model for a given person, group, society as a whole are proposed. The institutional approach in sociology involves the analysis of the structure, functions (both explicit and latent, as well as dysfunctions) of a particular social institution. The article analyzes the functions of advertising (which include economic - stimulating consumers to purchase goods, which thereby contributes to the growth of business activity, an increase in investment and the number of jobs; social - advertising tools are increasingly used to solve acute social problems; political - advertising as a means of fighting for votes, ideological - advertising is becoming one of the most important factors in the formation of a person's worldview, psychological - advertising affects the desires and dreams of the buyer; educational - in the process of viewing advertising, as well as the introduction of new technologies of goods and services about which it talks, a person can draw information from absolutely all spheres of life, aesthetic - the best examples of advertising messages from the time of their first appearance to the present day can be considered works of applied art). Dysfunctions of advertising in modern society are also considered. Dysfunction of a social institution is a phenomenon of inconsistency between the activities of a social institution and existing social needs or negative consequences of its functioning. Dysfunctions of advertising are analyzed by the author from two angles - from a social and moral point of view and from an economic point of view. The author identifies the main characteristics and trends that determine the modern development of advertising on a global scale.