Abstract
Abstract In the present article, the issue of identification of sophisticated and problematic aspects of the regulation of subliminal advertising in the national legislation of Ukraine and perspectives for the improvement of the legal regulation of subliminal advertising is considered. It is determined that legislative and normative regulation of public relations that arise in the process of defining the concept of subliminal advertising and the problems of such legislative regulation are urgent questions in the current society. Given that subliminal advertising affects subconsciousness and manipulates human behavior, it harms not only consumers of advertising, as it misleads, disorients, has a subliminal effect, but also deprives media outlets of adequate payment for fair advertising. Besides, hidden advertising also harms society by ignoring the laws, requirements of journalistic ethics and hence – provides demoralization. That is why there is a necessity to analyze ambiguous aspects of subliminal advertising and justify the need to improve the possibilities of its legal limitations and control.
Highlights
Everywhere we are surrounded by advertising: on television, in transport, shops, restaurants, cafes, the Internet
First of all, because it is able to exert an unconscious influence on the consumer and force him to certain actions
Subliminal advertising is commercially, socially or politically important information for the initiator of communication, which is perceived by the audience as objective
Summary
Everywhere we are surrounded by advertising: on television, in transport, shops, restaurants, cafes, the Internet. Following some doctrinal approaches, subliminal advertising is information about a person, product, or service, which is presented in the form of ordinary material. Subliminal advertising preponderantly does not mislead, deceive, exaggerate, does not provide inaccurate or incomplete information, it contains completely true information, but it is presented using not direct methods, but presenting a message as if unintentionally, despite the main content of the information flow, being allegedly on the periphery of the message array. It is, in the end, inconspicuous, unobtrusive, and does not impair hearing or vision. Subliminal advertising can be submitted as editorial material, sponsorship, and product placement
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