The realities of human coexistence in the information world are rapidly changing the components of society and require people to take new action for more effective coexistence. Communicative activity generates the main type of change, as it forms a new information world, which consists of a complex system of communications and methods, content, frequency of information exchange, ensuring high efficiency of society, helping to quickly exchange data and exist in the information world. Advertising acts as a communication factor that allows you to manage the efficiency and optimality of the overall communication system. As a result of the formation of the information society, new demands of people from society and vice versa appear, in which the paradigm of survival consists in the information domination of subjects. The main demand of society is the requirement of virtual interaction, human demand – for privacy, and at the same time, information dominance. The virtualized world complements reality with its own attributes, because it solves a number of previously problematic things that hindered rapid social interaction: the speed of information transfer, its targeting, its mass. In the range of concepts there is an understanding of the "media subject" as a person or company, or any other entity that is represented virtually, having a real subject in reality. As a result of active social communication of the "media subject" there is an opportunity to expand the range of influence on the mass consciousness. Information dominance together with advertising provide the ability to obtain social and material benefits, due to the right actions, which is the main purpose of these entities. Advertising is a catalyst for communication processes that meet the information needs of consumers and provide the advertiser with social activity in the information space. Advertising is closely linked to different types of human interaction, which causes its synergistic effect for each of them.
González Oñate, C., Vázquez Cagiao, P. & Farrán Teixidó, E. (2019). Effective communication models in advertising campaigns. A strategic analysis in the search for effectiveness. Communication & Society, 32(4), 109-124.
Sayak, Pal. (2021). Creativity in Advertisement: Prolonged Periodof Message Retention. Education in the Digital Era Learning, Management and Future in the 21stCentury.
Floridi, Luciano. (2014). The fourth revolution: how the infosphere is reshap-ing human reality. Oxford: Oxford University Press.
Jose, Rascão. (2021). It will be the Philosophy of Information, a Philosophy for Knowledge Society in the Digital Age? American Journal of Humanities and Social Sciences Research (AJHSSR), 5(5), 196-226.
Gil Soldevilla, S., Palao Herrando, J. A. & Marzal Felici, J. (2019). Advertising communication and spirituality: a critical approach of academics and profes-sionals. Communication & Society, 32(3), 139-153.
Vachevsky, M. (2010). The essence and purpose of advertising and measures to improve the development of vocational education. Youth and the market, 9, 26-31. [In Ukrainian].
Golub, I. (2011). Typology of outdoor advertising: history, transformation processes, decoration. Bulletin of the Kharkiv State Academy of Design and Arts, 3, 20-26. [In Ukrainian]
Dridze, T. (1996). Social communication as a textual activity in semiosoci-opsychology. Social sciences and modernity, 3, 145-152. [In Russian].
Kozlovsky, V. (2012). Advertising communication as a socio-cultural form: the work of the mind and spirit. MGUKI newspaper, 2, 202-207. [In Russian].
Kozlovsky, V. (2015). Advertising communication: social and creative aspect. Retrieved from: http://www.advertology.ru/article46833.htm [In Russian].
Kozlovsky, V. (2002). Creative bases of advertising communication: System analysis. [In Russian].
Korniyaka, O. (2010). Development of communicative competence of the indi-vidual in the modern socio-communicative space. Proceedings of the II All-Ukrainian Psychological Congress, dedicated to the 110th anniversary of the birth of G. S. Kostyuk (April 19-20, 2010), 140-145. [In Ukrainian].
Lisina, M. (1986). Problems of ontogenesis of communication. Pedagogy. [In Ukrainian].
Makusheva, O. (2020). The place of advertising in the system of mass com-munications. A young scientist, 3, 390-391. [In Russian].
Malimon, V. (2018). Communicative technologies in public administration: educational and methodical materials. [In Ukrainian].
Mironov Y., Kramar R. (2007). Fundamentals of advertising. [In Ukrainian].
Muzikant V. (2001). Advertising and PR-technologies in the business of com-merce and politics. [In Russian].
Sorokina G. (2017). Mechanisms of social influence in the communicative space of modern advertising. [In Ukrainian].
This work is licensed under a Creative Commons Attribution 4.0 International License.