SOCIAL ASPECT OF ADVERTISING DISCOURSE

Skopa V. A.

Advertising in the modern world is a powerful tool for managing mass consciousness. Advertising discourse not only reflects reality, but also actively shapes it, influencing the collective consciousness. Advertising discourse is a communicative system that combines verbal, visual and auditory elements to influence the target audience. The development of digital technologies has led to a large-scale transformation of the methods of distributing advertising content. In the modern world, advertising does not simply respond to changes in society - it actively shapes its values and priorities. The manipulative nature of advertising messages is manifested in their ability to transform the worldview of consumers in the interests of advertising customers. Advertising discourse today acts as a tool for constructing media reality, which is becoming a new social ontology.

Keywords:advertising discourse, society, media reality, sociology, man.