Information culture and advertising communication
The article deals with information and cultural foundations of modern advertising communication and contains the assessment of national advertising way, its improvement over the last twenty years. The important role of advertising communication in society on its transition from the industrial to the information age shows as well. The article analyses verbal and visual aspects of advertising communication in the context of economic, political, cultural reformation of the country. The structural-functional method characterizes the marketing (profit) and sociocultural (spiritual) advertising indications. Based on content analysis of specific advertising samples, the article gives their classification in two main forms: positive (material and spiritual-creative) and negative (material and spiritual-destructive).There are facts that advertising streams have an active influence on the socialization of citizens, especially on young people by the positive and negative vectors. It is concluded that the possibility to overcome the Russians distrust relative to advertising which is well-established in the mass is real. The ways to improve the advertising samples by multiplication of their positive properties the article analyses as well.