Advertising communication in the economy of the postmodern
The article is dedicated to one of classic marketing communications tools. Modern advertisement is a result of influence of economic and cultural peculiarities of postmodern society. That kind of society has effected all elements of advertising product and has provoked the emergence of its new aims and functions. Among the latter forming such a strategic asset as brand is a matter of special importance in the experience economy. Overcoming advertising noise, searching for ingenious approaches to differentiating and positioning in branding usually lead to ideas that conflict with ethic standards of social life and business practices. That is why appropriate state and social regulation is required.