MECHANISMS OF THE SOCIALIZING IMPACT OF MODERN ADVERTISING ON THE YOUNGER GENERATION
Article contains the analysis of social influence of modern advertizing on the younger generation. Authors considered advertizing communication as the special agent of socialization whose role increases now and emphasized that today products of the advertizing industry turn into the integral element of social life of young people. Authors paid the special attention to characteristic features of advertizing communication as the social phenomenon exerting enormous impact on values and behavior of youth. Authors distinguished from essential characteristics of modern advertizing and in detail describe such of them as mass character, authoritativeness, appeal and inadvertent nature of influence. Besides, authors analyzed features of the relation of young people to advertizing products, and also trust degree to them. In article authors emphasized that the selected characteristics of advertizing and feature of perception of its products by representatives of the younger generation make a basis of the socializing impact of advertizing communication, strengthen operation of the mechanisms which are its cornerstone. Relying on results of social researches of different years, authors allocated the key mechanisms which are the cornerstone of advertizing influence as the modern agent of socialization of youth. Authors considered such mechanisms as formation and support of system of values, creation and distribution of new information, formation of new requirements and installations, creation of public reference points, modeling of reality, implementation of social control. During the analysis of essence of these mechanisms authors gave results their researches, data of sociological polls of different years, and also results of the intent-analysis of modern advertizing products. In the conclusion authors paid special attention to need of social regulation of the sphere of advertizing communications which impact on social shape of youth is considerable.