ADVERTISING INNOVATION AS AN INDICATOR OF CHANGES IN MODERN CULTURE
This article is devoted to the research of innovations in advertising activities. The market is saturated with advertising, so the constant search for innovative advertising forms has become a prerequisite for the survival of modern companies. Modern society of the XXI century is characterized by rapid changes that affect virtually all spheres of activity, including the increasing speed of scientific knowledge and rapid change of life situations. This situation has led to contradictions between the traditionality of culture and the growing needs of society. This conflict can be smoothed out only through the process of transformation of cultural systems and the organization of innovative activities in them.