Designer in advertising: oeuvre, creativity or manipulation of society?
This article touches upon the topic of relevance of sociological research, in particular, their role in auditing and monitoring the society as a whole, and in groups, to identify consumer trends. The authors consider such conceptual categories as a designer and his place in advertising. According to the authors, the activity of a designer in advertising is viewed in two aspects: how creative began and the designer as the creator of the need for something, which comes from the customer.