Studying the subjects of advertising market

The article deals with the advertising market subjects, such as: advertising spenders, advertising dealers, advertising media, consumers, trading unions and the state. Advertising is proved to play a double role, being simultaneously a «mirror», peculiar reflection of social processes and relations, and an instrument of control to make a particular contribution into meeting a society's requirements and some social functions, specifically, attracting attention to social problems, which need to be solved.