Substantiation of the necessity of theoretical formulation of the sociocultural concept of advertising

The article considers the sociocultural aspect of the advertising influence. The author substantiates the necessity of changing the advertising goal sets in favor of so-cially-significant ones. The advertisement goals in the public interest should be studied thoroughly in the sociocultural researches of advertising impacts. The author gives an original definition of advertising in the sociocultural aspect, which expands the tasks of the current theoretical and applied conceptions of advertising activity requiring sociological approach for their consideration.