Simulacrum as part of the sociocultural code of consumer society

The article examines the iconic nature of the simulacrum as part of the sociocultural code of modern society within the framework of a semiotic approach. Modern society in this work is represented by us on the basis of the theory of J. Baudrillard suggests that the social formation in the era of information and communication technologies is formed on the principles of consumerism. J. Baudrillard proposes a definition of “consumer society”, which exists not only in familiar reality, but also in hyperreality, created with the help of mythodesign of the worldview and simulacrum. In turn, the advertising discourse tends to use both myth and simulacrum in the presentation of both the brand and the product. The reality broadcast in advertising is a multicode space that includes various sign systems, creates socio cultural symbols and a popular life style, often mythologized, hyperreal. These features form the concept of consumer society and new trends in socio cultural codes, attitudes and behavioral norms.