Hidden advertising in the practice of social and cultural activities

The article deals with the problem of hidden advertising as an effective tool for educating the consumer culture of the individual. Russian advertising, formed on the western standards, is currently experiencing a period of rapid but highly controversial development. The paper gives a qualitative, including a critical analysis of the various means of advertising. In modern advertising practice allowed unwanted errors and omissions: dubious stories, cynicism and vulgarity, faux pas in the content, etc. This causes moral harm the younger generation, focusing on youth primitive consumerism. As an antidote is proposed to use hidden advertising, subliminal consumers and promotes their moral feelings, aesthetic taste, high standards of behavior, including in the sphere of consumption. Particular attention is drawn to the formation of active life position, the involvement of different groups of consumers in special events - mass forms of social and cultural activities.