Sociocultural basis of advertising activity

The author elaborates on the topic of sociocultural basis of advertising activity in modern society. Culture meets the needs of society in terms of communication, socialization, transformation of the surrounding community, etc. The role of advertising as an instrument of socialization, upbringing and education in the context of an informational landscape is analyzed. The author successively reveals sociocultural functions of advertising as part of culture. It is also mentioned that prior to the new technological progress related to information technologies, a significant role in the upbringing and socialization in Russia was played by such social institutions as cultural centers, various sections and project groups, recreation centers and others. Nowadays there is observed a tendency among young people to isolation and transition to virtual communication. This being said, the role of advertising in society, according to the author, increases the more, the more media influences human consciousness and behavior. Moreover, the downside of the impact of advertising activity is not disclosed, but rather, its undoubted role in almost all spheres of public life is ascertained.