Preservation of historical and cultural heritage by means of advertising

In this paper we consider the aspects of the importance of historical and cultural heritage of the people and the need to preserve them. The authors give definitions of the terms "historical and cultural heritage", "cultural values", call the world heritage sites in Russia. Today, many historical monuments are in unkempt condition. The article discusses several projects that draw attention to this problem by different means, including advertising. Such projects cover different age groups. Advertising technologies make them accessible and modern.