AUDIOVISUAL ADVERTISING WORKS WITH NATIONAL THEMES AS A CULTURAL PHENOMENON OF MODERN UKRAINE

Abstract

The features of modern creative production of such television projects as audiovisual advertising works, characterized by the use of Ukrainian national motives and positioned by advertising campaigns as a cultural phenomenon of modern Ukraine, are explored in the article. The purpose of the study is to trace the current tendency to use the patriotic historical image, national traditions and the past of the Ukrainian people in Ukrainian-language advertising as an effective means of mass communication in domestic video production. Also, identify the specifics of the Ukrainian national-cultural component in advertising and highlight the features of the video series of audiovisual advertising works, where the leitmotif of the plot is the Ukrainian national color. Modern Ukrainian trademarks appeal to the theme of national traditions in culture and art, using them in audiovisual works.

Each country has its own advertising style, due to the peculiarities of national consciousness, the history of national traditions. The mentality of the nation and the conditions in which it lives are the main feature of the advertising messages of the country in which they are broadcast. The geographic features of perception and technical capabilities impose their style on any advertising campaign. Promotional videos reflecting folk traditions and associative historical images are a powerful factor in shaping a positive image of both the Ukrainian producer and Ukrainian society in the world. Television advertising is definitely a powerful social and cultural mechanism for influencing a large audience. As a cultural phenomenon, it plays an important role in preserving national culture and traditions, consolidating and reviving the national consciousness of society, both in its individual manifestations and in a holistic understanding of the issue. This intelligence is based on a thorough systematic analysis of numerous examples of national promotional video production in terms of its impact on domestic audiences.

Key words: advertising, advertising video, audiovisual advertising, national culture, national traditions, patriotism.