Modem advertising as an institution of socio-cultural dynamics

Advertising is becoming a significant factor of cultural dynamics in postindustrial society. On the other hand it performs important social and communicative functions and becomes a method of lifestyle socialization and individualization, a way of social stratification of society. But on the another, advertising technologies are using destructive symbolism and social illegitimate images of ancient cultures, maintaining an ideal of the "new pagan" in society. Ontological feature of modem advertising lies in its ability to create human being in his new value and behavioral manifestations.