THE PECULIARITIES OF USING THE PATRIOTIC MOTIVE IN UKRAINIAN ADVERTISING

Relevance of using the patriotic motive in Ukrainian commercial advertising in the context of modern development of society, including shift to market economy, the Russian-Ukrainian war, the revival of authenticity, the conceptualization of the national idea, civic self-identification, is analyzed in the article. The aim of this study is to reveal the peculiarities of the patriotic motive. The scientific novelty of the research is that for the first time the patriotic motive in commercial advertising in Ukraine has been analyzed. At the heart of the research methodology — content analysis of 31 movies of 11 trade labels after 2015. Analysis category are lexis, music, characters, movie. As thematic groups of words used in advertising were analyzed: Ukrainian geographical names, elements of appearance and clothing, Ukrainian dishes, moral, physical, external features, socio-cultural dominant, nature, agrarian sector. Music is usually just a background for words, but some producers use Ukrainian songs as musical accompaniment, and a new trend is using of Ukrainian rap. It has been found that the behaviors of the characters consist with the common stereotypes about appearance, relationships, gender, also traditional values are fixed. Locations are mountains, forests, fields, clearings, sometimes cities. Traditional natural symbols that are associated with Ukraine and the Motherland in general are used: spikelet, sun, sky, dewy grass. The findings stated that all categories should be united in the video, and each should embody a patriotic motive for greater influence. Although the analyzed motive has not yet been presented enough in Ukraine, its importance is that advertising reflects the values of modern society and promotes certain opinions and views that are rooted in consumers' minds.