ADVERTISING AS A FORM OF REPRESSIVE SOCIAL UTOPIA OF "CONSUMER PARADISE"

The article studies the advertising industry as the leading form of broadcasting of the current dominant social utopia "consumer paradise." The main objective of the study is to analyze the repressive component of advertising in the context of its negative attitude towards the others in two aspects: the Other as the bearer of non-use orientation and the Other as a representative of the traditional, non-Western culture.