ADVERTISING AS SOCIOCULTURAL AND AESTHETIC PHENOMENON OF POSTMODERNITY

In this article the essence of advertising? which during postmodernity becomes symbol, mental element creating hyper-reality of modern reality, is considered. During postmodern era, advertising is also a phenomenon of post-modernist art because there are its features. The author concludes that specifics of an advertising discourse power consist in creation of illusory gifting process, which is followed by suppression process. In this regard it is pos- sible to talk about total nature of advertising in consumer society as it dictatorial imposes a sign and symbolical order and forms modern society episteme.