Феномен совершеннолетия в ситуации «постидеологии»: что нам покажет реклама?
The Phenomenon of Majority in the Post-Ideological Situation: What will an Advertisement Show Us?

Summary/Abstract: The article is about the ages of majority and minority in the situation of “post-ideology” and the role of mass media and advertising in the formation of adult consciousness. A comparison between traditional advertising and advertising of a new type allowed us to make the following conclusion: it is premature to speak about majority and, particularly, post-ideology as realized projects. Such an innovative and creative media product as “ambient media” is a product of classical ideology, which acts as an object of desire and a source of pleasure for a 21st-century individual playing an adult.

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