Українська телевізійна відеореклама ЯК ретранслятор національної культури
Ukrainian TV commercial as a forwarder of national culture

Summary/Abstract: The researcher retraces current trends in using Ukrainian national motives for the national TV commercial production, defines the characteristics of picture in rolls with a national color. Ukrainian TV commercial is positioned as a cultural phenomenon. This study is based on strict system analysis of numerous examples of national TV commercial production from the approach of its effectiveness among Ukrainian audience. Specific theoretical knowledge of commercial production was applied in the work. Besides there is a brief comparative description of TV commercials of different countries in terms of national mentality presented. Nowadays, Ukrainian advertising video production is in the active development. Further all technologies the level of modern domestic advertising can fully compete with the best of the world of the video advertising. Given the fact that video advertising is a powerful tool to influence the audience and, importantly, on the formation of his aesthetic tastes it is safe to say that the use of the motives of Ukrainian culture contributes significantly to the consolidation of nation consciousness. Important is the fact that video ads, which reflect national traditions is a powerful factor of formation of positive image of the Ukrainian producer in the global market. National peculiarities of perception, thinking and behavior play an important role in the proper planning and conducting advertising campaigns in the release of the commercial structures on the markets of other States. The aim of this study is to trace the current trend of using motifs of Ukrainian national culture in the domestic advertising development. There is a rapid process of returning the national cultural values and traditions, the revival of national consciousness and dignity in the Ukrainian society. However, today in society, mainly due to certain political events, there are growing social unrest, disorientation, apathy in the face of global poverty, conscious disengagement from social relations, etc. All this is to some extent reverses to the vector orientation of the individual – the cultural and the aesthetic improvement to the problems of survival and self-identity. On the other hand, the events that occurred in the country recently would strengthen the national identity of Ukrainians. Thus, the challenges of the time unwittingly display a TV role on one of the repeaters of the national idea in General and national culture in particular. Therefore, in this context, the main place occupies the TV advertising videos, art which are based on the motifs of Ukrainian culture. The theme of recreating the national coloring in advertising nowadays is quite relevant, but a thorough development of this perspective at a scientific level is still lacking. Consideration of advertising as a phenomenon of culture devoted a little bit to research. Technological capabilities that have recently become available to the Ukrainian producer of television advertising, presented the domestic promotional product on qualitatively new artistic level. Gradually the advertising production with a necessary component of market relations became an art. Use in domestic video advertisements based on a Ukrainian national culture can be seen not only as a good creative move of advertisers aimed at increasing the efficiency of sales of the advertised product. It is fair to say that present-day Ukrainian producers of promotional videos, if they are to change the vector of one`s work on propaganda of national values deliberately enough. A very important factor in this process is a qualitatively new perspective on the production of video advertising: this production has attained the status of true art and confidently took on the position of the repeater of the national culture. The tendency of modern Ukrainian advertising towards "national", in our opinion, is an important factor between total globalization of all spheres in life of modern society, which, in particular, is in the field of promotional video production and enables to secure in society the ideology of the consumer and to mitigate the feeling of national belonging to a single individual. In General promotional product of every country to some extent is a reflection of the national mentality. Advertising, in particular television video advertising is a mass public phenomenon that carries an extremely powerful cultural potential. As a cultural phenomenon advertising plays an important role not only in terms of the development of mass culture but also in traditional culture. Orientation of Ukrainian producers of television advertising on national values is extremely important in preserving and relaying the traditions of national culture, strengthening and revival of national consciousness and aesthetic education of the individual.

• Details
• Contents