ANTHROPOLOGICAL DIMENSION OF THE TRANSFORMATION OF ADVERTISING IN THE SOCIETY OF PANOPTICON

Abstract

In this article, advertising is considered in line with the anthropological approach. Advertising is presented as a special anthropological reality (specific semantic space), which simultaneously reflects and forms the essential characteristics of human. In this reality, modern human is able to socialize, self-identify, consume and transmit information. The transformation of advertising is heterogeneous and depends on many social factors. Transformation is considered in the course of the panopticon. The panopticon was especially mentioned in the second half of the 20^th century, when universal surveillance and observation began to become commonplace, and 21^st century life is difficult to imagine without the digital and electronic gadgets that meet us at every turn. From an anthropological point of view, the essence of advertising reflects the social and cultural code of society, which reduces the level of negative feedback and increases the level of acceptance in the mass consciousness. The process of transformation of advertising is ongoing. Given the widespread use of advertising in various spheres of human life, advertising is becoming one of the most important forms of communication. Creating an information field, advertising draws attention to the pragmatic aspects of life, which creates a worldview and attitude to the world around. Advertising ideas reflect the communicative level and development of human and society, which is an indicator of the development of society at a certain stage. Understanding human advertising is a perception of a separate information and communication reality. Extending to the global level, it creates a large communication space for certain groups of people. The author concludes that, in terms of anthropological approach, human is not only an object but also a real subject of advertising. Advertising is a specific way of creative human self-realization, in which there is a design, translation and perception of advertising images.