Mechanisms of design patriotic advertising based on the matrix of symbolic space of love

Abstract

The symbolic space of the matrix of "love" as the base for the designing effective advertising of patriotism is discussed in the article. The features of patriotism construction on the base of actualization of its emotional and motivational components through the use of symbols of love in advertising are determined. The matrix of symbolic space of «love» that was constructed as the result of the researching the patriotic video advertising produced during the years of Ukraine's independence is provided. The official discourse of patriotic advertising functioning is analyzed; the importance of implementing of its own functions by the state as a full participant in the country's information space concerning the patriotic education of citizens is underlined. The necessity of orienting state policies on meanings that are produced by the public in relation to patriotism is emphasized.