ESSENCE AND COMMUNICATE VECTORS OF PUBLICITY

Abstract

Basing on the philosophical approach, the author of the article considers publicity as a phenomenon of the culture of open individualism. It is proved that modern publicity isn’t similar to its earlier forms of realization as it is interactive, continuous, productive and available. These changes are obvious as we observe the expansion of coordinates of Being: not only Being-for-Other, but also Being-with-Other. It is stated that the notion of a public person isn’t defined in the scientific literature as such because it is a combined notion and depends on the certain historic period. Therefore, modern publicity of a person is a system characteristic; it is the latest communicative technologies that give exceptional opportunities for developing this system characteristic through hyperactive self-projection of personal identity. In postmodern today’s world, the so-called culture of public individualism is being formed, which identifies the style of life of a modern person – powerful self-expression, conscious self-liberation from collective pressure, which form separate communicative ways of self-creation, disclosure of authenticity and approbations of different variants of selfhood. In addition, adverts and commercials can introduce a certain range of value-normative determinants into a certain culture, dictate models of social behavior (patterns) of a person and impose status roles and types of personal identification. In modern informational society, the brand is a new media object that mediates relations between people and objects. Though limited neither by time, nor by space, the brand joins time and space together by means of mediation of production and consumption and creates personalized world of things and symbols in the extrasomatic being of man. Pubic «brand identity» is a unique set of vintage associations. It helps to establish active connections between the brand and the personality, creating value proposition that includes functional and emotional benefits of self-expression. Branding, as a form of public communication, can be considered as a convenient intercultural platform of a public person. The author emphasizes that advertising as a result of historical development of society caused by cultural and civilizational processes is characterized by a wide range of innovations. Advertising communication depends on the changes happening at the macro level of the cultural system; prerequisites for the formation of a new information space are created; there is an aspiration to the creative development of the world, cultural values and socio-cultural meanings. At the micro level advertising public communication is also subjected to changes; its informational and communicative component becomes more and more adequate to the state of the cultural system forming an absolutely unique public space that differs by ethical-normative, artistic and aesthetic, cultural and value components. Advertising is interpreted as an accessible public means of managing the value-individual nature of a person. Mastering various public practices in human relations, it is the true advertising product that can satisfy spiritual and moral needs, solve the problem of harmonizing social and individual life and the transformation of social values in individual and social manifestations and reveal the significance of the personal and the social.