КУЛЬТУРНІ КОНОТАЦІЇ РЕКЛАМНОГО МЕНЕДЖМЕНТУ В КОНТЕКСТІ ВІЙНИ В УКРАЇНІ
Authors:   National University of Kyiv Mohyla Academy, Khrapkina Valentyna , Mangushev Dmytro ,   Karazin Kharkiv National University, Koverha Anastasiia 
Published: July 2023

Objective. The article is aiming at a comprehensive analysis of the phenomenon of advertising during the war in Ukraine, including a complex study of its cultural implications, as well as the direction for further development. Method. The theoretical and methodological basis of the study is the work of domestic and foreign scholars in the field of determining the specifics, practical application and impact of social and commercial advertising on the behaviour of both consumers and social groups. In defining the problem and analysing existing approaches to its solution, the laws of Ukraine, scientific, economic and reference literature, works of leading domestic and foreign researchers, methodological materials, and periodical editions of Ukraine were used. A combination of methods and approaches was applied: the system analysis - in studying the theoretical foundations, specifics, practical application and influence of advertising on the behavior of both individuals and social groups, the theoretical generalization - in substantiating the place and connotations of advertising management in the context of the war in Ukraine, the methods of analysis and synthesis - in analyzing the occurrence of the speculation on the topic of war in advertising, violations of moral and ethical norms and the use of war-related denotations. The results. The article is dedicated to studying the phenomenon of connotations diversity in advertising products produced by commercial, non-commercial and state entities during the war in Ukraine. It is noted that despite the rather thorough study by both foreign scientists and domestic scholars of the theoretical foundations, specifics, practical application and impact of advertising on the behavior of both consumers of goods and services and social groups, the problem of connotations in advertising, is not sufficiently addressed. Moreover, it is emphasized that despite the presence of scientific research in the area of information warfare in the modern media space, the issue of the specifics of advertising usage in general scope and connotations in it in the context of war in particular remains unresolved. Considering this, the study gains a substantial relevance due to the complexity and dynamics of the modern globalized world and the involvement of many stakeholders from different sides of the military conflict who are not directly involved in it. It is concluded that the phenomenon of the war currently taking place in Ukraine is specifically in its modernity: all the events, tragic and encouraging, are immediately recorded in media, picked up by the public and transformed into symbols, images and Internet memes. With the aim of a comprehensive study of the cultural connotations in wartime advertising, the article analyses several perspectives of decoding cultural connotations, including semiotic, psychoanalytic, sociological, historical, political and mythological. It is additionally noted that wartime advertising is characterized by a wide range of goals, objectives and meanings, ranging from valuable artistic units to open speculation on the topic of war. It is discovered that the social advertising, serving the common goal of strengthening the national unity, also varies from aiming to raise public sentiment and demoralize the enemy to encouraging specific actions for the benefit of society. It is proved that the specific and creative forms taken by the commercial advertising during wartime in Ukraine, have a multilevel content, however, it frequently happens that for the sake of profit gain, they also include exploitation of the war theme that contradict the norms of morality and ethics which damages the society and cultural heritage. The conclusion is formed that further marketing and sociological research towards the use of connotations in advertising is perspective and significant for the aim of preserving cultural heritage and preventing the exploitation of sensitive topics of war and national symbols. Furthermore, the necessity of raising the level of consciousness among participants of marketing activities is noted, which is a challenge facing scientists, public figures and the government. Scientific novelty. The semiotic, psychoanalytic, sociological, historical, political and mythological methods of decoding cultural connotations in advertising have been further developed, which allows us to describe its phenomenon during the war in Ukraine in order to prevent the speculation on the war and unacceptable violations of ethical norms and promote a prompt and managerial response to their negative impact. Practical significance. The practical significance of the findings is that the results of the study will provide a basis for making decisions aimed at preserving wartime advertising as a unique cultural feature and a tool of public expression and preventing the exploitation of sensitive topics and national symbols of wartime.