ADVERTISING AS AN IMPORTANT ASPECT OF COMMUNICATION

Abstract

The article defines the concept of advertising as communication between the consumer and the manufacturer, defines the process of communication that can be reformed into the process of creating advertising. Communication is a process of two-way exchange of information, the main task of which is to establish interaction between people and promote mutual understanding, without which communication will not take place. It was found that in the process of communication information is transmitted from one subject to another, respectively, the subjects may be individuals, groups or entire organizations, including those involved in the creation of advertising.

It was found that advertising can be considered as a form of communication, which is designed to translate the quality of goods and services into the language of consumer needs, in this perspective, we consider outdoor advertising as advertising placed on special temporary and stationary structures - advertising media located in the open. terrain, as well as on the outer surfaces of buildings, structures, on the elements of street equipment, over the carriageway of streets and roads

An attempt was made to analyze outdoor advertising, features of equipment elements of the city of Ivano-Frankivsk and its highways. The questionnaire determines the opinion of the city residents regarding the amount of outdoor advertising and its aesthetic appearance. The main problems of over-advertising in the city are outlined and recommendations are made to address the identified issues.

The purpose of the article is to establish the value of advertising as a communication in modern society and to study compliance with the requirements of outdoor advertising in Ivano-Frankivsk. The tasks we set out in the article are to identify advertising as a type of communication and to analyze compliance with the requirements of outdoor advertising in Ivano-Frankivsk.