DIGITAL ADVERTISEMENT: THE ORIGINAL AND ETHICAL POSITIONS

Abstract

Abstract. The purpose of the research is to study modern approaches to the functioning of digital advertising. The research methodology were: sociological survey, bibliographic and descriptive methods. The scientific novelty. The article deals with the problem of researching of modern Ukrainian society needs, new forms of implementation of advertising communication. There is rapid development of new genres and platform in social communications in the XXI century. One of these genres, which gave an impetus to the development of new platforms and ways of introducing product used digital advertising. The description of digital advertising as a modern Internet genre is made in this artice.. Also payd an attention to the ethical positions to the way of using Ukrainian digital advertisement. Conclusions: among the current existing approaches to the study of the mechanisms of digital advertising in the media space of Ukraine include: ethical postulates, modern figurative elements, updating existing traditional layouts, cooperation with target audiences, audience targeting. The paper presents the main results of the survey on the audience's knowledge of ethical concepts of advertising. It is proved that the Ukrainian audience is now well aware of the main mechanisms of digital advertising, its operating parameters and basic provisions.