Abstract

This paper examines the essence of Jean Baudrillard advertising theory positioning, which is the interpretation of it as the media, which eliminates the possibility of a response that makes it impossible for any process of communicative exchange. This kind of non-communication aims at social control, manipulation and repression. The theoretical bases of formation of the concept of «consumer society» is defined and reveals the role of advertising in today’s consumer discourse. It is shown that modern means of mass communication rapidly affect the society, producing a false reality and alienates individuals from social reality. The concept of «Hyperreality» is considered, which is the area of simulation, which is a mixture of on-screen images and episodes of reality, real and television time, intimate and public life, internal and external, of the social life and imaginary space, as a result it is difficult to distinguish from the true reality. It is proved that the «system of things» of Jean Baudrillard points out that the power of advertising is based on the belief in her from a mass consumers.. The root of this belief - the so-called «infantile bestowing function», which creates a sense of mythic human involvement, which is in this context belongs to a social nature.