USING THE CONCEPTS OF VISUAL SOCIOLOGY IN ADVERTISING COMMUNICATION

The concepts of visual sociology in relation to advertising communication in the context of sociological sciences are considered. The purpose of the study is to identify approaches to the formation of visual images and meanings in advertising in order to emotionally influence the audience, represent life values and construct role models of behavior. The theoretical basis of the article consists of the paradigms of visual sociology presented in the works of key authors analyzing this topic. The use of the descriptive analytical method in the study of cases of advertising campaigns makes it possible to identify patterns in the use of certain tools to influence the audience, to establish probable indicators of advertising effectiveness and to find possible solutions for its optimization. The results obtained are manifested in the establishment of a relationship between sociological paradigms and the socio-cultural context of advertising communication, with an emphasis on the importance of visual content demonstrating the success of advertising, enriching the communicative practices of modern media.