Social Advertising Industry in Contemporary Ukraine: A Sociological Interpretation Attempt

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Sociological interpretation reveals how social advertising fosters civic identity and cultural resistance during wartime.

Social advertising functions as a tool for cultural resistance and civic identity formation during war.
The study combines structural functionalism and symbolic interactionism to analyze social advertising's impact.
Real Ukrainian campaigns exhibit how social advertising facilitates meaning-making and addresses social issues.
The chosen methodologies highlight limitations in capturing the dynamic nature of social advertising's role.

Oleksii Tertyshnyk (2025) studied this question.

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