THE ROLE OF ADVERTISEMENT IN THE SOCIAL MANAGEMENT OF HEALTH
L. V. Bezrodnaya
Keywords: information society, advertisement, awareness, health, social agency, health-protective behavior, social practices
Pages: 240-246
Abstract
The author analyzes the role of advertisement in the health formation in the conditions of information society. The importance of health to the individuals and the society has been demonstrated on the basis of sociological research. Advertisement is viewed as a subject-object interaction aimed to facilitate awareness. There are revealed the contradictions connected with the understanding of the healthy lifestyle as an object of advertisement. Social practices of health control by the individual whose behavior is driven by the health-protective motivation are presented as the most optimal model of the subject-subject interaction.
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