Digital advertising as a genre: ethical parameters of implementation

Abstract

Introduction. Nowadays, advertising with its powerful digital opportunities is among urgent research topics in social communication, and, therefore, viewpoints on it are more than ambiguous. Still, one of the urgent issues is the use of ethical basis in digital advertising. Relevance and aim. Modern trends of information society development require constant research dynamics of social and communication processes. Hybridization of Internet genre studies is developing, and, therefore, all communication platforms without exception are changing. Internet advertising is believed one of them. The article aim is to study digital advertising as a conceptual phenomenon and ethical principles of its application in Ukrainian Internet space. The important methods of scientific research are the analysis of scientific literature and systematization of knowledge of the issue; the method of comparison, which has become the basis of the general judgment as to the relevance of research object; scientific cognition, which has allowed to draw conclusions about the studied material; method of sociological survey, which has given the basis to analyze the views of Ukrainians on advertising ethics. Results. Such type of communication as digital advertising is able to represent simultaneously not only the text of an advertising message, but also the interactive visualization of an implemented high-quality dynamic object, which is already in digital format on an information carrier of each user. The rapid development of digital advertising as a genre multimedia unit depends directly on the settings of the digital environment. Conclusions. Digital advertising should be considered as a separate Internet genre. It is becoming not just a full-fledged genre now, but it is transforming into an independent form of communication, which ethical aspects of implementation is a research issue. The following principles will resolve the ethical issues in advertising: publication in popular communities; promotion using the built-in advertising system of a social network; compliance with global regulations and principles; not to use unauthorized texts; development and implementation of own advertising code by Ukrainian advertisers .