Design of Advertising Image as a Component of Sociocultural State of Society

The aim of the research is to investigate the connection of advertising image development with the socio-cultural situation in the Euro-American society, to reveal the features of its design as a visual communication. The methodology of the research consists in applying the empirical method, the analysis, the comparison and the generalization of European advertising products from the 1870's until the 2010's. This methodological approach allows us to comprehensively explore the advertising image on basis of which the advertising communications were modeled. Scientific novelty. On the basis of the analysis of the visual component of advertising products in relation with the socio-cultural state of the Euro-American society of the corresponding periods, it was found that in the modern information society and in the design of the advertising image there was a transition from the provocation of the typical initial emotional reactions of the addressee to the stimulation of a complex «game of signs» and personalization. Conclusions. Advertising images are considered to be one of the a components of visual communication, which today is interpreted as the basic means of information interaction in society. The designer involved in the development of these images must comprehend the factors that form it and realize the importance of their work for the socio-cultural state of society.