Modern Advertising of Ukrainian Higher Education Institutions: Ethical-Legal and Philosophical-Communicative Aspects

The article analyzes current trends in the advertising of Ukrainian higher education institutions (hereinafter HEIs) in the context of the commercialization of education and the digitalization of communication processes. The authors explore the ethical-legal and philosophical-communicative aspects of advertising in HEIs, highlighting the shift from traditional informational messages to branding strategies that incorporate mythologemes and simulacra. These approaches enhance the effectiveness of advertising campaigns but underscore the need for clearly defined regulatory frameworks. The study addresses challenges related to ethical advertising principles, particularly the need to avoid manipulative practices, misinformation, and discriminatory imagery that may distort the social functions of education. Using phenomenological and hermeneutic approaches, case study analysis, and empirical data, the article examines how the advertising of HEIs contributes to shaping their image as intellectual and cultural centers that respond to societal challenges. Special attention is given to the impact of digitalization, especially the transition from print media to official websites and social networks as primary communication channels. The article also emphasizes the social responsibility of HEIs, which involves building a positive image through community partnerships and adapting educational programs to meet societal needs. This provides a foundation for a comprehensive understanding of both the substantive and formal characteristics of advertising messages in the context of HEI communication. An important aspect of the study is the connection between advertising narratives and the social responsibility of higher education. Given the growing competition among HEIs, advertising becomes not only a tool for disseminating information but also a mechanism for building loyalty, trust, and academic reputation. Under martial law and amid global transformations, university advertising must also serve as a societal guidepost, conveying stability, reliability, and openness to present-day challenges. This highlights the importance of ethical and philosophical analysis of advertising discourse as an integral part of the educational policy of HEIs.