До питання загальної характеристики реклами як об’єкта цивільних прав

Currently, the most popular tool in promoting any product, service and other consumer goods is advertising. Modern advertising is a dynamically developing form of mass communication and intercultural communication. This phenomenon is complex and multifaceted. Evidence of this is the interest of researchers - representatives of different sciences in studying this phenomenon (advertising is studied by psychologists, political scientists, marketers, economists, lawyers, journalists, linguists). When analyzing advertising, each of the sciences uses its own methodology, its own conceptual apparatus. Psychologists and sociologists study the problems of changing human and social behavior under the influence of advertising, study the motives for choosing a particular product or service, forming new models of behavior and lifestyle, etc. Political scientists consider advertising as a means of manipulating public opinion and human consciousness. This influence is especially clearly demonstrated in the example of political advertising. Within the framework of the economic approach, advertising is interpreted as a component of marketing, the main task of which is the process of selling goods in a market economy. Linguists study the content of materials that convey advertising messages, they analyze the verbal, linguistic aspect of communications and the use of visual means in creating an advertising text, message and visual image. Lawyers consider advertising as an object of civil rights, the creation and use of which is regulated by various norms of civil law (Civil Code of Ukraine, Law of Ukraine «On Advertising», Law of Ukraine «On Copyright and Related Rights» The Law of Ukraine «On Media»). Of course, the legal nature of advertising as an object of civil rights is determined by the Law of Ukraine «On Advertising». This Law regulates relations related to the production, distribution and consumption of advertising on the territory of Ukraine. The Law of Ukraine «On Advertising» reflects the actual place of advertising in the service system. Establishes that advertising should be considered as a special service. For the purposes of this Law, advertising is considered to be distributed and consumed on the territory of Ukraine under the set of necessary circumstances. In addition, advertising must comply with such principles as: legality, accuracy, reliability, use of forms and means that do not harm the consumer of advertising.