National consciousness development by applying advertisements: theoretical approach

Abstract

As a result of globalization processes in the entire world, many countries feel concern about the task for protection of national identities as development of national consciousness. In scientific literature from many countries, the number of publications analyzing national identity, nationality, its protection, and national consciousness development is increasing. One of the factors that mostly affect contemporary society’s lifestyle and norms is advertising. Therefore, the question ‘How to develop national consciousness with the help of advertising?’ is analyzed theoretically in the article. As a result of scientific analysis and synthesis of theoretical findings, components of national identity and their structural relationships are determined; moreover, the possible usage of provided elements in the advertisements of national brands for national consciousness development is revealed.