Practice of Using Ukrainian Culture in Modern Advertising Campaigns

Abstract

The purpose of the work is to theoretically substantiate and practically outline the strategies for integrating elements of Ukrainian culture into advertising campaigns as a tool for shaping national identity and cultural resistance. The research methodology is based on an interdisciplinary approach that combines cultural analysis, the comparative method (comparing Soviet and modern models), and the typologisation of visual and verbal symbols. The scientific novelty of the work lies in the systematisation of practices for using Ukrainian cultural codes during the period of 2014–2026. The functions of modern advertising are clarified, specifically its nation-building, decolonising, and mobilising roles. The author proposes an original classification of Ukrainian symbolism in marketing, covering state attributes, ethnocultural artifacts, symbols of valour, and archetypal images (the mother figure, family). For the first time, the aspect of using artificial intelligence to visualise traditional folklore motifs in the high-tech sector is considered. In the course of the study, conclusions were formulated stating that modern domestic advertising has moved beyond commerce, becoming a means of decolonising the sociocultural space and displacing Russian narratives. A radical transition to Ukrainian-language communication at all levels (naming, slogans) was established as a marker of authenticity. It was found that the integration of folklore elements (songs, rituals) creates a deep emotional connection with the consumer by appealing to the subconscious. At the same time, attention is focused on ethical challenges: the need for professional responsibility when using the theme of war to avoid speculation on sensitive social topics. It is proven that today advertising not only reflects culture but also actively participates in its creation, producing new forms of modern folklore.