Religious advertising in Ukraine and the problem of managing social intentions

Ukrainian religious advertising is analyzed as a media phenomenon and at the same time as a tool for managing social energy. The complementarity of the modern advertising genre with Ukrainians’ religious views was conceptualized on the basis of statistical data. The research is based on sociological arguments that the religious beliefs of Ukrainians are characterized by an intuitive type of faith and a subjective perception of the religious canon. Peculiarities of Ukrainian religiosity are used in mass media practice to activate socially important changes in secular Ukraine with an ancient atheistic past. Religious advertising can fulfill special social functions in the conditions of political reformation, pandemic and full-scale war, according to the analysis. The study has shown that religious advertising acts as a cognitive tool, converting believers into loyal consumers of a wide range of socially significant data