Humanities & Social Sciences 5 (2015 8) 927-938 ~ ~ ~ УДК 379.82:659.1 Creating Demand in Cultural and Leisure Activities by Means of Advertisement Elena A. Nozdrenko* Siberian Federal University 79 Svobodny, Krasnoyarsk, 660041, Russia Received 23.08.2014, received in revised form 04.10.2014, accepted 27.01.2015 With the development of market economy, cultural and leisure spheres should not only choose, but also forecast promising directions of their development. <...> The mechanisms of this prediction have a complex structure associated with the main line of cultural policy. <...> Since setting the objectives of cultural and leisure activities is related to the organization of leisure for socially important purposes, so the need to carry out skilled work on the formation of the current demand for this type of free time activities is obvious today. <...> The issue of qualifi ed promotion of cultural product today is quite problematic. <...> A critical role in the effective implementation of the idea of forming the actual demand for cultural leisure belongs to different informative and persuasive promotion technologies. <...> Modern advertising is not only a refl ection of the society culture, but also the ability to participate signifi cantly in the formation of this culture, including the culture of consumption. <...> Advertisement promotes socialization through broadcasting of images and standards using the mechanisms of mass communication, in which the society applies technological methods of producing social values. <...> The professional approach to promotion of the product of cultural and leisure activities and the approach to its customer as an individual leads to the realization of the need to use new communication technologies (advertising, PR, etc.) They can meet the demands of modern society and also: 1) form the current demand for this type of cultural production; 2) create new needs of the individual, affecting and determining the spiritual and cultural life of society. <...> Keywords: advertisement, culture, social and cultural sphere, cultural and leisure activities, promotion and leisure. <...> Development of various forms of mass communication in modern society becomes the most important factor affecting the content © Siberian Federal University. <...> Creating Demand in Cultural and Leisure Activities by Means of Advertisement Research and analysis of the possibilities of advertisement are carried out primarily in scientifi c modeling of the very advertising activities, numerous forms and methods of infl <...>