Introduction. The present paper is devoted to the study of interpretation features of social advertising by young men in relation to such features of communicative competence as personality orientation in communication and vocabulary awareness. Social advertising is considered as a means of social communication that allows authors to express a value-semantic attitude to the ethical standards of life organization. It justifies the position that the readiness for productive social communication at the macro level of youth in the position of users and authors of social advertising is predetermined by the features of the communicative competence of youth, which are formed in communication at the micro level of an everyday social situation.

Materials and methods. To characterize the features of understanding of social advertising by the respondents, the method of discourse analysis of the statements of the respondents was used in assessing the content and meaning on the given grounds. A threelevel scale for evaluating statements was used based on the formal and content parameters of the written texts of the respondents in the course of their expert evaluation of posters and videos. The hypothesis about the presence of a connection between the features of understanding of social advertising with options of productive and non-productive types of personality orientation in communication was tested on the basis of a questionnaire by S.L. Bratchenko “Personality orientation in communication” and vocabulary awareness (subtest of the Wexler test).

Results. The results of research, based on the use of discourse analysis of respondents’ statements about the meaning and content of social advertising, made it possible to identify its different levels in the youthful experimental group and the control group of boys and girls who overcome drug addiction in a rehabilitation center. These results were compared with data obtained in the reference group of the norm, older participants in the analysis of social advertising. The level revealed in the reference group makes it possible to determine the zone of proximal development for the respondents of the experimental and control groups. Comparison of the data obtained on the basis of the use of three methods made it possible to identify a statistically significant correlation between the levels of understanding of social advertising, productive and unproductive types of personality orientation in communication, and vocabulary awareness. This correspondence is most pronounced in the reference and experimental groups of the norm. In the control group of respondents with poor potential for verbal awareness and non-productive types of orientation in communication, this correspondence is manifested to a lesser extent. Despite the low indicators of the parameters of communicative competence, formed in the ordinary social situation of the development of respondents overcoming drug addiction, understanding the value-semantic aspects of visual information presented in social advertising is accessible to them and allows them to predict readiness for social and communicative communication at the macrolevel of social self-expression of ethical conflicts significant for them.

Discussion. The results of the study allow substantiating the position on the mediation of understanding the meaning and content of social advertising by the features of the communicative competence of young people, which are formed in the spontaneous practice of communication. Social advertising, which provides an opportunity for young people to participate in a social polylogue to express their attitude towards the ethical problems of organizing life in the city, is the basis for including young people in a new macro-situation of social communication and overcoming the ways of value-impoverished communication formed in microsituations of communication.

Conclusion. Thus, this resource acts as a means of forming social and communicative competence, readiness and ability of young people to participate in the creation of the communicative environment of the city in the position of creative authors expressing a value-semantic attitude towards the ethical standards of life organization.

It has been established that the understanding of social advertising is influenced by the communicative potential that is formed at the micro-level of communication during real practice in groups of boys and girls brought up in different conditions of socialization;

Based on the use of the author’s version of discourse analysis, written statements of respondents, it turns out to be possible to scale the features of formal and meaningful texts with an assessment of the content and meaning of social advertising in three different groups of respondents: two groups of norms and a group of respondents overcoming drug addiction;

Based on the use of a qualitative method of discourse analysis, it is possible to detail the features of the interpretation of social advertising by respondents with different levels of vocabulary awareness and personality orientation in communication;

A relationship has been established between empirical indicators of such parameters of social and communicative competence as features of understanding social advertising and productive types of personality orientation in communication, as well as levels of vocabulary awareness. This relationship is less pronounced in the group of respondents who overcome chemical dependence, which is characterized by poor vocabulary awareness and non-productive types of personality orientation in communication;

Empirical indicators that characterize the initial level of communicative competence of young men, allow us to identify support resources in the development of social and communicative competence, preparation for the po-

sition of creative authors, expressing a value-semantic attitude towards the ethical norms of life organization.

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