INCLUSIVITY AND UNIVERSALITY OF VISUAL COMMUNICATION IN UKRAINIAN MILITARY ADVERTISING

Abstract

The purpose of the article is to examine the principles of inclusivity and universality in the visual communication of Ukrainian military advertising in the context of contemporary socio-cultural transformations. In this study, inclusivity is considered as an interdisciplinary phenomenon that determines the quality of communication solutions and involves ensuring accessibility, clarity, and the representation of diverse social groups within the visual environment. It is emphasized that in the context of a full-scale war, military advertising performs not only an informational function but also socio-cultural and identity-forming roles, which highlights the necessity of implementing inclusive approaches in communication design.
The study analyzes contemporary advertising campaigns of Ukrainian military units that demonstrate various models of representation of veterans, women in the military, and persons with disabilities. It has been established that inclusive visual solutions contribute to expanding the audience, increasing communication effectiveness, and shaping a more representative image of participants in the defense process. At the same time, certain cases reveal contradictory approaches that may lead to polarized public reactions and highlight the issue of ethical boundaries in visual communication.
Special attention is given to the gender dimension of inclusivity and to the representation of military personnel with disabilities as significant components of the contemporary advertising discourse. It is noted that moving away from stereotypical modes of representation and developing more diverse and balanced images contributes to broadening perceptions of the participants in the defense process and increases the level of social sensitivity in communication.
It is substantiated that inclusivity in military advertising should be considered a strategic direction in the development of visual communication, combining ethical principles with communicative effectiveness and contributing to the formation of an accessible and socially responsible information environment.