PUBLIC RELATIONS IN THE COMMEMORATION OF KVITKA CISYK IN UKRAINE

Abstract

The article presents the study results of the main stages, forms and promoters of the cult of Kvitka Cisyk
in Ukraine. Kvitka Cisyk was a US citizen born in the US. However, she attached great importance to her Ukrainian origin and tried to reflect this Ukrainian ethnic self-identification in her work. However, she became much more famous worldwide because of her work as a singer for advertising products commissioned by leading American corporations than as a perform- er of Ukrainian lyrical songs.
The article’s authors focused on the history and current state of public commemoration of Kvitka Cisyk in Ukraine.
An interdisciplinary approach was applied; in particular, psychological hypothetical explanations were made regarding the motivation of the promoters of some commemorative actions. With the help of a comparative analysis of Ukrainian and foreign mass media, the key events, forms, and directions of the commemoration of Kvitka Cisyk on the territory of Ukraine are determined, the influence of many actions, individuals, including leaders of public opinion, on the formation of the mod- ern Ukrainian mass media image of this advertising industry figure is characterized. Systematized, in chronological order, the history of naming dozens of Ukrainian streets in honour of Kvitka Cisyk.
The practical significance of the article lies, in particular, in providing recommendations and means of their imple- mentation for educational institutions that train specialists in the field of advertising and public relations. A number of hypotheses have been put forward that can stimulate further scientific explorations of the Ukrainian commemoration of Kvitka Cisyk.
In the educational process, in the training of specialists in advertising and public relations, it is worth drawing more attention of future figures of the advertising business and related industries to the example of Kvitka Tsysyk’s achievements and honoring these achievements. After all, Kvitka Tsysyk is currently in Ukraine, apparently, the most glorified, honored figure in the advertising business. Receiving such recognition, immortalization in the names of streets, awards, museums, and creative contests is for many actors no less, and for some, much stronger than material reward, a stimulus for professional growth, hard work in the chosen business field.