CHANGES AND TRENDS BASED ON PERCEIVED LIFESTYLES REFLECTED IN MOVIES.

Researchers and film professionals have studied the impact of cinema on society for decades. However, less attention is paid to the changes and trends in the perception of lifestyle reflected in the cinema. This article studies the main themes and trends of non-advertising marketing content in films. Because movies are public and popular media, they can influence a person's values, lifestyles, and attitudes toward certain aspects of life. The relevance and importance of the study of consumer culture are because it forms such cultural phenomena as tastes, desires, values, norms of behavior, and interests. The article's research object was the works of Western cinema of recent years, the largest share of which was produced in the United States of America. The work analyzes cinematographic works and highlights the main themes and trends that have a transformative impact on the way of life and society's perception of the environment: health awareness, addictions (especially to tobacco products, alcohol and drugs), environmental awareness and sustainability, privacy and relationships (due to the representation of men and women at different stages of the life cycle and the perception of sex by young people), as well as the geek subculture. The study results showed that the themes mentioned above, reflected in the films, can influence life values, lifestyle and people's attitudes to perception, possession and use of certain products. Health and environmental awareness are essential not only at the individual level but also at the societal level. According to the results of the content analysis of the films, it was recorded that nowadays, the frequency of the appearance of cigarettes and similar products has significantly decreased, especially in films with limited access for children. The geek subculture has gained much popularity and recognition in recent years. In addition, the paper has practical value for any researcher who wishes to gain a deeper understanding of non-advertising marketing content that manifests its influence through popular films about society and consumer behavior. [ABSTRACT FROM AUTHOR]