birth rate

The article presents an analysis of the representation of the family images and family fertility in commercial advertising. In sociology the terms “need for children” and “desire to have children”, and the concepts of the average expected, the average ideal and the average desired number of children were introduced. Commercial advertising, as one of the forms of mass media, can provide a limited impact on the desire to have children through moderating the social norm.

This article analyzes the main trends of the age structure transformations among Russian population – the рopulation aging and decline of the working-age population. Comparative analysis of the Russian and Western European aging population is presented. Author uses statistical data characterizing aging of the Russian population, main reasons and socio-economic consequences of this process are determined.