sociology of family

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.

The attempt is made to classify civil organizations functioning in the sphere of mental health. Based on the results of in-depth interviewsconducted by author of the article in the period 2014–2016 the following classify causes are suggested: client’s target groups, main directions of activity, main actors, scale of activity, client’s mental illness, fundraising models. The novelty of the work is the discussion of civil society in the context of mental health.