Social, political and economic processes of recent decades have led to a change of cultural and spiritual values and life orientation of all social groups and layers of society. These processes are most strongly manifested among young people. The author draws attention to a rather serious problem of our time - the influence of advertising on student youth. The problems of socialization of student youth cause not only research, but also public interest. The author's study of a narrow segment of the consumer market - student youth - provides an opportunity to consider the models of behavior of this social group under the influence of advertising environment. Thus, the work solves not only theoretical and methodological problems associated with the study of such concepts as advertising stereotypes, value and motivational component of advertising information, the impact of advertising on the needs of young people, but also practical, aimed at obtaining sociological information in the urban space about the ways and opportunities to manage the process of influence of advertising on student youth.Social, political and economic processes of recent decades have led to a change of cultural and spiritual values and life orientation of all social groups and layers of society. These processes are most strongly manifested among young people. The author draws attention to a rather serious problem of our time - the influence of advertising on student youth. The problems of socialization of student youth cause not only research, but also public interest. The author's study of a narrow segment of the consumer market - student youth - provides an opportunity to consider the models of behavior of this social group under the influence of advertising environment. Thus, the work solves not only theoretical and methodological problems associated with the study of such concepts as advertising stereotypes, value and motivational component of advertising information, the impact of advertising on the needs of young people, but also practical, aimed at obtaining sociological information in the urban space about the ways and opportunities to manage the process of influence of advertising on student youth.