In the conditions of an information network society, communicators are presented with interdisciplinary requirements for knowledge and skills. In the field of advertising, the ability to manage the social attitudes of consumers helps the communicator to achieve success in the advertising and media markets. In popular culture, advertising is the strongest tool for shaping and changing consumer attitudes. The communicator in advertising has requirements in various industrial and scientific fields, including in the field of social psychology. It is important to understand the characteristics and specifics of social attitudes, methods of measuring social attitudes, methods of their formation and management. No less important factors for the success of a communicator in advertising work are the ability to navigate the psychological directions of information and communication activities, knowledge of technologies for using social attitudes of the consumer. In order to study the communicator's work on managing consu