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The slogan "Trade goes for cinema" appeared in the 20syears of the last century, that is, it is possibleto say, along with Hollywood. Together with a ticket tomoviegoers bought not only the film, but alsoadvertising of goods, which he then toowillingly bought, ideas, way of thinking . Nothing since thenhas changed: the viewer pays exactly the same for advertising, for ideas, forway of thinking . Hollywood is notonly it does not so much reflect reality - it mostly shapes it. Invention of the Lumière brothersproved to be an excellent weapon in the hands of those who 100years ago applied toCalifornia, to there, into an unremarkable town where it is forbidden to drive more than200 cattle, start a new oneera of civilization. Civilizations calledHollywood

Visconti Luchino(1906-1976) - Italian film director, one of the bright representatives of European elite cinema. A characteristic feature of his creative heritage is a clearly expressed thematic orientation. The leitmotif of all the director's films became the themes of family, beauty and tragic loneliness, the peculiarities of which interpretation were stimulated by the heuristic potential of the artist's biography. Paintings by L. Visconti "The Earth Trembles", "The Most Beautiful", "Rocco and His Brothers", "Death of the Gods", "Death in Venice", "People", "Family Portrait in the Interior" and "Innocent", despite stylistic differences and time distance, make up a kind of cycle. If the themes of family and tragic loneliness were the object of artistic understanding of many directors of the world, the interpretation of the theme of beauty became a feature of L. Visconti's work. Peculiarities of worldview,

Yuriy Shevchuk, founder and director of the Ukrainian Film Club of Columbia University, in his article " Language in the Modern Cinema of Ukraine", described this phenomenon as follows: "Ukrainian film aphorisms were included in the Russian collection "Flying Phrases and Aphorisms of the National Cinema" entirely according to the logic of colonialism, becoming a fact of imperial culture . Thus, a change in language causes a change in the national identity of a cultural product. Ukrainian film aphorisms, like entire films translated into Russian, ceased to belong to the people who created them, and became Russian not only for Russians, but also in the minds of Ukrainians themselves."