Proceedings of the International scientific and practical conference ―Israel Ukraine Forum of Science and Innovation‖ (April 27-29, 2026) / Publisher website: www.naukainfo.com. – Tel Aviv, Israel, 2026. - 262 p.

225 p. 15–18]. The Ukrainian case, therefore, challenges the universality of hedonic interpretations of happiness and highlights the necessity of incorporating socio- historical context into the analysis of felicitar narratives. The Felicitar Brand Communication Model is proposed as a conceptual framework for analyzing the formation, transformation, and cultural adaptation of happiness narratives within contemporary brand communication. The model is grounded in the felicitar paradigm, which interprets happiness as a dynamic, socially constructed, and axiologically embedded communicative phenomenon. Unlike traditional approaches that treat happiness as an individual psychological state or a marketing attribute, this model conceptualizes happiness as a multi-layered cultural construct produced at the intersection of value systems, communicative strategies, and audience interpretation [1, p. 40–42]. Thus, brand communication is understood not merely as a tool of persuasion, but as a mechanism of symbolic production that actively shapes cultural meanings of happiness. REFERENCES: 1. Diener E. Subjective Well-Being: The Science of Happiness and a Proposal for a National Index. American Psychologist. 2000. Vol. 55, № 1. P. 34–43. 2. Ahmed S. The Cultural Politics of Emotion. Edinburgh : Edinburgh University Press, 2004. 3. Illouz E. Consuming the Romantic Utopia: Love and the Cultural Contradictions of Capitalism. Berkeley : University of California Press, 1997. 4. Savelyeva O., Kapustina A. Social Construction of Happiness in Advertising. Vestnik SPbSU. 2016. 5. Hofstede G. Culture’s Consequences. Beverly Hills : SAGE, 1980. 6. Schwartz S. H. Universals in the Content and Structure of Values. Advances in Experimental Social Psychology. 1992. Vol. 25. P. 1–65. 7. Inglehart R. Modernization and Postmodernization. Princeton : Princeton University Press, 1997.