Social advertising as a method of managing society. Advertising as a method of managing people. Social advertising functions

economy - manufacturing, trade, finance, labor supply, job search;

household services - repairing, making household items, rest;

intellectual services - education, medicine, books, press, fortune telling, tourism;

shows - circus, theatrical, concert.

religion - religious posters, proclamations, invitations to ritual actions;

politics - campaigning for candidates in elections, slogans of rallies, demonstrations, demonstrations;

jurisprudence - reports of missing persons, searches for criminals, invitations to court, etc .;

science and ecology - scientific popularization in leaflets, brochures, booklets;

family and interpersonal relationships - marriage announcements, invitations to meet, travel, join the business.

charity - messages about charity events, calls for donations;

Thus, the main players have already been identified - this is the state (including ministries and departments), non-profit organizations, politicians and political parties, business. If we have already defined state advertising as a subspecies of social advertising, then the inclusion of social motives in political and commercial advertising cannot be called social in any way, although it is disguised as it (social advertising is often more trusted).

In Russia, a significant number advertising agencies and the media have joined the International Code of Advertising Practice and the Russian Advertising Code. And the current federal law "On Advertising" stands guard over the ethics of domestic advertising. However, the number of complaints about unethical advertising is not decreasing. On the contrary, in many regions of the Russian Federation, local authorities stop implementing advertising campaigns responding to the appeals of citizens who see violation of ethical norms and moral principles in advertising images and stories. Yes, marketing is progressive and modern, promises great benefits, and advertising, as one of its important communications, is able to provide these benefits. But advertising works in external environment, largely determined by socio-economic and cultural components. An important role in the creation of socially responsible advertising is played by such concepts as the culture of the advertiser and the culture of the advertiser, the norms and rules of ethics and morality that govern them. Morality is understood as "a certain system of norms, rules, assessments that regulate communication and behavior of people in order to achieve the unity of public and personal interests", and ethics is understood as "the doctrine of morality, morality." Therefore, we venture to suggest that the differences in ethical and moral standards adopted by different participants in the advertising process: advertisers, advertising producers, advertising distributors and advertising consumers, and could cause mutual claims and even a certain antagonism. It is known that the norms and rules of morality do not arise at once, but are the result of natural-historical development, crystallizing from the long-term everyday practice of human behavior and turning into some models only if society intuitively realizes their undoubted benefit to common unity. It is difficult to make claims against any of the participants in the advertising process due to the fact that it is hardly possible to speak about the formed morality of our society at the current stage of its development. It is rash to believe that modern Russian society continues to live according to the norms and rules of socialist (in the Soviet version) morality. However, it is also wrong to assume that our society has fully adopted bourgeois or Christian morality, all the more so, taking into account the polyconfessional nature of Russia. Nevertheless, such postulates as the individualistic orientation of morals and the responsibility of the individual are quite popular. It seems that society is at a kind of crossroads - it has not yet completely broken with the morals and values that were forcibly imposed by a huge state and ideological apparatus, but it also has not made a final choice in favor of the not quite clear morality of today, but rather tomorrow.

It can be assumed that the inconsistency of the existing concept of ideal morality with real practice is a consequence of the development of our society and the search for certain norms of new morality. Advertisers, advertisers, and distributors have much more in common than the opposite, both in terms of social status and moral criteria. They are tomorrow-oriented, position themselves in the mass not lower than the middle class. Advertising consumers are a more complex case. Some of them, for a number of reasons, both material and social, have adopted and retain values Soviet era(collectivism, internationalism, universal equality, the provisions of the "moral code of the builder of communism", etc.), and some, on the contrary, quickly began to try on the so-called "Western" or, as Marxists wrote, "bourgeois" moral values... A certain part of advertising consumers occupies an intermediate position and reacts to advertising, either proceeding from the values of yesterday, then focusing on the rather virtual moral criteria of tomorrow. In such a situation, mutual claims and a certain antagonism among the participants in the advertising process are inevitable, which cannot but affect the development of the advertising market, its effectiveness, and the quality of advertising creativity. Russia has not yet encountered consumerism enough - an organized movement of citizens and state bodies aimed at expanding the rights of buyers and increasing their influence on sellers and manufacturers of goods, but dissatisfaction with advertising can initiate the activity of such a movement in our highly politicized society. It is pertinent to recall that it was consumerism that largely gave impetus to the emergence of the concept of social and ethical marketing, gave relevance to the issues of corporate ethics, fair competition and fair advertising. I would like to draw your attention to the fact that the development of a kind of consensus between the participants in the advertising market can be facilitated by concerted actions to improve the culture of the advertiser as an advertising customer, that is, the main player in the said market. It is the advertising customer who has all the capabilities (material and moral) in order to impart the necessary impulse to the advertising producer and distributor. In most countries of the world, it is the national associations of advertisers, interacting with other participants in the advertising services market, that play a major role both in the formation of this market, in the development and observance of the rules for its measurement and research - everything that helps advertisers to effectively promote their products to consumers, and in the development and observance of ethical standards of advertising, rules of self-regulation of the market. Adherence by the advertiser to the principles of ethical marketing, based on generally accepted norms of ethics and morality, filled with social responsibility, can probably have the necessary impact on both the effectiveness and creative decisions in advertising, thus lowering the degree of social tension that today, unfortunately, sometimes it is provoked by clumsy or, which is also not uncommon, illiterate, unprofessional advertising.

I would like to note that social advertising has now become significantly more than, for example, 10-15 years ago. It is really visible and audible: billboards on the streets, in the subway, radio spots, television spots. I associate this with the fact that, firstly, during this time the country has taken another step in development towards building a society that seeks to address social issues, and secondly, people have become more susceptible to such an impact. This is connected both with the development of the personality and with an increase in the material standard of living. It is difficult to assess the success or failure of any campaign, as this would require official statistics on the "situation before and after", so I will give my subjective assessment.

Examples of campaigns that are working well or poorly include courtesy code billboards and a series of TV spots about family values and adoption of orphans + billboards about caring for orphans. It seems to me that the first campaign will not be successful, while the second, on the contrary, has achieved its goal. The reasons for the possible failure of the first are indistinct messages that do not contain a call to action and, secondly, an insufficient number of shields. The second campaign, on the contrary, evoked a response in the hearts of people, as evidenced by the increase in the number of children taken into families. We can say that the key to the success of any social advertising is, first of all, people involved in organizing and conducting campaigns who are not indifferent to human problems in society, as well as the availability of the necessary resources, competent media planning and a non-standard approach to the implementation of such projects.

Introduction

Modern domestic processes of social development demonstrate an increase in their dependence on the means of mass communications. The intensive development of communication technologies greatly facilitates the production, dissemination of socially significant information and leads to the formation of a global information space. The ability of public authorities to effectively communicate as to purposeful information interaction with society as a whole, social groups and citizens should be recognized as one of the most important aspects of their activities. It is recognized that “no progress and modernization is possible without information technologies and governance issues in the country ”. In this regard, the problem of informing and mechanisms for communicating the development strategy of the state, basic social values to all strata of society becomes urgent. The phrase " Social advertisement"Comes from the English. Social Advertising, and in translation, means attracting interest in significant problems or phenomena. This is one of the types of advertising, the purpose of which is to change the patterns of social behavior. In other words, it is a form of impersonal representation, a way of spreading social ideas among society. They, in turn, should contribute to the humanization of society as a whole, and in the conquest of new peaks that are useful from the point of view of social life. Social advertising as a type of advertising communication is designed to generate the creation and dissemination of socially significant values and acts as an essential element of information support for society. However, the volume of social advertising in Russia is now about 1% of the total market. While in Western countries this figure averages 15%. The relevance of the work is that the Russian system of public administration faces certain problems that can be overcome with the help of modern social advertising. For effective implementation management decisions to eliminate the existing problems, it is necessary to form a trusting attitude of society towards the subjects of management social processes, comprehensive coverage and explanation of their actions. Research object: social advertising as a mechanism communication in the public administration system. Subject of research: the essential characteristics of social advertising, which determine the potential of its use in public administration. Purpose: to collect and process theoretical and research material on this issue. Objectives: 1. Analyze the literature on the phenomenon of social advertising in the system of social and communication processes; 1. On the basis of the collected material, analyze and characterize the importance of social advertising in modern public administration. Structure term paper is based on the objectives and logic of the research and contains an introduction, two chapters, a conclusion and a list of references.

Conclusion

Speaking about social advertising, it should be noted that it is a powerful tool for the formation of public opinion, contributing to social support of the population, the restoration of humanistic relations between people, influencing the moral values of youth, placing life priorities... Today it is very important for Russian society, which has lost many moral values during the dramatic socio-economic transformations of recent decades. The development of social advertising is primarily due to its high efficiency in focusing public opinion. It activates different strata of society, influences the creation of new ties in politics and economics. Social advertising in Russia today is not only a huge opportunity, but also a big problem. This situation arose due to the fact that given view advertising is designed not only to adjust and promote public values, but can also be an ideal tool in the hands of commercial professionals. Therefore, the opinion about social advertising is quite ambiguous. Some believe that such advertising is necessary to solve social problems, promote health, goodness, family values and social well-being, others believe that all these are just regular tricks of some organization to create a positive image for itself, which means that it is aimed at obtaining benefits and no has no social motives. Many organizations in our country are hiding under the status of non-profit enterprises, thereby reducing their responsibility to the tax structure and not fulfilling their obligations in the field of social advertising. In addition, many politicians deliberately confuse the concept of social advertising and political propaganda, using psychological tools to influence society for the sake of their own, far from good intentions. Some experts believe that people themselves are to blame for this, falling for such simple tricks. Times are passing, people, of course, are getting smarter, but new pitfalls appear, and now commercial firms have begun to borrow slogans for their companies from social advertising, so to speak, they are trying to "penetrate" deeper into the soul of people.

Bibliography

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The tasks of mass communication, through which advertising influence on a person is carried out, is very complex. An advertising expert deals with a large number of people whom he does not know and cannot control the conditions in which his advertising message will be perceived.

The advertising organizer, using the mass media, has the ability to apply any number of artistic and graphic images to make the appeal attractive. TV commercials often feature popular artists leading television programs, praise the product of a celebrity, use catchy melodies, etc. Therefore, an advertising specialist, depending on the product, its quality, consumer properties and the likely demand for it, chooses the most effective method advertising.

Human behavior and perception of the surrounding information is constantly changing. Momentary behavior is formed from a complex of stimuli at a certain moment. The process of human behavior in the advertising environment is influenced by both external factors and internal.

External factors are everything that is happening around you at a given moment in time. These can be people nearby, weather conditions, etc.

Internal factors are everything that happens within you at the same moment. For example, your attitude, your attitude towards various things, your state of health, attitudes, beliefs, past experiences, etc.

Understanding of these factors and their actions is very important in advertising and information activities. It makes it possible to control the human psyche in the process of targeted exposure to advertising.

These internal and external factors cause a certain psychological attitude, which ultimately manifests itself in a certain behavioral action.

The influence of external and internal factors (stimuli) on human behavior can be represented in the form of a diagram shown in Fig. 6.1.

Rice. 6.1.

Advertising information can be viewed as a complex of irritants. A person is always affected by many stimuli, each of which carries certain information. These irritants include colors, pictorial forms, contrast, volume and intensity, the degree of novelty of the advertising appeal and etc.

The red light of the traffic light warns a person about the danger when crossing the street, the rays of the setting sun - about the end of the day and the onset of the evening, the advertising text on the radio informs about the useful properties and merits of this or that product, etc.

Thus, the information carried, for example, by a billboard placed by the road, seems to be in competition with other types of information that affect nervous system person.

To be more competitive and to attract the attention of passers-by, this billboard needs to be brighter, more catchy than the surrounding billboards. This effect of advertising stimuli is taken into account when making posters, posters, panels. For the same purpose, bright, luminous paints are used, which stand out original contours.

As the market is saturated with goods, entrepreneurs face the problem of sales. Only the consumer value of the product becomes insufficient. To successfully sell a product, it is necessary to create a special appeal, symbolic value, the so-called image of the product, through which you can induce a person to buy this product. For example, to show that Marlboro cigarettes are not just cigarettes, but cigarettes for real men: Marlboro advertising posters depict a mature courageous cowboy with a tattoo on his arm. A Mercedes car is not just an expensive car, but a car for “successful” people, etc. In the advertising business, the task of creating special symbols that personify the “image” of goods has emerged. Creation of an image has become in the United States an obligatory part of the advertising and information business not only for goods, but also for the promotion of political activity, ideas, and public figures. The production of illusions that feed life experiences has become an essential part of the US advertising business. For example, advertising for a car in the United States focuses on not technical specifications car, and its image, that is, color, shape, interior trim, amenities, emphasizes the belonging of the buyer of this car to the successful, rich people. Thus, the image of the purchased car in the mind of the owner refers it to a privileged social stratum of society.

By creating an atmosphere of motivation for a certain consumption, advertising makes it clear that a person who is at a certain level of the social ladder must reinforce this position with the characteristics of consumption and use things that confirm the achieved social position.

Additional psychological values are given to the product by performances of popular actors or well famous people whose advice is an effective means of suggestion.

For example, artists Leonid Kuravlev, Vakhtang Kikabidze appeared on central television advertising zircon bracelets to normalize blood pressure, I. Kirillov also advertised on television a means to normalize blood pressure, etc.

The content of an advertising message is the main problem of advertising, because in the process of its influence it influences the opinion and behavior of a person and, accordingly, is accepted or rejected by him. At the same time, the effectiveness of advertising influence largely depends on how much it takes into account the peculiarities of human mental processes. It is about her use of methods of suggestion and persuasion.

Suggestion- a method of influence, calculated on the uncritical perception of messages in which something is affirmed or denied without evidence. Suggestion assumes in people the ability to accept information based not on evidence, but on the prestige of sources. Distinguish between primary (psychomotor) suggestibility, the essence of which boils down to readiness to agree with information on the basis of non-critical perception, and prestigious suggestibility - a change of opinion under the influence of information obtained from a highly authoritative source.

The persuasion method is a more objective method of shaping public opinion through the channels of mass communication. Belief- this is an appeal to rational moments in a person's thinking in order to change one or another of his views, attitudes or form new ones. Thus, belief is a form of direct communication of thought, calculated for logical perception, supported by facts and evidence. Advertising by means of persuasion is the more effective, the greater the social sociability of the individual.

If a person adheres to the old, habitual forms of judgment, then they inhibit the adoption of progressive, new ideas. In this situation, prejudice opposes the choice of a new, better. The difficulties of directly refuting the existing judgments and assessments are primarily associated with the presence in the minds of people of the so-called stereotypes - special socio-psychological formations that standardize the process of thinking and recreate themselves in the presence of appropriate conditions. A direct "attack" of advertising on them is regarded by the consumer as a threat to his "I" and often leads to evasion of advice. In the course of persuasion, the overcoming of a critical attitude to the proposed arguments and conclusions inevitably occurs. It develops as a result of a number of reasons. So, sometimes persuasive arguments of advertising seem to contradict common sense - a set of views on life, formed under the influence of everyday experience. For example, an advertisement for a watch that is not afraid of moisture: an advertisement photo of a watch lying in a glass of water.

When addressing a potential consumer, one should not resort to the imperative mood. Most people don't like being ordered. It is especially important to consider this circumstance in relation to the so-called indecisive buyers who hesitate for a long time before making a purchase decision. Advertising should take into account this subjective property.

Compare the imperative advertising slogan “Drink tomato juice” or “Drink Soviet champagne”, which set the teeth on edge in Soviet times, with a convincing informational and educational advertising text: “Tea is an elixir of health. The substances it contains, tannin and caffeine, strengthen the walls of blood vessels. ”

The purpose of advertising, usually, boils down to convincing potential buyers in the usefulness of the product and lead to the idea of the need to buy it. In a simplified form, the advertising message boils down to the formula: "If you buy this and that, you will get such and such a benefit ..."

The power of advertising impact on a person can also be demonstrated by the following example. Central TV conducted an advertising experiment for the audience. A character actor from one of the Moscow theaters was invited to conduct this experiment. With potatoes carefully washed and packaged in 1 kg nets at a price per kilogram slightly higher than the market average, the artist was placed on the capital market. Using cardboard advertisement and oral imagery advertising, the actor began to inform customers that the potatoes were grown in ecologically clean areas with dietary supplements that contribute to effective hair growth and the elimination of facial wrinkles. Potatoes began to sell out quickly. Then the actor changed the plot of the advertising message - he began to advertise potatoes as a remedy for impotence, which also attracted buyers, and the potatoes were sold in a matter of minutes.

The same skillfully made up for a disadvantaged actor in the utmost short term in the Moscow underground passage, he managed to collect a large sum of money by convincingly addressing the passers-by, significantly exceeding the fee agreed with the television.

This experiment once again convinces us of the power of a skillful advertising psychological impact on a person's consciousness in order to induce him to perform certain actions in the interests of the advertiser. At the same time, the experiments carried out once again show the ineradicable gullibility of people to various advertising messages and slogans.

The strength of the advertising impact depends on factors such as repeatability of information. To achieve the effect of suggestion, it is not enough to communicate information only once. One should strive to ensure that the suggested message is repeated several times, and each time something new is introduced into it, the methods and forms of presenting the content change.

It is known that an advertising message is rarely noticed and read to the end the first time. Even less often it is assimilated and remembered after the first reading or listening. Therefore, at the first meeting with an advertisement, a person should receive from it such an impulse of psychological influence that would exceed and overcome his inertia in receiving information. Otherwise, the process of perceiving the advertising message may be interrupted or even stop altogether.

The intensity of the impact of the advertising message is closely related to the so-called “forgetfulness of information”. Human memory has developed specific ways of encoding, processing and storing information. Of the rather large volume of processed information, only a very limited part remains in memory. A significant part of the information is remembered for a short period of time to successfully solve the problems of current activities. This is the so-called random access memory. Most often, the message of an advertisement is forgotten immediately after it is perceived. Therefore, in initial period advertising, it is necessary to transmit a large amount of information per unit of time in an easily assimilated emotional form. Subsequently, the intensity of advertising can be reduced to a certain optimal level. Studying the memorization of information, scientists have found that the most strongly memorized are those messages that meet the needs and demands of a person. The rest of the information partially remains in the subconscious and in the future can be unconsciously stored in the memory for a long time.

The job of the advertiser is to find such methods of presentation advertising text that would contribute to his figurative memorization. In addition, it is easy to remember the information in which the internal connection between a person's needs and the properties of the advertised product is traced. The more a person discovers these semantic connections in an advertising message, the easier he remembers its content. At the same time, it should be borne in mind that an advertising message may not immediately fall into the scope of a person's attention. Research by psychologists shows that the first message gets to the attention of 30-50% of addressees. The ad must be published at least three times for it to be noticed by the overwhelming majority of consumers.

A significant role in this is played by the choice of the advertising medium, the methods of presenting the material, and the time of publication. Optimal amount Re-publication of an advertising message is determined depending on the time intervals formed from the moment of the first submission to the end of the entire advertising cycle. Psychologists suggest, for example, using the following ad posting schedule:

second publication - 2 days after the first; third publication - 5 days after the first; the fourth publication - 10 days after the first; fifth publication - 20 days after the first; subsequent publications - 20 days after the previous one.

Such a cyclical nature in publications is explained by the fact that the process of comprehending and memorizing the advertising text should take place in stages.

It is also not recommended to repeat the advertising message too often on the radio, and even more so to use the same methods of presenting this message. It is preferable to transmit messages intermittently, accompanied by music. However, here it should be borne in mind that the annoying use of the same sound forms can muffle the reaction of the listeners.

The phrase "Social advertising" comes from the English. Social Advertising, and in translation, means attracting interest in significant problems or phenomena. This is one of the types of advertising, the purpose of which is to change the patterns of social behavior. In other words, it is a form of impersonal representation, a way of spreading social ideas among society. They, in turn, should contribute to the humanization of society as a whole, and in the conquest of new peaks that are useful from the point of view of social life.

Social advertising uses the same means of development as commercial advertising. However, there is a difference between them related to the purpose of their use and application. Social advertising has an important strategic task, the essence of which lies in changing the behavioral model of society, and not only to the subject of advertising, but also in the creation of completely new and difficult values. The object of this type of advertising is a social product. It can be presented in a tangible and intangible form. These products most often include ideas, relationships, and values. All of them must influence a change in the consciousness of citizens, as well as mass behavior.

Social advertising, as opposed to the commercial type, is necessary to represent public interests. For this reason, it is not presented to a specific group of citizens, but to a large audience. The people who are included in it are in no way related to each other either by social status, or by the level of earnings, or by the activities performed.

Social advertising functions

Economic function... Any ad category has an impact on economic phenomenon, and it does not matter what the goal is set in the course of advertising. It creates demand for certain commodity, or a product category. Social advertising has a great influence on the development of completely new ideas or orders;
Social function... Thanks to her, with the help of advertising, it is possible to consolidate the necessary values, behavioral forms, and interests in the subconscious of people. Of course, its sphere of influence is narrow, but it penetrates deeply into all strata of society, informing them and influencing them. Advertising information deeply affects the human subconscious, as well as the behavior of society as a whole.
Communication function... Its essence is to notify a large number of people about certain events or data. This is a specific form of notification, which is an impersonal exchange of data. During its presentation, advertising not only informs about a specific subject, but also transforms all data into an image that is remembered by the consumer;
Marketing function... The main purpose of this function is to promote a certain value or information. In other words, social advertising can be viewed as a set of tools necessary for non-price incentives, as well as generating interest.

These four main functions apply to all types of advertising, but in addition, its social variety has some aspects of its impact on society. This is:

It helps shape the values and standards of thinking. Thanks to its influence, mass traditions are consolidated and returned, as well as established habits;
Social advertising shows all human possibilities in terms of humanism, cultural property, universal development. Its task is to form the desire to use and apply these opportunities correctly. As a result, it is possible to implement many changes that lead to an increase in the standard of living;
The main purpose of this type of advertising is considered to be the impact on consumer behavior;
Among the techniques used in advertising when viewing it, there is an indirect method of influence. With its use, the level of consumption culture begins to rise;
Social advertising has a great impact on human consciousness. She introduces new knowledge into him, with the help of which you can improve yourself individually, as well as make your life better.

Types of social advertising

Non-commercial variety... It is an advertisement sponsored by non-profit institutions or charitable donations. Its task is not to promote a product or service, but to influence human consciousness. The end goal is not considered to be profit or benefit, since a non-commercial product is provided as an object of advertising. Despite this, for its distribution, it uses the same methods and techniques as the commercial variety. In contrast, non-commercial advertising has two purposes. 1) impact on the behavioral model of society, 2) a clear focus on a large audience;
Public variety... This type of advertising is used to promote a certain positive phenomenon. This message is created by professionals for free, it is an ethical denial of the opportunity to make a profit. Thanks to the social subtype of social advertising, it is possible to influence a large number of people, create new social values and idealize behavior;
State variety... Typically, this type of advertising is used by the infrastructures of the traffic police, police, tax forces and similar social institutions. Advertising promotes their interests, opportunities associated with their activities. This is an existing practice that has a great impact on a person and his thinking in general. The ideas about these spheres of life are changing, the attitude to the relevant organs is re-evaluated;
Social variety... This is the broadest category as it has many tasks. Thanks to it, you can attract a large number of people to actual problems or phenomena occurring in society. The main purpose is considered to humanize a large number of people, as well as a new formation of everyday and moral values. This variety is divided into two more types. 1) advertising necessary for the implementation and consolidation of certain norms of behavior, 2) advertising that demonstrates the image of the whole world. It aims to improve existing moral standards. For example, it describes not just the fact that you cannot throw garbage on the street, but shows the whole general picture, from which the consumer independently finds out and uses it.

Social Advertising Implementation Methods

Social advertising is a non-commercial direction, for this reason it can be implemented and displayed in any form. These are mainly flyers, banners, posters, postcards, badges, and many other paraphernalia. Also, social advertisements can be presented in the literary sphere, for example, writing a poem or a short story.

The greatest influence is also achieved through the use of television spots. In turn, they fall into three categories. These include: staged videos, documentaries, and informational recordings.

The most popular methods for implementing social advertising are the following areas:

Oral advertising, broadcast by radio. With its help, each person builds his own visual picture or image, which has a positive effect on the human subconscious;
Photography is also considered one of the elements of advertising distribution. Thanks to her, the text becomes more authentic, people have a feeling of empathy for the image;
Social poster- a tool with deep historical roots. With their help, you can show the full depth, the whole meaning of the problem;
Flyers are a specific genre and form of social advertising implementation. They depict a photo along with text calling for a specific action.

The following provisions are considered the main topics, the image of which occurs in social advertising:

Safe implementation of life. Pursued goals such as maintaining cleanliness in the city, preventive measures in relation to crime, focus on the development of urban infrastructure.
Problems related to achieving equality, as well as social guarantees. This is used to solve such problems as the observance of women's rights, as well as the rights of older people, respectful attitude towards elders, manifestation of tolerance towards people with disabilities, etc.
Problems related to the ecological situation. This includes chemical safety, the promotion of ideas directly related to rational use natural resources;
The development of society in terms of education, change, change.

Social advertising topics and applications

Fighting threats, preventing consequences, informing about good deeds and goals;
Declaration of values. In this case, the priorities are the family, the child, the relationship of members of society to each other, career and happiness in personal life;
Creation. Striving to achieve an ideal state;
Social psychotherapy. Such topics are rarely used, only in those cases when it is necessary to extinguish a negative emotional state;

As social program, the focus of which is the prompt solution of many problems of society;
As an element of an educational program that promotes issues of ecology, family, relationships within it, and many others.

Formation of a definite, own, but humane position;
Broadcasting public priorities and values;
Attracting a large number of people to participate in the social life of the whole country and even the whole world;
Humanizing the entire population, changing their attitude towards many objects and situations.

However, there are some problems associated with social advertising that affect only government services, but not consumers. This includes financial side question, since it is not always material resources for its production and further placement. In addition, social advertising can never be placed on the same stand, flyer, etc. with commercial advertising. And its last drawback can be considered the fact that it will not be possible to assess its effectiveness.

Customers of social advertising

Today, the main customers of social advertising are:

Public companies. For them, social advertising is considered one of the methods of implementing their ideas related to social changes or the promotion of certain social values. Among all advertising of this type that occurs, it is public company advertisements that are most often found;
Charity organisations. Their main activity is to help people in need. It is social advertising that can help in this, which is why they are engaged in its production. The main direction and task is the collection of funds for needs;
Government agencies... They use social advertising for their own purposes, the main of which is to create contact between the state and society. Thanks to it, it is possible to inform and report on the most important and urgent problems of our time, to influence the consciousness of people and their thinking. Because of this, government-sponsored social advertising is virtually indistinguishable from political advertising.
Commercial firms. They use social advertising to develop and disseminate public responsibility programs for banking systems.

Social advertising groups

After the analysis carried out, not only in Russia, but also abroad, it was possible to identify several thematic groups into which all social advertising can be distributed. This is:

Advertising promoting the correct way of life. It includes a large number of topics, including attitudes towards smoking, alcohol and drug use, as well as topics related to AIDS, proper nutrition, and sports. In addition, an important place in this category is given to environmental advertising. The main purpose of her show is to respect animals and vegetation;
Advertising aimed at the formation of law abiding. Most of the information in this category has a political connotation, since one of its tasks is the preservation of human freedoms, as well as demonstration of his constitutional rights;
Patriotic advertising. As a rule, its demonstration takes place on holidays or sporting events, in connection with which it is necessary to unite the entire nation as a whole.

Impact of social advertising

It has already been said a little above that it will not be possible to accurately determine the effectiveness of social advertising. First, too large an audience is consumers of information, and therefore it is impossible to track each person individually. Secondly, their change in habitual foundations or a change in actions in a behavioral model can be changed after watching a social video, but not for this reason.

However, studies were conducted, which were attended by several dozen people. Among themselves, they differed in absolutely everything - race, social status, demeanor, etc. Social advertising was demonstrated to everyone, which touched almost everyone in the depths of their souls. Thanks to this, it was possible to find out that social advertising is not a form of monologue broadcasting, but a channel of oriented communication. He works and interacts between society and various interests and ideas. It makes people reflect on the situation and the problem at hand.

Social advertising is widespread, but only abroad. In Russia, the level of its effectiveness is low. According to the results of one of the polls, it was possible to reveal that the majority of all people who took part in the survey do not notice social advertising at all. The other 20% believe it is necessary to decorate the city, not to stimulate action. The rest of the respondents 10% answered that social advertising is beginning to annoy them. 70% of people could not remember a single slogan that they would have met on the street or seen in a TV commercial. Every third person believes that social advertising is an unnecessary kind of activity, as well as the fact that it has absolutely no effect on the formation of new values and attitudes.