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Instructions

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In general, any of the types of social advertisingis aimed at drawing attention to the problems of society - this is what unites this type of communication. It can be said that it promotes social attitudes that are right for conscientious citizens. She puts emphasis on dysfunctional moments, encouraging people to think and change something in the current situation.

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Types of social advertising depend on the topic thatshe picks it up. The most actual and frequent of them is the struggle against drugs and alcoholism. In allegorical or literal sense, the treatment describes the terrible consequences of alcoholism and drug addiction, which should make people abandon these destructive habits.

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Environmental protection is also one of the"Sore" topics, it affects even children in their school work. As a rule, social advertising on this topic is the most informative: it tells about how trifles, which people usually do not notice, can improve or worsen the ecological situation in the country and the world. It partially reveals new directions in ecology: separate collection of garbage, utilization of used batteries, etc.

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Another type of informative social advertising -propaganda of observance of rules of traffic. Most often in this case, the target audience are children: fabulous and cartoon characters tell them how to behave on the road, and what happens if these rules are not observed. However, the sad statistics of traffic accidents make the social advertising of traffic regulations for adults relevant: it focuses on the most frequent and dangerous mistakes drivers - behavior at the railroad tracks, driving in a state of intoxication, neglecting children's chairs, etc.

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Promotion of a healthy lifestyle isattracting people's attention to sports. As a rule, beautiful, sporty and well-built people are used to persuade as models. The desire to become as strong and harmonious as possible should convince citizens to do their health and sports.

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Pupils of the orphanage, elderly people - no less thanfrequent objects of social advertising. Successful citizens are encouraged not to forget their old parents, explain that a child from an orphanage can become a native and make you happy. That is, citizens are encouraged to pay attention to those representatives of the society who need support: to come to children's homes and elderly homes "to visit" to talk with those who suffer from loneliness.

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Also relevant is advertising, which calls for abandoning abortion: as a rule, it "advertises" the happiness that a born baby will bring.

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Animals also become objects of socialadvertising: touching pictures with domestic pets call for careful treatment of our younger brothers, do not throw them, give shelter and help homeless animals.

Tip 2: What was Stalin compared to in social advertising

The image of I. V. Stalin recently became the object of social advertising of various Internet projects. The author of the series of posters was the Russian public organization of victims of illegal political repressions. The purpose of the action is to tell the younger generation of Russians about the Stalinist repressions.

The inscriptions on the posters compare Stalin with the worldknown search engines, social networks, IT companies. So on one of the posters devoted to the social network Facebook the signature reads: "Stalin - he like Facebook, called for sharing information." On the other it is reported that Stalin - as VKontakte, has captured millions. On the third - Stalin as a Twitter, was brief. In addition, Joseph Vissarionovich was compared to YouTube - allowed to download and send, with Yandex - sent search queries, with Apple - it cost a lot, with Foursquare - showed where its place. Posters also contain explanatory inscriptions, made in the form of a historical reference. On a poster with Facebook advertising, where "Stalin called for information sharing," it was reported that in 1937-38 the practice of denunciation was widespread. It was considered a good idea to write a denunciation in the NKVD to a neighbor, a boss, a friend or a colleague. The magazine "Big City", the Internet portal "Snob" and the TV channel "Rain" joined the project. The Snob portal posted an article on the history of the creation of this advertisement, as well as conducted a sociological survey of young people to find out the depth of their knowledge of Stalin. It turned out that most young people know little or nothing about the repressions that took place in the Stalin period of the USSR. The magazine "Big City" not only published posters, but also supplemented them with the works of schoolchildren, devoted to the theme "Man in history. Russia - the twentieth century. " TV channel "Rain" is planning to show a series of animation clips on the subject of the project. The reaction of the society to the posters has become ambiguous. Part of the audience supported the idea, calling it one of the simplest and most understandable ways to tell young people about individual moments in the history of our country. Others subjected the posters to harsh criticism.

Tip 3: Social advertising as a factor

The main goal of social advertising is toimpact on the worldview of people. Such advertising humanizes a society and instills ideas of a healthy way of life, refusal of alcohol, cigarettes, etc. Social advertising is a powerful factor that forms the norms of behavior.

Social advertising is used to influenceon the generally accepted patterns of social behavior. Usually, the customer of such advertising is the state or non-profit organizations. Modern social advertising is used to promote the abandonment of drugs, cigarettes and alcohol, environmental protection, compliance with traffic rules, etc.

History of social advertising

The first social advertising appeared in 1906 in theUSA, when the American Civil Association issued posters calling for the protection of Niagara Falls from harm caused by energy companies. Social advertising can also be used to mobilize society. For example, in 1917, a poster with "Uncle Sam" appeared in the United States, urging people to join the ranks of the American army. A poster similar in meaning appeared in the 40s and was called in the USSR "Motherland Calls!".

Advertising as a humanizing factor

Social advertising can act as a factor,forming social norms that humanize modern society. In contrast to conventional advertising, it operates at a deep, world-view level. Social advertising is aimed at the recognition of universal values, the unification of people. It is capable of forming the cultural basis of the society, forming an ideology, promoting national interests. Modern social advertising addresses issues such as hunger and poverty in developing countries, problems of illiteracy, protection of forests from fires, use of child seats and safety belts in cars, care of the elderly and etc.

Contests and Festivals

Now in different countriescontests of social advertising. The main annual event is the IAA Responsibility Awards, which is held by the International Advertising Association. In Russia, too, are regularly held specialized events aimed at promoting social advertising. These include the National Competition "New Space of Russia", youth and student, regional festivals of social advertising.

Problems of social advertising

Unfortunately, in Russia, social advertisingvery little is used. Despite the tax breaks, it is less than one percent of the entire Russian advertising market. Another disadvantage of social advertising is the desire to bring appeal to the viewer through hard methods, a shocking video. For example, the advertising company of the Melbourne Metro, dedicated to the problems of transport safety, was called "Silly ways to die" and was a series of commercials, in each of which the heroes of the plot perished.