Types of social advertising are examples. Example of social advertising with description

The advertising industry, in addition to a specific practical field of application, has a powerful methodological and scientific apparatus. There are a number of major research centers for advertising research. Research has been going on for the last 100 - 150 years. Methods for evaluating the effectiveness of an advertising product, various types and groups of advertising have been developed.

Applied social advertising is an advertisement aimed at performing an action by an advertiser: donations, requests for help, meetings of like-minded people. It is determined by the availability of specific address information: by telephone, indication of current accounts, dates of events, indication of the location of social events;

Ideological social advertising is an advertisement aimed at the implementation of educational tasks, both short-term action and the untimely affirmation of eternal truths. Determined by the lack of specific address information. It can be expressed: as a comparison, intuitive images and phrases, contradictions, confrontation, shock facts or images, symbols, spiritual orientation, social coloring, the urge to pity and compassion, the awakening of fear and threat, the birth of positive emotions.

This includes, on the one hand, advertising directed against smoking, drug addiction, alcoholism, as well as advertising promoting protection against AIDS, sports, proper nutrition and education (for example, encouraging breastfeeding), strong family relationships. In particular, the social advertisement “Do not overshadow your consciousness with alcohol” is an attempt to draw the attention of every citizen to his health, a call to a healthy lifestyle.

Examples of such advertisements include television commercials such as “Pay your taxes and sleep in peace”, “It's time to get out of the shadows”, “Education will be incomplete if taxes are paid in half”, “Write yourself in the history of Russia” (advertising about the census population). However, in most cases, such advertising is political. For example, in St. Petersburg, before the 2000 city elections, a social project “The City is Tired” was launched, exposing the “dark” sides of city life (dirty streets and courtyards, dilapidated houses, beggars) and calling for a change in life for the better. Such public service announcements are activated either during the tax season, or before elections, government events, or the passage of a bill on the social sphere in the Legislative Assembly. Expenditures on this group of social advertising accounted for 41% of total expenditures in 2002 and consisted of advertising expenditures on the population census (25%) and tax issues (16%) (see Appendix A, Fig. 1).

This includes advertising for holidays, anniversaries, sports events, designed to unite the nation. In particular, advertising for the 300th anniversary of St. Petersburg - "Happy Holidays, great people of the great city." The share of spending on patriotic social advertising is extremely small in total spending.

A special place is occupied by environmental advertising, aimed at preserving nature and respecting animals. According to the diagram below (Fig. 1), the first group of social advertising is given the greatest attention - 59% of total spending on social advertising. (In 2002, spending on social advertising in Russia amounted to $ 26.7 million.) The predominant topics of social advertising in 2002 were AIDS protection (23% of spending), strengthening family relations (11%), reproductive health ( 9%), healthy lifestyle (6%).

In Russia, social advertising is mainly in the sphere of state interests, although abroad, social advertising is actively placed by non-profit and commercial organizations. An example of social advertising for non-profit organizations is the Red Cross ad - “Life is great. I just donated blood. Donate blood to the Red Cross ”,“ To keep life going ”.

Note that if in Russia the majority of social advertising has a political context, then abroad the first place in the rating of social advertising by topic is taken by children. This is followed by family, famine in third world countries, refugees, animals, AIDS, etc.

We are used to interpreting the definition of advertising in terms of marketing. But advertising in marketing is only a small part of the concept of advertising in general. The peculiarity of advertising is that it is not only an economic phenomenon, but also a social one. In our daily life, we are faced with the products of advertising activities, listening to messages about charity events, reading invitations to meet, job advertisements, campaigning for candidates, missionary appeals. Intellectual services, spectacles, politics, jurisprudence, science and ecology, charity, family and interpersonal relations - all this belongs to the social sphere of advertising. Thus, the peculiarity of advertising as a sphere of human activity lies in the fact that it is a diverse social phenomenon of our time, covering almost all spheres of the social and economic life of people.

- emotional motives;
- moral motives.

Emotional motives in advertising “play” on the desire of recipients to get rid of negative ones and achieve positive emotions. Naturally, this goal is achieved, in accordance with the advertising message, by performing the actions suggested by the advertisement.

- the motive of fear;
- the motive of significance and self-realization;
- the motive of freedom;
- the motive of discovery (curiosity and love of novelty);
- the motive of pride and patriotism;
- the motive of love;
- the motive of joy and humor;

Moral and social motives appeal to a sense of justice and decency.

- the motive of justice;
- motive for environmental protection;
- motive of decency;

The use of a social motive is associated with an exacerbation of interethnic conflicts, an increase in tension in society, an increase in the level of crime, and so on. Thus, many problems can be solved with the help of social advertising - from the relationship between "fathers and children", and ending with ethnic strife.

The effective effect of advertising in general and social advertising in particular on a person can be achieved only if the creators of advertising are aware of the psychology of consumer motives. The nature and form of interaction of internal and external factors ultimately determine the behavior of the consumer in relation to the object of advertising.

The main internal factors of the personality are her needs. Human needs are divided into biological, social and cultural, as well as the possession of the products of material culture.

Public opinion, being an element of the cultural and ideological subsystem and interaction with all its other subsystems - normative, organizational and information and communication, realizes, first of all, its sociological functions.

This phenomenon is included in the subject field of the theory of social work and should not be ignored by social services, state and municipal structures. Proceeding from the fact that the purpose of social advertising is to change the public's attitude to any social problem, and in the long term - to develop new social values, understanding social advertising as one of the ways to work with public opinion, understanding its educational and adaptive functions affects efficiency activities of social services. Also, the strategic goal of PR and social advertising efforts should be to familiarize the public with the activities of the so-called "third sector" - the sector of non-profit organizations and social services, to create a correct idea of \u200b\u200btheir work. Also due to the fact that the question of the study of the formation of mass social assessments, stereotypes, traditions, etc. remains open, the problem of social advertising is practically not covered in the scientific literature, further development and scientific substantiation of these problems in the theory of social work is necessary.

Advertising today for many is more likely a negative phenomenon: it interrupts your favorite movie, distracts, powders the brain ... And it was created only for money laundering. However, it may well be useful, a striking example is social advertising.

What is social advertising

To begin with, let us note that the concept of "social advertising" is used only in Russia. In other countries, the terms “non-commercial” and “public advertising” are used, with different meanings.

In Russia, the concept of social advertising is fixed in the law "On Advertising". According to him, social advertising is called information disseminated using any informational means, addressed to an indefinite circle of people and aimed at solving important social problems, charity or achieving government goals.

Tasks and features of social advertising

Based on the law, the following features of social advertising can be distinguished:

It is a specific form of influencing the mass audience in order to control their social behavior.
It is perceived positively by viewers and can enhance the reputation of those who create it.
It is produced and distributed on a gratuitous basis, it can be attributed to charitable activities as well as the transfer of money for the production and distribution of such advertising.

dissemination of information about public services;
drawing attention to social problems;
promotion of healthy lifestyles;
formation of a positive opinion about government services and non-profit organizations;
strengthening important public institutions;
formation of an attitude towards a positive model of behavior.

Examples of social advertising on posters

lack of road safety;
internet addiction;
improper nutrition;
bad habits;
ecological problems.

Phone wall

The Beijing-based company Ogilvy has clearly shown how gadgets dominate the modern person, interfering with "live" communication with really dear people. The slogan “The more we communicate, the less we communicate” describes this situation as well as possible.

Your child is what you eat

Paim, a creative agency commissioned by the Brazilian Society of Pediatricians, created an advertising poster demonstrating the impact of young mothers' eating habits on the health of their babies.

Don't talk while driving

No place for drunks in water

The Australian organization Royal Life Saving is dedicated to water accident prevention and education of basic rescue skills. She came up with an interesting poster about the incompatibility of alcohol and bathing or being in water. He informs that almost half of all drowned adults were drunk to one degree or another.

You can lose more than patience

The US agency DDB has created a series of posters to combat violence against children. All the posters show kids offended by their parents. Their body parts crumble like porcelain dolls (apparently from a strong blow). "You can lose more than patience" - says the inscription on the poster.

Dirty air kills

One example of a public service advertisement from TheCCW warns of the dangers of air pollution, as it kills over 60,000 people a year.

About the dangers of smoking

Australian agency Euro RSCG has creatively warned of the dangers of smoking that cause premature aging.

Social advertising in Russia

In Russia, social advertising is also developing and gaining momentum: contests for the best posters and videos are held, popular artists are actively involved in filming, and the media provide sufficient opportunities for its placement. Let's consider social advertising in Russia using the examples of the most striking projects of recent times.

Big people

The video in support of the Big People project for helping adults was filmed to draw attention to the problem of charity to help adults. Almost all charitable foundations are aimed at helping children, but many people over 18 also need help. The video shows a situation when a little girl and an adult woman die on the street in exactly the same situation. Viewers are invited to choose who to save.

Do not lose us

The world of a child is very different from that of adults. It is filled with games, joy and new discoveries. A public service advertisement entitled “Don't Lose Us” from the Main Traffic Safety Administration of the Ministry of Internal Affairs of Russia shows that it is possible to lose a child near the road not only literally, but also figuratively. So that the last moment of the baby's life does not become a truck rushing towards him, you need to carefully monitor the children.

A country without racism and xenophobia

“By humiliating people of other nationalities, we lose respect for ourselves,” says the social video A Country Without Racism and Xenophobia. There is no need to be afraid of traveling in a bus next to a person of a different skin color or with a taxi driver of a different nationality. To rent an apartment only to Slavs or to hire only persons of Slavic appearance is also wrong. There is no need to offend people, no matter what race, nationality, or appearance they are.

Be human

Being a human in any situation calls for a video about a homeless young man who is in dire need of money, but catches up with the man who dropped his wallet in order to return the lost wallet. In response, the man shakes hands with the guy, taking off his glove. "Be human!" This is the name of the video.

Incorrect parking

An improperly parked car can take lives. An ambulance or fire engine will not be able to pass through a car standing in the middle of the road. The video "Incorrect parking" warns about this. He also informs that "in the fires in Moscow in 2011, 194 people died, more than a third of them could not be saved due to improperly parked cars."

Dad

And one more example of Russian-made social advertising. “Every child needs a dad. Real, not just a word. " With these words ends the social video "Dad", in which the young man imagines a white balloon in the place of dad. He walks with him on the playground, plays football, swings on a swing. But in place of the ball there must be a father who can raise a real man from a boy.

Social advertising about internet addiction

This article will focus on what kind of types of social advertising according to the various types of its classification, and it will also be determined social advertising space in general advertising classification.

Common types of ads

So, first, let's take a look at the most general classification of advertising and define the place of social advertising in it.

Here we will proceed from the following definition of advertising:
advertising is information disseminated by any means and on any media aimed at generating and maintaining interest in something.

Commercial advertising - This is an advertisement aimed at creating and maintaining interest in any commercial object (product, brand, trademark, event, etc.), that is, to the object, the implementation of which has the character of making a profit. We will not consider this type of advertising in more detail.

Non-commercial advertising - This is an advertisement aimed at generating and maintaining interest in non-commercial objects, that is, the implementation or promotion of which is not in the nature of making a profit. We will consider this type of advertising in more detail.

Non-commercial advertising

- This is an advertisement aimed at creating and maintaining interest in political parties, movements, associations, etc. It, in turn, can be divided into brand (aimed at recognizing any party in the movement, etc.), campaign (containing an appeal to vote for a particular party) and event (containing information about any event held by a political organization).

Social advertisement - this is an advertisement aimed at solving social and social problems and drawing public attention to them, as well as ensuring the interests of the state. Types of social advertising we will consider in detail below.

Event advertising Is an advertisement aimed at drawing public attention to various non-commercial cultural and leisure events, holidays, festivals, historical events and projects. Sometimes such advertising can be mistaken for social advertising, but its key feature is that it is not aimed at solving social problems. Examples of event-related advertising are holiday greetings (Happy New Year, Birthday, Defender of the Fatherland Day, etc.); drawing attention to the city day; advertising of the non-commercial festival-festival "Hyperborea" (exhibition of snow and ice sculptures); advertising of the “Library Night” event aimed at popularizing the use of library services.

4. State advertising - This is an advertisement aimed at attracting attention, creating and maintaining the interest of citizens in public services, information portals, ministries and departments and other government agencies. For example, advertising a state city portal.

It is important not to confuse government advertising as a type of non-commercial advertising and as a type of social advertising. In the first case, we look at the purpose of the advertisement, in the second, at the customer. The state social advertising will be discussed in more detail below.

Types of social advertising

I. By content:
1. Advertising of values
2. Advertising of non-profit organizations, as well as various projects, events, activities or programs
3. Outreach

For example, sobriety advertisements are aimed at spreading temperance beliefs in society; advertising on the topic of maintaining cleanliness - to spread in society such values \u200b\u200bas respect for cleanliness and order; advertising on the topic of attention to children - to attract the attention of parents to raising their children.

2. Advertising of non-profit organizations, as well as various projects, events, activities or programs Is a type of social advertising aimed at generating and maintaining interest in various non-profit organizations, movements, projects, activities and events, aimed in turn at solving social and social problems and at drawing public attention to them.

For example, an advertisement for a public project for the collection of waste for the purpose of recycling is aimed at generating citizens' interest in the separate collection of waste and its further disposal for recycling; advertising of a donor action is aimed at attracting interest in the phenomenon of donation; advertising for the "Library Night" campaign is aimed at attracting interest in libraries and reading books. Also an example of this type of social advertising is advertising of various events to collect donations for charitable purposes.

As an example of this type of social advertising, one can cite posters and wall newspapers on alcohol and environmental topics, which contain rather detailed information on the relevant topics.

The following type of classification of types of social advertising:

II. By customer type:
1. State social advertising
2. Social advertising of NGOs
3. Social advertising of commercial structures
4. Public social advertising

1. State social advertising Is an advertisement placed by state institutions (such as the army, various authorities, ministries and departments, inspections and services) and aimed at ensuring and protecting the interests of these institutions.

Examples of state social advertising are calls to comply with a certain norm of the law (to pay taxes on time, pay alimony, comply with traffic rules, etc.); campaigning for contract military service; fight against negative phenomena in society (alcoholism, smoking, corruption, etc.).

3. Social advertising of commercial structures Is a type of social advertising posted by various commercial organizations on their own initiative and at their own expense. In Russia, the most famous among such social advertising is the “Anyway?” Project, implemented by one large advertising holding.

In Russia, this type of social advertising has significantly developed in recent years. Now social activists are placing both home-made posters and ready-made posters of various movements and projects, for example, "Common Cause". A possible drawback of such social advertising is the low quality of the design. The advantage - more often than not, social activists post what is most relevant to our society. That is, attention is paid more to the content and essence, and not to the form. However, many posters are still quite decent in design.

The following classification of types of social advertising:

III. By the nature of the impact:
1. Calling
2. Questioning
3. Thesis
4. Informing
5. Combined

1. Calling social advertising, as the name implies, contains a clear call to action. For example, "Be an example for children, live soberly!"

2. Questioning social advertising, in turn, contains a question addressed to the audience and, as it were, makes one think about the content of the advertisement. For example, "what is more important to you: a habit or a child's health?"

3. Thesis social advertising does not contain ratings, but contains a certain thesis that does not explicitly incline the audience to any actions or beliefs, but clearly shows the advantages or disadvantages of any behavior patterns in society. For example, "I will have no cigarette, no lung cancer, no sick children." The thesis does not have to be expressed in text form, it can be expressed through visual and graphic images and not contain any words.

4. Informative social advertising is characterized by detailed information on any topic. Aims to convey to the audience new important information, which, if a person has certain motives, will change his model of behavior. For example, a wall newspaper on the topic of ecology.

5. Combined view - when, for example, the advertisement contains some new information for the audience and a call to action. For example, a poster on the Unified State Exam.

IV. By format:
1. Sound
2 ... Visual and graphic
3. Visual-cinematic
4. Visual object
5. Text

1. Sound social advertising is usually typical for radio broadcasts and can convey information about various projects and events, as well as present some theses in sound form aimed at changing the listener's behavior model. For example, there is a social audio advertisement urging to pick up a child from an orphanage.

2. Visual and graphic social advertising is a banner, posters, posters, billboards and similar media. It is subdivided into subtypes: indoor (inside buildings and premises), outdoor (on outdoor advertising structures) and digital (on the Internet, on mobile devices, computers, etc.)

3. Visual and cinematic social advertising is a video broadcast on video monitors on the street, in transport, inside buildings and premises, or by means of electronic digital technology. For example, the video "Russia is walking into an alcoholic abyss" or social advertisement “Children are watching. Children repeat ":

4. Visual object - the most unusual type of social advertising, which is a physical object that is not directly intended for advertising distribution. For example, it can be eco-motivating urns, cigarette butts in the shape of human lungs.

5. Text social advertising is a simple text without any accompanying images. For example, on city streets there are screens with the so-called "creeping line". Sometimes on it you can see, for example, a warning from the Ministry of Emergencies to be careful on the ice of water bodies. Also, text-based social advertising is found on the Internet. In fact, social advertising is any text that fits its definition (information aimed at solving social and social problems and drawing attention to them). For example, if a script of a video with a social advertisement is displayed in a text form, then such a text will also be a social advertisement. However, this form is still rarely used due to the fact that graphic and cinematic images are perceived by the audience much better.

V. By the semantic vector:
1. Positive
2 ... Negative

1. Positive social advertising has a vector "FOR" (something correct, constructive, creative). It is not necessary that the poster should contain the word “for”, it is enough just that the advertisement draws attention to some positive phenomenon and creates a positive image of it.

2. Negative social advertising has a vector "AGAINST" (something wrong, destructive, destructive). Such advertising draws attention to some problems, emphasizes their destructiveness for society, creates a negative image of destructive patterns of behavior.

For example, there is the problem of alcohol and tobacco consumption, and it is very acute and has colossal proportions in Russia. In social advertising, two approaches can be used to address this problem - positive and negative. Examples of posters can be cited according to these two approaches:

The phrase "Social advertising" comes from the English. Social Advertising, 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 enter it are in no way connected with each other either by social status, or by the level of earnings, or by the activities performed.

Social advertising functions

Economic function... Any category of advertising has an impact on the economic phenomenon, and it does not matter what the goal is set in the course of advertising. It provides the formation of demand for a certain product, or a category of goods. 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 layers 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 basic functions apply to all types of advertising, but in addition, its social variety has some aspects of its impact on society. It:

It helps shape the values \u200b\u200band standards of thinking. Thanks to its influence, mass traditions are consolidated and returned, as well as established habits;
Social advertising shows all human capabilities in terms of humanism, cultural values, 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 cause an increase in living standards;
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 \u200b\u200band idealize behavior;
State variety... Typically, this type of advertising is used by the infrastructure 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 urgent problems or phenomena occurring in society. The main purpose is the humanization of a large number of people, as well as the 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 it is impossible to throw garbage on the street, but shows the whole general picture, from which the consumer finds out and uses it on his own.

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 advertising can be presented in the literary sphere, for example, writing a poem or a short story.

The greatest influence is also achieved with 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 main topics, the image of which occurs in social advertising, are the following provisions:

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 the elderly, respect for elders, the manifestation of tolerance towards people with disabilities, etc.
Problems related to the ecological situation. This includes chemical safety, promotion of ideas directly related to the rational use of 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;
Socium psychotherapy. Such topics are rarely used, only in those cases when it is necessary to extinguish a negative emotional state;

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

Formation of a certain, 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;
Humanization of the entire population, changing their attitude towards many objects and situations.

However, there are also some problems associated with social advertising, which affect only public services, but not consumers. This includes the financial side of the issue, since the material means for its production and further placement are not always found. 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 change 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 provide assistance to 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;
State institutions. 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 people's consciousness 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. It:

Advertising that promotes 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, 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 the 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 change of 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. Between themselves they differed in absolutely everything - race, social status, demeanor, etc. Social advertising was demonstrated to everyone, which touched almost everyone in their hearts. 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 think about the situation and the problem.

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 most 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 inspire 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 \u200b\u200band attitudes.

Examples of social advertising

"The father of advertising" David Ogilvie ascribes to his contemporary Howard Gossage the following quote: “ Advertising justifies its existence when used in the public interest, it is too powerful a tool to be used exclusively for commercial purposes". We agree with this statement, therefore we publish for you a selection of effective social advertising.