Social Advertising Quality: Assessment Criteria

Калмыков, С. Б.; Sharkov, Felix Izosimovich

doi:10.18184/2079-4665.2017.8.1.60-71

Cited by 2 publications

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“…The methods of aggressive manipulation of public consciousness are equally dangerous (Terskikh and Gladun, 2019;Esarey et al, 2017). All this raises the question of the quality of public service advertising (Golenkova and Kalmykov, 2017;Kalmykov and Sharkov, 2017).…”

Section: Reice | 185mentioning

confidence: 99%

The use of public service advertising for solving social problems

Зайцева

Krikunov

Толочко

2020

Rev. Elect. Invest. Ciencias Econ.

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Modern society, whose typical features, among other characteristics, are the growth and development of the advertising industry, is more and more interested in public service advertising whose goal is to draw the attention of a wider audience to social problems. The result of public service advertising is the formation of certain moral and value attitudes. Advertising influences the consciousness of people by promoting a certain attitude to life and ensuring the relevance of moral and social values, as well as an active socio-political position. In general, public service advertising is regarded as a means of regulating social processes. Avoiding the extremes of coercion and indifference, public service advertising makes the individual focused on the problems that should be addressed. The research goal is to analyze the experience accumulated by government bodies regarding the use of public service advertising for solving social problems. Methodology. The study was conducted in 2019-2020 at Yelets State Ivan Bunin University (Lipetsk Region). The subject matter of the research was the population of the Lipetsk region (n=1200). The scope of the study was the use of public service advertising in the government activities and the attitude of the population to public service advertising. Results and their analysis. As an instrument of influence on public consciousness and a factor in the formation of certain behavioral models, public service advertising implies interaction among society, public organizations, business, and government bodies. It is a method of targeted impact on society aimed at solving social problems. The development of public service advertising is driven by the changing attitude to social problems, both by government bodies and people, most of whom consider public service advertising to be an effective tool for raising social problems and improving social behavior. Health and family remain important themes of public service advertising. By drawing attention to social phenomena and problems, public service advertising promotes humanity, law, and care in society. Focus on public order, protection of public and personal interests and civil rights increases legal awareness in society. There is still public demand for public service advertising that stimulates people’s interest in certain projects, programs, organizations, usually non-profit. Event advertising successfully informs the audience about upcoming festive events, historical dates, and strengthens common social memory. Public service advertising does not contradict basic social attitudes, and its study is useful for understanding and interpreting public consciousness.

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Section: Reice | 185mentioning

confidence: 99%

The use of public service advertising for solving social problems

Зайцева

Krikunov

Толочко

2020

Rev. Elect. Invest. Ciencias Econ.

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“…(Anisimova, 2018), Калмикова С.В. (Kalmykov and Sharkov, 2017), Юр'єва Є.В. (Yuryeva, 2016), Шаркова Ф.І.…”

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Social advertising and its influence on the healthy lifestyle of student youth

Sendetska

2018

SMLNUVMBE

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The purpose of this article is to study the relation of youth to social advertising and its impact on it. The main objectives of the article – an analysis of the theoretical and applied aspects of social advertising, the synthesis of research results, conducted among students of universities in relation to their relationship with social advertising and the implementation of their healthy lifestyle. The article defines social advertising in accordance with the Law of Ukraine “On Advertising”, it is stated that its main task is to popularize universal human values. It is noted that one of the main subjects in the formation of social advertising is the state. Described how legislatively it regulates social advertising. The research results among students of higher educational institutions of Lviv city are analyzed. It is determined that most of them follow a healthy lifestyle. The main thing the respondents see in the disparity of their healthy lifestyle is – wrong, unbalanced diet and lack of sleep time. It was investigated that almost a third of respondents do not follow their diet, more than half do not engage in any kind of sports. It has been determined that only 23% of the interviewed students do not have bad habits. More than half of respondents have Internet addiction. It has been studied that the Internet and social networks recognized as the main source of information about healthy lifestyle students. It is estimated that 55% of respondents believe that social advertising changes their behavior and makes them think. Among the main reasons that make social advertising less influential, students called content and quality. It is described that creating a high-quality advertising product requires significant financial resources, in which the main customers of social advertising are very limited. It was investigated that the main problems that should be addressed by social advertising, according to respondents – is the environment and the fight against harmful habits. Important areas to reach with social advertising should be the problems of disease prevention, maternity and childhood, patriotism, volunteering, animal protection. According to research findings, the main channels for the distribution of social advertising should be the Internet and social networks. Social advertising should be targeted rather than directed to the general public. The Internet is the most successful way of distributing social advertising for influencing young people. Among other channels of marketing communications to highlight the most priority for impact on other age categories is quite difficult.

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Social Advertising Quality: Assessment Criteria

Cited by 2 publications

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The use of public service advertising for solving social problems

The use of public service advertising for solving social problems

Social advertising and its influence on the healthy lifestyle of student youth

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