Social advertising as a method of managing society. Socio-psychological foundations of advertising

Modern Russian society is still still in the process of active transformation. Therefore, the task of improving all parties to public life is particularly acute, primarily the nature of the interaction of the individual and society, the stability of social institutions, value priorities and landmarks in the mass consciousness. It is on transitional periods of social development that such a type of impact on a mass audience is of particular importance, as a social advertising, one of the most important communication channels of the process of processing a fundamentally different system of values \u200b\u200bin the mass consciousness.

Social advertising as a form of public reflection has the wide opportunities for the spread of spiritual, aesthetic, moral and social values. In a complex with other impact tools, it can work in order to implement national projects, modernization of Russian society, approval of nationwide ideology, overcoming social destruction. In no case cannot neglect the conversion possibilities of social advertising in overcoming public pathologies and socially significant deviant and dependent forms of behavior.

Dependent behavior is a problem that is relevant for a very large number of people, especially this problem affects young people. It is the actualization of social advertising activities that allows you to best establish the risk prevention of drug addiction among young people.

Given the relevance of the above, the purpose of the work-characteristic of social advertising technologies for the prevention of dependent behavior was determined.

The following tasks were solved during the work: first, to identify the role and essence of social advertising in modern society; secondly, consider the features of dependent behavior as a special personality trait; Thirdly, learn the practice of organizing an advertising campaign of social orientation; Fourth, analyze the practice of organizing an advertising campaign on a specific example, in particular the work of the photo exhibition.

1.1 Concept of the role, and the essence of social advertising in society

The concept of "social advertising" does not have an unambiguous interpretation in scientific, special, journalistic literature, as well as in regulatory documents. First of all, it should be noted that the term "social advertising" is used only in Russia. All over the world, the concept of "non-profit advertising" and "Public Advertising" correspond to it. Consider definitions.

· Public (social) advertising is a message promoting any positive phenomenon. Professionals create it for free (correctly talking about the ethical position of abandonment), the place and time in the media are also provided on a non-commercial basis.

Social advertising is public communication using instruments and advertising methods and PR organizations who are actuated by the promotion of such a "product" of mass demand in society as a certain social policy. Moreover, social policy is really a "product of mass demand", since every citizen needs social policy, which would be fair - would have ensured the demand for social security.

Advertising by itself performs a social mission, being an effective communicative technology. This fact makes it necessary to consider social advertising as a specialized type of professional communicative activity, which, unlike other types of advertising, would not work with a narrow-consuming, but with a civil mass audience, sending her proposals affecting the interests of every citizen - his physical health, material, spiritual, moral and social well-being.

Social advertising is an advertisement that does not encourage us to shop, but to actions. For example, do not smoke - there is no time for it, call parents, take care of nature, etc. No economic benefit is such an advertisement, it does not care. The emergence and development of social advertising on the Russian advertising market was due to objective reasons. The destruction of the well-established social relationship system, permanent political and economic crises in the country, ramped crime led to the demoralization of public communications, gave rise to a new order of relationship, based primarily on the priority of material values. Social vulnerability of the population, the lack of support from the state and various public institutions contributed to the aggravation of the existing and emergence of new social problems. There is an obvious need to change public social policy, one of the tools of which and spoke out social advertising.

The main feature of social advertising. In the presence of a carefully developed social or charitable policy of the Corporation, a manufacturer of goods and services, it forms a special and increasingly significant element of its image - social utility. This criterion for evaluating and choosing a consumer of goods and services is becoming higher in the rating of consumer criteria

Special direction is occupied by social programs, initiated or actively supported by state and municipal authorities. Here, the business offers ample opportunities for building sustainable positive relations with various state structures and market entry as a partner organization in the implementation of public policy.

Social advertising - represents public and government interests and is aimed at achieving charitable purposes. Its main task is to attract the attention of society to socially significant problems that are relevant in a given period of time.

Sponsorship is one of the types of commercial investment in social projects, designed to enhance the image of the company, and its cost. This is not altruism, not philanthropy, not a patronage, rather sponsorship can be attributed to one of the PR technologies.

Sponsorship in social advertising - Part 4 of Article 10 of the "Advertising Law" allows indication in social advertising names of a legal entity (surname, name, patronymic of an individual), which is a sponsor of social advertising, without mentioning specific brands (models, articles) of goods produced by him , trademarks, maintenance signs and other means of their individualization.

· Informing about social services;

· Formation of public opinion;

· Attracting attention to topical issues of public life;

· The formation of new behavioral plants (anti-alcohol propaganda, refusal of smoking, etc.);

· Creation of a positive image of public services and non-commercial organizations;

· Formation of a positive attitude to state structures;

· Demonstration of social responsibility of business;

· Strengthening socially significant civil society institutions;

· Formation of new types of social relations;

· Change of behavioral model of society.

· Social advertising object, which is advertised (values \u200b\u200b- for example, universal, cultural, religious, patriotic, family, individual, etc.; Socially appreciated behavioral models - for example, a healthy lifestyle, respect for the elder, compliance with purity and order);

· Concentration on the target audience (selective - addressed to a specific social group and massive - aimed at the general population);

The main functions of social advertising. Let us dwell on the basic functions of social advertising, bearing in mind that at this stage of its development, they are not fully implemented and talking about dysfunctions or explicit and latent functions is currently not possible.

Information function. It consists in attracting attention to topical social problems, informing about how to solve them and prevention, as well as on the activities of non-profit organizations or government agencies and their social services.

Ideological function. The implementation of the ideological function of social advertising is relevant due to a number of circumstances:

- a significant part of the modern world, including Russia, touched upon the development of globalization processes, which leads to the erosion of national limitations in a number of areas of modern society: economics, politics, culture;

- The situation exacerbates the crisis of national identity, which arose during the transformation of the Russian society, which began in the 90s of the last century.

The essence of the ideological function is:

- in the possibility of forming through social advertising a new image of Russia and the task of moral and ethical norms of society, the formation of the position of "civil liability" and bringing citizens to participate in social life;

So, social advertising, like any other, lives and works in a three-dimensional space - space of formation of representations, relationships and actions. But, in contrast to other samples of the advertising industry, it forms an idea of \u200b\u200bnot about the product, but about a completely specific, social issue, on the ways to solve it, about socio-useful and socially safe behavior. And, accordingly, it contributes to the formation of a completely defined attitude to this problem, as well as the options and methods for its solution. And quite naturally contains motivation to commit the necessary, desired action, but not aimed at satisfying the individual needs of a person, and the actions of socio-useful. In the practice of social advertising, such a side of commercial interest is increasingly included as the promotion of corporate values \u200b\u200band possible background penetration on the commercial advertising market, an example of the organization of political advertising

1.2 Social Advertising State Policy Problem

At the moment, the legislative framework of Russian social advertising includes:

Federal Law of July 18, 1995 No. 108-FZ "On Advertising" (in the last, the final revision of the Federal Law of March 13, 2006 No. 38-FZ);

Federal Law of August 11, 1995 №135-FZ "On charitable activities and charitable organizations";

Tax Code of the Russian Federation.

In Russia, a special law on social advertising has not yet been accepted. Projects of such a law over the past ten years were repeatedly developed and edited by various initiative groups, but not heard and were not discussed at meetings of the State Duma of the Russian Federation.

Consider one significant point: in the law "On advertising" is not mentioned that the company's 5 percent quota is not paying taxes. Thus, the media not only give to social advertising airtime and square (work at a loss), but also pay for this taxes. In addition, according to the law and the advertiser, it is entitled to demand remuneration for the placement of social advertising, but practice shows that such an advertisement is charged free.

Legislation regulates this issue as follows:

according to the Tax Code of the Russian Federation, the cash transferred to charitable goals is not subject to taxation. Consequently, the penalty is illegal and recovery taxes are refunded through court.

In this situation, there is a problem: who will control the entire taxation process, determining, for which percentage of advertising it is necessary to take taxes, and for what - no. Alternatively, when placing social advertising, it is proposed to introduce a note "on the rights of social advertising". In this case, the antimonopoly committee could track advertising under such a note on its compliance with the norms and concepts of social advertising. However, it is necessary to create an expert organization - the body that would be engaged in the classification and expertise of products placed as social advertising, controlled the output of social advertising to the market and tracked the standard of use of the very 5 percent limit.

So at the moment the main problems , With which manufacturers and advertisers are facing due to the imperfection of Russian legislation, this is:

inaccuracy in basic terms and evaluation criteria;

disorder of the production system, distribution and distribution of social advertising;

the absence of both sanctions for the refusal to place social advertising and promoting the active distribution of effective social advertising;

Consider possible solid problems:

replacement or clarification of the term "social advertising";

development of a regulatory act explaining the law enforcement of existing laws;

2. Technologies and forms of social advertising for the prevention of dependent behavior

2.1 Dependent behavior as a trait of personality, his species

Man Social Being and constantly strives to interact with other people, in particular, to make friendly and love relationships, create a family. But for some people, attachment to another person can become excessive and painful. The need for another person in this case becomes the all-consuming, close person becomes the main and only meaning of life, eclipsed by all other areas of life. Most often, such dependent behavior is manifested in love relations, but often such painful relations arise between close relatives. On the basis of dependencies, it is almost impossible to build a constructive relationship, which makes it suffer from both. The dependent constantly requires other confirmation of its importance, importance and need, this kind of confirmation is never enough. Because of this, a feeling of resentment arises and conflicting attitude towards the object of dependence (combination of love and hatred). Another option is the complete submission of its plans, goals, interests of the object of dependence. Parting with the object of dependence, with such a relationship, can cause dependent heavy emotional states: depression, anxiety, maybe even the emergence of suicidal thoughts. The reason for such a dependence is the conviction of a person in the fact that it is not competent enough, it is not able to cope with the life difficulties independently and therefore constantly needs someone nearby. That is, dependence in this case is a personal line of dependent with which you can and need to work.

Dependent behavior – A variety of deviant behavior characterized by an insurmountable subordination of their own interests in the interests of another person or group, excessive and long-term fixation of attention on certain types of activities or subjects that become ultra-sufficient, reduction or impairment of the ability to control their involvement in any activity, as well as the inability to be independent and free in choosing behavior.

However, what would not be an object of dependence, it always leads to negative changes in life: social connections are violated, the circle of interest is evolving, the state of health and emotional state deteriorates.

Consider a different kind of dependency in more detail.

Dependence on the use of surfactants. One of the most destructive types of dependence is the dependence on the use of psychoactive substances (surfactant). Under the addiction of the PAV, drug addiction, toxicism, alcoholism, tobacocco, that is, the abuse of substances acting on the functioning of the nervous system.

At the physiological level, the substances are gradually occurring, which produced the body independently, on the components of the surfactant. As a result, a person is no longer able to enjoy and relax, without using surfactant. And if it is impossible to accept the surfactant, an abstineent syndrome occurs, which includes both unpleasant and even painful physical sensations and emotional disorders, such as depression, increased anxiety. In addition, these substances have a toxic effect on the entire body as a whole, which leads to a violation of the work of various organism systems. But the occurrence of dependence is not reduced only to physiology.

It is very important to understand that psychological reasons are always worth the dependent behavior. Paving dependence can be a way to attract attention to act as a victim or care from problems. Sometimes this way looks like a way out of a difficult situation, but in fact it only aggravates the problems. There is a situational temporary improvement, which allows you to mistakenly think that something really changed to the better. In this case, this method of "solutions" of problems or consolation with stress can entrenched as effective and develop dependence. An example of this can be the use of alcohol or drugs in stressful situations, in order to distract, relax, which over time flows into systematic abuse.

Currently, in Russia, under dispensary observation in Russian narcological institutions, more than 3 million patients with alcoholism, drug addiction and toxicomicia are located, most of which are patients with alcoholism. Only in Moscow about 30 thousand patients of drug addiction and about 100 thousand patients with alcoholism were registered and every year the number of psychoactive substances dependent increases. It is important to note that these are predominantly people aged 16 to 30 years. According to statistics, mortality in connection with Paving poisoning in Moscow is more than 500 people per year. At the same time, it should be borne in mind that not all suffering from dependencies seek medical help, so these statistics cannot show us a real picture.

The game dependence has many varieties, among which one of the most common is the dependence on slot machines. It is not necessary for a person to seek everything and immediately and this cannot be called something abnormal, as long as it remains realistic attitude towards its desires and control over them. Slot machines are perceived by many as innocuous entertainment, one of the ways to have fun and relax, but the excitement, the attractiveness of "light money" quickly carries. At the beginning, the man occasionally visits slot machines, makes small bets, and winning, calmly leaves, realizing the minimum probability of re-winning. Losses pushes from frequent visits. Someone stops at this stage. But some go further and begin to play more often and longer, but the desire has not yet passed into the habit and stop the game is still possible. Gradually, a person notices that it is difficult for him to stop, he begins to be nervous when losing, and when he wins the whole amount back into the machine. An illusion of close luck grows with each loss, a combination of numbers, superstitions and rituals appear. The reverent expectation of the desired winnings is a disturbing sign of dependence. If desires become noticeable and it is difficult to overcome, then the treatment of gaming addiction has become relevant for you. Do not forget that the game dependence leads not only to the emergence of obsessive thoughts about the game, an increase in anxiety and the destruction of relations with loved ones, but also to significant monetary losses.

Computer dependence (Internet addiction, game dependence) is relatively "young" and at the same time especially relevant in our time species dependence. Computer dependence is dangerous primarily by the fact that it leads to a significant impaired adaptation in society (the inability to work or learn, the inability to create a family or even serve himself). A person suffering from computer addiction to transfers all his desires, needs, ambitions into a virtual space and gradually replaces the real life of virtual. In the life of any person, communication with other people is important, and dating and subsequent communication is often easier to tie in the online space problem it becomes when all social ties are destroyed in real life: all social relationships are destroyed: relationships with acquaintances, friends, relatives . In the modern world, a large number of people spend considerable time at the computer. Work, studies, search for information, entertainment - For many, a computer, including the use of the Internet, are a necessity. However, if most of his free time spend at a computer if online games attract more than entertainment of real life if the desire to check email or its page on the social network site arises several times a day and becomes an obsession if communication With friends and acquaintances online for more interesting than communication in reality, then these are the first signs of computer addiction.

It is necessary to take into account that any form of dependent behavior is not the problem of one person, it affects close-dependent. Often a person is not able to control the behavior, as it denies or depreciates the problem, accuses everything else, rationalizes its own behavior. Such protective mechanisms do not allow adequately and soberly to assess and control their own state and realize the scale of the problem. Almost always the behavior of the dependent not only destroys his contact with loved ones, but also brings many problems in their lives. Supported, as a rule, experience anxiety and concern for the dependent, sense of guilt due to the fact that they did not prevent dependent behavior or due to the fact that they cannot help. Often relatives refuse their own lives in order to control the behavior and the state of the dependent, try to help him. An example of this can serve as an alcoholism family of a family that suits scandals, spends a family budget for alcohol or even beating family members. Another example is a young man, working age spends all the time at the computer, while not working and does not study, forcing parents takes care of him and provide it materially.

Often, a person suffering from addiction refuses to help professionals or agrees under pressure from loved ones, but this does not bring results. The problem lies in the fact that while the person himself does not want to cope with their addiction, the treatment cannot be discerned in the causes of its occurrence. The dependent person himself is responsible for his recovery and excessive care from the side of loved ones can have a reverse effect, so social advertising can have active assistance here.

Thus, it can be said that the dependence of behavior is the problem of not only a person, but also societies, as one of its funds can be social advertising, about the technology of its organization in more detail in the next chapter.

Advertising campaign (RK) is the main tool for implementing the customer of its advertising strategy, one of the elements of tactical planning of advertising activities. The advertising activity of the advertiser will be effective if it is properly organized during advertising campaigns. Such a multifaceted approach to the same concept is not surprising. After all, an advertising campaign, organically contains all elements of the advertising management system: and planning, and organization, and control, and information support. Moreover, in the course of the advertising campaign, techniques and methods of other forms of marketing communications are often used to achieve the goal: Public Ryleshnz, Seyles Promotes, exhibitions, etc.

The advertising campaign is a complex of interrelated advertising events covering a certain period of time and aimed at achieving a specific marketing target advertiser. The duration of the advertising campaign depends on the goal, features of the advertising object, campaign scale. Conducting a social advertising campaign requires careful preparation. It begins with the justification of the need and feasibility of holding it.

(1) situational analysis;

(2) defining the objectives of the RK;

(3) defining the target audience;

(4) the formation of the budget of the Republic of Kazakhstan;

(7) implementation of the Republic of Kazakhstan;

(8) Evaluation of the effectiveness of the Republic of Kazakhstan.

Consider the example of the organization and work of the photo exhibition on the subject of prevention, dependent behavior and the niciatative of the youth association "The Merotered Health Patrol" was the organization of a photo exhibition and a charitable action to form a healthy lifestyle "Time Present. I do not smoke because .... " (Photo-project Vladimir Glounin).

Justification of the project. Currently, many social problems have been most aggravated in Russia, in particular, there was a tendency to increase the number of smokers of young people, especially brightly manifested in the age group of 16-23 years. One way to influence this target group is the development of social advertising campaigns, including the organization of photo exhibitions, the effectiveness of the impact, which the target group can be appreciated through integrated research.

The task of the project was - through the PR campaign and the selection of creative advertising materials of the social orientation to influence the target group.

The target group in this case will be young people (smokers).

Tasks of activity

- the formation of people's understanding of the need for positive changes in the lifestyle and support their aspirations for such changes,

- propaganda of relevant motivation in relation to their health, the development of the skills and skills of a healthy lifestyle;

- Propaganda of a healthy and decent lifestyle, high culture of behavior, upbringing young people rejection of bad habits, foul language, desire to follow a healthy and decent lifestyle.

- Teach teenagers to overcome, a detrimental habit of smoking.

Conceptual part. All photos are combined into a single emotional plot. Each makes feel, see, think. Realize how much depends on one solution: to take a cigarette or extinguish it forever. The project's heroes are people who deliberately and openly say smoking "no".

The first period - it provides for the introduction of the ideology of a healthy lifestyle among the population and the formation of models of behaviors corresponding to a healthy lifestyle, the formation of criteria for assessing a healthy lifestyle. Here, a significant role is assigned to the media: regular publications in the media, television and radio broadcasts, dedicated to the topic of health, special pages in the "youth newspaper", etc.

The second period is the formation of a healthy lifestyle of the population on the "pilot" (new) territories, followed by the spread of experience.

The mission of the photo exhibition project is to increase the responsibility of young people for keeping their health. More than 5,000 young people will be involved in the project implementation, which will become privately used preventive measures. The chief motto of the project was the words - "My health is a contribution to the development of my country."

The motto of the organization of the photo exhibition - "we will prolong my life without nicotine."

The goal of the project: ensuring the conditions for the prevention of smoking among adolescents and a decrease in the number of new smokers in educational institutions - "Russia - the territory is free from smoking."

Characteristics of the implementation of the goals of the photo exhibition "Time Present. I do not smoke because ":

· Voluntary participation in the event;

· Demonstrations and promotion of positive economic and social results on the implementation of their activities, in defense, physical and spiritual health of adolescents

· Creating a public information network for working with the younger generation

· Informing citizens through the media on the state and possibilities of the whole sector of health, including medicine, pharmacy, spa treatment, sports and recreational activities, etc., on the availability of services in medical and other health care faculties;

· Dissemination of information on the positive examples of a healthy and high-moral lifestyle.

Consider the main stages of the organization of the photo exhibition.

1. A series of works are allocated that exhibit in the gallery combined into one common idea.

2. The number of works is determined. The number of photos is permissible about 7-10, on one wall, that is, in general, about 50, and 15 work for the design of the lobby.

3. Organization of preview work. To assess the conformity of the photo with the general concept of the exhibition, the Commission collected works, the composition, theme, creative idea, etc., is taken into account.

4 . Registration. After approval, the work is preparing for display, several trial options are printed, inserted into the frame, if necessary, the passage is selected, information about the title and the author of work is neatly attached.

5 . The term of the exhibition is 1 month.

6 . Analysis of preliminary results.

As a scheme of work of an external consultant for PR when working on a photo showing item to propose the following option consisting of two stages.

Stage 1 - Preparatory (3 weeks - month) includes the following works:

· Determining the goals and objectives of the PR-company

· Defining the target audience of events

· Collection and accumulation of information required for PR events: statistical, internal corporate, personal, etc.

· Development of a single information policy of the company

· Preparation of a plan of specific events: press conferences, presentations, participation in exhibitions and conferences, exit articles

· Preparation of the financial plan of events

· Pre-acquaintance of employees of the company with media representatives

· Preparation of plans for the placement of materials in the media

· Assistance in the preparation of a variety of information materials: press releases, etc.

· Assistance in the preparation of basic articles for all occasions

· Development of the "feedback" system - control over the results of the activities

2 Stage - Main (maintenance for 2-3 months)

· Assistance in shares and events, according to the approved plan

· Placing information materials, according to the approved plan

· Detection and use of additional features for posting information

· Assistance in the operational solutions of the tasks set - consulting on current issues

· Preparation of the necessary information materials

· Development of new ideas and those

· Help in control over the output of materials

· If necessary, consulting on advertising policy issues in general

According to the results of the 2nd stage, with the consent of the parties, negotiations are making negotiations on further joint work on the promotion of the company. This version of work allows at the first stage to fully prepare for further functioning the relevant company service from the point of view of theory. And on the second to monitor the practical actions of its employees.

Features of advertising support exhibition

- Coverage of the audience;

- the nature of the audience;

- the channel of exposure (visual, auditory, visual auditory);

- profitability

Main Channels Promotion: Organization of Youth Actors, Exhibitions, Perfumances (Action Art), Concerts, Festivals, Clubs, Information Portals, Forums, etc.

- The All-Russian TV channel, on which the time of advertising pauses is given under regional advertising blocks.

The duration of the video is 20-30 seconds, there may be a reduced version with a duration of 5-10 seconds. (Perhaps in the form of a screensaver).

Radio advertising is used to ensure the duration and continuity of advertising impact due to lower prices compared to television. It turns out an auditory effect, used to reinforce the visual series.

2. The duration of the audio ring is 20-30 seconds.

4. The accommodation frequency is 8-12 times a day (total on 2 radio stations), while not less than 4 ethers in prime time on each radio station (2 ether in the morning prime time, 2-in evening).

6. Radio is also appropriate to use for ananice of competitions conducted by a newspaper. In this case, detailed information is contained in the newspaper the publication, and the radio is used as a means to attract attention.

Advertising in the press is used on the initial and final stage of the advertising campaign, when the intensity of the advertising impact decreases. Business press is used to affect potential advertisers.

4. Placing lower case information in telephone directories with a large circulation and distribution system covering the wide segments of the population (retail, free distribution at exhibitions, in enterprises of this region.)

5. In publications that provide high-quality image reproduction, in mockups of modular advertising, you can use a photo of newspapers for the impact on visual memory and stimulating the visits to the exhibition.

- Allows you to solve the task of consolidating attention to the name of the photo exhibition - a charity event "Time Present. I do not smoke because ... ", is a way of reporting information to the wide masses of the population.

The use of shields is imagining, ensures the presence of the image of the newspaper as reminding advertising.

Outdoor orientation system next to the editors:

- Sign.

- Bracket panel.

During the advertising campaign on television, a supporting advertising campaign on radio, transport, external advertising should be used. After the posting advertising on television, an intensive advertising campaign on radio, transport, outdoor advertising should be provided.

The main criteria for the psychological efficiency of exposure to social advertising are:

· The ability to attract attention, clearer, informativeness, memorization, originality of the advertising message, etc. - for the cognitive component;

· Affective component evaluates emotions caused by advertising traffic: friendly, irritating, attracting, soothing, exciting, etc.;

At the end, it is possible to emphasize that the annual social advertising is an integral part of the infrastructure of European organizations of the social sphere, and the technology of its work is actively used by domestic specialists. Now the need to attract funds from business, funds and individuals is felt stronger than when it were, and therefore, a number of successful projects are evidenced.

Thus, it is possible to draw the following conclusion, participation in the photo exhibition requires a special organizational approach. In order for the advancement process to be quite effective, a complete analysis of its organizational structure is needed, the development of strategic planning, to promote the specific type of advertising product to the market, only under such conditions is achieved efficiency and success of the advertising exhibition campaign.

Conclusion

Modern advertising is a structural component of culture and a tool of spiritual production . Advertising functionality in modern society is determined in several directions. Primary advertising function - to ensure human socialization in a complicated, variable, unstable environment; Adapt it to new social roles and values, ways to regulate their behavior and activity in a variety of atmosphere. Turning to the everyday areas of behavior, the advertisement claims clear and stereotypical ideas about human relations, without demanding efforts to overcome themselves, it turns to life instincts, acting as a condition of constant life support.

One of the main directions of development of the modern economy over the past two decades is the rapidly developing social sphere. The problems of the social environment and the vital activity of society at all times were in the center of attention of the advanced and social thought, progressive politicians and scientists, ranging from the ancient philosophers and ending with modern reformers. To date, the development and implementation of integrated programs, helping to solve social problems, one of these means may certainly become social advertising.

The modern methodology of social advertising is the manifestation of the goodwill of society, its principled position in relation to socially significant values, such an initially expected high mission of social advertising. With the existing rates of evolution and development of society, this type of advertising becomes an already large-scale type of communication, which can be conventionally called the social prn. In developed countries, there are many state and non-state programs involved in social advertising. However, in Russia this process is in its own way.

Due to the imperfection of Russian legislation, manufacturers and advertisers face various problems such as problems as: inaccuracy in basic terms and evaluation criteria; disorder of the production system, distribution and distribution of social advertising; lack of sanctions for the refusal to place social advertising and the lack of promotions for the active distribution of efficient social advertising; Non-use of social advertising for commercial and political purposes.

At the moment, a large number of people suffer from those or other dependencies, these people often refuse the help of specialists, and if they agree under the pressure of loved ones, it does not bring results. After all, the problem is that while the person himself does not want to cope with the dependence, does not understand the reasons for its appearance treatment will not be effective. The dependent person himself is responsible for his recovery and excessive care from loved ones can have a reverse effect, so social advertising can have active assistance here.

Dependence is, first of all, the loss of freedom and control over their lives. The dependent person of desire, values, objectives are subject to the influence of the object of dependence. The dependence can cause very diverse forms of behavior from different areas of human life. The most common types of dependence are: dependence on psychoactive substances, computer dependence, game dependence, emotional dependence, sexual dependence.

While political and commercial advertising has become an integral part of the life of society and is effectively used in marketing as a tool for influence and achieve goals, social advertising is still not considered seriously as one of the real ways to solve the tasks. Finally, in society, the very concept of social advertising is absolutely blurred and has no clear conceptual boundaries. Summing up the analysis of social advertising development, I would like to note that the trends that are referred to as post-industrial, globalization, gradually become part of life and Russia. Therefore, the features of Russian social advertising discussed above are gradually changing. An understanding comes that not only the state, but also a business and society can be engaged in social advertising. Civil society is being formed, and there is every reason to believe that Russia will be able to catch up and keep up with modern Western trends.

Nevertheless, the need for it is high, gradually growing interest, both from the public and from the state structure. Developing, social advertising masters different areas of information space and naturally becomes one of the latest tools of influence on groups of society, including the prevention of dependent behavior.

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18. Skequerevich Z.V. Sociology and psychology of philanthropic relationships. SPb., 2000. - 236c

Introduction

Modern domestic processes of social development demonstrate increasing their dependence on mass communications. Intensive development of communication technologies greatly facilitates the production, the dissemination of socially significant information and leads to the formation of a global information space. The ability of state authorities to effective communication as a targeted information interaction with society as a whole, social groups and citizens should be recognized by one of the most important aspects of their activities. It is recognized that "no progress and modernization is impossible without information technologies and management issues in the country." In this regard, the actual becomes the problem of informing and mechanisms to report the strategy of the development of the state, major social values \u200b\u200bto all sectors of society. The phrase "social advertising" occurred from the English. Social Advertising, and translated means attracting interest in significant problems or phenomena. This is one of the varieties of advertising, the purpose of which lies in the change of models of social behavior. In other words, this is a form of a unelicon presentation, a way to disseminate social ideas among society. They, in turn, should contribute to the humanization of society as a whole, and in the conquest of new vertices with utility from the point of view of public life. Social advertising as a type of advertising communication is designed to generate the creation and dissemination of socially significant values \u200b\u200band acts as the most important element of the Company's information support. However, the volume of social advertising in Russia is now about 1% of the total market. While in Western countries, this indicator averages 15%. The relevance of the work is that in front of the Russian system of public administration are certain problems that can be overcome by means of modern social advertising. To effectively implement management decisions to eliminate existing problems, the formation of a trust relationship of society to subjects of social proceedings is needed, comprehensive coverage and explanation of their actions. Object of study: Social advertising as a mechanism of information interaction in the public administration system. Subject of research: Essential characteristics of social advertising that determine the potential for its use in public administration. Objective: to collect and process theoretical and research material dedicated to this problem. Tasks: 1. Analyze the literature on the phenomenon of social advertising in the system of socio-communication processes; 1. On the basis of the assembled material, analyze and characterize the importance of social advertising in modern public administration. The structure of the course work is based on the tasks and logic of the study and contains the introduction, two chapters, conclusion and a list of references.

Conclusion

Arguing about social advertising, it should be noted that it is a powerful tool for the formation of public opinion, promoting social support for the population, the restoration of humanistic relations between people affecting the moral values \u200b\u200bof young people by arranging life priorities. Today it is very relevant for the Russian society, which has lost many moral values \u200b\u200bof the entrance of the dramatic socio-economic transformations of the last decades. The development of social advertising is due primarily its high efficiency in focusing public opinion. It activates different layers of society, affects the creation of new relations in politics and economics. Social advertising in Russia today is not only huge opportunities, but also a big problem. Such a situation arose due to the fact that this type of advertising is intended not only to adjust and promote social values, but can also be an ideal tool in the hands of commercial professionals. Therefore, the opinion on social advertising is quite twofold. Some believe that such advertising is necessary to solve public problems, health promotion, good, family values \u200b\u200band public well-being, others believe that all this is another tricks of any organization for creating a positive image, and therefore aims to receive benefits and no Social motivation has no. Many organizations in our country are hiding under the status of non-profit enterprises, thereby reducing their responsibility to the tax authority and not fulfilling their obligations in the field of social advertising. In addition, many politicians are deliberately confused by social advertising and political propaganda, using psychological instruments of exposure to society for their own, far from good intentions. Some experts believe that people themselves are to blame for so simple tricks. Times pass, people, of course, will be clever, but new pitfalls appear and now commercial firms began to borrow slogans for their companies at social advertising, so to say they are trying to "climb" in the soul of people.

List of references

1. Agileva, Yu. V., Osipova, L. B. Features of the application of social advertising in the state administration [Text]: /u.V. Agilev, L.B. Osipova // Theory and Practice of State and Municipal Management. Sat scientific papers. Issue 8. - Tyumen: Rio Tyumegasa, 1014g. - p.175-179 1. Barbakova, K. G., Gorhev, O. M. Intelligentsia and Power: Interaction Parameters // News of higher educational institutions. Sociology. Economy. Politics. 1010. No. 4. P. 14-16. 3. Burenkov, I. Public Interest in Russia URL: www.socrekama.ru. 4. Vanova, A. Marketing and advertising: Two in one [Text]: / A. Vanova - M., 1008. - P. 51-64. 5. Zheleznyak, S. V. Experience in NEWS Outdoor Russia with state authorities of the Russian Federation. Prospects for cooperation [Text]: / К.В. Zheleznyak // State advertising in the system of public communications: Sat. Materials scientific-practicals. conf. USSR M., 1008. - P. 45-51. 6. Krakokov, D. A. Role and place of state advertising in the system of public communications [Text]: / D.A. Krakokov - M., 1009. - P. 5-10. 7. Kotler, F. Marketing for Cotler: how to create, keep and conquer the market [Text]: / F. Kotler - M.: Alpina Business Buks, 1007. 8. Savelyev, O. O. Introduction to Social Advertising [Text] : / O.O. Savelyeva - M., Rip-Holing, 1009. - p.36. 9. Froch, E. escape from freedom [Text]: / E.Fromm - M., 1989. - p. 58. 10. Erhard, L. Welfare for all [Text]: / L. Erhard - M.: Case 1007. - s. 35. Osipova, L. B. Features of the application of social advertising in the state administration / L. B. Osipova, Yu. V. Agileva // Theory and practice of state and municipal management. Vol. 8. Tyumen: Tyumegas, 1014. P. 175-178. 11.Sytikova R.I. "Private and public interest in copyright." M.: Lex book, 1010. - S. 13. 11.Stuning E.L. "Some problems of the general theory of advertising legal relations" // M.: Lex book, 1004. - P. 13. 13.Subochev V.V. "The right and its role in ensuring the dialectical unity of personal, public and state interests" // Right and politics. M.: Nota Bene, - 1003. - № 11. - p. 4. 14.Voldman Yu.Ya. Comment by the Law of the Russian Federation "On Advertising" // Fund "Legal Culture". 1998. 15.Tikhomirov Yu.A. "Public Law". Textbook. M.: Beck, 1995, - s. 53. 16.The C.Yu. "Public interest in the legal doctrine and legislation" // State and Law. - 1001. - № 9. - S. 11. 17.Federal Law "On Advertising", from 03/13/1006 No. 38-ФЗ // SZ RF. - 1006. - № 11. - Art. 1131. 18.Federal Law "On the Contract System in the Sphere of Procurement of Goods, Works, Services for State and Municipal Needs", from 05. 04.1013 No. 44-FZ // SZ RF. - 1013. - № 14. - Art. 1651.

economy - production, trade, finance, supply of labor, job search;

household services - repair, manufacture of household goods, rest;

intellectual services - education, medicine, books, press, divination, tourism;

spectacles - circus, theatrical, concert.

religion - religious posters, appeal, invitations to ritual shares;

policy - campaign for candidates for elections, slogans of rallies, demonstrations, manifestations;

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

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

family and interpersonal relationships are marriage ads, invitations to meet, travel, engage in business.

charity - reports of charity events, calls for donations;

Thus, the main players are already defined - this is a state (including the ministry and agencies), non-profit organizations, politicians and political parties, business. If we have already identified state advertising as a subspecies of social, then the inclusion of social motives in political and commercial advertising can not be called social, although it is masked for it (social advertising is often trusted).

In Russia, a significant number of advertising agencies and the media joined the International Advertising Code and the Russian Advertising Code. Yes, and the current Federal Law "On Advertising" stands on the guard of ethical of domestic advertising. However, the number of claims for unethical advertising does not decrease. On the contrary, in many regions of the Russian Federation, local authorities terminate the implementation of advertising campaigns, responding to the appeal of citizens, seeing in promotional images and plots a violation of ethical standards and moral obstacles. Yes, marketing is progressive and contemporary, promises great benefits, and advertising, as one of his important communications, is able to provide these benefits. But advertising acts in an external environment, largely defining socio-economic and cultural components. Not the last role in the creation of socially responsible advertising, such concepts as culture advertising and advertiser culture, norms and rules of ethics and morals that they are guided are played. Under morality, they understand the "some system of norms, rules, assessments regulating the communication and behavior of people in order to achieve the unity of public and personal interests", and under ethics - "the doctrine of morality, morality." Therefore, we will risk assumed that the differences in ethical and moral standards adopted by different participants of the advertising process: advertisers, advertising producers, advertising distributioners and consumers of advertising, and could cause mutual claims and even certain antagonism. It is known that the norms and rules of morality arise not simultaneously, but are the result of naturally historical development, crystalling from many years of everybody practice of human behavior and turning into some models only if the society is intuitively aware of their undoubted benefits of common unity. It is difficult to make complaints about any of the participants of the advertising process due to the fact that it is hardly possible to talk about the morality of our society at the current stage of its development. It is rapidly to believe that modern Russian society continues to live on the norms and rules of the socialist (in the Soviet version) of morality. However, it is also unlawful to the assumption that our society fully accepted the moral bourgeois or morality Christian, especially considering Russia's polyconfessionality. Nevertheless, such postulates as the individualistic focus of the morals and the responsibility of the individual are enjoying sufficient popularity. It seems that society is on a kind of crossroads - it has not yet broken completely with the nravami and values, forcibly planted with a huge state and ideological apparatus, but did not make a final choice in favor of not quite a clear morality of today's, but rather tomorrow.

It can be assumed that the inconsistency of the existing concept of the ideal morality of real practice is a consequence of the development of our society and the search for certain norms of the new morality. Advertisers, advertising producers and advertisers are much more common than the opposite, both in social status and in moral criteria. They are oriented for tomorrow, position themselves in weight not lower than the middle class. Advertising consumers are a more difficult case. Part of them, by virtue of a number of reasons, both material and social character, has passed and retains the values \u200b\u200bof the Soviet era (collectivism, internationalism, universal equality, the provisions of the "Moral Code of the Communism Builder", etc.), and the part, on the contrary, A rapid pace began to try on the so-called "Western" or, as Marxists wrote, "bourgeois" moral values. A certain part of consumers of advertising occupies an intermediate position and reacts to advertising, then based on the values \u200b\u200bof yesterday, then focusing on the enough virtual moral criteria for tomorrow. In such a situation, mutual claims and certain antagonism among the participants of the advertising process are inevitable, which cannot but affect the development of the advertising market, its effectiveness, on the quality of advertising creativity. Russia has not yet encountered a sufficient degree with condersome - organized by the movement of citizens and government agencies aimed at expanding the rights of buyers and strengthen their impact on sellers and manufacturers of goods, but discontent with advertising can initiate the activity of such a movement in our very politicized society. It is appropriate to remember that it was cacuerism that gave a large extent to the impetus to the concept of social and ethical marketing, attached relevance to issues of corporate ethics, conscientious competition and fair advertising. I would like to draw attention to the fact that agreed actions to improve the culture of the advertiser, as a customer advertising, can be promoted to develop a kind of consensus between the advertising market participants, as the main player in the mentioned market. It is the customer of advertising that has all the possibilities (material and moral) in order to inform the desired impetus to the manufacturer and advertising distributor. In most countries of the world, it is the national associations of advertisers, interacting with other participants in the advertising services market, play a major role in the development of this market, in the development and compliance with the rules of its measurements and research - all that helps advertisers effectively promote their products to consumers and in the development and observance of ethical standards of advertising, the rules of self-regulating market. Compliance with the advertiser of the principles of ethical marketing based on the generally accepted standards of ethics and morality, filled with social responsibility, can probably have the necessary impact on both efficiency and creative decisions in advertising, downgraded, so degree of social tensions, which today, to Regret, sometimes provoked awkward or, which is also not uncommon, low-profile, non-professional 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, radioles, television stories. I associate it with the fact that, firstly, during this time the country has made another step in the development towards building a society, which seeks to solve social issues, and secondly, people have become more susceptible to such an impact. This is due to both the development of personality and the increase in the material standard of life. It is difficult to evaluate the success or failure of any campaign, since this would require these official statistics on the "situation before and after", so I will give my subjective assessment.

As an example, a good or poorly working campaign can be mentioned by advertising shields "Code of Politeness" and a series of television shows on the topic of family values \u200b\u200band adoption of orphans + advertising shields about the care of orphans. It seems to me that the first campaign will not have success, and the second on the contrary reached its goal. The reasons for the possible failure of the first is the insaneness of a message that does not contain calls to action and, in the second place, the insufficient number of shields. The second campaign, on the contrary, caused a response in the hearts of the people - the increase in the number of children taken into families. It can be said that the key to the success of any social advertising is, first of all, people engaged in organizing and conducting campaigns that are not indifferent to human problems in society, as well as the availability of necessary resources, competent media planning and non-standard approach when implementing such projects.

Introduction

Chapter 1. Essence of the phenomenon of social advertising 14

1. The main characteristics of modern commercial and social advertising 14

2. Models of the development and operation of social advertising 47

1. Management of social processes in modern society 84

Conclusion 147.

References 158.

Introduction to work

Relevance of the research topic

In modern Russia there is a stabilization of political life, economic, administrative and social reforms are held. At the same time, on a par with positive phenomena, it is necessary to state the presence of a crisis in the social sphere. The depressing demographic situation, a sharp property stratification, the ineffectiveness of social policy events provoke the growth of social tensions, psychological stresses, the fall in the moral norms of Russian society.

These circumstances make us consider a variety of tools to improve the efficiency of management of social processes in our country. One of these tools is social advertising.

The relevance of consideration of social advertising in the context of the management of social processes is also due to the fact that today the social program for the development of society is developed in Russia; Implementation of national projects in the field of health, education. In this regard, the development of clear moral and legal frameworks in which Russian society will develop, and maximum self-realization of a separate person will be developed.

The problem of informing and mechanisms of reporting a strategy for the development of the state, major social values \u200b\u200bto all sectors of society becomes relevant. Their development will be the measure of the formation of a self-consciousness of society as a whole and the level of maturity of its social, political and power institutions. As tools for solving this task, the culture events, education system, news policies and social advertising may appear.

Social advertisingit is possible to determine as a type of advertising communication, the purpose of which is the transfer of socially significant information to the Company aimed at the formation and change of public opinion, social norms, models of behavior. At the same time, the supersensation of this communication is the involvement of members of society into solving social problems, i.e. actually involvement in the process

control. Therefore, the issue of consideration of the theoretical and methodological foundations of social advertising is extremely relevant.

Information transmitted by social advertising can cover the widest range of problems: the formation of an attractive image of state bodies and public organizations, the fight against AIDS, drug addiction, alcoholism, formation of moral values, etc.

The main criteria for choosing the topics for social advertising messages are:

Non-commercial, non-religious and non-political nature of the message;

It is important to take into account that social information becomes social advertising when it is framed in accordance with the laws of marketing activities - has a final goal; Creation and placement is carried out on a paid basis; The message is inconsonted and transmitted on behalf of an anonymous advertiser; contains an element of conviction; Information transmission is carried out through intermediaries, i.e. media.

This is advice on advertising. Since 1946, under the Great Britain, there is
Central Information Office (COI) - Independent Marketing Center, Objectives
which is the coordination of government structures in the field of
Communications and interaction with advertising agencies.

Social advertising situation in Russia is critical. The volume of social advertising in Russia is now about 1% of the total market. While in Western countries, this indicator averages 25%. Actual problems of Russian social advertising are: the lack of due legislative framework; lack of an authority engaged in effective control and organization of social advertising campaigns, as a result of the factory and low-cost campaigns; Unforgettable

production systems, distribution and distribution; Use of social advertising for commercial and political purposes.

Analyzing the process of developing and implementing socially significant advertising campaigns in Russia, we can conclude that the developers have no clear understanding of the mechanisms of operation of this type of advertising, the results of the influence on the society of certain messages are not predicted.

We also note the lack of systematized scientific studies aimed at the wording of proposals for possible output from the crisis.

In this paper, an attempt was made to systematize data on such a phenomenon as social advertising, to analyze it as a tool for social processes, consider the most well-known models of the functioning of social advertising, as well as formulate prospects for the development of social advertising in Russia.

The degree of scientific evidence of the problem

It should be noted that the theories and methodologies of social advertising are devoted to extremely few work not only in Russia, but also abroad.

Among Western scientists who covered social advertising and whose materials were available to familiarize themselves, it can be noted: K. Bow, U.F. Arenas, D. Bristina, J. Syvuloka. one

In Russia, recently there is a rise in interest in social advertising activities by the scientific community. First of all, Professor V.V. Scientific and Docene N.V. Old - the authors of the book on the history of social advertising; Professor, Doctor of Sociological Sciences L.N.

Bov K., Arena U.F. Modern advertising. M.: Publishing House "Dovgan", 1995; Boorstin D. Advertising and American Civilization // Advertising and Society. N.Y., 1974; Syvulka J. Soap, Sex and Cigarettes. Cultural history of American advertising. St. Petersburg., 2002.

Fedotov, affecting the problems of the development of social advertising in his scientific papers; Researchers Communicist's Communicist Problems Nicholasichvili, which is engaged in the history of global social advertising.

Special attention deserves the work of the Russian specialist in advertising S.E. Seliverstov dedicated to the socio-psychological aspects of the influence of social advertising on society, as well as a monograph on the history of social advertising communications in Russia researchers E.V. Stepanova. 3.

Interesting, from the point of view of the development of the Institute of Social Advertising in Russia, are the scientific studies of young scientists and specialists of T.V. Evnico, Sharp. four

Social advertising issues over the past few years often rose on the pages of the Prints of the advertising community and on the Internet. You can select the following authors, periodically exploring social advertising communications in their work: M.I. Piskunova, T. Evgenieva, A. Fedorova, D. Belikov, S. Ovchinnikova, V. Lyaporov, N.S. Shekova, T. Astakhova, O. Grubin, N. Semin, Yu. Borisovsky, A. Kazantseva, N. Evsina, A. Nefedova, E. Panova, S. Apple, G.Sh. Talipova. five

2 Scientova V.V., Starykh N.V. Social advertisement. M.: Independia, 2006; Fedotova L.N. Advertising B.
Communication process. M.: Publishing House "Cameron", 2005; Nicholasichvili G.G. Social advertising as
Technology influence in public policy // Site; Nicholasichvili G.G. Social advertisement:
theory and practice. M.: Virtual Gallery, 2006.

4 Rodnikova T.V. The role and value of PR and social advertising in the practice of social work. Novosibirsk, 2000;
Korkina V. Social Internet Advertising as a tool for influence in public policy. M.: 2003; Shasphen T.N.
Social advertising in social marketing: the evolution of form and content. Barnaul: 2004.

5 Piskunova M.I. Social advertising as a phenomenon of public reflection / L_ablik Ryleishenz and advertising in
Communication system. M., 2004; Evgeniev T., Fedorova A. "Call parents!" Or "vote for Mr. X!"
//Message. № 10, 2000; Belikov D. Sorry that we appeal to you // Journal of Advertising Industry No. 15, 2005;
Ovchinnikova S. Russian and foreign experience in the development of social advertising // Website; Lyaporov V.
Public attention. Commercial benefit of social advertising // Magazine Business Magazine №15, 2003; Shekova
N.S. Social advertising: basic concepts // Marketing in Russia and abroad number 5, 2003; Astakhova T. Good
Ideas in America advertise // Magazine Money and Charity No. 3, 1994; GRUBRY O. Development Trends
Social advertising in CLLIA // www. ; Semin N. Call parents! // Journal of Advertising Industry No. 2,
2002; Borisovsky Y. Fold threat // Journal of Advertising Industry No. 6, 2005; Kazantseva A. Please pay
taxes // Advertising Industry No. 11, 2003; Evsina N., Nefedova A., Panova E., Apple S. Social advertising as
The basis for the development of modern public life // Site,; Talipova G.Sh. Opportunities
Forming a public opinion by the mechanisms of social advertising / Tisby Tisby No. 2,2000.

Analysis of the directions of the influence of social advertising on the modern society, the channels of distribution of social advertising communications, identifying the differences between social advertising communications from commercial, is impossible without considering the theory and methodology of advertising as a whole. Therefore, a large number of scientific works of Russian and foreign scientists on contemporary marketing and commercial advertising were used in the work.

Among the works of Russian scientists dedicated to the history of the development of advertising, its theoretical foundations should be especially allocated to work A Romanova, E.V. Romata, I.Ya. Rozhkova, 0.0 Savelieva, V.L. Musican, E.a Utkin., A.I. Kochetkovka, I. Ya Rozhkova, O.a Feofanova. 6.

Among the Western specialists, the classics of the modern marketing theory of F. Kotler, which, in particular, concretized the foundations of the theory of socially responsible marketing, as well as D. Cravenz, Hills, R. Woodruf, J. About Schonessei, A. Fernham, B. Ganter. 8

Theory and practice of advertising, the mechanisms of its impact on society were considered such Western scientists as Welles, J. Bernet, S. Moriarty, D. Ogilvi, K. Rotzol, N. Foster, A. Dyan, D. Martin, M. Maclukhan , R. Batra, J. Myers, D. Aacher, J. Rossister, R. Persity, V. Sheng. 9

Romanov A.A. Advertising: between society and marketing: scientific monograph. M.: Markety DS, 2002; Romat E.V. Advertising. 2nd ed. St. Petersburg: Peter, 2006; Rozhkov I.Ya. Advertising: Planck for Profi. M.: Yurait, 1997; Savelyeva O.O. High history of Russian advertising. M.: Gella Print, 2004; Musician V.L. Advertising and RG technology in business, commerce and politics. M.: 2001; Utkin E.A., Kochetkova A.I. Advertising. M., 1997; Faofanov O.A. Advertising: new technologies in Russia. St. Petersburg: Peter, 2000.

Krylov I.V. Marketing (sociology of marketing communications). M.: Center, 1998; Maslova TD, Bozhuk S.G., Kovalik L.N. Marketing. St. Petersburg: Peter, 2002; Golubkov E.P. Marketing basics. M.: Finpress, 1999; Sharkov F.I. Integrated marketing communications. M.: Rip - Holding, 2004.

8 Kotler F. Marketing Basics. M.: Progress, 1990; Cravens D.W., Hills G.E., Woodruff R.B. Marketing Management.
Homewood, Illinois: Irwin, 1987; About Chonsessi J. Competitive Marketing: Strategic Approach. SPb.Liter 2002;
Fernham A., Hanter B. Types of consumers: Introduction to psychography. St. Petersburg: Peter, 2001.

9 Wells W., Bernj J., Moriarty S. Advertising: Principles and Practice. St. Petersburg: Peter, 2001; Ogilvi D. Ogillvi about advertising.
M.: Publishing house "Eksmo", 2003; Sandage I., Freiburger V., Rotzol K. Advertising: Theory and Practice. M.: Progress, 1989;
Foster N. Advertising. St. Petersburg: Amfora, 2001; Diyan A. Advertising. M.: Progress, 1993; Martin D. Romancing The Brand. NY:
Harper & Row Publishers, 1989; McLuhan M. The Mechanical Bride. London: ROUTLEGE & KEGAN PAUL, 1967; Batra P.,
Myers J., Aacher D. Advertising Management. M., SPb., K.: Publishing House "Villama", 1999; Rossister, J.
Percy R. Advertising and promotion of goods. St. Petersburg: Peter 2002; Shent V. Coming advertising. M., 1999.

In the Patriotic Scientific School, one of the most notable researchers of the principles of management of social processes is V.G. Afanasyev. Great contribution to the study of the Social Process Management System was made by Russian scientists V.N. Ivanov and V.I Patrushev. eleven

Among other Russian specialists in the management of the social sphere, which investigated the history of social proceedings, the structure and features of social resources, ways to rationalize their use can be noted by Yu.a Afonina., A.P. Zhabina, A.S. Pankratova, V.G. Chuck, O.L. Kuznetsova, P.G. Kuznetsova, B.E. Bolshakova, P.V. Romanova. 12

For interests of us, in the framework of the study, the problems among Western authors worked P. Drucker, J. Sveddelik, M. Woodkok, D. Francis.

In addition to directly the theory of social proceedings, the main principles of social policy are considered.

Among the scientific papers on this topic, it is necessary to allocate the work of the "Father of the German Economic Miracle" L. Erhard. 14 This paper provides the main mechanisms for conducting effective social policies implemented in practice in post-war Germany.

It should also be noted the fundamental work of Russian scientists S.N. Smirnova, T.Ya. Sidorina "Social Policy", in which the theoretical and practical basis for the implementation of social policies are systematized and described and described, describes the history of this phenomenon.

10 Afanasyev V.G. Man in managing society. M., 1977.

11 Social Management / Ed. Ivanova V.N., Patrusheva V.I. - 2nd ed., Pererab. and add. M.: Higher. Shk., 2002.

12 Afonin Yu.A., Jabin A.P., Pankratov A.S. Social management. M.: Publishing House of Moscow State University, 2004; Schekin V.G. Theory
social management. Kiev, 1996; Kuznetsov O.L., Kuznetsov P.G., Bolshakov B.E. System "Nature-Social
Man ": Sustainable Development. M. - Dubna, 2000; Romanov P.V. Sociology of management and organizations. Rostov
N / D: "Phoenix", 2004.

13 Drucker P. Management: Tasks, Responsobilities, Practice. N.Y.: Harper & Row, 1973; Sveddreyk J. Theory
Management: from Taylorism to Japaporation. St. Petersburg: Peter, 2001; Woodcock M., Francis D. Refociing Manager.
M., 1991.

14 Erhard L. Welfare for everyone. M.: Case, 2001.

15 Smirnov S.N., Sidorina T.Yu. Social politics. M.: Publishing House GU HSE, 2004.

Among other domestic scientists engaged in the study of social policy, interest are of work T.I. Zaslavskaya, L.G Sudas, M.V. Yurasova, V. Paramonov. 16

In addition to literary sources, the materials of the following Internet sites are used in the work: (a portal dedicated to social advertising in Russia and abroad), (website dedicated to the news of the advertising industry), (site about advertising and PR), (website of the Union of Creators of Social Advertising), ( Public opinion Foundation site), (Romir-Monitoring Holding website.

Object researchis social advertising.

Subject of researchis the impact of social advertising on the management of social processes.

Purpose of the study:Determine the prospects for using social advertising in the management of social processes.

Research tasks:

Determine the main characteristics (types, functions, distribution channels)
commercial and social advertising;

conduct a comparative analysis of the characteristics of social and commercial advertising, identify the main differences between these phenomena;

analyze the main foreign models for the development and operation of social advertising;

conduct a comparative analysis of foreign and Russian models of social advertising;

16 Zaslavskaya T.I. Social results of reforms and tasks of social policy // Where is Russia going?. M.: 1998, Sudas L.G., Yurasova M.V. Marketing research in the social sphere. M.: Infra - M, 2004; Paromonov V.V. Social politics. M.: Publishing House RUDN, 2006.

determine the prospects for the development of social advertising in Russia on the basis of the analysis carried out;

analyze the mechanisms of management of social processes in modern society;

Disclose prospects for using social advertising in management
social processes based on the analysis of secondary data series
Sociological studies.

Theoretical methodological basisfirst of all, general scientific - historical, high-quality, complex approaches, modern methods of system analysis, methods of comparative analysis, the main provisions of the management sociology, sociology of organizations, sociology of communicative systems, marketing and advertising theory, the theory of social processes and social policy theory . The dissertation study is based on the theoretical and methodological developments of such foreign and domestic scientists as F. Kotler, W. Wells, J. Berenet, S. Moriarty, D. Ogilvi, K. Bow, U.F. Arenas, D. Bristina, J. Syvuli, A.A. Romanova, E.V. Romata, V.N. Ivanova, V.I Patrusheva, S.N. Smirnova, T.Ya. Sidorina, V.V. Scientific, N.V. Old, L.N. Fedotova, G.G. Nicholasichvili and others.

Empirical basisthe dissertation study was a comparative analysis of the Western and Russian models of the functioning of social advertising, the secondary analysis of the materials of a number of sociological research, leading Russian companies, as well as a sociological study conducted in December 2004, by a group of specialist scientists of the Sociological Faculty of Moscow State University. M.V. Lomonosov under the leadership of the head of the department of sociology of the organization and management G.N. Butchina and Head of the Department of Sociological Research Methodology Yu.P. Averin, participation in which was accepted by the author of this work.

Scientific novelty:

1. The problem field, functions and main directions of influence are determined.
Social advertising on modern society.

The main models of the development and functioning of social advertising that have developed in the modern world have been identified. The basic similarities and differences between Russian and foreign models of the functioning of social advertising are determined. A model of social advertising development in Russia has been proposed.

The dual nature of the application of the social advertising tool in the management of social processes was revealed: social advertising may act as communication between subjects of social proceedings, or as a social (socio-psychological) method of management.

4. Based on the secondary analysis of these series of sociological research.
The nature of influence, efficiency parameters, priority directions are defined.
social advertising.

Theoretical significance of the study

The results of the study contribute to the development of the theory and methodology for managing social processes, which will contribute to improving the efficiency of various state institutions and social organizations of modern Russian society and promote the integration of its spiritual and intellectual forces. The main provisions of the dissertation can serve as a theoretical basis in establishing social advertising activities of subjects of social management.

Protection issues:

Social advertising is a type of advertising communication, the purpose of which is the transfer of socially significant information to society aimed at the formation and change of public opinion, social norms, behavior models. At the same time, the superbate of this communication is the involvement of members of society into solving social problems. Priority directions for

social promotional activities in Russia are: the formation of a fundamentally new image of Russia for Russians, the creation of ideas about today's Russia; explanation of the reforms, actions and decisions of state authorities in the country; Propaganda of moral and ethical values, norms and models of behavior.

The most common development models and social
Advertising is historically formed in the United States and the UK. Their basic
Characteristics is the presence of a coordinating body engaged in
issues of creating, placement, assess the effectiveness of social advertising;
Lack of hard legal regulation of social advertising
activities; Trend towards self-regulation of social advertising market. For
The emergence of a full-fledged institution of social advertising communication in
Russia needs to introduce a number of changes in the Federal Law "On Advertising" and the Tax
legislation; creation at the state level regulatory authority,
responsible for the placement, creation, the choice of topics of social advertising messages;
Organization at state and public organizations
press services for working with advertising agencies and state
coordinating body.

Sociological methods allow to improve the efficiency of social
advertising campaigns, receive feedback from the audience when implementing them,
And also predict the consequences of such campaigns.

Social advertising is a tool for managing social processes.
The use of this instrument in management has a dual character:
Social advertising can act as communications between subjects
management of social processes or as a social (socio
psychological) management method.

Approbation of work

The main provisions of the thesis are stated by the author at the conferences "Russia and social changes in the modern world" - Moscow State University (Moscow, 2004), "Russian Society and Challenges of Globalization" - Moscow State University (Moscow 2004), "Social and Cultural Space of the city" SPbSU (St. Petersburg, 2004), "Future of Russia, Development Strategy" MSU (Moscow 2005), "Lomonosov - 2006" MSU (Moscow, 2006).

Work structure:Work consists of introduction, 2 chapters, including two paragraphs, conclusions and bibliography. Total work - 161 Page.

The main characteristics of modern commercial and social advertising

Society for long paths of its development provided itself with various ways of communication, which ensured the adaptation of members of society to certain opinions and behavior models.

Transformation that occurred in society on the way of its modernization, as well as political, social, environmental, technological consequences of industrial revolutions by the beginning of the XX century. We demanded new, more operational ways to accommodate individual members of society to social issues of the modern time.

Changes in the habitat during the industrial and economic activities of a person who have been aware of the society for quite a long time, by the middle of the XX century. led to an ever-growing feeling of anxiety and concern. This happened because all continents by this time became a platform for intensive industrial production; grew the pace of "processing" of natural resources; The connection of countless accidents in production with the so-called newest technologies, as well as tests in the natural medium of weapons with malicious consequences for humans. The complex of negative effects of such development actualized the problems of physical survival of humanity.

By this time, the explicit social consequences of macroeconomic changes began to accumulate - the growth of population, the crowding of people's stay in metropolisms, a sharp increase in social differentiation, the rapid use of non-repaired natural resources, psychological stresses of people, a quantitative increase in the number of people with disabilities, street people as a result of hostilities, etc. d. A person has a qualitatively more frequent appeal to such unsafe ways to achieve psycho-physiological comfort as alcohol and drugs.

None of the forms of public consciousness remained away from this fundamentally new state of human civilization. Such disciplines such as management of social processes and social policy have been formed and acquired. Public humanitarian funds work, the art sector is widely affecting modern public problems, the church appeals to the masses.

Appeared and the organizationally of the social advertising phenomenon of social advertising as the method of formation of a socially appreciated and socially disappropriate action or socially disappointing action.

Consideration of such a complex and multifaceted phenomenon as social advertising should be started with a general analysis of the modern characteristics of advertising phenomenon as a whole. This consideration is necessary to determine theoretical foundations of social promotional activities.

The concept of "advertising", despite the significant role that she plays in society, and on the widespread dissemination of this concept in everyday life, in modern scientific literature belongs to the number of discussion. Moreover, the category "Advertising" is analyzed from many points of view, and each of the approaches is characterized by the ambiguity and inhomogeneity of the perception of the specified category and the numerous of scientific definitions.

An analysis of scientific sources indicates that the main approaches are considered: communication, functional, material, sectoral and cultivological (see Figure 1. On the next page). It should be noted that all these approaches are closely interrelated and complement one other. In some cases, it is difficult to carry out the border between them, so it would be impractical to rigidly separate them and especially oppose each other. Next, we consider the main features and characteristics of these approaches.

The primary understanding of the advertising was the attitude towards it as one of the forms of commercial communication. Advertising communication is initially aimed at the formation of interpersonal relations of participants in market relations in the process of selling goods. Specialist in marketing communications I. Krylov wrote: "The etymology of the word" advertising "(from the Latin verb" RECLAMO "-crying) emphasizes that the main function is information (information transfer) in the verbal channels of social information, as a rule, paid by a specific advertiser And aimed at a specific circle of persons (target audience). "

Models of development and operation of social advertising

In the previous paragraph, we reviewed the main definitions, functions, types and channels of distribution of social advertising. The analysis allows us to go to the description of the main models of the development and operation of the Institute of Social Advertising. For comprehensive analysis, two most, in our opinion, common models - the United States and the United Kingdom are highlighted. Then we characterize the main stages of the development of social advertising in Russia.

Many researchers note that the advertising phenomenon is an essential element of formation, both fundamental worldview and current life orientation. With a famous fraction of irony, the famous American sociologist D. Bristin characterizes the first North American settlers who arrived from Britain as people who believed that advertising in the metropolis, which urged to settle colonies. Further, he writes: "And this is today a trunk stream of American civilization - in the settlement of the continent, in the development of the economy, in creating an American life standard. Advertising expresses optimism, a sense of solidarity, the desire for enrichment, which played such an important role in our civilization. "

The first advertising created by the Public Organization appeared in 1906: The US Civil Association called on to defend the Niagara Falls from the encroachment of electrical companies. For this, this organization bought advertising pages for voluntary donations in popular weekly weekly. The government's initiative supported the government, Congress adopted the corresponding environmental law. At the same time, the National Child Labor Committee began to carry out a large-scale campaign against the operation of children in production.

With the beginning of World War II, a new stage of development of social advertising began in America. The Federal Committee of Public Information for Consulting the Beings and Goals of War was promptly established. One of the most famous campaigns of the Committee was the creation of posters with Uncle Sam "I want you to go to the US Army" (1917).

At the same years, in American advertising, the tendency of some advertisers was brightly manifested to use social topics in commercial advertising. We are talking about the declaration of the advantages of the goods of a company that allegedly strengthen the spirit of the army, contribute to the preservation of the health of soldiers, etc. Characteristic in this regard, appeal to the company's audience producing Ivory soap: she stated that this product "truly pleases our boys in a short hours of rest between battles when they can enjoy the shower and clean linen."

The period between the two world wars was rich for the United States for various economic and social shocks. Social advertising on this time segment was used as a means of support in the implementation of a variety of administrative programs. At the initiative of the administration of the President of F. Roosevelt, which developed the so-called new course, a number of departments were created to provide social assistance to the population: the Office of Public Works, the National Council for Labor, National Recovery Management and others.

National Recovery Management (NRA) has widely covered its public and business activities aimed at restoring the American economy. For example, in 1933, this department has developed an advertisement that calls for not buying consumers produced by the use of child labor. Advertising campaigns were also conducted under the auspices of job promotion (WPA). This organization created posters on socially significant topics of overcoming unemployment, preserving the presence of the spirit under difficult conditions. More than two million copies of the sheets of visual advertising on 35,000 topics published

Management of social processes in modern society

Analysis of the essence of the phenomenon of social advertising allows us to conclude that this phenomenon has the ability of a focused managing effect on society. Social advertising is able to motivate people, direct them to the implementation of certain socially significant goals, change their behaviors. In addition, social advertising communications are able to form a loyal attitude towards the subjects of the Office, and the subjects of the Office themselves convey their decisions to society, to explain their actions. Thus, it is important to consider social advertising as a tool for managing social processes.

The theory and practice of modern management of social processes in the conditions of the information revolution are subject to indigenous qualitative changes. Their essence is that the "human resource" is in the focus of modern management. Social arrangement of citizens, satisfying their social needs and the desire to continuously improve the quality of life of the population have long become the norm of state behavior (social state), market relations (socially limited market), class relationships and groups (social space). Recently: High quality of life of the population is not only a goal of social development, but also a modern mechanism for obtaining high quality and reliability of products, effective solving economic problems.

In today's management practice, social priorities are not only created, but also social technologies (information, organizational, communications, administrative, regulatory and legal) are being developed. The social management of the management (management of social processes) becomes relatively independent, multi-structure and mass both from the point of view of the object of impact and its subject. In connection with the situation, the use of various means of communication and public opinion on social opinion is of particular importance.

behavior, motivation of the population or its individual groups. One of these technologies, given the extensive analysis carried out in the previous chapter, can act as an object of our research - social advertising. Next, we will consider in more detail the main characteristics, the subject and maintenance of the system of management of social processes, and will also focus in detail on its important component - social policy. In our opinion, it is when planning and implementing the latter can be fully involved in the mechanism of social advertising.

Management of social processes As an integral part of the science of management, as well as sociology, studies a system of social relations, social processes, social sphere, social resources, and developing management and organizational relations, their patterns and principles. In this area of \u200b\u200bmanagement, a rich theoretical and practical experience has been applied, accumulated during the evolution of various schools - from scientific management F.U. Taylor to school of human resources. As a massive phenomenon, social proceedings arose as a result of the implementation of the management revolution in the West in the 60-80s. XX century.123 Relying on the fundamental knowledge of the science of management, the general principles of the technology of social space, it pursues sufficiently pragmatic goals - to pay the largest social effect on this segment of social space with the smallest managerial costs. Management of social processes is closely associated with the effectiveness of management impacts in the social sphere and their opposite influence on market structures, economics, finance, management structure, etc.

In modern scientific literature, a lot of scientific definitions of the social management of the Social Directorate are given. The analysis shows that most of them repeat or complement each other. 124 in our opinion, the most complete and responding concept of our research is the definition given by Russian scientists Yu.P. Afonina, A.P. Zhabin and A.S. Pankratov:

Management of social processes is the area of \u200b\u200bmanagement forming theoretical and practical skills, allowing to effectively influence social processes, influence the creation of a social environment favorable for a person, design social organizations, which in turn provides rational use of the richest and unlimited of all resources - human. The main task of this area of \u200b\u200bmanagement is coordination, coordination, the direction of the Company's activities to a single goal.

This definition of social proceedings allows you to trace a close relationship with the objectives that are put before social advertising. This is what the famous Russian specialist in the field of social advertising D.A. writes about this. Boxes: "The success of the development of any organization be it a big concern, a young company or a whole country depends on two factors. The first is the presence of a clear vision of the objectives and prospects for the development of the organization. The second - as this vision is communicated and reported to all participants in the organization. As a rule, high motivation is accompanied by economic success. When the country takes place a period of reforms, socio-advertising activities on the explanation of the goals and objectives are especially important. Ultimately, the topsacking of social advertising - the input of the entire society or its individual groups into solving problems marked during communication, in other words, the management process itself.

Application of social advertising in the management of social processes

As we noted in the previous paragraph, the nature of the application of social advertising in the management of social processes and the effect of it can be more accurately determined using sociological and marketing research. For example, the US Advertising Council constantly conducts public opinion research, both before the start of social advertising campaigns and on their completion. Studies help assess the scale of the problem and fix the results of changes in the consciousness of the audience, its behavior, and, therefore, trace as such or another social advertising affected the social management process.

The following tools can be distinguished, which, in our opinion, help collect information needed to assess the effectiveness of social advertising:

1. Statistical information on the state of society or social problem. This is, first of all, the data of state statistical institutions, corrected by the data of independent research centers.

2. Mass quantitative polls used for a wide range of tasks, such as: checking and detailing statistics, tracking overall dynamics (public opinion monitoring), receiving information about the individual aspects of the problem. A special group of research amounted to polls related directly to social advertising and exposure to public opinion, including an assessment of the audience of the media channels and the percentage of recognition or to memorize specific advertising circulation.

3. Qualitative survey methods. This group of methods is primarily presented with focused group interviews, so-called focus groups. Individual interviews are also used and so-called Desides (interviews in pairs). Qualitative research is aimed at understanding the motivational aspects of the behavior of the audience.

All methods for collecting information in sociological studies can be divided into two large groups: quantitative and high-quality.

Quantitative studies are intended to study objective, quantitatively measured characteristics of human behavior. Quantitative studies are predominantly descriptive.

Information processing in such studies is carried out using ordered procedures quantitative by nature. A sample in quantitative research is provided with strict requirements based on theory of probability and mathematical statistics. In this regard, the conclusions obtained based on the study of the sample aggregate are possible, for the entire general population.

Qualitative studies are intended to obtain with the help of special technology of so-called deep information. Qualitative research can be called interpretational. Qualitative research allows you to get information about the motives of behavior, the installations of people, that is, to get the answer to the question: "Why?". Strict selection requirements and mathematical confirmation of the accuracy of the information received to such research are not applicable.

A qualitative study is the process of discovery, while quantitative is the process of evidence and confirmation.

In this part of our work, we will consider a number of sociological studies conducted by Russian specialists and allow you to judge the effectiveness of the use of social advertising, the degree of its impact on the management of social processes. In view of the minimum number of similar studies in Russia, we analyzed one of the most successful experiences of Russian social advertising - advertising of the Ministry of Emergency Situations (MOE), and an attempt was made, to evaluate the impact of social advertising in a separate city (Moscow), on the example of one Of the most common means of transferring advertising messages - outdoor advertising.

The phrase "social advertising" occurred from the English. Social Advertising, and translated means attracting interest in significant problems or phenomena. This is one of the varieties of advertising, the purpose of which lies in the change of models of social behavior. In other words, this is a form of a unelicon presentation, a way to disseminate social ideas among society. They, in turn, should contribute to the humanization of society as a whole, and in the conquest of new vertices with utility from the point of view of public life.

Social advertising uses the same means of development as commercial advertising. However, there is a distinction associated with the purpose of using and use. Social advertising has an important strategic task, the essence of which lies in the change of the behavioral model of society, and not, not only for the subject of advertising, but also in the creation of completely new and difficult values. The object of this type of advertising is the social product. It can be represented in tangible and intangible form. Such products most often include ideas, relationships, as well as values. All of them must affect the change in the consciousness of citizens, as well as mass behavior.

Social advertising, in contrast to the commercial species, is necessary for the presentation of state interests. For this reason, it seems not a certain group of citizens, but a large audience. People who are in it are in no way related to the social status or the level of earnings, or executable activities.

Functions of social advertising

1. Economic function. Any category of advertising has an impact on an economic phenomenon, and it does not matter what purpose is delivered during the advertising. It has the formation of demand for a certain product, or the category of goods. Social advertising has a great influence on the development of completely new ideas or orders;
2. Social function. Thanks to it, with the help of advertising it is possible to fix in the subconscious of people the necessary values, behavioral forms, as well as interests. Of course, the sphere of its impact is narrow, but it deeply penetrates all the sectors of society, informing them and affect them. Advertising information deeply affects the human subconscious, as well as the behavior of the whole society as a whole.
3. Communication function. Its essence is a notification of a large number of people about certain events or data. This is a specific notification form, which is an impersonal data exchange. During his presentation, advertising not only informs about a certain subject, but also transforms all the data into the image memorable to the consumer;
4. Marketing function. The main task of this feature is to promote certain value or information. In other words, social advertising can be viewed as a complex of funds necessary for non-price stimulation, as well as the occurrence of interest.

These four basic functions apply to all types of advertising, but in addition, its social species has separate aspects of society. It:

• It helps to form the values \u200b\u200band standards of thinking. Thanks to its impact, mass traditions are fixed and returned, as well as established habits;
• Social advertising shows all human opportunities in terms of humanism, cultural values, universal development. Its task is to form a desire to use and apply these possibilities correctly. As a result, it is possible to implement many changes that cause life leveling;
• The main purpose of this type of advertising is the impact on consumer behavior;
• Among the techniques used in advertising when it is viewed, there is an indirect way of exposure. With its use begins to increase the level of consumption culture;
• Social advertising has a great impact on human consciousness. It introduces new knowledge to it, with the help of which you can improve yourself individually, and also make your life better.

Types of social advertising

1. Non-profit variety. It is advertising, sponsoring which occurs in non-profit institutions or charitable donations. Its task is not to promote goods or services, but impact on human consciousness. The ultimate goal is not considered to receive profits or benefits, since the non-commercial product is envisaged as an object of advertising. Despite this, for its distribution, it uses the same methods and techniques as a commercial variety. Unlike her, non-profit advertising has two goals. 1) impact on the behavioral model of society, 2) a clear focus on a large audience;
2. Public variety. This type of advertising is used to propaganda a certain positive phenomenon. This message creates professionals for free, it is an ethical refusal to make a profit. Thanks to the public relations of social advertising, it is possible to influence a large number of people, create new social values \u200b\u200band idealize behavior;
3. State variety. As a rule, this type of advertising is used by the infrastructures of the traffic police, police, tax forces and similar social institutions. The advertisements are promoted by their interests, the possibilities associated with their activities. This existing practice that has a great influence on a person and his thinking, in general. The presentations are changing about these areas of life, reassessing relations to the relevant authorities;
4. Social variety. This is the most extensive category, as it has many tasks. Thanks to it, you can attract a large number of people to current issues or phenomena taking place in society. The main purpose is considered to humanize a large number of people, as well as a new formation of household and moral values. This variety is still divided into two types. 1) Advertising required to introduce and consolidate certain norms of behavior, 2) Advertising, demonstrating the image of the whole world. It is aimed at improving existing moral norms. For example, it describes not just the fact that it is impossible to throw garbage on the street, but the entire overall picture is shown, from which the consumer finds out and uses it.

Social advertising implementation methods

Social advertising is a non-commercial direction, for this reason it can be implemented and demonstrated in any forms. These are mainly flyers, banners, posters, postcards, badges, as well as many other attributes. Social advertisements can also be represented in the literary sphere, for example, writing a poem or a small story.

The greatest influence is also possible to achieve with the use of television rollers. In turn, they are divided into three categories. These include: staged video, documentaries, as well as information records.

The most popular techniques for the implementation of social advertising are the following areas:

• Oral advertising, the transfer of which occurs with the help of radio. With its help, each person loses its own visual picture or an image that has a positive impact on the human subconscious;
• Photography is also considered one of the elements of advertising. Thanks to her, the text acquires greater reliability, people have a sense of empathy to the image;
• Social poster - A means of deep historical roots. With their help, you can show the whole depth, the whole point of the problem;
• Leaflets - a specific genre and form of social advertising. They are depicted photos together with the text calling for a certain action.

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

• Safe exercise of vital activity. Targets are prosecuted as preservation of purity in the city, preventive measures against crime, focus on the development of urban infrastructure.
• Problems associated with the achievement of equality, as well as social guarantees. It is used to solve such tasks as compliance with female rights, as well as the rights of older people, respectful attitude towards the elders, manifestation of tolerance to disabled people, etc.
• The problems associated with the environmental situation. This includes chemical safety, promotion of ideas directly related to the rational use of natural resources;
• Development of society in terms of education, changes, change.

Topics of social advertising and its use

1. Fighting threats, prevention of consequences, informing about good actions and purposes;
2. Declaration of values. The priorities are the family, the child, the relationship of members of society to each other, career and happiness in his personal life;
3. Creation. The desire to achieve the perfect state;
4. Psychotherapy of society. Such topics are rarely used, only in cases where it is necessary to repay the negative emotional state;

• As a social program, the focus of which is to solve many problems of society;
• As an element of the educational program, promoting questions of ecology, family, relations within her and a lot of others.

• Formation of a certain, own, but humane position;
• Broadcast social 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, change their relationship to many objects and situations.

However, there are also some problems associated with social advertising that affect exclusively in public services, but not on consumers. This includes the financial side of the issue, since the material means are not always found for its production and further placement. In addition, social advertising can never be placed on one booth, leaflet, etc. With commercial advertising. And the last minus can be considered the fact that it will not be possible to estimate its effectiveness.

Customers of social advertising

To date, the main customers of social type advertising are:

• Public companies. For them, social advertising is considered one of the methods of implementing its ideas related to public changes or promoting certain social values. Among the entire advertising of this type, which meets, the advertisements of public companies are most often found;
• Charity organisations. Their main activity is to assist in needing people. Social advertising will be able to help this, so they are engaged in its production. The main direction and the task is to collect financial resources 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 the most important and urgent problems of modernity, influence the consciousness of people and their thinking. Because of this, social advertising sponsored by the state is almost impossible to distinguish from the political species of advertising.
• Commercial firms. They are used for the development and dissemination of public responsibility programs of banking systems.

Social Advertising Groups

After the analysis performed, not only in Russia, but also abroad, it was possible to identify several thematic groups for which all social advertising could be distributed. It:

• Advertising, promoting the correct way of life. It belongs to the large number of topics, including the attitude to smoking, drinking alcohol and drugs, as well as topics related to AIDS, proper nutrition, as well as sports. In addition, an important place in this category is given to environmental advertising. The main purpose of its show lies in a gential attitude to animals and vegetation;
• Advertising aimed at forming laws. Most of the information of this category has a political tint, since one of its tasks is considered to preserve human freedoms, as well as demonstrating its constitutional rights;
• Patriotic advertising. As a rule, its demonstration occurs on holidays or sporting events, in connection with which it is necessary to unite the entire nation in general.

Influence of social advertising

A little higher has already been said that it will not be possible to determine the effectiveness of social advertising with accuracy. First, too much an audience is consumers of information, and therefore it is impossible to track down each person separately. Secondly, their change in the usual leaders or a change of actions in the behavioral model can be changed after viewing the social roller, but not for this reason.

However, studies were conducted on which several dozen people were present. Between themselves, they differed in absolutely all - racial, social status, manner of behavior, etc. All the social advertising was demonstrated, which almost everyone touched in the depths of the soul. Due to this, it was possible to find out that social advertising is not a form of monologic broadcasting, but a channel oriented communication. It works and interacts between society and a variety of interests, ideas. It forces people to reflect on the situation and the established problem.

Social advertising is of great distribution, but only abroad. In Russia, its level of efficiency is low. According to the results of one of the surveys, it was possible to identify that most of all people who participated in the survey completely do not notice social advertising. Other 20% believe that it is necessary for the decoration of the city, and not encourage action. The rest of the respondents 10% answered that social advertising begins to annoy them. 70% of people could not remember a single slogan, who would meet on the street or saw in the television video. Each third person believes that social advertising to anyone is not the necessary type of activity, as well as the fact that it does not completely affect the formation of new values \u200b\u200band installations.

Examples of social advertising