The phrase " Social advertisement"comes from the English. Social Advertising, and in translation means attracting interest to significant problems or phenomena. This is one of the varieties of advertising, the purpose of which lies in changing the models of social behavior. In other words, it is a form of non-personal representation, a way of spreading social ideas among society. They, in turn, should contribute to the humanization of society as a whole, and in the conquest of new heights that are useful in terms of social life.

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

Social advertising, unlike the commercial variety, is necessary to represent the public interest. For this reason, it is presented not to a specific group of citizens, but to a large audience. The people who enter it are in no way connected with each other. social status, neither the level of earnings, nor the activities performed.

Social advertising features

1. economic function. Any category of advertising has an impact on the economic phenomenon, and it does not matter what goal is set in the course of advertising. It has the formation of demand for a particular product, or 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 the necessary values, behavioral forms, and interests in the subconscious of people. Of course, its sphere of influence is narrow, but it penetrates deeply into all sectors of society, informing and influencing them. Advertising information deeply affects the human subconscious, as well as the behavior of society as a whole.
3. Communication function. Its essence is to notify a large number of people about certain events or data. This is a specific form of notification, which is an impersonal exchange of data. During its presentation, advertising not only informs about a certain subject, but also transforms all the data into an image that is remembered by the consumer;
4. Marketing function. The main task of this function is to promote a certain value or information. In other words, social advertising can be viewed as a set of tools necessary for non-price stimulation, as well as the generation of interest.

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

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

Types of social advertising

1. Non-commercial variety. It is an advertisement sponsored by non-profit institutions or charitable donations. Its task is not to promote a product or service, but to influence human consciousness. The ultimate goal is not considered to be a profit or benefit, since a non-commercial product is provided as the object of advertising. Despite this, for its distribution, it uses the same methods and techniques as the commercial variety. In contrast, non-commercial advertising has two purposes. 1) impact on the behavioral model of society, 2) a clear focus on a large audience;
2. public variety. This type of advertising is used to promote a certain positive phenomenon. This message is created by professionals for free, it is an ethical rejection of the opportunity to make a profit. Thanks to the public subspecies of social advertising, it is possible to influence a large number of people, create new social values ​​and idealize behavior;
3. State variety. As a rule, this type of advertising is used by traffic police infrastructures, police, tax forces and the like. social institutions. Advertising promotes their interests, opportunities associated with their activities. This is an existing practice that has a great influence on a person and his thinking in general. Ideas about these spheres of life are changing, attitudes towards the relevant authorities are being reassessed;
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 problems or phenomena occurring in society. The main purpose is the humanization of a large number of people, as well as the new formation of everyday and moral values. This variety is further divided into two types. 1) advertising necessary for the introduction and consolidation of certain norms of behavior, 2) advertising that demonstrates the image of the whole world. It aims to improve already existing moral norms. For example, it describes not just the fact that you can not throw garbage on the street, but shows the whole general picture, from which the consumer independently finds out and uses it.

Methods for the implementation of social advertising

Social advertising is a non-commercial direction, for this reason it can be implemented and displayed in any form. Basically, these are leaflets, banners, posters, postcards, badges, as well as many other paraphernalia. Also, social advertising can be presented in the literary field, for example, writing a poem or a short story.

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

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

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

The main topics that are depicted in social advertising are the following provisions:

• Safe implementation of life. Pursued goals such as maintaining cleanliness in the city, preventive measures in relation to crime, focus on the development of urban infrastructure.
• Problems related to the achievement of equality, as well as social guarantees. This is used to solve such problems as the observance of women's rights, as well as the rights of the elderly, respect for the elders, the manifestation of tolerance for the disabled, etc.
• Problems related to the environmental situation. This includes chemical safety, promotion of ideas directly related to the rational use of natural resources;
• The development of society in terms of education, change, change.

Topics of social advertising and its application

1. Fighting threats, preventing consequences, informing about good deeds and goals;
2. Declaring values. In this case, the priorities are the family, the child, the relationship of members of the society to each other, career and happiness in personal life;
3. Creation. The desire to achieve the ideal state;
4. Psychotherapy of society. Such topics are rarely used, only in cases where it is necessary to extinguish a negative emotional state;

• As social program, the focus of which is to quickly solve many problems of society;
• as an element educational program, which promotes issues of ecology, family, relationships within it, and many others.

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

However, there are some problems associated with social advertising that affect only public services but not on consumers. This applies financial side question, since the material means for its production and further placement are not always found. In addition, social advertising can never be placed on one stand, leaflet, etc. with commercial advertising. And its last minus can be considered the fact that it will not be possible to evaluate its effectiveness.

Social advertising customers

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

• public companies. For them, social advertising is considered one of the methods for implementing their ideas related to social change or the promotion of certain social values. Of all the advertisements of this type that are encountered, it is the advertisements of public companies that are most often encountered;
• Charity organisations. Their main activity is to help people in need. It is social advertising that can help in this, which is why they are engaged in its production. The main direction and task is the collection of financial resources for the needs;
• Government agencies. They use social advertising for their own purposes, the main of which is to create a contact between the state and society. Thanks to it, you can inform and report on the most important and actual problems modernity, to influence the consciousness of people and their thinking. Because of this, government-sponsored public service advertising is almost indistinguishable from the political form of advertising.
• Commercial firms. They use social advertising for the development and dissemination of social responsibility programs of banking systems.

Social advertising groups

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

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

Impact of social advertising

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

However, studies have been conducted, which were attended by several dozen people. They differed from each other in absolutely everything - race, social status, demeanor, etc. Everyone was shown social advertising, which touched almost everyone in the depths of their souls. Thanks to this, it was possible to find out that social advertising is not a form of monologue broadcasting, but a channel of oriented communication. It works and interacts between society and diverse interests and ideas. It makes people think about the situation and the current problem.

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

Examples of social advertising

Introduction

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

Conclusion

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

Bibliography

1. Agileva, Yu. V., Osipova, L. B. Features of the use of social advertising in public administration [Text]: / Yu.V. Agileva, L.B. Osipova //Theory and practice of state and municipal government. Sat. scientific works. Issue 8. - Tyumen: RIO TyumGASU, 1014. – P.175-179 1. Barbakova, K. G., Goreva, O. M. Intelligentsia and power: parameters of interaction // Izvestiya vysshikh educational institutions. Sociology. Economy. Policy. 1010. No. 4. P. 14-18. 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. - S. 51-64. 5. Zheleznyak, S. V. The experience of News Outdoor Russia with public authorities Russian Federation. Prospects for cooperation [Text]: /S.V. Zheleznyak // State advertising in the system of state communications: Sat. materials scient.-pract. conf. USSR M., 1008. - S. 45-51. 6. Korobkov, D. A. The role and place of state advertising in the system of state communications [Text]: / D.A. Korobkov - M., 1009. - S. 5-10. 7. Kotler, F. Marketing according to Kotler: how to create, retain and conquer the market [Text]: / F. Kotler - M .: Alpina Business Books, 1007. 8. Savelyeva, O. O. Introduction to social advertising [Text] : / O.O. Savelyeva - M., RIP-holing, 1009. - P.36. 9. Fromm, E. Escape from freedom [Text]: / E. Fromm - M., 1989. - S. 58. 10. Erhard, L. Welfare for all [Text]: / L. Erhard - M .: Case , 1007. - p. 35. Osipova, L. B. Features of the use of social advertising in public administration / L. B. Osipova, Yu. V. Agileva // Theory and practice of state and municipal management. Issue. 8. Tyumen: TyumGASU, 1014, pp. 175–178. 11. Sitdikova R.I. "Private and Public Interest in Copyright Law". M.: Lex-Kniga, 1010. - S. 13. 11. Strauning E.L. “Some Problems of the General Theory of Advertising Legal Relations” // M.: Lex-Kniga, 1004. - P. 13. 13. Subochev V.V. "Law and its role in ensuring the dialectical unity of personal, public and state interests" // Law and Politics. M.: Nota Bene, - 1003. - No. 11. - P. 4. 14. Voldman Yu.Ya. Commentary on the Law of the Russian Federation "On Advertising" // Legal Culture Foundation. 1998. 15. Tikhomirov Yu.A. "Public Law". Textbook. M.: BEK, 1995, - p. 53. 16.Totiev K.Yu. "Public Interest in Legal Doctrine and Legislation" // State and Law. - 1001. - No. 9. - P. 11. 17. Federal Law "On Advertising", dated 13.03.1006 No. 38-FZ // SZ RF. - 1006. - No. 11. - Art. 1131. 18. Federal law "On the contract system in the field of procurement of goods, works, services to meet state and municipal needs", dated 05.04.1013 No. 44-FZ // SZ RF. - 1013. - No. 14. - Art. 1651.

Social advertising and its role in the mechanisms of self-regulation of society

Formation of a new image of Russia for Russians is a key area of ​​social advertising. Two areas are important here:

The first is the creation of a new image of Russia and the setting of moral and ethical norms for society. Everyone knows what kind of country the Russian Empire was, what the Soviet Union was. What is Russia today, what are its emotional, rational components? Only by answering these questions can one give impetus to the formation of patriotism in society - the engine economic development and democratic stability.

The viewer receives positive information only during commercial breaks. Research recently conducted by the ROMIR center showed a very interesting result. Today, almost the only source through which viewers can see successful, smiling people is advertising.

The second task is advertising and information support for specific departments, whose work is directly related to people's daily lives. For example, the formation of a positive image of the army - on the part of the Ministry of Defense, the fight against drug addiction - on the part of the Ministry of Internal Affairs, the formation of the foundations of tolerant consciousness - on the part of the Ministry of Education, the payment of taxes - on the part of the Ministry of Taxation. Each ministry and department should have advertising budget to achieve its goals and objectives. Fortunately, in our country, one department works perfectly in this area and is an example of professionalism - this is the Ministry of Taxes and Duties.

The impact of social advertising on the life of the individual, social groups and society

IN modern world The media, including TV, has a strong influence on the minds of young people. One of the most powerful media today is TV, which has a significant impact on all aspects of human life, and on the formation of value orientations among the younger generation. Being the dominant leisure component, TV deserves special attention when analyzing its role in the development of various information by adolescents and youth, because this age period is characterized by intensive formation of worldview, character, and orientation. Much depends on the degree of attractiveness, the form of presentation of information, ways of organizing the impact on the viewer. A significant role in the process of perception of teleinformation is assigned to emotions, namely the mechanism of experience.

In our society, there is now a decrease in the birth rate, divorces, abortions, many bad habits. In developed countries, social advertising has long been effective in addressing the vital problems of society. In our country, a lot of things still need to be accepted for this.

In our time, Social Advertising is very necessary for a society in which there are a lot of problems of a different nature. The following goals are set for social advertising: 1. Raising a caring attitude to environment. 2. Formation of a respectful attitude towards the elderly and socially unprotected citizens, pensioners, veterans. 3. Strengthening and establishing links between generations. 4. Formation of positive behavioral attitudes (smoking cessation, anti-alcohol propaganda and other elements of a healthy lifestyle) and stereotypes of social behavior. 5.Unification of citizens on the basis of common interests and goals for solving social and cultural problems.

Photography has become an integral element of social advertising. It gives a sense of greater authenticity to the text. People have a feeling of involvement in the events depicted in the photograph, empathy for its heroes. A social poster is not only an interesting picture, it is also powerful tool acting on the psyche of people. The poster combines photography with text.

Flyers - also has a long history.

During the First World War, leaflets were dropped from aircraft, it was a fast and massively convenient way to distribute public service announcements.

The media and the Internet are nowadays a powerful tool through which you can influence the psyche with video, image and sound, videos are much more effective than posters.

Ideas and innovations of modern social advertising

Currently, advertising agencies are faced with the problem that outdoor advertising and videos no longer work, do not attract the attention they would like, it's time to move on to interactive technologies. Mobile technologies are developed abroad and useful information can be received through SMS, for example: pregnant women regularly receive SMS messages with useful information about pregnancy, childbirth and newborn care.

The development director of the Social Craft agency told the audience that the degree of penetration of mobile systems into Russian society is still lower than in the United States, but Russian users spend much more time on the Web than Americans, and social advertising creators need to use this advantage.

According to him, there is a group on the Vkontakte social network that raises funds for various social needs, and the number of this group doubled from October to December 2010. Social networks quickly respond to the problems of society, quickly identify falsifications, young people trust the Internet more than TV and radio. To be successful in in social networks it is necessary to develop a special strategy, and this is not quick, and not easy.

Social advertising plays a huge role in the creation and production of moral and spiritual values. Sometimes it spiritually enriches society, awakens in people best qualities. Call "Call your parents!" can be perceived differently in each family and in each child in its own way. We are talking about the level of "normality" - both in economic and political, and civil, and social terms. Here the possibilities of social advertising are invaluable. Social advertising should become a kind of self-regulator of society, its "conscience" and "common sense". Given the peculiarity of advertising communication - repetition, mass character, verbal accuracy, emotional richness, social advertising texts can serve as a moral catalyst for the state of society and positive adjustment of its life. Appeal to spiritual values ​​and moral standards can form the needs of the spiritual plane. Social advertising as a psychotherapy capable of "improving" social relations.

Social advertising in Russia - object legal regulation. In accordance with federal law of the Russian Federation "On Advertising" - dated March 13, 2006, social advertising represents public and state interests and is aimed at achieving charitable goals:

2. Activities carried out on a gratuitous basis by legal entities and individuals in the production and distribution of social advertising, the transfer of their property, including Money, other legal entities and individuals for the production and distribution of social advertising is recognized as charitable activity and enjoys the benefits provided by the Law. Charitable activities are also possible on the part of the media, which is most often carried out by placing or broadcasting advertising messages of a social nature on a gratuitous or preferential basis.

3. Advertising distributors - mass media organizations are obliged to place social advertising provided by the advertiser within 5% of the airtime (main print space) per year used within the limits established for advertising.

a change in the human model of behavior, is able to effectively use the ratio of verbal and averbal complexes.

It can be divided into 2 forms of realization of a socially significant idea: actual (in the form of the text of social advertising) and mental (the result of assimilation of the text of social advertising in the course of reading it by the addressee: visual image + (sound) + text = concept).

Unlike commercial advertising, Social Advertising is not directly related to commodity-money exchange, so modern researchers do not evaluate it from the position economic efficiency. The object of evaluation is the communicative effectiveness of Social Advertising, the main indicators of which are recognizability, memorability, attractiveness and agitation power of advertising. These qualitative criteria of communicative effectiveness are complemented by quantitative criteria related to the advertising capacity of information dissemination channels. In this regard, Social Advertising is no different from commercial advertising - its result is determined by the time of broadcast.

At the same time, it contains facts or statistics confirming the relevance of a particular problem, or describes a separate manifestation of this problem. Such advertising is usually very emotional. Even dry statistics are complemented by bright, memorable visuals. The viewer is required to realize the problem, to form their attitude towards it.

Strategic and tactical targets social advertising

Social advertising, unlike commercial advertising, does not set itself the goal of making a profit. The main purpose of social advertising is to attract attention and form a certain attitude of society to state and social problems. Such an attitude in the future can change the behavioral model of society.

In addition, social advertising is intended for a wide target audience, unlike commercial advertising. Social advertising serves as a criterion for the moral health or degradation of society, seeks to take a sober look at the world and change it for the better.

Allocate criteria psychological effectiveness social advertising. These include accuracy, information content, memorability, attractiveness, emotional richness, and others. The practice of social advertising shows the use of similar tools as commercial advertising. These are various TV commercials, printed editions, outdoor, transport advertising and other types. Allocate the main categories of social advertising. These include political campaigns, social advertising commissioned by public structures.

Social advertising represents public and state interests and is aimed at achieving charitable goals. Social media ads should not mention commercial organizations And individual entrepreneurs as well as specific brands.

Advertising distributors - media organizations are obliged to place social advertising provided by the advertiser within 5% of the airtime (main print space) per year, in accordance with the law on advertising.

When placing social advertising, according to experts, it is better to use advertising-attractive social blocks. This trend forms an idea of ​​the fundamental need for social advertising and helps to increase its effectiveness.

Media organizations are required to place social advertising provided by the advertiser within 5% of the airtime (main print space) per year, in accordance with the law on advertising.

Production and placement is free of charge, in some cases on a preferential tax basis.

International Campaign to Ban Landmines, Protect Nature and Wildlife.

The first social advertising appeared abroad. During the First World War, leaflets were scattered, posters were put up. It was something in the spirit of patriotism for the population. Such advertising helped to mobilize the army, improved conscription into the army.

In the USSR, social advertising was well manifested during the 2nd World War, more often it was posters, which to this day are very creative and effective, well thought out and meaningful. The main appeals were to work, to a healthy lifestyle, to help the sick and starving.

There were also ideological posters that praised communist values.

Its carriers were: leaflets, photographs, posters.

The main appeals were: to work, to a healthy lifestyle, to help the sick and starving. Raised the feeling of patriotism, such advertising helped the mobilization of the army, improved conscription in the army during the war years. In Soviet times, the government sought to form the “correct” views of society, to “move” them to bold activities that society needs, for example, resettlement to undeveloped lands.

In the late 1950s, when the regime was weakened, the type of social advertising changed somewhat, it became less ideological, there was a shift in meaning towards meeting the needs of citizens, and not just the party. There are more non-political advertisements. Topics relate to physical education and sports, a healthy lifestyle.

Problems modern society directly reflected in social advertising.

AIDS, smoking, alcohol, drugs, abortions, prevention of personal safety of citizens, civil rights and responsibilities.

In addition to problems, she sets national tasks, to improve the situation in sports, a healthy lifestyle, attitude towards nature and the world around her.

Social advertising - promotes public values, protects and defends the interests of vulnerable segments of the population (children, the elderly, the disabled), society as a whole, associated with life-support systems (environmental protection, animal protection).

Political advertising is a form of political communication in terms of choice, targeted impact on groups in a memorable way. Political advertising reflects the essence of a political party or person, sets voters to support them, forms and introduces into the mass consciousness a certain idea of ​​the nature of these political forces, creates the desired psychological attitude to vote.

Political advertising can also use the motives of social advertising, but a completely different goal is pursued - not to transform the world for the better and draw attention to the problem, but to show that a specific leader or party can change the world and solve urgent problems.

When analyzing social and commercial advertising, it was found that social advertising is intended to form basic moral values ​​in society. Commercial advertising only purposefully promotes a certain type of product or service. A different approach to the behavioral model in society is due to the economic or social point of view of each advertisement.

The main purpose of social advertising is to attract attention and form a certain attitude of society to state and social problems. Such an attitude in the future can change the behavioral model of society. The purpose of commercial advertising is to generate interest and attention, the attitude of the target audience to a particular product or service, to stimulate the purchase of the advertised product or service.

In addition, social advertising is intended for a wide target audience, while commercial advertising affects the interests of a small marketing group. Social advertising serves as a criterion for the moral health or degradation of society, seeks to take a sober look at the world and change it for the better.

Allocate criteria for the psychological effectiveness of social advertising. These include accuracy, information content, memorability, attractiveness, emotional richness, and others. The practice of social advertising shows the use of similar tools as commercial advertising. These are various television commercials, printed publications, outdoor, transport advertising and other types.

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

The advertising organizer, using mass media, has the opportunity to apply any number of artistic and graphic images to make the appeal attractive. Television advertisements often feature popular artists, hosts of television programs, praise a celebrity's product, use catchy melodies, etc. Therefore, the advertiser, depending on the product, its quality, consumer properties and likely demand for it, chooses the most effective method of advertising.

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

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

Internal factors are all that is happening within you at the same moment. For example, your attitude, your attitude to various things, your state of health, views, beliefs, past experience, etc.

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

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

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

Rice. 6.1.

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

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

Thus, the information carried, for example, by a billboard placed by the road, as it were, competes with other types of information that affect nervous system person.

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

As the market is saturated with goods, entrepreneurs face the problem of marketing. Only the consumer value of the goods is not enough. In order to successfully sell a product, it is necessary to create a special attraction, a symbolic value, the so-called image of the product, through which one can induce a person to buy this product. For example, to show that Marlboro cigarettes are not just cigarettes, but cigarettes for real men: advertising posters"Marlboros" depict a mature, courageous cowboy with a tattoo on his arm. A Mercedes car is not just an expensive car, but a car for “successful” people, etc. In the advertising business, the task of creating special symbols that embody the “image” of goods has appeared. Creating an image has become an obligatory part of the advertising and information business in the United States, not only for goods, but also for promoting political activities, ideas, and public figures. The production of illusions that feed life experience has become an essential part of advertising business USA. For example, in US car advertising, the focus is not technical specifications car, and its image, i.e. color, shape, interior trim, amenities, emphasizes the belonging of the buyer of this car to prosperous, rich people. Thus, the image of the purchased car in the mind of the owner refers him to a privileged social stratum of society.

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

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

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

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

Suggestion- a method of influence, designed for uncritical perception of messages in which something is affirmed or denied without evidence. Suggestion involves people's ability to receive information based not on evidence, but on the prestige of sources. There are primary (psychomotor) suggestibility, the essence of which is the willingness to agree with information based on non-critical perception, and prestigious suggestibility - a change in opinion under the influence of information received from a highly authoritative source.

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

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

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

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

Purpose of advertising usually, is to convince potential buyers of the usefulness of the product and lead to the idea of ​​the need to buy it. In a simplified form, the advertising message boils down to the formula: “If you buy this and that, you will get such and such a benefit ...”

The power of advertising impact on a person can also be demonstrated by the following example. Central television conducted an advertising experiment for viewers. For this experiment, a character actor from one of the Moscow theaters was invited. With potatoes thoroughly washed and packaged in nets of 1 kg at a price per kilogram, slightly higher than the average market price, the artist was placed on the capital's market. With the help of cardboard advertisement and verbal figurative advertising, the actor began to inform customers that the potatoes were grown in ecologically especially clean areas with bioadditives that promote effective hair growth and the destruction of facial wrinkles. Potatoes began to sell out quickly. Then the actor changed the plot of the advertising appeal - he began to advertise the potato as a remedy for impotence, which also attracted buyers, and the potato was sold in a matter of minutes.

The same skillfully disguised as a destitute actor in the utmost short term in a Moscow underground passage, he managed, with the help of a convincing appeal to passers-by, to collect a large amount of money, significantly exceeding the fee agreed with television.

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

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

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

The intensity of the impact of an advertising message is closely related to the so-called "forgetfulness of information." Human memory has developed specific ways of encoding, processing and storing information. Of the rather large volume of processed information, only a very limited part remains in memory. A significant part of the information is remembered for a short time for successful problem solving. current activities. This is the so-called working memory. Most often, the message of advertising is forgotten immediately after its perception. Therefore, in the initial period of advertising, it is necessary to transmit a large amount of information in an easily digestible emotional form per unit of time. Subsequently, the intensity of advertising can be reduced to a certain optimal level. Studying the memorability of information, scientists have found that those messages that meet the needs and demands of a person are most firmly remembered. The rest of the information partially remains in the subconscious and in the future can be unconsciously stored in memory for quite a long time.

The task of the advertiser is to find such methods of presenting the advertising text that would contribute to its figurative memorization. In addition, it is easy to remember the information in which there is an internal connection between a person's need and the properties of the advertised product. The more a person discovers these semantic connections in an advertising message, the easier he remembers its content. At the same time, it should be borne in mind that an advertising message may not immediately fall into the sphere of human attention. Studies by psychologists show that the first message falls into the sphere of attention of 30-50% of recipients. An ad must be posted at least three times to be seen by the vast majority of consumers.

A significant role in this is played by the choice of advertising medium, methods of presenting material, and the time of publication. The optimal number of repeated publications of an advertising message is determined depending on the time intervals formed from the moment of the first submission to the completion of the entire advertising cycle. Psychologists suggest, for example, using the following ad release schedule:

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

Such cyclicality in publications is explained by the fact that the process of comprehending and memorizing the advertising text must take place in stages.

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