Social advertising, its aims and distinctive characteristics

UDC 659.181

Authors

Peysakhova D. E.,
Student of the Faculty of Global Studies, Lomonosov Moscow State University, Moscow

Abstract

This article discusses the concept of "social advertising", the aims of social advertising and the first historical stages of its development in Russia and the USA. Attention was paid to the functions of social advertising, which define it as non-profit. The article describes the main characteristics of social advertising that distinguish it from other types of marketing communication. One of these distinguishing features is the orientation of advertising to a wider pop-ulation. The components of social advertising, as well as its direction in a wide and narrow sense, were emphasized. The article considers subcategories of so-cial advertising and the classification of social advertising by genre (the most famous social advertising genre is the slogan). The issue of the effectiveness and relevance of social advertising, the motives using which it is much easier to influence the mass consciousness, and also the criteria for evaluating the effec-tiveness of social advertising were highlighted.

Keywords

advertising, social advertising, history of the formation of social advertising, target audience, effectiveness of advertising impact, social prob-lems, social advertising genres, society, states, communication.