Social advertising management. Social advertising as a tool for managing social processes Krupnov Roman Vladimirovich. The concept of the role and essence of social advertising in society

economics - production, trade, finance, supply work force, job search;

household services - repairs, production of household items, recreation;

intellectual services - education, medicine, books, press, fortune telling, tourism;

spectacles - circus, theater, concert.

religion - religious posters, appeals, invitations to ritual events;

politics - campaigning for candidates in elections, slogans of rallies, demonstrations, manifestations;

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

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

family and interpersonal relationships - marriage announcements, invitations to meet, travel, enter into business.

charity - messages about charitable events, calls for donations;

Thus, the main players have already been identified - this is the state (including ministries and departments), non-profit organizations, politicians and political parties, business. If we have already defined government advertising as a subtype of social advertising, then the inclusion of social motives in political and commercial advertising cannot in any way be called social, although it is disguised as it (social advertising is often trusted more).

In Russia, a significant number of advertising agencies and media have joined the International Code of Advertising Practice and the Russian Advertising Code. And the current federal law “On Advertising” guards the ethics of domestic advertising. However, the number of complaints about unethical advertising is not decreasing. On the contrary, in many regions of the Russian Federation, local authorities stop advertising campaigns, responding to requests from citizens who see a violation in advertising images and stories. ethical standards and moral principles. Yes, marketing is progressive and modern, it promises great benefits, and advertising, as one of its important communications, can provide these benefits. But advertising works external environment, largely determined by socio-economic and cultural components. Not the least role in the creation of socially responsible advertising is played by such concepts as the culture of the advertiser and the culture of the advertiser, the norms and rules of ethics and morality that guide them. Morality is understood as “a certain system of norms, rules, assessments that regulate communication and behavior of people in order to achieve the unity of public and personal interests,” and ethics is “the doctrine of morality, morality.” Therefore, we would venture to assume that the differences in ethical and moral standards adopted by different participants in the advertising process: advertisers, advertising producers, advertising distributors and advertising consumers could become the cause of mutual claims and even a certain antagonism. It is known that moral norms and rules do not arise simultaneously, but are the result of natural-historical development, crystallizing from many years of everyday practice of human behavior and turning into certain models only if society intuitively realizes their undoubted benefit to general unity. It is difficult to make claims against any of the participants in the advertising process due to the fact that it is hardly possible to talk about the formed morality of our society at the current stage of its development. It is reckless to believe that modern Russian society continues to live according to the norms and rules of socialist (in the Soviet version) morality. However, it is also unjustified to assume that our society has completely accepted bourgeois morality or Christian morality, especially taking into account the multi-confessional nature of Russia. Nevertheless, postulates such as the individualistic orientation of morals and personal responsibility are quite popular. It seems that society is at a kind of crossroads - it has not yet completely broken with the morals and values that were forcibly implanted by a huge state and ideological apparatus, but it has not made a final choice in favor of the not yet entirely clear morality of today, but rather tomorrow.

It can be assumed that the discrepancy between the existing concept of ideal morality and real practice is a consequence of the development of our society and the search for certain norms of a new morality. Advertisers, advertising producers and advertising distributors have much more in common than the opposite, both in terms of social status and moral criteria. They are focused on the future, positioning themselves among the masses as no lower than the middle class. Advertising consumers are a more complex case. Some of them, for a number of reasons, both material and social, have accepted and retained the values Soviet era(collectivism, internationalism, universal equality, the provisions of the “moral code of the builder of communism”, etc.), and some, on the contrary, quickly began to try on the so-called “Western” or, as Marxists wrote, “bourgeois” moral values. A certain part of advertising consumers takes an intermediate position and reacts to advertising, either based on the values of yesterday, or focusing on the rather virtual moral criteria of tomorrow. In such a situation, mutual claims and a certain antagonism among participants in the advertising process are inevitable, which cannot but affect the development of the advertising market, its effectiveness, and the quality of advertising creativity. Russia has not yet encountered sufficiently consumerism - an organized movement of citizens and government agencies, aimed at expanding the rights of buyers and increasing their influence on sellers and manufacturers of goods, but dissatisfaction with advertising can initiate the activity of such a movement in our highly politicized society. It is appropriate to remember that it was consumerism that largely gave impetus to the emergence of the concept social and ethical marketing, gave relevance to the issues corporate ethics, fair competition and honest advertising. I would like to draw attention to the fact that the development of a kind of consensus between participants in the advertising market can be facilitated by concerted actions to improve the culture of the advertiser as a customer of advertising, that is, the main player in the mentioned market. It is the advertising customer who has all the capabilities (material and moral) to convey the necessary impulse to the manufacturer and distributor of advertising. In most countries of the world, it is the national associations of advertisers, interacting with other participants in the advertising services market, that play the main role both in the formation of this market, in the development and compliance with the rules of its measurements and research - everything that helps advertisers effectively promote their products to consumers, and in developing and observing ethical standards of advertising and market self-regulation rules. Compliance by the advertiser with the principles of ethical marketing, based on generally accepted norms of ethics and morality, imbued with social responsibility, can likely have the necessary impact on both the effectiveness and creative decisions in advertising, thus reducing the degree of social tension that today, to Unfortunately, sometimes it is provoked by clumsy or, which is also not uncommon, illiterate, unprofessional advertising.

I would like to note that there is much more social advertising now than, for example, 10-15 years ago. You can really see and hear her: billboards on the streets, in the subway, radio spots, television spots. I attribute this to the fact that, firstly, during this time the country has taken another step in development towards building a society that strives to resolve social issues, and secondly, people have become more susceptible to such influences. This is connected both with personal development and with an increase in the material standard of living. It is difficult to assess the success or failure of any campaign, since this would require official statistics on the “before and after situation,” so I will give my subjective assessment.

As an example of a campaign that works well or poorly, we can mention the “Courtesy Code” billboards and a series of TV spots on family values and the adoption of orphans + billboards about caring for orphans. It seems to me that the first campaign will not be successful, but the second, on the contrary, achieved its goal. The reasons for the possible failure of the first are the vagueness of the message, which does not contain a call to action and, secondly, the insufficient number of shields. The second campaign, on the contrary, evoked a response in the hearts of people - evidence of this is the increase in the number of children taken into families. We can say that the key to the success of any social advertising is, first of all, people involved in organizing and conducting campaigns, who are not indifferent to human problems in society, as well as the availability of the necessary resources, competent media planning and a non-standard approach to the implementation of such projects.

Introduction

Chapter 1. The essence of the phenomenon of social advertising 14

1. Main characteristics of modern commercial and social advertising 14

2. Models of development and functioning of social advertising 47

1. Management of social processes in modern society 84

Conclusion 147

References 158

Introduction to the work

Relevance of the research topic

IN modern Russia Political life is stabilizing, economic, administrative and social reforms are being carried out. At the same time, along with positive phenomena, it should be noted that there is a crisis in the social sphere. The depressing demographic situation, sharp stratification of property, and ineffectiveness of social policy measures provoke an increase in social tension, psychological stress, and a decline in moral standards. Russian society.

These circumstances force us to consider various tools for increasing the efficiency of managing social processes in our country. One of these tools is social advertising.

The relevance of considering social advertising in the context of managing social processes is also due to the fact that today in Russia a social program for the development of society is being developed; implementation of national projects in the field of healthcare and education. In this regard, it is necessary to develop a clear moral and legal framework in which Russian society will develop, and maximum self-realization of an individual is possible.

The problem of information and mechanisms for conveying the state development strategy and basic social values to all segments of society is becoming urgent. Their development will become a measure of the formation of self-awareness of society as a whole and the level of maturity of its social, political and government institutions. The following tools can be used to solve this problem: cultural events, the education system, news policy and social advertising.

Social advertising can be defined as a type of advertising communication, the purpose of which is to transmit to society socially significant information aimed at forming and changing public opinion, social norms, behavior patterns. At the same time, the main task of this communication is to involve members of society in solving social problems, i.e. actual involvement in the process

management. Therefore, the issue of considering the theoretical and methodological foundations of social advertising is extremely relevant.

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

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

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

It is important to consider that social information becomes social advertising when it is framed in accordance with the laws marketing activities- It has final goal; creation and placement is carried out on a paid basis; the message is non-personalized and is transmitted on behalf of a non-anonymous advertiser; contains an element of persuasion; information is transferred through intermediaries, i.e. mass media.

This is the Advertising Council. Since 1946, under the British government there has been
Central Office of Information (COI) - independent marketing center, objectives
of which - coordination of the activities of government structures in the field
communications and interaction with advertising agencies.

The situation with social advertising in Russia is critical. The volume of social advertising in Russia is now about 1% of the total market. While in Western countries this figure averages 25%. The current problems of Russian social advertising are: lack of a proper legislative framework; the absence of a body responsible for effective control and organization of social advertising campaigns, as a result of which the campaigns are chaotic and low-budget; disorder

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

Analyzing the process of development and implementation of socially significant advertising campaigns in Russia, we can conclude that developers do not have a clear understanding of the mechanisms of operation of this type of advertising, and the results of the impact of certain messages on society are not predicted.

We also note the lack of systematic scientific research aimed at formulating proposals for a possible way out of the crisis.

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

Degree of scientific development of the problem

It should be noted that very few works are devoted to the theory and methodology of social advertising, not only in Russia, but also abroad.

Among Western scientists who covered the problems of social advertising and whose materials were available for review, we can note: K. Bove, W.F. Arens, D. Burstina, J. Sivulku. 1

In Russia, recently there has been a rise in interest in social advertising activities from the scientific community. First of all, we should name Professor V.V. Uchenov and Associate Professor N.V. Starykh - authors of a book on the history of social advertising; Professor, Doctor of Sociological Sciences L.N.

Bove K., Arena U.F. Modern advertising. M.: Dovgan Publishing House, 1995; Boorstin D. Advertising and American Civilization//Advertising and Society. N.Y., 1974; Sivulka J. Soap, sex and cigarettes. A Cultural History of American Advertising. St. Petersburg, 2002.

Fedotova, touching on the problems of the development of social advertising in her scientific works Oh; researcher of communication problems G.G. Nikolaishvili, who studies the history of global social advertising.

The work of Russian advertising specialist S.E. deserves special attention. Seliverstova, 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 by researcher E.V. Stepanova. 3

Interesting, from the point of view of the development of the institution of social advertising in Russia, are Scientific research young scientists and specialists T.V. Rodnikova, V. Korkina, T.N. Shaporeva. 4

Over the past few years, the issue of social advertising has often been raised on the pages of printed publications of the advertising community and on the Internet. We can highlight the following authors who periodically explore social advertising communications in their works: M.I. Piskunova, T. Evgenieva, A. Fedorova, D. Belikov, S. Ovchinnikova, V. Lyaporov, N.S. Shekova, T. Astakhova, O. Grubin, N. Semina, Y. Borisovsky, A. Kazantseva, N. Evsina, A. Nefedova, E. Panova, S. Yablochkina, G.Sh. Talipova. 5

2 Uchenova V.V., Starykh N.V. Social advertisement. M.: IndexMedia, 2006; Fedotova L.N. Advertising in
communication process. M.: Cameron Publishing House, 2005; Nikolaishvili G.G. Social advertising how
technology of influence in public policy // website; Nikolaishvili G.G. Social advertisement:
theory and practice. M.: Virtual Gallery, 2006.

4 Rodnikova T.V. The role and importance of PR and social advertising in practice social work. Novosibirsk, 2000;
Korkina V. Social Internet advertising as a tool of influence in public policy. M.: 2003; Shaporeva 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/Library relations and advertising in
communication system. M., 2004; Evgenieva T., Fedorova A. “Call your parents!” or “Vote for Mr. X!”
//Message. No. 10, 2000; Belikov D. Sorry that we are contacting you // Advertising Industry magazine No. 15, 2005;
Ovchinnikova S. Russian and Foreign experience development of social advertising // website; Lyaporov V.
Public attention. Commercial benefits of social advertising//magazine Business Magazine No. 15, 2003; Shekova
N.S. Social advertising: basic concepts//Marketing in Russia and abroad No. 5, 2003; Astakhova T. Good
ideas are advertised in America // Money and Charity magazine No. 3, 1994; Grubin O. Development trends
social advertising in CLLIA//www. ; Semina N. Call your parents!//Advertising Industry magazine No. 2,
2002; Borisovsky Yu. Well-fed threat//Advertising Industry magazine No. 6, 2005; Kazantseva A. Please pay
taxes//Advertising Industry No. 11, 2003; Evsina N., Nefedova A., Panova E., Yablochkina S. Social advertising as
basis for the development of modern social life//site; Talipova G.Sh. Possibilities
formation of public opinion by mechanisms of social advertising/LZestnik TISBI No. 2,2000.

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

Among the works of Russian scientists devoted to the history of the development of advertising and its theoretical foundations, special mention should be made of the works of A. Romanov, E.V. Romata, I.Ya. Rozhkova, 0.0 Savelyeva, V.L. Muzykanta, E.A. Utkina, A.I. Kochetkova, I.Ya. Rozhkova, O.A. Feofanova. 6

Among Western experts, it is worth noting the works of the classic of modern marketing theory F. Kotler, who, in particular, concretized the foundations of the theory of socially responsible marketing, as well as D. Cravens, G. Hills, R. Woodroof, J. O Shaughnessy, A. Furnham, B. Gunter. 8

The theory and practice of advertising, the mechanisms of its impact on society were considered by such Western scientists as W. Wells, J. Burnet, S. Moriarty, D. Ogilvy, K. Rotzol, N. Foster, A. Deyan, D. Martin, M. McLuhan , R. Batra, J. Myers, D. Aaker, J. Rossiter, R. Percy, W. Schenert. 9

Romanov A.A. Advertising: between society and marketing: Scientific monograph. M.: “Marketi DS”, 2002; Romat E.V. Advertising. 2nd ed. St. Petersburg: Peter, 2006; Rozhkov I.Ya. Advertising: the bar for the “pros”. M.: Yurayt, 1997; Savelyeva O.O. Living history of Russian advertising. M.: Gella-print, 2004; Musician V.L. Advertising and Rg technologies in business, commerce and politics. M.: 2001; Utkin E.A., Kochetkova A.I. Advertising. M., 1997; Feofanov O.A. Advertising: new technologies in Russia. St. Petersburg: Peter, 2000.

Krylov I.V. Marketing (sociology of marketing communications). M.: Center, 1998; Maslova T.D., 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. Fundamentals of Marketing. M.: Progress, 1990; Cravens D.W., Hills G.E., Woodruff R.B. Marketing Management.
Homewood, Illinois: Irwin, 1987; About Shaughnessy J. Competitive marketing: a strategic approach. SPb.Liter 2002;
Furnham A., Gunter B. Types of consumers: Introduction to psychographics. St. Petersburg: Peter, 2001.

9 Wells W., Burnet J., Moriarty S. Advertising: principles and practice. St. Petersburg: Peter, 2001; Ogilvy D. Ogilvy on advertising.
M.: Eksmo Publishing House, 2003; Sandage I., Freiburger W., Rotzoll K. Advertising: theory and practice. M.: Progress, 1989;
Foster N. Advertising. St. Petersburg: Amphora, 2001; Deyan 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 R.,
Myers J., Aaker D. Advertising management. M., St. Petersburg, K.: Publishing House “William”, 1999; Rossiter, J.
Percy R. Advertising and product promotion. St. Petersburg: Peter 2002; Shenert V. Coming advertising. M., 1999.

In domestic scientific school one of the most notable researchers of the principles of managing social processes is V.G. Afanasiev. A great contribution to the study of the system of managing social processes was made by Russian scientists V.N. Ivanov and V.I Patrushev. eleven

Among other Russian management specialists in the social sphere who have studied the history of managing social processes, the structure and features of social resources, and ways to rationalize their use, one can note Yu.A. Afonina, A.P. Zhabina, A.S. Pankratova, V.G. Shchekina, O.L. Kuznetsova, P.G. Kuznetsova, B.E. Bolshakova, P.V. Romanova. 12

On the issues of interest to us within the framework of the study, among Western authors were P. Drucker, J. Sheldrake, M. Woodcock, D. Francis.

In addition to the direct theory of managing social processes, the work examines the basic principles of social policy.

Among the scientific works on this topic, it is necessary to highlight the work of the “father of the German economic miracle” L. Erhard. 14 This paper presents the main mechanisms for implementing effective social policy, implemented in practice in post-war Germany.

It should also be noted the fundamental work of Russian scientists S.N. Smirnova, T.Yu. Sidorina “Social Policy”, which systematizes and describes in detail the theoretical and practical foundations of the implementation of social policy, and describes the history of the emergence of this phenomenon.

10 Afanasiev V.G. Man in the management of society. M., 1977.

11 Social management/Ed. Ivanova V.N., Patrusheva V.I. - 2nd ed., revised. and additional M.: Higher. school, 2002.

12 Afonin Yu.A., Zhabin A.P., Pankratov A.S. Social management. M.: Moscow State University Publishing House, 2004; Shchekin V.G. Theory
social management. Kyiv, 1996; Kuznetsov O.L., Kuznetsov P.G., Bolshakov B.E. System "Nature-Society-
Human": sustainable development. M. - Dubna, 2000; Romanov P.V. Sociology of management and organizations. Rostov
n/a: “Phoenix”, 2004.

13 Drucker P. Management: Tasks, Responsobilities, Practice. N.Y.: Harper&Row, 1973; Sheldrake J. Theory
management: from Taylorism to Japaneseization. St. Petersburg: Peter, 2001; Woodcock M., Francis D. The liberated manager.
M., 1991.

14 Erhard L. Welfare for all. M.: Delo, 2001.

15 Smirnov S.N., Sidorina T.Yu. Social politics. M.: Publishing House of the State University Higher School of Economics, 2004.

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

In addition to literary sources, the work used materials from the following Internet sites: (portal dedicated to social advertising in Russia and abroad), (site dedicated to advertising industry news), (site about advertising and PR), (site of the Union of Social Advertising Creators), ( website of the Public Opinion Foundation), (website of the ROMIR-monitoring holding).

Object of study is social advertising.

Subject of research is the impact of social advertising on the management of social processes.

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

Research objectives:

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

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

analyze the main foreign models of development and functioning of social advertising;

conduct a comparative analysis of foreign and Russian models functioning 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 based on the analysis;

analyze the mechanisms for managing social processes in modern society;

Reveal the prospects for using social advertising in management
social processes based on the analysis of secondary data from a number of
sociological research.

Theoretical and methodological basis dissertation research was primarily based on general scientific research - historical, qualitative, integrated approaches, modern methods system analysis, methods of comparative analysis, basic provisions of the sociology of management, sociology of organizations, sociology of communication systems, theory of marketing and advertising, theory of management of social processes and theory of social policy. The dissertation research is based on the theoretical and methodological developments of such foreign and domestic scientists as F. Kotler, W. Wells, J. Burnet, S. Moriarty, D. Ogilvy, K. Bove, W.F. Arens, D. Burstina, J. Sivulki, A.A. Romanova, E.V. Romata, V.N. Ivanova, V.I Patrusheva, S.N. Smirnova, T.Yu. Sidorina, V.V. Uchenova, N.V. Starykh, L.N. Fedotova, G.G. Nikolaishvili and others.

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

Scientific novelty:

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

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

The dual nature of the use of the social advertising tool in the management of social processes has been revealed: social advertising can act as communication between subjects of managing social processes, or as a social (socio-psychological) method of management.

4. Based on secondary analysis of data from a number of sociological studies
the nature of the influence, efficiency parameters, priority areas have been determined
social advertising.

Theoretical significance of the study

The results of the study contribute to the development of the theory and methodology of managing social processes, which will help improve the efficiency of various government 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 for establishing social advertising activities of subjects of social management.

Provisions for defense:

Social advertising is a type of advertising communication, the purpose of which is to transmit to society socially significant information aimed at forming and changing public opinion, social norms, and behavior patterns. At the same time, the main task of this communication is to involve members of society in solving social problems. Priority areas for

social advertising activities in Russia are: the formation of a fundamentally new image of Russia for Russians, the creation of ideas about today's Russia; an explanation of the reforms taking place in the country, actions and decisions of government bodies; promotion of moral and ethical values, norms and behavior patterns.

The most common models of development and functioning of social
advertising was historically formed in the USA and Great Britain. Their main
characteristics is the presence of a coordinating body dealing with
issues of creation, placement, evaluation of the effectiveness of social advertising;
lack of strict legal regulation of social advertising
activities; tendency towards self-regulation of the social advertising market. For
emergence of a full-fledged institution of social advertising communication in
Russia needs to introduce a number of changes to the Federal Law “On Advertising” and tax
legislation; creation of a regulatory body at the state level,
responsible for placement, creation, selection of topics for social advertising messages;
organization of activities at state and public organizations
press services for working with advertising agencies and government
coordinating body.

Sociological methods make it possible to increase the effectiveness of social
advertising campaigns, receive feedback from the audience during their implementation,
and also predict the consequences of such campaigns.

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

Approbation of work

The main provisions of the dissertation were presented by the author at the conferences “Russia and social change in the modern world" - Moscow State University (Moscow, 2004), "Russian society and the challenges of globalization" - Moscow State University (Moscow 2004), "Social and cultural space of the city" St. Petersburg State University (St. Petersburg, 2004), "The Future of Russia, Development Strategy" Moscow State University ( Moscow 2005), “Lomonosov - 2006” MSU (Moscow, 2006).

Work structure: The work consists of an introduction, 2 chapters, including two paragraphs, a conclusion and a bibliography. The total volume of work is 161 pages.

Main characteristics of modern commercial and social advertising

Over the long paths of its development, society has provided itself with a variety of methods of communication, which ensured the adaptation of members of society to certain opinions and patterns of behavior.

The transformations that occurred in society on the path of its modernization, as well as the political, social, environmental, and technological consequences of industrial revolutions by the beginning of the 20th century. demanded new, more efficient ways of adapting individual members of society to social problems modern times.

Changes in habitat during industrial and economic activity human beings, which were recognized by society quite a long time ago, by the middle of the 20th century. led to an ever-increasing sense of anxiety and concern. This happened because all continents by this time had become a platform for intensive industrial production; the rate of “processing” of natural resources increased; a connection was discovered between countless industrial accidents and the so-called the latest technologies, as well as testing weapons in the natural environment with harmful consequences for humans. The complex of negative effects of such development has actualized the problems of the physical survival of mankind.

By this time, the obvious social consequences of macroeconomic changes began to accumulate - population growth, overcrowding of people in megacities, a sharp increase in social differentiation, rapid use of non-renewable natural resources, psychological stress of people, a quantitative increase in the number of disabled people, homeless people as a result of military operations, etc. d. A person has a qualitatively more frequent turn to such unsafe methods of achieving psychophysiological comfort as alcohol and drugs.

Not a single form of social consciousness remained aloof from this fundamentally new state of human civilization. Such disciplines as management of social processes and social policy have emerged and become widely used. There are public humanitarian foundations, the sphere of art widely touches on modern social problems, and the church appeals to the masses.

The phenomenon of social advertising, which interests us within the framework of this study, as a way of forming a socially approved and socially disapproved action or opinion, appeared and took organizational form.

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

The concept of “advertising,” despite the significant role it plays in society and the widespread use of this concept in everyday life, is one of the most controversial in modern scientific literature. Moreover, the category “advertising” is analyzed from many points of view, and each of the approaches is characterized by the ambiguity and heterogeneity of perception of this category and the numerous scientific definitions.

An analysis of scientific sources indicates that the main approaches are: communication, functional, material, sectoral and cultural (see Figure 1 on the next page). It should be noted that all of these approaches are closely interrelated and complement one another. In some cases, it is difficult to draw a line between them, so it would be inappropriate to strictly separate them, much less contrast them with each other. Next, we will consider the main features and characteristics of these approaches.

The primary understanding of advertising was to regard it as one of the forms of commercial communication. Advertising communication is initially aimed at forming interpersonal connections between participants in market relations in the process of selling goods. Marketing communications specialist I. Krylov wrote: “The very etymology of the word “advertising” (from the Latin verb “reclamo” - to shout) emphasizes that its main function is informational (transfer of information) in verbal channels of social information, usually paid for by a specific advertiser and aimed at a specific circle of people (target audience).”

Models of development and functioning of social advertising

In the previous paragraph, we examined the main definitions, functions, types and distribution channels of social advertising. The analysis carried out allows us to move on to a description of the main models of development and functioning of the institution of social advertising. For a comprehensive analysis, we singled out the two most common, in our opinion, models - the USA and the UK. Then we will characterize the main stages in the development of social advertising in Russia.

Many researchers note that for American society the phenomenon of advertising is the most important element in the formation of both a fundamental worldview and current life orientations. With a certain amount of irony, the famous American sociologist D. Boorstin characterizes the first North American settlers who arrived from Britain as people who believed the advertising in the metropolis that convinced them to settle the colonies. He further writes: “And to this day this is the main stream of American civilization - in the settlement of the continent, in the development of the economy, in the creation of the American standard of living. Advertising expresses optimism, a sense of solidarity, the desire for enrichment, which has played such an important role in our civilization.”

The first advertisement created public organization, appeared in 1906: The American Civic Association called for the protection of Niagara Falls from encroachment by electric companies. To do this, this organization bought advertising pages in popular weeklies using voluntary donations. The public initiative was supported by the government, and Congress adopted a corresponding environmental law. At the same time, the National Child Labor Committee launched a large-scale campaign against the exploitation of children in the workplace.

With the outbreak of World War I, a new stage in the development of social advertising began in America. The Federal Committee of Public Information was promptly created to explain the essence and goals of the war. One of the Committee's most famous campaigns was the creation of the Uncle Sam "I Want You to Join the US Army" posters (1917).

During these same years, the tendency of some advertisers to use social themes in commercial advertising was clearly evident in American advertising. It's about on declaring the merits of a product of a particular company, which allegedly strengthen the spirit of the army, help preserve the health of soldiers, etc. Characteristic in this regard is the appeal to the audience of the company that produced Ivory soap: She stated that this product “really pleases our boys in the short hours of rest between battles, when they can enjoy a shower and clean linen.”

The period between the two world wars was rich in various economic and social upheavals for the United States. Social advertising in this time period was used as a means of support in the implementation of various administrative programs. On the initiative of the administration of President F. Roosevelt, which developed the so-called New Deal, a number of departments were created to provide social assistance to the population: Department of Public Works, National Council Labor, National Recovery Administration, etc.

The National Recovery Administration (NRA) has been widely publicizing its public and entrepreneurial activity aimed at restoring the American economy. For example, in 1933 this management developed advertising urging consumers not to buy goods produced using child labor. Advertising campaigns were also carried out under the auspices of the Works Progress Administration (WPA). This organization created posters on socially significant topics of overcoming unemployment, maintaining presence of mind in difficult conditions. More than two million copies of visual advertising sheets have been published on 35,000 topics

Managing 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 to have a targeted control impact on society. Social advertising can motivate people, direct them towards the implementation of certain socially significant goals, and change their behavior patterns. In addition, social advertising communications are capable of forming in individuals a loyal attitude towards the subjects of management, and the subjects of management themselves convey their decisions to society and explain their actions. Thus, it is important to consider social advertising as a tool for managing social processes.

Theory and practice modern management social processes in the conditions of the information revolution are subject to fundamental qualitative changes. Their essence is that the focus of modern management is “human resource”. The social development of citizens, the satisfaction of their social needs and the desire to constantly improve the quality of life of the population have long become the norm of behavior of the state (welfare state), market relations (socially limited market), relationships between classes and groups (social space). The fact has been realized: a high quality of life for the population is not only a goal social development, but also a modern mechanism for obtaining High Quality and product reliability, effective solution of economic problems.

In today's management practice, not only social priorities are created, but also social technologies(informational, organizational, communication, administrative, regulatory). The social sphere of management (management of social processes) becomes relatively independent, multi-structural and massive, both from the point of view of the object of influence and its subject. In connection with the current situation, the use of various means of communication and influence on public opinion in social management is of particular importance,

behavior, motivation of the population or its individual groups. One of these technologies, taking into account the extensive analysis we carried out in the previous chapter, may be the object of our research - social advertising. Next, we will take a closer look at the main characteristics, subject and content of the social process management system, and also dwell in detail on its important component - social policy. In our opinion, it is during the planning and implementation of the latter that the mechanism of social advertising can be fully involved.

Managing social processes as component management science, as well as sociology, studies the system of social relations, social processes, the social sphere, social resources and the management and organizational relations that develop in them, their patterns and principles. In this area of management, a wealth of theoretical and practical experience is used, accumulated during the evolution of various management schools - from the scientific management of F.U. Taylor before school human resources. As a mass phenomenon, the management of social processes arose as a result of the implementation managerial revolution in the West in the 60-80s. XX century.123 Based on the fundamental knowledge of management science, general principles technologization of social space, it pursues rather pragmatic goals - to obtain the greatest social effect in a given segment of social space at the lowest management costs. Management of social processes is closely linked to the effectiveness of managerial influences in the social sphere and their reverse impact on market structures, economics, finance, management structure, etc.

Modern scientific literature provides quite a lot of scientific definitions of the social sphere of management. Analysis shows that most of them repeat or complement each other.124 In our opinion, the most complete and consistent with the concept of our research is the definition given by Russian scientists Yu.P. Afonin, A.P. Zhabin and A.S. Pankratov:

Management of social processes is a field of management that develops theoretical and practical skills that allow one to effectively influence social processes, influence the creation of a social environment favorable to humans, and design social organizations, which in turn ensures the rational use of the richest and most unlimited of all resources - human. The main task of this area of management is coordination, harmonization, and direction of society’s activities towards a common goal.

This definition of social process management allows us to trace a close relationship with the goals set for social advertising. Here is what the famous Russian specialist in the field of social advertising D.A. writes about this. Korobkov: “The success of the development of any organization, be it a large concern, a young company or an entire country, depends on two factors. The first is having a clear vision of the goals and development prospects of the organization. The second is how this vision is communicated and conveyed to all participants in the organization. As a rule, economic success is accompanied by high motivation. When a country is going through a period of reforms, social advertising activities to explain goals and objectives are especially important... Social government advertising creates new horizons, new foundations and objectives, it creates the very desired image of the future that the country and society should strive for”126. Ultimately, the ultimate goal of social advertising is to involve the entire society or its individual groups in solving problems identified during communication, in other words, in 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 use of social advertising in the management of social processes and the effect of it can be more accurately determined with the help of sociological and marketing research. For example, the Advertising Council in the United States constantly conducts public opinion research, both before the start of social advertising campaigns and after their completion. Research helps to assess the scale of the problem and record the results of changes in the consciousness of the audience, its behavior, and, therefore, trace how this or that social advertising influenced the process of social management.

We can highlight the following tools that, in our opinion, help collect the information necessary to assess the effectiveness of social advertising:

1. Statistical information about the state of society or a social problem. This is, first of all, data from state statistical institutes, adjusted by data from independent research centers.

2. Mass quantitative surveys used for a wide range of tasks, such as: checking and detailing statistics, tracking general dynamics (monitoring public opinion), obtaining information about individual aspects of the problem. A special group of studies consists of surveys related directly to social advertising and the impact on public opinion, including the audience’s assessment of media channels and the percentage of recognition or memory of a specific advertising message.

3. Qualitative survey methods. This group methods are represented primarily by focused group interviews, so-called focus groups. Individual interviews and so-called dyads (interviews in pairs) are also used. Qualitative research aims to understand the motivational aspects of audience behavior.

All methods of collecting information in sociological research can be divided into two large groups: quantitative and qualitative.

Quantitative research is designed to study objective, quantifiable characteristics of people's behavior. Quantitative research is predominantly descriptive.

Information processing in such studies is carried out using ordered procedures that are quantitative in nature. Strict requirements are imposed on sampling in quantitative research, based on probability theory and mathematical statistics. In this regard, it is possible to transfer the conclusions obtained from studying the sample population to the entire population.

Qualitative research is intended to obtain so-called in-depth information using special techniques. Qualitative research can be called interpretive research. Qualitative research allows you to obtain information about the motives of behavior and attitudes of people, that is, to get an answer to the question: “Why?” Strict requirements for sampling and mathematical confirmation of the reliability of the information obtained are not applicable to such studies.

Qualitative research is a process of discovery, whereas quantitative research is a process of proof and confirmation.

In this part of our work, we will consider a number of sociological studies conducted by Russian experts and allowing us to judge the effectiveness of the use of social advertising and the degree of its influence on the management of social processes. In view of the minimal 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 (EMERCOM), and also made an attempt to evaluate the impact of social advertising in a single city (Moscow), using the example of one One of the most common means of transmitting advertising messages is outdoor advertising.

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1.1 The concept of the role and 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 it corresponds to the concept of “not commercial advertising" and "public advertising". Let's look at the definitions.

· Public (social) advertising conveys a message promoting some positive phenomenon. Professionals create it for free (it would be more correct to talk about the ethical position of non-profit), space and time in the media are also provided on a non-commercial basis.

Social advertising is public communication using advertising tools and methods and PR organizations that act as subjects of promotion in society of such a “product” of mass demand as a certain social policy. Moreover, social policy is truly a “goods of mass demand”, since every citizen needs a social policy that would be fair to him and would ensure the demand for social security.

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

Social advertising is advertising that encourages us not to make purchases, but to act. For example, don’t smoke - you don’t have time for that, call your parents, take care of nature, etc. Such advertising, of course, does not provide any economic benefit. The emergence and development of social advertising in the Russian advertising market was due to objective reasons. The destruction of the established system of social connections, permanent political and economic crises in the country, rampant crime led to the demoralization of public communications, giving rise to new order relationships, based primarily on the priority of material values. Social vulnerability of the population, lack of support from the state and various public institutions contributed to the aggravation of existing and the emergence of new social problems. There is a clear need to change public social policy, one of the tools of which is social advertising.

The main feature of social advertising. If there is a carefully developed social or charitable policy of a corporation producing goods and services, it forms a special and increasingly significant element of its image - social utility. This criterion, when evaluating and choosing a product and service by a consumer, is becoming increasingly higher in the ranking of consumer criteria

A special direction is occupied social programs, initiated or actively supported by state and municipal bodies. Here, businesses have ample opportunities both to build stable positive relationships with various government agencies and to enter the market as a partner organization in the implementation of government policy.

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

Sponsorship is a type of commercial investment in social projects, designed to enhance the company's image and value. This is not altruism, not philanthropy, not patronage; rather, sponsorship can be classified as one of the PR technologies.

Sponsorship in social advertising – Part 4 of Article 10 of the “Advertising Law” allows the indication of a name in social advertising legal entity(Full Name individual), which is a sponsor of social advertising, without mentioning specific brands (models, articles) of the goods it produces, trademarks, service marks and other means of individualization.

· informing about social services;

· formation of public opinion;

· drawing attention to current problems of public life;

· formation of new behavioral attitudes (anti-alcohol propaganda, smoking cessation, etc.);

· creating a positive image public services And non-profit organizations;

· formation of a positive attitude towards government agencies;

· demonstration social responsibility business;

· strengthening socially significant institutions of civil society;

· formation of new types public relations;

· changing the behavioral model of society.

· the object of social advertising is what is advertised (values - for example, universal, cultural, religious, patriotic, family, individual, etc.; socially approved models of behavior - for example, a healthy lifestyle, respect for elders, maintaining cleanliness and order);

· concentration on target audience(selective - addressed to a specific social group and mass – aimed at broad sections of the population);

Basic functions of social advertising. Let us dwell on the main functions of social advertising, keeping in mind that at this stage of its development, they are not fully realized and it is currently not possible to talk about dysfunctions or obvious and latent functions.

Information function. It consists of drawing attention to current social problems, informing about ways to solve and prevent them, as well as about the activities of non-profit organizations or government agencies and the social services they provide.

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, has been affected by the development of globalization processes, which leads to the erosion of national limitations in a number of spheres of modern society: economics, politics, culture;

– the situation is aggravated by the crisis of national identity that arose during the transformation of 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 setting the moral and ethical standards of society, forming a position of “civic responsibility” and attracting citizens to participate in social life;

So, social advertising, like any other, lives and works in three-dimensional space - the space of formation of ideas, relationships and actions. But, unlike other examples of the advertising industry, it forms an idea not of a product, but of a very specific, social problem, of ways to solve it, of socially useful and socially safe behavior. And, accordingly, it contributes to the formation of a very definite attitude towards this problem, as well as towards options and methods for solving it. And quite naturally it contains motivation to perform a necessary, desired action, but not aimed at satisfying a person’s private needs, but a socially useful action. The practice of social advertising increasingly includes such a side of commercial interest as the promotion of corporate values and possible background penetration into commercial advertising market, an example of this is the organization of political advertising

1.2 The problem of state policy in the field of social advertising

For now the legislative framework Russian social advertising includes:

Federal Law of July 18, 1995 No. 108-FZ “On Advertising” (in its latest version Federal Law dated March 13, 2006 No. 38-FZ);

Federal Law of August 11, 1995 No. 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 adopted. Over the past ten years, drafts of such a law have been repeatedly developed and edited by various initiative groups, but were not heard or discussed at meetings of the State Duma of the Russian Federation.

Let's consider one significant point: the Law “On Advertising” does not mention that the placer of social advertising does not pay taxes for the 5% quota provided. Thus, the media not only give up airtime and space for social advertising (they operate at a loss), but also pay taxes for it. In addition, according to the law, the advertiser has the right to demand remuneration for placing social advertising, but practice shows that such advertising is placed free of charge.

The legislation regulates this issue as follows:

according to the Tax Code of the Russian Federation, cash donated to charitable purposes are not subject to taxation. Consequently, the collection is illegal and the collected taxes must be returned through the court.

In this situation, a problem arises: who will control the entire taxation process, determining for what percentage of advertising taxes should be taken and for which - not. As an alternative, when placing social advertising, it is proposed to enter the mark “as a social advertising”. In this case, the antimonopoly committee could monitor advertising under such a mark to determine its compliance with the norms and concepts of social advertising. However, for this it is necessary to create an expert organization - a body that would classify and examine products placed as social advertising, control the entry of social advertising into the market and monitor the standard for the use of that same 5 percent limit.

So, at the moment the main problems , that producers and advertisers of social advertising face due to the imperfections of Russian legislation are:

inaccuracy in basic terms and evaluation criteria;

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

the absence of both sanctions for refusing to place social advertising and incentives for the active dissemination of effective social advertising;

Let's consider possible solutions to these problems:

replacement or clarification of the term “social advertising”;

development normative act, explaining the enforcement of existing laws;

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

2.1 Dependent behavior as a personality trait, its varieties

Man is a social being and constantly strives to interact with other people, in particular to establish friendships and love relationships, and 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 all-consuming, a loved one becomes the main and only meaning of life, overshadowing all other areas of life. Most often, such dependent behavior manifests itself in romantic relationships, but often such painful relationships arise between close relatives. It is almost impossible to build constructive relationships on the basis of addiction, which makes both suffer. The addict constantly demands from the other confirmation of his significance, importance and necessity; this kind of confirmation is never enough. Because of this, a feeling of resentment arises and a contradictory attitude towards the object of addiction (a combination of love and hatred) is formed. Another option is to completely subordinate one’s plans, goals, and interests to the object of dependence. Parting with the object of addiction, in such a relationship, can cause severe emotional states in the addict: depression, anxiety, and possibly even suicidal thoughts. The reason for this dependence is the person’s belief that he is not competent enough, is not able to cope with life’s difficulties on his own, and therefore constantly needs someone nearby. That is, addiction in this case is a personal trait of the addict, which can and should be worked with.

Addictive behavior – a type of deviant behavior characterized by an irresistible subordination of one’s own interests to the interests of another person or group, excessive and prolonged fixation of attention on certain types of activities or objects that become overvalued, a decrease or impairment of the ability to control one’s involvement in any activity, as well as the inability to be independent and free in choosing behavior.

However, no matter what the object of addiction, it always leads to negative changes in life: social connections are disrupted, the range of interests is narrowed, health and emotional state deteriorate.

Let's look at different types of dependencies in more detail.

Dependence on the use of surfactants. One of the most destructive types of addiction is addiction to psychoactive substances (PAS). Substance abuse means drug addiction, substance abuse, alcoholism, smoking, that is, abuse of substances that affect the functioning of the nervous system.

At the physiological level, substances that the body produced independently are gradually replaced by surfactant components. As a result, a person is no longer able to enjoy and relax without using surfactants. And if it is impossible to take a surfactant, withdrawal syndrome occurs, which includes both unpleasant and even painful physical sensations and emotional disorders, such as depression and increased anxiety. In addition, these substances have a toxic effect on the entire body as a whole, which leads to disruption various systems body. But the occurrence of addiction is not limited to physiology.

It is very important to understand that there are always psychological reasons behind addictive behavior. Substance addiction can be a way to attract attention, play the role of a victim, or an escape from problems. Sometimes this method looks like a way out difficult situation, but in fact this only makes the problems worse. A situational temporary improvement occurs, which allows you to mistakenly think that something has really changed for the better. In this case, this method of “solving” problems or coping with stress can become established as effective and develop into addiction. An example of this is the use of alcohol or drugs in stressful situations, in order to distract and relax, which over time develops into systematic abuse.

Currently in Russia, more than 3 million patients with alcoholism, drug addiction and substance abuse are under dispensary observation in narcological institutions in Russia, most of whom are alcoholics. In Moscow alone, about 30 thousand drug addicts and about 100 thousand alcoholism patients are registered, and every year the number of people dependent on psychoactive substances is increasing. It is important to note that these are predominantly people aged 16 to 30 years. According to statistics, mortality due to surfactant poisoning in Moscow is more than 500 people per year. It should be borne in mind that not all those suffering from addictions seek help. medical care Therefore, statistics data cannot show us the real picture.

Gaming addiction has many varieties, among which one of the most common is addiction to slot machines. It is human nature to want everything at once, and this cannot be called something abnormal, as long as one maintains a realistic attitude towards one’s desires and control over them. Slot machines are perceived by many as harmless entertainment, one of the ways to have fun and relax, but the excitement and attractiveness of “easy” money quickly captivates people. At first, the person visits occasionally slot machines, makes small bets, and when he wins, he calmly leaves, realizing the minimal probability of winning again. Losing discourages frequent visits. Some people stop at this stage. But some go further and begin to play more often and longer, but the desire has not yet turned into a habit and stopping the game is still possible. Gradually, the person notices that it is difficult for him to stop, he begins to get nervous when he loses, and when he wins, he throws the entire amount back into the machine. With each loss, the illusion of imminent success grows, and its own systems of number combinations, superstitions and rituals appear. Anxious anticipation of the desired gain is an alarming sign of addiction. If desires become noticeable and difficult to overcome, then perhaps treatment for gambling addiction has become relevant for you. Do not forget that gaming addiction leads not only to obsessive thoughts about the game, increased anxiety and destruction of relationships with loved ones, but also to significant financial losses.

Computer addiction (Internet addiction, gaming addiction) is a relatively “young” and at the same time especially relevant type of addiction in our time. Computer addiction is dangerous primarily because it leads to a significant disruption of adaptation in society (inability to work or study, inability to start a family or even take care of oneself). A person suffering from computer addiction transfers all his desires, needs, ambitions into virtual space and gradually replaces real life with virtual life. In the life of any person, communication with other people is important, and making acquaintances and subsequent communication is often easier to establish in the online space. This becomes a problem when, with an abundance of virtual acquaintances, real life all social connections are destroyed: relationships with acquaintances, friends, and relatives deteriorate. In the modern world, a large number of people spend significant time at the computer. Work, study, searching for information, entertainment - for many, a computer, including the use of the Internet, is a necessity. However, if you spend most of your free time at the computer, if online games attract more than real life entertainment, if you want to check email or your page on the website social network occurs several times a day and becomes an obsession; if communicating with friends and acquaintances online is more interesting than communicating in reality, then these are the first signs of computer addiction.

It is necessary to take into account that any form of addictive behavior is not a problem of one person, it also affects those close to the addict. Often a person is unable to control behavior because he denies or devalues the problem, blames others for everything, and rationalizes his own behavior. Such protective mechanisms do not allow you to adequately and soberly assess and control your own condition and understand the scale of the problem. Almost always, the behavior of an addict not only destroys his contact with loved ones, but also brings many problems into their lives. Relatives, as a rule, experience anxiety and concern for the addict, a feeling of guilt because they did not prevent addictive behavior or because they cannot help. Often relatives refuse their own life in order to control the behavior and state of the addict, to try to help him. An example of this is a father of a family suffering from alcoholism, who causes scandals, spends the family budget on alcohol, or even beats up family members. Another example is a young man of working age who spends all his time at the computer, but does not work or study, forcing his parents to take care of him and provide him financially.

Often a person suffering from addiction refuses the help of specialists or agrees under pressure from loved ones, but this does not bring results. The problem is that until a person himself wants to cope with addiction and understands the reasons for its occurrence, treatment cannot be effective. An addicted person is responsible for his own recovery and excessive care from loved ones can have the opposite effect, so social advertising can provide active help here.

Thus, we can say that behavioral addiction is a problem not only of an individual, but also of society; social advertising can be one of the means of its prevention; the technology of its organization will be discussed in more detail in the next chapter.

An advertising campaign (AC) is the main tool for the customer to implement its advertising strategy, one of the elements of tactical planning of advertising activities. Control of the advertiser’s advertising activities will be effective if it is properly organized during advertising campaigns. Such a multifaceted approach to the same concept is not surprising. After all advertising campaign, organically contains all the elements of the control system advertising activities: planning, organization, control, and Information Support. Moreover, during an advertising campaign, to achieve the goal, techniques and methods of other forms of marketing communications are often used: public relations, sales promotion, exhibitions, etc.

An advertising campaign is a set of interrelated advertising activities covering a certain period of time and aimed at achieving a specific marketing goal by the advertiser. The duration of an advertising campaign depends on the goal, the characteristics of the object of advertising, and the scale of the campaign. Conducting a social advertising campaign requires careful preparation. It begins with justification of the need and feasibility of its implementation.

(1) situational analysis;

(2) determination of the goals of the Republic of Kazakhstan;

(3) identification of the target audience;

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

(7)implementation of the RC;

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

Let's consider an example of the organization and work of a photo exhibition on the subject of prevention, addictive behavior, and the initiative of the youth association “Young Health Patrol” was the organization of a photo exhibition and a charity event to promote a healthy lifestyle “Time is Present. I don’t smoke because...” (photo project by Vladimir Glynin).

Justification of the project. Currently, many social problems have become more acute in Russia, in particular, there has been a trend toward an increase in the number of young people smoking, which is especially pronounced in the age group of 16–23 years. One of the ways to influence this target group is the development of social advertising campaigns, including the organization of photo exhibitions, the effectiveness of which on the target group can be assessed through comprehensive research.

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

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

Objectives of the activity

– developing in people an understanding of the need for positive changes in lifestyle and supporting their aspirations for such changes,

– promotion of appropriate motivations in relation to one’s health, development of skills and habits for a healthy lifestyle;

– promotion of a healthy and decent lifestyle, high culture of behavior, instilling rejection among young people bad habits, foul language, the desire to follow a healthy and dignified lifestyle.

– teach teenagers to overcome the bad habit of smoking.

Conceptual part. All photographs are combined into a single emotional story. Each one makes you feel, see, think. Realize how much depends on one decision: whether to light a cigarette or put it out forever. The heroes of the project are people who consciously and openly say “no” to smoking.

The first period involves the introduction of the ideology of a healthy lifestyle among the population and the formation of behavioral models that correspond to a healthy lifestyle, the formation of criteria for assessing a healthy lifestyle. Here, a significant role is given to the media: regular publications in the media, television and radio programs devoted 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 in the “pilot” (new) territories, with the subsequent dissemination of experience.

The mission of the photo exhibition project is to increase the responsibility of young people for maintaining their health. More than 5,000 young people will be involved in the implementation of the project, who will become participants in preventive activities. The main motto of the project was the words “My health is a contribution to the development of my country.”

The motto of organizing the photo exhibition is “Let’s extend our life without nicotine.”

Project goal: to provide conditions to prevent smoking among adolescents and reduce the number of new smokers in educational institutions– “Russia is a smoking-free territory.”

Characteristics of the implementation of the goals of the photo exhibition “Time is Present. I don't smoke because":

· voluntariness of participation in the event;

· demonstration and promotion of positive economic and social results in the implementation of their activities, in protecting the physical and spiritual health of adolescents

· creation of a public information network on working with the younger generation

· informing citizens through the media about the state and capabilities of the entire health care sector, including medicine, pharmacy, spa treatment, sports and recreational activities, etc., about the availability of services in medical and other institutions in the field of public health care;

· dissemination of information about positive examples of a healthy and highly moral lifestyle.

Let's consider the main stages of organizing a photo exhibition.

1. What stands out is a series of works that are exhibited in galleries, united into one common idea.

2. The number of works is determined. The number of photographs allowed is about 7–10, on one wall, that is, about 50 in total, and 15 works for decorating the foyer.

3. Organization of preview work. To assess the correspondence of the photo with the general concept of the exhibition, a commission gathers, selects the works, takes into account the composition, theme, creative idea etc.

4 . Decor. After approval, the work is prepared for display, several trial versions are printed, inserted into a frame, a mat is selected if necessary, and information about the title and author of the work is carefully attached.

5 . The duration of the exhibition is 1 month.

6 . Analysis of preliminary results.

As a work plan for an external PR consultant when working at a photo exhibition, we can offer the following option, consisting of two stages.

Stage 1 – preparatory (3 weeks – month) Includes following works:

· Determining the goals and objectives of the PR company

· Determining the target audience of events

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

· Development of a unified information policy for the company

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

· Preparation of financial action plan

· Preliminary acquaintance of company employees with media representatives

· Preparation of plans for placing materials in the media

· Assistance in preparing various information materials: press releases, etc.

· Assistance in preparing basic articles for all occasions

· Development of a “feedback” system – monitoring the results of the activities carried out

Stage 2 – main (support for 2–3 months)

· Assistance in carrying out promotions and events according to the approved plan

· Placement of information materials according to the approved plan

· Identifying and using additional opportunities for posting information

· Assistance in quickly solving assigned tasks - consulting on current issues

· Preparation of necessary information materials

· Development of new ideas and topics

· Assist in controlling the output of materials

· If necessary, consulting on advertising policy issues in general

Based on the results of the 2nd stage, with the consent of the parties, it is possible to negotiate further working together to promote the company. This option of work allows, at the first stage, to fully prepare the corresponding service of the company for further functioning from a theoretical point of view. And on the second, monitor the practical actions of its employees.

Features of advertising support for the exhibition

– audience coverage;

– the nature of the audience;

– channel of influence (visual, auditory, visual-auditory);

– profitability

Main promotion channels: organization of youth events, exhibitions, performances (action art), concerts, festivals, clubs, information portals, forums, etc.

- an all-Russian television channel on which the time of advertising breaks is allocated to regional advertising blocks.

The duration of the video is 20–30 seconds, there may be a shortened version lasting 5–10 seconds. (possibly 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 has an auditory effect and is used to reinforce the visual.

2. The duration of the posted audio clip is 20–30 seconds.

4. Posting frequency – 8–12 times a day (in total on 2 radio stations), with at least 4 broadcasts in prime time on each radio station (2 broadcasts in morning prime time, 2 in evening prime time).

6. It is also advisable to use radio to announce competitions held by the newspaper. Wherein detailed information contained in the newspaper publication, and radio is used as a means of attracting attention.

Press advertising is used at the initial and final stages of an advertising campaign, when the intensity of advertising impact decreases. The business press is used to influence potential advertisers.

4. Placement of line information in telephone directories that have a large circulation and a distribution system covering wide sections of the population (retail sales, free distribution at exhibitions, to enterprises in the region.)

5. In publications that provide high-quality image reproduction, in modular advertising layouts, you can use a newspaper photograph to influence visual memory and stimulate visiting the exhibition.

– Allows you to solve the problem of fixing attention on the name of the photo exhibition - the charity event “Time is Present. I don’t smoke because…” is a way of conveying information to the general public.

The use of billboards is of an image nature, ensuring the presence of the newspaper’s image as a reminder of advertising.

External orientation system near the editorial office:

- signboard.

– panel-bracket.

During the period of the advertising campaign on television, a supporting advertising campaign should begin on radio, transport, and be used outdoor advertising. After the end of advertising on television, an intensive advertising campaign on radio, transport, and outdoor advertising should be ensured.

The main criteria for the psychological effectiveness of the impact of social advertising are:

· ability to attract attention, clarity, information content, memorization, originality of the advertising message, etc. – for the cognitive component;

· the affective component evaluates the emotions evoked by the advertising message: friendly, irritating, attractive, calming, exciting, etc.;

In conclusion, it can be emphasized that today social advertising is an integral part of the infrastructure of European social organizations, and the technology of its work is actively used by domestic specialists. Now the need to attract funds from businesses, foundations and individuals is felt stronger than ever, and this is evidenced by a number of successful projects.

Thus, we can draw the following conclusion: participation in a photo exhibition requires a special organizational approach. In order for the promotion process to be sufficiently effective, a complete analysis of it is necessary. organizational structure, output strategic planning, to promote a specific type of advertising product to the market, only under such conditions can the effectiveness and success of an advertising exhibition campaign be achieved.

Conclusion

Modern advertising is a structural component of culture and a tool of spiritual production . The functionality of advertising in modern society is determined in several directions. The primary function of advertising is to ensure the socialization of a person in a complex, changeable, unstable environment; adapt it to new social roles and values, ways of regulating one’s behavior and activities in a diverse environment. Turning to everyday spheres of behavior, advertising affirms understandable and stereotypical ideas about human relationships, without requiring a person to make efforts to overcome himself - it appeals to life instincts that work as a condition for constant life support.

One of the main directions of development modern economy over the past two decades has been rapidly developing social sphere. Problems of the social environment and the functioning of society have at all times been the focus of attention of progressive and social thought, progressive politicians and scientists, from ancient philosophers to modern reformers. Today, the development and implementation of comprehensive programs that help solve social problems is becoming vitally important; one of such means, of course, can be social advertising.

The modern methodology of social advertising is a manifestation of the good will of society, its principled position regarding socially significant values, which was originally intended to be the high mission of social advertising. At the current pace of evolution and development of society, this type of advertising is becoming a larger type of communication, which can be conditionally called social PR. In developed countries, there are many government and non-government programs that involve social advertising. However, in Russia this process follows its own, individual path.

Due to the imperfections of Russian legislation, manufacturers and advertisers face various problems, such as: inaccuracy in basic terms and evaluation criteria; disorder of the system of production, distribution and dissemination of social advertising; the absence of sanctions for refusing to place social advertising and the lack of incentives for the active dissemination of effective social advertising; non-use of social advertising for commercial and political purposes.

At the moment, a large number of people suffer from one kind of addiction or another; these people often refuse the help of specialists, and even if they agree under pressure from loved ones, it does not bring results. After all, the problem is that until a person himself wants to cope with addiction and understands the reasons for its occurrence, treatment will not be effective. An addicted person is responsible for his own recovery and excessive care from loved ones can have the opposite effect, so social advertising can provide active help here.

Addiction is, first of all, a loss of freedom and control over one’s life. A dependent person's desires, values, and goals are subordinated to the influence of the object of dependence. A variety of behaviors from different areas of a person’s life can lead to addiction. The most common types of addiction are: substance addiction, computer addiction, gaming addiction, emotional addiction, sexual addiction.

While political and commercial advertising has become an integral part of society and is effectively used in marketing as a tool for influencing and achieving goals, social advertising is still not seriously considered as one of the real ways to solve problems. Finally, in society the very concept of social advertising is completely blurred and has no clear conceptual boundaries. Summing up the analysis of the development of social advertising, I would like to note that the trends that modern science and journalism are called post-industrial, globalization, and are gradually becoming part of life in Russia. Therefore, the features of Russian social advertising discussed above are now gradually changing. There is an understanding that social advertising should and can be carried out not only by the state, but also by business and society. A civil society is being formed, and there is every reason to believe that Russia will be able to catch up and keep pace with modern Western trends.

Nevertheless, the need for it is high, and interest is gradually growing, both from the population and from government agencies. Developing, social advertising is mastering different areas of the information space and naturally becoming one of the newest tools for influencing groups in society, including in the prevention of addictive behavior.

3. Borisov S. In the context of the anti-tobacco campaign... // Finance. 2008. – No. 7. – From 30–33

4. Burenkov I. Public Interest in Russia. //http://www. socreklama.ru/sr_article.php? arti_id=33

6. Kobalevsky A. Russian and foreign experience in the development of social advertising/ Information and analytical portal “Social Advertising” //www.socreklama.ru

8. Kondrat E. Professional self-determination of adolescents with antisocial behavior. // Pedagogy: scientific and theoretical journal. – 2003. – No. 3 – С45–48

9. Courtland L. Bove and William F. Ahrens Modern advertising. M.: Dovgan Publishing House, 2005. – 610 p.

10. Non-chemical addictions http://webcommunity.ru/515/

11. Nikolaishvili G.G. A brief history of social advertising // Abstracts of the interregional linguistic conference. Ekaterinburg, 2002

14. Presentation of the project “Present time: I don’t smoke because...” // http://novinsky.ru/news/detail/? item_id=51&type=

15. Project “Time is present. I don’t smoke because…” // http://www.peopleschoice.ru/video/2008/11/28/1891/

18. Sinkevich Z.V. Sociology and psychology of philanthropic relations. St. Petersburg, 2000. – 236s

In the previous article we looked at, and in this article we will answer the question What are the goals and objectives of social advertising?

Purpose answers the question “what?” – that is, what do we want to do through social advertising?

It is the existence in society of such problems as poverty, environmental pollution, the consequences of natural disasters, orphans, drug addiction, crime, alcoholism, smoking and many others that makes the existence of social advertising possible and assigns it a certain role in solving them. Thus, the purpose of social advertising is expressed quite simply and clearly. Now let’s define the objectives of social advertising.

If the goal answers the question “what?”, then the task answers the question “how?”, that is, how and by what means will the goal be achieved?

changing a person’s behavior pattern (for example, to solve the problem of alcoholism, public service advertising can persuade people to a sober lifestyle);
promoting useful events (for example, social advertising can help raise money for the construction of an animal shelter, for the treatment of a child, for a matinee in an orphanage);
attracting public attention to social problems (for example, illegal logging, disastrous reforms in the education sector, the rapid pollution of Lake Baikal... That is, to such problems, the solution of which requires public outcry, to which, in turn, certain high-ranking officials must react to resolve the issue raised).

It is through these methods that the main goal of social advertising is achieved to solve any social problem.

This concerns the goals and objectives of social advertising as a phenomenon in general. But regarding any specific poster with social advertising, located in a specific place and on a specific advertising medium, it is possible to identify, accordingly, more specific goals and objectives.

For example:

Social advertising “Cleanliness is in our hands.” Problem: city pollution. Target- make the city clean. Task– change the behavior pattern of city residents so that they do not litter on the streets. Specific purpose of the poster– reduce the amount of garbage on city streets. Specific task poster– show a person the importance of his role in maintaining cleanliness and order on the city streets.
Social advertising “Be an example for children, live soberly.” Problem: high level alcohol consumption in Russia. Target– the population of the country lives soberly and is not poisoned by alcohol. Task– change people’s behavior patterns so that they stop drinking alcohol and start living soberly. Specific purpose of the poster– reduce the level of alcohol consumption, increase the number of teetotalers. Poster challenge– convince the person who looks at it to make a conscious choice in favor of a sober lifestyle.
Social advertising “Everyone who enters is in the hood.” Problem: road traffic accidents. Target– ensure road safety. Task– change the behavior pattern of road users. Specific purpose of the poster– reduce the number of accidents, increase the level of driver responsibility. Specific task poster– convince road users of the dangers of texting while driving.

Thus, we can distinguish one main goal of social advertising (as a phenomenon in general), three main tasks (methods of achieving the goal) and many specific goals and objectives that depend on the content of a particular social advertising.

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