СОЦІАЛЬНА ВІДПОВІДАЛЬНІСТЬ РЕКЛАМИ ЯК КОМПОНЕНТ СОЦІАЛЬНО-ВІДПОВІДАЛЬНОГО МАРКЕТИНГУ

Abstract

Manipulative advertising technologies, through the formation of pseudo-needs, become a powerful factor in stimulating demand, stratifying society into subjectively meaningful communities based on the criterion of access to prestigious brands, imitation of life strategies, manner and style of behavior of advertising characters. With the help of advertising, certain standards and life priorities are imposed, a new lifestyle and standards of behavior are formed, which leads to a change in the value-normative component of culture. A frugal attitude to resources is changing to a consumerist lifestyle, which poses the task of socially responsible marketing to take into account the concept of sustainable development, the formation of ethical consumption as a social phenomenon based on the type of consumer behavior and is a response to the growing concern of the world community about environmental problems, balanced, non-destructive and inexhaustible use of natural resources. The stability of social development will be facilitated by propaganda in the field of advertising universal human values and ethical norms of behavior. Socially responsible advertising, as a component of responsible marketing, through the provision of reliable information about goods and services, their compliance with the ethical and cultural values of different cultures, through the formation of a universal system of values and norms of social behavior, can become a powerful factor in a socially responsible approach to the development of business and society , contributing to the realization of the goals of sustainable development, which is on the agenda of today's unstable world. Therefore, the issue of enshrining in the legislation of Ukraine the concept of socially responsible advertising and observing its principles in the activities of advertising companies is urgent. First of all, public organizations should be involved in the social responsibility of business, which will give their assessment of business, including advertising, and give recommendations on whether to display it, change or abandon advertising that is socially dangerous.