Комерційна і соціальна реклама: порівняльний аналіз

Abstract

In the present-day interpretation the most commonly term definition means commercial advertisement. However, along with commercial advertisement in the post-Soviet Ukraine, there is a completely new kind of advertising for our country - service advertising. Having appeared on the Ukrainian stage, the service advertising immediately became the subject of many debates concerning its place in the system of advertising activity. On the one hand, the similarity of methods used in the service advertising with methods of commercial and political advertising, allows us to refer it to the field of advertising activity. On the other hand, the general human goals which are typical for service advertising are not common to any other kind of advertising. This enables to define primarily a social aspect in the notion of public service advertising . The article shows the place of service advertising in the promotional activity. The components which are based on the concept of public service advertising” have been shown. Based on personal observations the author tried to identify the main differences and similarities of commercial and service advertising. Tendencies which in the modern science and journalism are called post-industrial, globalize have gradually become a part of life in Ukraine. The understanding that not only the government but also business and society have to and may deal with service advertising. The civil society is being formed. In the practice of service advertising there is a lot of which is untold and unwritten. This market is being formed now, it is open, its resources are enormous and not yet developed, but the tangible benefit from their use, as practice shows is much more than money.