Особенности исследования российской социальной рекламы

Abstract

The article deals with the formation of modern public service announcement in Russia, its features in comparison with foreign ones. The author outlines that there are certain psychological methods used in Russian public service announcements. They are related to the traditions of society, the Russian mentality, the level of cultural development of the target audience, etc. The relationship between the ad performance and the psychological methods of influence that it uses, in particular, resorting to the effect of social conformity is examined in the article. Research methods. The study aimed at clarifying the attitude of the population to various types and forms of public service announcement is described. Research objectives are to determine which types of public service announcements attract the most attention, to define which public service announcements are more memorable, to clarify what feelings are caused by the most memorable public service announcements, to state the degree of influence of public service announcements on the behavior of individuals in specific situations. The survey was conducted using a open-ended questions. The results of the research. The most memorable public service announcement is the one that is addressed directly to the person and their good physical condition. Less attention is drawn to public service announcements designed to engage in a particular public activity. It is concluded that public service announcements can be classified by destination, by ways how it affects the audience, by the scale of distribution, by the type of implementation, etc. The methods of influence that are used in Russian public service announcements must be studied in detail and effectively applied to achieve the main and general goal of all public service announcements – the acquisition of positive behaviors by society.