RETRACTED ARTICLE: The impact of advertising on social processes

Abstract

In modern information society, advertising remains essential for the formation of social norms, value systems, and public consciousness, especially in the conditions of a pandemic. Despite the availability of a wide range of literature devoted to various aspects of advertising, the investigation of its influence on the processes occurring in society is still relevant. Previous researches in this field focused primarily on consumer behaviour influence techniques, the effectiveness of various marketing channels, and new forms of advertising centred at increasing trust among the target audience. The purpose of this study was to uncover how advertising impacts social processes during the COVID-19 pandemic. The research methodology included system analysis (for comprehensive study of coronavirus-related advertisements) and comparative analysis (to review Russian, Belarusian, and Ukrainian advertising strategies and identify dominant ones). The examination of coronavirus-related advertisements revealed a shift from advertising directed at increasing consumption towards its reduction. A comparative analysis of samples from Russia, Belarus, and Ukraine showed that the advertising market is closely related to the government and often appeals to negative emotions in all countries under consideration. However, their influence strategies are somewhat different. Belarus and Ukraine tend to apply provocative methods to attract the viewer’s attention. In contrast, the Russian advertising industry prefers using the TV appeal of socially significant persons and emotionally neutral outdoor advertisements with information on the proper rules of conduct. The results of this study can be applied by officials for developing information policies especially those related to pandemic and other extraordinary circumstances.