Abstract
Social TV Advertising in Ukraine and the EU: Topics, Impact, Effectiveness through the Prism of Media Literacy
Highlights
For the second century, social advertising as a technology of governance has accompanied the democratic development of the most successful states and has established itself as a quite successful institution
It seems that today it makes no sense to ask whether society needs social advertising, because in all civilized countries of the world the model of social advertising is actively used to improve the behavior of its citizens, to form a positive attitude to current issues
By type of social advertising has the greatest impact on the actions of respondents
Summary
Social advertising as a technology of governance has accompanied the democratic development of the most successful states and has established itself as a quite successful institution. Considering advertising as a tool to influence the consciousness of the audience, it should be noted that this influence should always reflect a positive effect, as advertising is one of the means of mass consciousness, one of the methods of humanization of society aimed at improving and reviving moral values. The media reflect social phenomena, internal relations in the country, on the other hand, form public identity and behavioral patterns in society, being the main ideological tool. In the second half of the 1990s, one of the means of forming a public position was social advertising, which appeared in newspapers and on television. A feature of advertising in developed countries is the extreme prevalence of social advertising, which insistently promotes a healthy lifestyle, organized environmental protection, law-abiding behavior, as well as positive values and standards of public life. In Ukraine, the Law does not limit the range of entities that can be advertisers of social advertising and defines a number of significant preferences for the development of social advertising, namely: extension of benefits provided for charitable activities to persons who produce and distribute social advertising or transmit their property and funds for its production and distribution
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