Social Advertising Research Articles

Stylistic Devices on Social Advertising Posters: Verbal and Visual Means

The article is devoted to the description of the composition of the means of expression, traditionally considered purely verbal, but used in social advertising in visual and verbal-visual form. The aim of the work is to establish the degree of prevalence of verbal and visual forms of traditional types of figures in modern social advertising and to describe their role in the implementation of the author’s idea. The relevance of the research is due to the increased interest in the study of polycode texts and the formation of the visual stylistics of the text. The material was 4000 posters of environmental topics collected from various media banks on the Internet by a continuous sampling method. The authors conclude that contamination and gradation are used only in visual form in environmental advertising. Contamination consists in combining parts of different images into a single image, which, however, does not receive a common name. Gradation is based on contrarian relations, with its help the transformation of some objects or states into others is shown in dynamics. Verbal-visual techniques include antithesis, parallelism, amphibolism. Antitheses are often based on contextual antonyms, concretized by the presence of an image, and in some cases such antitheses are qualified as quasi-logical. Parallelism can be represented by both verbal and purely visual forms in the form of placing two pictures similar in content on one poster. With the help of amphiboly, a paradoxical meaning is given to the slogan, since the visual and verbal series come into conflict. Finally, only in verbal form are ellipsis and anaphora used. The ellipsis makes the poster text as concise, energetic and convenient as possible for quick reading. Anaphora allows you to emphasize the element of the slogan that carries the main semantic load. The other types of stylistic figures (inversion, frame, chiasmus, etc.) are quite rare in environmental social advertising and generally do not affect the nature of its image system.

APPLICATION OF THE FLIPPED CLASSROOM TECHNOLOGY IN THE PROFESSIONAL TRAINING OF SOCIAL WORKERS

The article analyzes the strong and weak points of the «flipped classroom» technology in the educational process of a higher educational institution, identifies the features, opportunities and risks of its implementation in the training of future social workers. It is offered that in the conditions of the social sphere reformation and decentralization of powers in providing social services to the population, requirements for the level of information and communication technologies competencies of social workers are increasing. The positive influence of the use of ICT, the use of open educational resources on the effectiveness of the results of training by using technology «flipped classroom» of future social workers has been proved. The criteria of comparison of traditional education and training according to this technology are as follows: emotional attitude to learning, students’ motivation to study, degree of complexity of mastering material, activity of students during class, learning outcomes. The task for students' work on reviewing and creating their own advertisement on actual social problem is offered. The results of the experimental study of the emotional attitude of students to the learning process, the motives of learning, the levels of motivation for success by the technology «flipped classroom» are highlighted. The effectiveness of the use of technology «flipped classroom» in the process of future social workers’ professional competences formation during the study of professional disciplines. The article offers tasks and methodical materials that can be implemented into teaching the course «Advertising and Information Technologies in Social Work». Criteria for the development and analysis of social advertising products (audio, visual, audio-visual) are presented. Based on the comparison of students' learning outcomes, the need to study the optimal combination of traditional learning technologies and inverted classroom technology in the training of future social workers in higher education institutions is emphasized.

PRACTICAL ASPECTS OF THE IMPLEMENTATION OF THE STATE STANDARD OF SOCIAL SERVICE OF THE PREVENTION

At the scientific article an author analyzed main points and provisions of the State Standard of the social service of the prevention. At the publication detailed scientific analysis is represented in such directions as: grades and levels of preventive measures, advantages and limitations of forms and methods of prevention in modern Ukrainian society. An author made accent on practical projects concerning realization and implementations of this Standard. The main and actual principles of provision of social service of prevention are analyzed in this article. Types of the prevention, resources for the implementation of this Standard to the practical activity of social centers are the main scientific priorities of this publication. An author analyzed directions of social service of the prevention and theoretical and practical approaches of provision and implementation of the programs meaningfully and structurally. Scientist analyzed main forms of submitting of the social service of the prevention such as: social advertising, lecture, video lecture hall, preventive conversation, social oriented debates, social and psychological trainings, The Theatre of Oppressed (Forum-Theatre), Methodology of “Living Library”, mass events, social flash mobs, social promotions. Also an author include to the content of this article peculiarities of involving of multidisciplinary team in the processes of the social prevention. All events and projects analyzed after learning of the main actual stages and levels of the social prevention: primary level of the prevention, secondary level of the prevention, tertiary level of the prevention.

Social advertising as a means of forming the patriotism of the youth of Ukraine: an empirical study

The purpose of the article is to highlight the results of an empirical study of the role and effectiveness of the impact of varieties and forms of social advertising on the formation of patriotism. Research methodology. A set of methods based on interdisciplinary integration of tools of sociological,communicative, axiological approaches, taking into account the principles of objectivity, systematicity, reliability, etc. For the analysis of social advertising as a socio-communicative phenomenon, a functional approach was used, the tools of which, in particular, became the basis for an in-depth study of themethodological foundations of patriotism formation by advertising. General scientific methods of analysis, synthesis, generalization, and systematization are also used. Diagnostic methods of questionnaires, selfassessment, quantitative and qualitative analysis of the results were used to measure the effectiveness of social video advertising in the formation of patriotism. Scientific novelty. A methodology has been developed and the effectiveness of social video advertising in the formation of patriotism has been proved. Conclusions. The results of the study show a fairly high level of patriotism, especially among young people, and objectify the grounds for concluding that students understand the concept of "patriotism" and reflect on themselves as patriots. This allows us to consider reasonably plausible their answer to the question of the impact of patriotic social video advertising on the formation of patriotism. The effectiveness of social video advertising in the formation of patriotism can be increased by enriching the content that contains information about the national traditions, cultural heritage, and spiritual heritage of our country, and by expanding the theme of video advertising family values and family stories. It is possible to increase the effectiveness of patriotic social advertising through the use of the most popular information resource - the Internet, including video hosting.Key words: social advertising, patriotic advertising, patriotism, empirical research, video advertising.

Современные социальные технологии конструирования государственной идентичности молодежи: потенциал образно-символической информации

The article is considers the place of figurative and symbolic elements of modern information space in the process of constructing the state-civil identity of Russian youth. The dangers threatening this process and related to the “digitalization” of modern society are analyzed. It is shown that the figurative and symbolic components of Russian culture have significant socio-technological potential in terms of solving the problem of leveling or compensating for those trends in the Internet space that pose a threat to the reproduction of positive state identity of young people. The question of the need to modify the content and forms of information policy in this area is raised. Particular attention is paid to the prospects of “imaginative content” of such forms of informational influence on young people as computer games and social advertising.

Диалогизация дискурса и жанра в медиа

The article studies dialogization of media monologue messages aimed at intensifying the interiorization of new information into the addressee’s picture of the world by stimulating a dialogue with the audience. There have been singled out two levels of dialogization–discourse and genre. The analysis of the media content in the advertising and political types of communication, as well as discussions and talk shows on any topic, suggested that the most effective factor stimulating the recipient’s response is the provocativeness of the discourse, found in the topic under discussion, categorical statements, controversial points of view and defiant behavior of the participants. The author analyses communicative ways of dialogization of three genre types–informative, evaluative and incentive genres (according to L. Duskaeva’s classification). The study has found that important factors determining the dialogization of discourse and genre are the interactivity of the information and communication system and the convergence of genres, the product of which is, for example, such social network genres as a blog and a forum which in their modern form depend only on the creative potential of their authors. Particular attention is paid to the dialogization of the social advertising genre which does not imply interactivity, but the real objective indicator of its effectiveness is the audience’s awareness of the problem and their subsequent actions. The author presents two directions of dialogization: firstly, the strengthening of dialogueness and interactivity with the help of rhetorical means and techniques that appeal to the addressee; secondly, the verbal expression of the interaction of two or more semantic positions, a form of representation of media facts, which presupposes the reaction of the audience.

ВОПРОСЫ СОЗДАНИЯ И РАСПРОСТРАНЕНИЯ СОЦИАЛЬНОЙ РЕКЛАМЫ КАК ИНСТРУМЕНТА ПРОФИЛАКТИКИ СОЦИАЛЬНО-НЕГАТИВНЫХ ЯВЛЕНИЙ В МОЛОДЕЖНОЙ СРЕДЕ

The article is devoted to the creation and distribution of social advertising as a tool for the prevention of socially negative phenomena in the youth environment

Metaphorical or Straightforward? Comparing the Effectiveness of Different Types of Social Media Advertising.

The existing studies have analyzed the advertising effects of metaphorical advertisements and straightforward adverts in traditional advertising media. However, their advertising effects on social media are still unclear. To address this issue, this study uses eye-tracking and questionnaires to examine two types of social media tourism advertising—metaphorical and straightforward in posts with both high and low popularity. This within-subject (n = 55) experiment was designed to examine the effects of social media tourism advertising types on visual attention and tourism intention and to identify the moderating role of post popularity based on the elaboration likelihood model (ELM). We found that advertising types had no significant effect on visual attention, but metaphorical advertisements increased tourism intention compared with straightforward adverts. Furthermore, we found that the level of post popularity moderated the effect of advertising types on visual attention. Specifically, metaphorical adverts in highly popular posts attracted more visual attention in the advertising text area and in the whole advert. Straightforward adverts in posts with low popularity attracted more visual attention in the advertising text area. This research advances the current literature by exploring the effects of social media tourism advertising types and has implications for managers deciding on strategies for social media tourism marketing.

Visual means of artistic expression of Italian social advertising

This article is devoted to the consideration of visual means of artistic expression in visual and cinematic social advertising in Italy. The research material was videos from the Internet archives of non-profit organizations and advertising agencies. The relevance of the research is due to the high significance of social advertising in modern society, and the novelty is due to the lack of works devoted to the study of visual means of artistic expression within the socio—advertising discourse of Italy. Within the framework of the study, methods of analyzing visual artistic images used in Italian social advertising were applied. An analogy was drawn between stylistic figures related to the field of philology and artistic and pictorial forms of the material under study. As the analysis has shown, the most popular visual means of artistic expression is metaphor; the author has identified a number of models of metaphorical transfers, on which most of the plots of social advertising are based, among which a special place is occupied by models of color and zoonymic metaphors. In a significant part of the videos, such means of visual artistic expression as allegory, personification, depersonification, hyperbole, allusion are also involved. Important conclusions are drawn about the cultural peculiarities of the use of these visual stylistic figures. A special contribution of the author is the development of a classification of metaphorical models of Italian social advertising, some of which may be applicable in Russia due to their universality.

Преломление социальной инклюзии в образах современной рекламы

Today's rapid transformation of the social landscape, coupled with expansion of the media space and intensive digitalization in various areas of public life, focuses humanitarian research on overcoming the problem of alienation, rejection, and intolerant attitude towards the Other. Inclusion in a broad sense is a large-scale process that penetrates various spheres of life of modern society, to which advertising can also be attributed. At the same time, the topic of inclusive advertising, as well as the term itself, is a lacuna in Russian-language philosophical and interdisciplinary research. The purpose of the article is to outline the contours of inclusive transformations that are related to advertising mechanisms, and to put forward a typology of advertising based on the use of images of 'special' people. The analysis of examples of advertising communication attempts to identify trends of social transformations in this specific segment. Such an analysis might help to apply positive experience of inclusion in Russia, using prerequisites for inclusion both in reality and in the media, where advertising belongs. The article dwells upon the concept of visual normalization which acts at the superindividual level of reality construction, supported and shared by communities through visuality, including advertising. The paper allows for drawing certain conclusions regarding a possible inversion of values in consumer society in connection with proliferation of inclusive advertising; it is resumed that traditional utopianism, idealization of a person and a product inherent in advertising, as well as dystopism, focusing on negative phenomena that is typical of the genre of social advertising, give way to advertising without prejudice, based on the use of representative images that convey the diversity of modern society.

MARKETING COMMUNICATION POLICY OF LOCAL AUTHORITIES AS A TOOL FOR FORMING THE IMAGE OF MUNICIPAL SERVICE PROVIDERS

A part of research results concerning the state of the effectiveness of marketing activities of local authorities of Ukraine, in which authors took part and prepared the analyst report, and also their own researches are presented in the paper. The study found that marketing communication activities for forming the image of urban transport service providers in the studied regions were carried out mainly in the form of information campaigns and weren’t aimed at target audiences. The study discovered that in 2017—2020 in Ukraine (except for the temporarily occupied territories) there were some measures to increase awareness of the responsibility and important role of urban transport service providers. It is established that citizens of Ukraine are informed about the problems of urban public transport at three levels. First, at the national level, the most popular were information and educational activities, image social advertising in national media, Internet portals, information and educational programs and publications, reproduction and distribution of printed materials (booklets, leaflets, posters, academic literature). Secondly, at the regional level (oblast level) were popular publications and videos on the Internet, manuals, radio and television programs, social advertising on regional state television and radio, outdoor advertising (billboards, city lights, posters), conference organization were disseminated and seminars, flash mobs and social events. Third, lectures, classes, role-playing games, business games, workshops, booklets, leaflets and conference materials were organized at the local level. At the same time, the system in conducting marketing communication activities for forming the image of urban transport service providers during the study could not be found. The study identified shortcomings in the communication process of public services with target social groups. An analysis of marketing communication activities implemented and planned for implementation by local authorities. On the basis of research results and conclusions some recommendations are offered in the article.

The association of adolescent e-cigarette harm perception to advertising exposure and marketing type

BackgroundDespite controversy over their possible health consequences, manufacturers of e-cigarettes employ a variety of marketing media to increase their popularity among adolescents. This study analyzed the relationship between adolescent e-cigarette harm perception and five types of e-cigarette advertising exposures: social media, radio, billboard, newspaper, and television.MethodsThis study used data from Wave 4.5 of the Population Assessment of Tobacco and Health Study (PATH). PATH collects demographic data and interview individuals about issues pertaining to tobacco use, health outcomes, attitudes, and behaviors. This study applied factor analysis to three individual PATH harm perception items to develop a composite harm perception score. Using linear regression, the study explored the relationship of harm perception and participant responses to their recalled viewing of five different types (i.e., newspaper, radio, billboard, television and social media) of advertisements within the past 30 days. A second analysis explored if adjusting for exposure to anti-tobacco messaging and environmental factors such as family approval mitigated the association of harm perception and advertisement types.ResultsThe study sample consisted of 12,570 (weighted N = 23,993,149) individuals aged 12 to 17 years old. Unadjusted past 30-day exposure to newspaper, radio, billboard, and social media advertising all correlated with a reduced harm perception, but only the associations for newspaper and social media were statistically significant (p<0.05). After adjusting for environmental support factors, exposure to warning labels, and anti-tobacco advertisements, the analysis yielded statistically significant associations between increased e-cigarette harm perception and exposure to radio, billboard, and television advertisements (p<0.05). Adjusting for covariates also reduced the association of marketing and harm perception for all forms of media.ConclusionE-cigarette advertising influences adolescent perceptions of harm in e-cigarette use, particularly for social media and newspaper advertisements. This association weakens when adjusted for covariates such as environmental support and exposure to anti-tobacco marketing. These findings provide evidence for policy makers to continue anti-tobacco marketing and incorporate environmentally supportive strategies such as holistic, family-centered educational approaches to reduce e-cigarette use among adolescents.

Лингвостилистические средства в слоганах англоязычной социальной рекламы

The purpose of the study is to identify the main linguostylistic means used in slogans of English-language social advertising, as well as their frequency. The paper sheds light on the main differences between non-commercial and commercial advertising, identifies goals and objectives of social advertising, provides a description of each means and conducts a linguistic analysis of the most popular linguostylistic means. Scientific novelty of the study lies in the fact that the paper proposes a comprehensive classification of linguostylistic means from the perspective of semantics, morphology, phonetics, stylistics and paralinguistics. As a result, the main linguostylistic means used in English-language social advertising have been identified and their frequency has been determined, new directions for further research of the topic have been outlined.

The National Peculiarities of Coronavirus-Related Social Advertising in Russia and China

The relevance of the global problem of confronting the coronavirus infection has made it possible for a whole scholarly direction to appear, i. e. the COVID humanities. This has brought together scholars from different countries who study the social, psychological, and linguistic behaviour of people in the new crisis. Its philological branch appeals to linguistic issues during the struggle against COVID‑19. This article deals with the reflection of the pandemic in Russian and Chinese social advertising. Comparative analysis reveals a thematic similarity between the advertisements of the two countries. Social advertising as an effective tool of interaction between the country and its population has become a natural platform for educational hygiene and dissemination of scholarly knowledge about people’s behaviour during the pandemic. In addition, advertising in Russia and China is a powerful mobilisation resource for ensuring social solidarity, promoting a common collective destiny, expressing gratitude to doctors who are perceived as heroes of our time, and raising the level of collectivist culture that facilitates the implementation of anti-COVID measures. At the same time, the thematic similarity of advertisements released in the two countries has a different national meaning. Chinese advertisements demonstrate a high degree of ideologisation and figurativeness. The material of Russian advertisements studied makes it possible to trace the use of linguo-creative techniques at different stages of the pandemic and the development of shock methods for influencing the target audience. China’s special place as the epicenter of the spread of the new virus has caused China-specific topics to appear (support for Wuhan and appeals to the population to abstain from consuming wild animal meat).

COVID‑19: The Advertising Confrotation in Different Countries

This article examines the peculiarities of the public advertising discourse of five cultures (Russia, the USA, the UK, France, and Australia) based on advertising campaigns concerning the COVID‑19 pandemic. The main object of the research is poly-code structures that contain the interaction of multilevel and multidimensional components that appeared as a result of an interaction of elements belonging to different semiotic systems, both verbal and visual. The authors carry out complex multilevel discourse analysis, paying close attention to structural, semantic, communicative, and pragmatic features, including conceptual space. The article explores factors that ensure the efficiency of such influence on the mass addressee due to existing social procurement, taking a closer look at the pragmatics of lexical and grammatical means in the chosen interaction strategy of verbal and visual components in Russian and non-Russian social advertising texts. The author also studies the mechanisms of influence in various cognitive processes that are part of information perception and processing and analyses linguo-creative parameters of such texts, such as pragmatic aspects of the use of wordplay and its influence on the semantic structure of an advertising text. The research makes it possible to detect the semantic mechanisms of the increasing communicative effectiveness of public advertising. The structural and semantic compression that plays an important role in it is possible thanks to the use of nonverbal expressive means: print text features (size, colour, and other features of the font, kerning, and typography), expressive images, and their interaction with the printed text. The functioning of advertising texts is connected with a whole series of basic concepts that appear in advertising space, get into the public and personal mentality, and modify it. On the other hand, to increase their impact, advertisements use a range of pervasive stereotypes that can be observed in the way brands react to social changes in their logos and slogans.

The power of Facebook friends: An investigation of young adolescents’ processing of social advertising on social networking sites

Abstract This study investigates the underlying mechanisms of how young adolescents process social advertising (i. e., advertising on social networking sites which shows how many and which of the user’s friends have ‘liked’ the brand’s page). Particularly, two experiments examined the role of brand trust in adolescents’ attitude formation and how brand trust is predicted by theories of social proof and persuasion knowledge. In addition, the moderating role of brand familiarity and brand value is investigated. The first experiment (N = 142) showed that higher brand trust was induced for social advertising for unfamiliar but not for familiar brands through the principle of social proof. This means that friends’ likes may reduce uncertainty and increase trust in unfamiliar brands through social advertising, something which enhances brand attitudes. Persuasion knowledge could not explain the effects of social advertising. The second experiment (N = 72) showed that social advertisements are more effective for brands that are symbolic (versus non-symbolic). Managerial and policy implications regarding social advertising targeting adolescents are discussed.

The relevance of the notion for all publicity is good publicity: The influencing factors in the 21st century

In the age of technology and a competitive market within the Philippines, an adverse stance or aftereffects of a situation have a significant impact on the sensibility of the audiences and are likely to prompt either positive or negative reactions from them. However, in the marketing and advertising sectors, the belief "All Publicity is Good Publicity" is well-known, which states that any form of publicity is fine as long as it cultivates presence and visibility. To be able to determine whether the notion is still highly appropriate in the 21st century and to provide a definite difference between good and bad publicity, the researchers have used a mixed-method approach and employed the use of quasi-experiment and short Focus Group Discussion (FGD) instruments for forty (40) participants under the Generation Z demographic group in Metro Manila. The researchers have also chosen six (6) business owners, advertisers, or managers within the metro for personal interviews in order to identify the perspective of both parties. Overall, the results show that the notion is no longer very relevant. According to the four influencing factors, defiance of advertising ethics does not always result in negative press, but non-compliance with corporate social responsibility (CSR), controversial advertising and situations, and corporate scandals do. It is important to highlight that every advertising or activity must be well-planned since there is a clear difference between good and poor exposure.

Image of a Woman in Social Advertising in Italy

The problems of the formation of a woman image and the development of a gender approach in social advertising in Italy are studied. The relevance of the study is due to the high importance of social advertising in modern society and the increased interest in gender studies. The author considered examples of visual-graphic and visual-cinematic advertising. Examples of political manifestos and campaign posters are analyzed that precede the phenomenon of social advertising and are very close to it in their purpose. The results of the study make it possible to judge the late gender orientation of socially important messages. The following stages of representation of the female image in social advertising have been identified. From the middle of the 19th century to the second half of the 20th century, the image of Tower Italy was used on posters. During the First and Second World Wars, the role of women in society was rethought, the image of a woman-inspirer, a woman-mother, a homemaker appeared on campaign posters. The selection of a woman as a direct addressee of socially significant messages occurs after the end of the Second World War, which reflects the progress in the development of women’s rights and freedoms and is simultaneously associated with the emergence of a gender approach in advertising. Since the second half of the 20th century, the traditional image of a woman-mother and a housewife has been used in social advertising, the thematic range of advertising addressed to a female audience has expanded significantly. Since the beginning of the 21st century, social advertising has paid great attention to the problem of domestic violence and discrimination against women, which is reflected in the videos and posters of public, charitable and commercial organizations.

Коммуникативные характеристики социальной рекламы и ее влияние на поведение молодежи: социолингвистическое исследование

Social advertising is the most important channel of mass communication that shapes public opinion. However, its effectiveness is often questioned, which necessitates the search for ways to increase its communicative impact on the target audience. The most important is the study of the sociolinguistic characteristics of advertising influence in the youth environment, since at this age there are simultaneously risks of socialization and flexibility of thinking - a tendency to reflection, reassessment of values. The article presents the results of a study that reveals the main communicative characteristics of Russian social advertising and the mechanisms of its influence on the behavior of student. The empirical research methods were a questionnaire survey of students of the Financial University, as well as an analysis of advertising videos and comments posted under them on YouTube and VKontakte. As a result of the study, it was revealed that the youth audience is well versed in the concept of social advertising. At the same time, most of the students' attention is attracted by bright, provocative (shocking) social advertising, which is a mini-film about the life of real heroes. The most memorable topics relate to the fight against «bad» habits, maintaining a healthy lifestyle, compliance with the law. Based on the results of the study, as well as the experience of Russian and foreign scientists, the article concludes with recommendations for enhancing the effectiveness of social advertising. The importance of adhering to the principles of unambiguity, conciseness and synchronism of social advertising, «soft» chrakter, honesty and openness is indicated. The findings of the study may be useful to specialists in advertising and public relations, sociologists and specialists in of social work.

ROLE OF CELEBRITY ENDORSEMENT IN MAKING A SOCIAL CAMPAIGN SUCCESSFUL WITH SPECIAL REFERENCE TO JAIPUR CITY

A celebrity is said to be any individual who is famous amongst the public and this recognition of him is used to promote products or sometimes messages that are in public interest or even a social message making it a Social Advertisement. Social advertisements are one that give the viewer some serious thought about the social issue with the primary purpose of it being to educate the masses through the messages that are harder hitting that could help in the positive change. Celebrity endorsement is widely used as a tool to create awareness about any social problem like smoking, pulse polio, drugs, alcohol, domestic violence, population, pollution, family planning, care and concern for the old age or disabled, National Integration, rape, health, and cleanliness etc. and not just promoting ideas of Greater Awareness of social norms but also leads to better understanding and better solution to the societal problems.