Social Advertising as a Communicative Mechanism to Promote Social and Cultural Values

Author: Yankovoy N.L.

Communicology. 2018. Vol.6. No.6
Yankovoy Nikita Leonidovich, Cand. Sc. (Pol.), head of the autonomous non-profit organization “For the Safe Sity”. E-mail:

Abstract. The paper represents the analysis of social advertising as a tool to improve public safety in society and gives the definitions of social advertising and its social role. The author suggests some options for the effective use of social advertising to improve public safety and comes to conclusion, that social advertising is a valuable element of improving security as it can introduce a certain model of behavior in society and facilitate the formation of positive mass consciousness. Social advertising as a tool of safety improvement is particularly effective in such problems as road safety, alcoholism, drug addiction, Smoking, unsafe sex, abortion. Thus, social advertising is an efficient tool not only to combat negative social phenomena, but also to promote social and cultural values in the public consciousness through the use of its communicative properties.

Keywords: social advertising, the purpose of social advertising, the objectives of social advertising, model of behavior, the restructuring of mass consciousness

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For citation: Yankovoy N.L. Social advertising as a mechanism for promoting social and cultural values in the mass consciousness. Communicology (Russia). 2018. Vol. 6. No. 6. Р. 58–67. DOI 10.21453 / 2311-3065-2018-6-6-58-67.

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