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: info@mpk112.ru.
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
Text: PDF
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.
References
Afonin V.V. (2017). The role and importance of social advertising in preventive measures to promote road safety. Sc. Bulletin of the Orel Law Institute of the Ministry of internal Affairs. No. 1 (70). P. 6-8 (In Rus.).
Anashkina N.A. Koval A.V. (2016). The impact of social advertising on the problem of road safety. In: Creativity of young people: design, advertising, information technology proceedings of the XV International scientific and practical conference of students and postgraduates. Ed. editor
L.M. Dmitrieva. P. 44-46 (In Rus.).
Bayramova S., Zaichenko A., Pankratova Y. (2015). The role of social advertising in contemporary society. Via scientiarum. No. 1. P. 64-69 (In Rus.).
Blumina A.A. (2018). Social advertising and its role in the life of modern youth. In: Scientific community of students: Interdisciplinary research: sat. II international. stud. sc. conf. No. 3 [access mode]: sibac.info/sites/default/files/conf/file/stud_3_2.pdf (In Rus.).
Evenko S.A. (2015).The role of social advertising in the promotion of road safety. In: Actual problems of administrative activities of the police Materials of the all-Russian scientific-practical conference. Krasnodar University of the Russian interior Ministry. P. 383-386 (In Rus.).
Gerasimenko V.N., Nikolaev Y.D., Demireva K.A. (2016). Social advertising on the Internet as a way of constructing social reality. In: Social and humanitarian problems of education and professional self-realization (Social engineer-2016) collection of materials of the all-Russian scientific forum of young researchers. P. 33-35 (In Rus.).
Golenkova Z.T., Kalmykov S.B. (2017). Efficiency and quality of social advertising. Theory and practice of social development. No. 3. P. 9-19 (In Rus.).
Kalmykov S.B., Sharkov F.I. (2017). The quality of social advertising: the criteria for the evaluation. Modernisation. Innovations. Development. Vol. 8. No.1. P.60-71. DOI:10.18184/2079-4665.2017.8.1.60-71 (In Rus.).
Koroleva I.V., Chugunova N.Y. (2016). The role of social advertising in the prevention of youth deviant behavior. Humanities and social Sciences. No. 2. P. 180-192.
Kovaleva V. (2009). Fundamentals of the sociological concept of social advertising. Scientific notes of the Trans-Baikal State University. No. 4. Barnaul (In Rus.).
Kravchenko V.I., Hunkai C.H. (2007). Formation of socio-cultural values and guidelines of youth. Bulletin of Nizhny Novgorod University. Social science. No. 2 (7). P. 143-147 (In Rus.).
Lisovsky V.T. (1996). Sociology of youth. Moscow (In Rus.).
Martynova D.A. (2015). Social advertising: social and legal aspects. In: Problems of management in socio-economic and technical systems. Collection of scientific articles on the materials of the XI International scientific-practical conference. P. 183-185 (In Rus.).
Nemeryuk E.E. (2016). Implementation and support of social advertising on Federal and regional levels. Proceedings of the Saratov University. New series. Sociology. Political science. Vol. 16. Vol. 4. P. 409-412.
Panacheva A.S. (2016). Moral values: impact on public opinion through social advertising. In: XX international scientific and methodological conference of heads of departments of marketing, advertising, public relations, design and related areas. Association of Communication Agencies of Russia (ACAR). P. 259-262 (In Rus.).
Vaniants D.Y. (2001). Social and cultural values of modern Russian youth. Diss. Cand.sc. (soc.). Stavropol (In Rus.).
Vershilov S.A. (2008). From the security of the xx century to the culture of security of the XXI century. News of Saratov University. Series: Philosophy. Psychology. Pedagogy. Vol. 8. No.2. P. 3-7 (In Rus.).
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: info@mpk112.ru.
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
Text: PDF
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.
References
Afonin V.V. (2017). The role and importance of social advertising in preventive measures to promote road safety. Sc. Bulletin of the Orel Law Institute of the Ministry of internal Affairs. No. 1 (70). P. 6-8 (In Rus.).
Anashkina N.A. Koval A.V. (2016). The impact of social advertising on the problem of road safety. In: Creativity of young people: design, advertising, information technology proceedings of the XV International scientific and practical conference of students and postgraduates. Ed. editor
L.M. Dmitrieva. P. 44-46 (In Rus.).
Bayramova S., Zaichenko A., Pankratova Y. (2015). The role of social advertising in contemporary society. Via scientiarum. No. 1. P. 64-69 (In Rus.).
Blumina A.A. (2018). Social advertising and its role in the life of modern youth. In: Scientific community of students: Interdisciplinary research: sat. II international. stud. sc. conf. No. 3 [access mode]: sibac.info/sites/default/files/conf/file/stud_3_2.pdf (In Rus.).
Evenko S.A. (2015).The role of social advertising in the promotion of road safety. In: Actual problems of administrative activities of the police Materials of the all-Russian scientific-practical conference. Krasnodar University of the Russian interior Ministry. P. 383-386 (In Rus.).
Gerasimenko V.N., Nikolaev Y.D., Demireva K.A. (2016). Social advertising on the Internet as a way of constructing social reality. In: Social and humanitarian problems of education and professional self-realization (Social engineer-2016) collection of materials of the all-Russian scientific forum of young researchers. P. 33-35 (In Rus.).
Golenkova Z.T., Kalmykov S.B. (2017). Efficiency and quality of social advertising. Theory and practice of social development. No. 3. P. 9-19 (In Rus.).
Kalmykov S.B., Sharkov F.I. (2017). The quality of social advertising: the criteria for the evaluation. Modernisation. Innovations. Development. Vol. 8. No.1. P.60-71. DOI:10.18184/2079-4665.2017.8.1.60-71 (In Rus.).
Koroleva I.V., Chugunova N.Y. (2016). The role of social advertising in the prevention of youth deviant behavior. Humanities and social Sciences. No. 2. P. 180-192.
Kovaleva V. (2009). Fundamentals of the sociological concept of social advertising. Scientific notes of the Trans-Baikal State University. No. 4. Barnaul (In Rus.).
Kravchenko V.I., Hunkai C.H. (2007). Formation of socio-cultural values and guidelines of youth. Bulletin of Nizhny Novgorod University. Social science. No. 2 (7). P. 143-147 (In Rus.).
Lisovsky V.T. (1996). Sociology of youth. Moscow (In Rus.).
Martynova D.A. (2015). Social advertising: social and legal aspects. In: Problems of management in socio-economic and technical systems. Collection of scientific articles on the materials of the XI International scientific-practical conference. P. 183-185 (In Rus.).
Nemeryuk E.E. (2016). Implementation and support of social advertising on Federal and regional levels. Proceedings of the Saratov University. New series. Sociology. Political science. Vol. 16. Vol. 4. P. 409-412.
Panacheva A.S. (2016). Moral values: impact on public opinion through social advertising. In: XX international scientific and methodological conference of heads of departments of marketing, advertising, public relations, design and related areas. Association of Communication Agencies of Russia (ACAR). P. 259-262 (In Rus.).
Vaniants D.Y. (2001). Social and cultural values of modern Russian youth. Diss. Cand.sc. (soc.). Stavropol (In Rus.).
Vershilov S.A. (2008). From the security of the xx century to the culture of security of the XXI century. News of Saratov University. Series: Philosophy. Psychology. Pedagogy. Vol. 8. No.2. P. 3-7 (In Rus.).
