Соціальна реклама як вектор розвитку інформаційної культури суспільства

Abstract

(uk) У статті розглянуто трактування поняття «соціальна реклама», теоретично проаналізована роль соціальної реклами у практиці соціальної роботи.

(ru) В статье рассмотрены трактовки понятия «социальная реклама», теоретически проанализирована роль социальной рекламы в практике социальной работы.

(en) The article deals with the interpretation of the concept of «social advertising», theoretically analyzes the role of social advertising in the practice of social work. Social advertising, like any advertisement, has goals. In a broad sense, it is aimed at achieving state and public interests, at shaping and supporting socially accepted models of behavior, values and norms. It encourages action, support, understanding, uniting for the sake of a humane purpose; is always reactive, that is, it arises as a reaction of socially conscious groups to a problem in society in order to solve it. Social advertising is one of the most noble dimensions of the profession of social educator/social worker and advertising creativity, because along with social advertising there is always a social responsibility. Over time, understanding this fact pushes commercial advertisers to pay attention to corporate social responsibility and to make a worthy contribution to the harmonious development of society. Now a social educator/social worker who, as a competent social advertising specialist, must understand not only social psychology but also his responsibility to society. The more he knows, the better. He should be aware that certain effects will lead to certain reactions and use this knowledge to improve results and prevent errors. Human nature remains the same today as it was in ancient times, and the basic principles of social psychology have been constant throughout this long period. Society is constantly changing under the influence of mass communication, and the social educator/social worker, as a specialist in social advertising, is also responsible for this. Considering that the purpose of social advertising is to change the attitude of the public, to pay attention to any social problem, and in the long term – to develop new social values, understanding of social advertising as one of the means of working with public opinion, understanding of its educational and adaptive functions affects the effectiveness of social services, social educators/social workers. Social advertising is not only useful, but even indispensable. It has become more recent, and it is noticeable, but not enough. Thus, the restoration of public relations is now becoming a pressing problem for society, and, therefore, it is of great importance to acquire new methods by which society and social institutions use, seeking to ensure both homeostasis of society and personal balance. Such methods include social advertising, because in addition to the information function, it has adaptive and educational functions. In addition, emotional saturation allows one to quickly and correctly include the individual in the system of social relations and relationships, so it is not surprising that the role of social advertising in the formation of social protection mechanisms has increased significantly in recent times.