The main goal of social advertising is to influence the worldview of people. Such advertising humanizes society and instills the ideas of a healthy lifestyle, the rejection of alcohol, cigarettes, etc. Social advertising is a powerful factor shaping standards of behavior.
Social advertising is used to influence generally accepted patterns of social behavior. Typically, the customer for such advertising is the state or non-profit organizations. Modern social advertising is used to promote the abandonment of drugs, cigarettes and alcohol, environmental protection, compliance with traffic rules, etc.
History of Social Advertising
The first public service announcement appeared in 1906 in the United States when the American Civil Association issued posters calling for the protection of Niagara Falls from the harm caused by energy companies.
Social advertising can also be used to mobilize society. For example, in 1917 a poster appeared in the United States with "Uncle Sam, " which called on people to join the ranks of the American army. A poster similar in meaning appeared in the 1940s in the USSR and was called "Motherland Calls!"
Advertising as a humanizing factor
Social advertising can act as a factor shaping social norms, humanizing modern society. Unlike regular advertising, it operates at a deep, worldview level. Social advertising is aimed at recognizing universal values, bringing people together. It is capable of forming the cultural basis of society, forming an ideology, and promoting national interests.
Modern social advertising addresses issues such as hunger and poverty in developing countries, illiteracy, protecting forests from fires, using child seats and seat belts in cars, caring for older people, etc.
Contests and festivals
Now in different countries periodically held competitions of social advertising. The main annual event is the IAA Responsibility Awards, which is hosted by the International Advertising Association. In Russia, specialized events are also regularly held aimed at popularizing social advertising. These include the National Competition "New Space of Russia", youth and student, regional social advertising festivals.
