Social advertising is not commercial - that is, it does not advertise a product, urging to buy it, and is not aimed at profit. Its goals are different, and based on these goals, social advertising can be divided into several types.
Instruction manual
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In general, any type of social advertising is aimed at drawing attention to the problems of society - this is what unites this type of communication. We can say that it promotes social attitudes that are right for conscious citizens. She places emphasis on dysfunctional moments, urging people to think and change something in the current situation.
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The types of social advertising depend on the topic that it raises. The most relevant and frequent of them is the fight against drugs and alcoholism. In an allegorical or literal sense, the treatment describes the terrible consequences of alcoholism and drug addiction, which should make people abandon these destructive habits.
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Environmental protection is also one of the "sore" topics, it is affected even by children in their school work. As a rule, social advertising on this topic is the most informative: it talks about how little things that people usually don’t notice can improve or worsen the environmental situation in the country and the world. It partially reveals new directions in the ecology: separate collection of garbage, recycling of used batteries, etc.
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Another type of informative social advertising is the promotion of compliance with traffic rules. Most often in this case, the target audience is children: fairy-tale and cartoon characters tell them how to behave on the road, and what happens if these rules are not followed. However, the sad statistics of traffic accidents makes relevant and social advertising of traffic rules for adults: it focuses on the most common and dangerous mistakes of drivers - behavior on the railroad tracks, drunk driving, neglect of child seats, etc.
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Promoting a healthy lifestyle is attracting people's attention to sports. As a rule, beautiful, athletic and well-built people are used as “models” for conviction. The desire to become as strong and slender should convince citizens to take up their health and sports.
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Pupils of the orphanage, the elderly are no less frequent objects of social advertising. Successful citizens are encouraged not to forget their old parents, they explain that a child from an orphanage can become a family and make you happy. That is, citizens are urged to pay attention to those representatives of society who need support: to come to orphanages and nursing homes "to visit" in order to chat with those who suffer from loneliness.
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Also relevant is an advertisement calling for abandonment of abortion: as a rule, it “advertises” the happiness that a born baby will bring.
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Animals also become objects of social advertising: touching pictures with pets urge our smaller brothers to be careful, not to abandon them, give shelter and help homeless animals.
Useful advice
Most often, such advertising projects are financed by government agencies or non-profit organizations, place ads on the streets of the city and show on television. Everyone can engage in its production - from student activists to professional organizations.
