THE IMPACT OF SOCIAL ADVERTISING ON MODERN SOCIETY

ВЛИЯНИЕ СОЦИАЛЬНОЙ РЕКЛАМЫ НА СОВРЕМЕННОЕ ОБЩЕСТВО

Гогина Марина Муратовна

студентка, кафедра «Социологии и организации работы с молодежью», Институт общественных наук и массовых коммуникаций, Белгородский государственный университет,

РФ, г. Белгород

ABSTRACT

This article deals with the essence of social advertising and its impact on modern society, while also analyses the results of a sociological study called "The impact of social advertising on modern society".

АННОТАЦИЯ

В данной статье рассматривается сущность социальной рекламы и ее влияние на современное общество, а также осуществляется анализ результатов социологического исследования «Влияние социальной рекламы на современное общество».

Keywords: social advertising; social problems; social behavior; sociological research.

Ключевые слова: социальная реклама; социальные проблемы; социальное поведение; социологическое исследование.

The importance of social advertising in society has grown considerably these days. Social advertising is an important form of advertising that draws attention to societal problems and solutions.

The main purpose of social advertising is to draw people's attention to important issues of modern society. Social advertising is used as a tool to involve people in social processes. A society's attitude towards social advertising is an indication of its development. Social advertising reflects people's willingness to solve problems that they have caused themselves.

The study of social advertising is necessary to understand important societal issues and the ways in which they can influence people's behaviour. The object of the sociological study is modern young people, as they are the most receptive social group, reflecting the attitudes that are formed in all areas of public life.

Let’s analyse the results of a sociological survey "The impact of social advertising on modern society", conducted among young people in the Belgorod Region in December 2022.

 An important task of the study is to identify the place of contemporary social advertising in the lives of young people. The result of the question aimed at identifying young people's general understanding of social advertising shows that young people are quite aware of social advertising and consider the information it conveys to be important and useful (see Diagram 1).

Diagram 1. Question from the questionnaire: "Social advertising, in your opinion, is:"

The next question was asked to identify young people's understanding of the impact of contemporary social advertising on people's behaviour. It can be assumed that young people see social advertising as an effective way of influencing people's behaviour (see Diagram 2).

Diagram 2. Question from the questionnaire: "Do you think social advertising can influence people's behaviour?"

From the responses to this question, it can be seen that most young people have been personally influenced by social advertising, and that their actions and attitudes towards some social problems have indeed changed under the influence of social advertising (see Diagram 3).

Diagram 3. Question from the questionnaire: "Have your actions or attitudes on any issue changed under the influence of social advertising?"

The next question was asked in order to understand the extent to which young people evaluate the effectiveness of social advertising as a way of solving social problems. It can be concluded that the majority of young people consider social advertising to be an effective way of solving social problems (see Diagram 4).

Diagram 4. Question from the questionnaire: "Assess the effectiveness of social advertising as a way to solve social problems:"

The question of whether social advertising is necessary in society was answered positively by a fairly large number of respondents. It can be said that contemporary social advertising plays a significant role in the life of society in the opinion of young people (see Diagram 5).

Diagram 5. Question from the questionnaire: "Do you think social advertising is necessary in society?"

Based on the data obtained, we can conclude that young people are indeed attracted to social advertising, and that they have quite extensive knowledge and understanding of this phenomenon.

Social advertising is a tool to influence public opinion, because it promotes humanistic attitudes and changes in social behaviour, and this is reflected in the well-being of society. This type of advertising is increasingly attracting the attention of the younger generation, but for it to be effective, ongoing sociological research is needed to identify the existing mechanisms.

Список литературы:

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