IMPACT OF SOCIAL ADVERTISING ON THE YOUTH OF THE CITY OF BELGOROD

ABSTRACT

The article considers such a phenomenon as social advertising and its influence from the standpoint of a sociological approach. Various factors of influence and trends of social advertising in the future are given. Statistics are taken into account on the basis of the study. Methods for increasing the interest of young people in this topic are also given.

Keywords: social advertising, youth, influence, social behavior, public opinion.

Social Advertising: Influence on Youth

Social advertising is information disseminated through the media to influence society. Therefore, such advertising concerns each and every one of us. Social advertising can instill a comprehensive understanding of the intrinsic value of human life in the public consciousness and foster respect for individual rights and personal sovereignty.

It is safe to say that at least one-third of social advertising is targeted at young people. Today, advertising has flooded our social space and affected all aspects of human life. To varying degrees, all of humanity is influenced by it. In our time, it is especially important to understand how it affects young people, as this generation is our future.

According to a study conducted among the youth of Belgorod, the majority of respondents (58%) believe that social advertising cannot influence people's behavior, while 36% believe the opposite — that it can. A minority (8%) found it difficult to answer this question.

The next question aimed to assess the respondents’ trust in advertising. Here, the responses were equally divided: 33.3% believe that advertising generally tells the truth, 33.3% trust it but not always, and 33.3% do not trust it at all. From this, we can conclude that trust in advertising is an ambiguous concept.

The contradiction lies in the fact that, today, the social influence of advertising on youth develops spontaneously under the influence of many factors. These include high media literacy and selectivity in media consumption. Young people have grown up in an era of information abundance and easy access to content. Therefore, social advertising does not have its full intended impact on youth.

To increase interest in social advertising, the following approaches can be considered:

A high level of competence in youth work specialists;

Studying the interests of young people and incorporating them into new projects;

Encouraging young people's participation in the creation of social advertising;

Respecting the rights and interests of young people, supporting their self-realization and the development of their potential.

Thus, we can conclude that social advertising today must be transformed in order to effectively convey its intended message to the public.

References:

1. Koshelev, A.A. Modern Advertising: A Socio-Cultural Phenomenon of Manipulation? [Text] / A.A. Koshelev // Vestnik TSU. – 2008. – No. 10. – Pp. 49–50.
2. Meliksetyan, E.V. Advertising as a Socio-Cultural Phenomenon: The Dialectic of the Global and the Local [Text] / E.V. Meliksetyan – Krasnodar: MODEK, 2002 – 256 p.
3. Markin, I.M. The Institution of Social Advertising in the Perception of Russians [Electronic resource] // Access via: http://elibrary.ru – System requirements: Google