An example of social advertising in politics. Social advertising: law, effectiveness, examples

IN modern society advertising has taken a leading position. About advertising practice we are talking about already in the most ancient documents of written history. During excavations in the Mediterranean countries, archaeologists found signs announcing various events and proposals. The Romans “painted the walls with announcements of gladiator fights, and the Phoenicians painted rocks along the routes of various kinds of processions, extolling their goods in every possible way in these paintings. All these are precursors of the modern outdoor advertising» .

After the invention of the printing press in 1450, the development of advertising clearly accelerated. First advertisements were printed in the form of leaflets and distributed to everyone free of charge. One example of this kind of advertising is a leaflet published in 1457 by an English book publisher, in which he advertised a book of spiritual content. In the 15th century, printed posters with advertising content were already widespread. The use of a printing press gives ample opportunity to contact potential consumers several times, i.e. cover more of them in different places. However, it is worth noting that advertising with the help of leaflets and posters was carried out on a case-by-case basis, without certain system. IN early XVII century, the first printed newspapers appeared, which were published to the public at regular intervals. First, newspapers arose in Germany, a little later in Holland, England, and France. The emergence of periodical newspapers made it possible to regularly inform the population about purchases and sales, services, and prices. Somewhat later, already in the second half of the 17th century, first in England, and then in Germany, the practice of selling newspaper space for paid advertisements appeared.

In the future, with the development of industry and trade, as well as with the improvement of the publication periodicals, increasing the literacy of the population, means of communication, advertising is reaching a new level. There is a division of labor, a new link appears in promotional activitiesЇ advertising agency. The prototype of the advertising agency can be considered the Address Bureau of Theophrastus Renaudo. So, by the beginning of the twentieth century, advertising has received significant development. Further momentum advertising business gave rise to monopolies, unprecedented growth in the production of goods and the transition of capitalism from free competition to rivalry between giant corporations.

The terms "political" and "commercial" advertising are widespread and introduced into our lives. Political advertising is relevant in elective technologies, and commercial advertising promotes product promotion on the market. However, the abundance of advertising with an insufficient scale of advertising space (small compared to Western countries, the number of advertising media - TV channels, radio stations, advertising space) on this stage development of Russian society causes a significant rejection and rejection of these types of advertising. In the current conditions, the attention of advertising producers, creators and customers of advertising began to switch to the new kind advertising, which in Soviet times was considered an exclusively ideological instrument of propaganda and agitation of the existing system.

Social advertising is “a type of non-commercial advertising aimed at changing models public behavior and drawing attention to the problems of society. Social advertising is a kind of social product (in the US and Europe, the term PSA is traditionally used for designation - public service announcement), differs significantly from state and political advertising. Most often, the customers of such advertising are government bodies or non-profit organizations, and advertising agencies and distributors of advertising in some cases produce and place it free of charge or at reduced prices. The best-known examples of such advertising are anti-drug campaigns, law enforcement traffic promotion of a healthy lifestyle, protection environment and others.

The history of public service advertising begins in 1906, when the American Civil Association created the first advertisement of its kind, calling for the protection of Niagara Falls from harm caused by energy companies. During World War I, in 1917, James Montgomery Flagg's recruiting poster "The American Army Needs You" appeared in the United States, on which "Uncle Sam" urged recruits to join the army. In terms of composition and style, famous in the 20s and 40s in the USSR, respectively, Dmitry Moor’s posters “Have you signed up as a volunteer?” and Irakli Toidze "The Motherland Calls!" very reminiscent of Flagg's poster. In the same years of the First World War, the then-created Committee on Public Information carried out active explanatory work, informing citizens about why the United States entered the war and what threatens the country with defeat in it. The first social advertising campaign widely known in Russia after the collapse of the USSR was a series of commercials “Call your parents!”. After that, a series of commercials "Russian Project" was launched on the air of the first channel. Both projects are still primarily associated with the majority of Russian residents with the term " social advertisement» .

• 1. Represents public and state interests;
• 2. Aimed at achieving charitable goals and results (a socially beneficial result is understood as: improving the criminal situation in the country; preventing the spread of drug addiction and diseases associated with it; encouraging the population to fulfill their obligations to the state ( military duty, payment of taxes, compliance with regulations, environmental protection) and other results associated with a positive effect in public life.

The principle of social advertising lies in the impossibility of pursuing commercial or political goals, as well as mentioning specific commercial brands, organizations, brands (articles, models) of goods, as well as political parties and individual politicians.

• * formation public opinion;
• * drawing attention to topical issues public life;
• * stimulation of actions for their solution;
• * formation positive attitude to state structures;
• * demonstration of social responsibility of business;
• * strengthening socially significant institutions of civil society;
• * formation of new types public relations;
• * change in the behavioral model of society.

Strictly speaking, the term social advertising, which is a literal translation from English public advertising, is used only in Russia. And all over the world it corresponds to the concepts of non-commercial advertising and public advertising. Let's expand on these definitions. "Non-Commercial Advertising" is advertising sponsored by or for non-profit institutions that is intended to encourage donations, to encourage people to vote, or to draw attention to the cause of the community. Public (social) advertising conveys a message that promotes a positive phenomenon. Professionals create it for free (it is more correct to talk about the ethical position of refusing to profit), the place and time in the media are also provided on a non-commercial basis. IN federal law Article 18 of the Russian Federation “On Advertising” provides the following definition of social advertising: “Social advertising represents public and state interests and is aimed at achieving charitable goals”.

Social advertising uses the same set of tools as commercial advertising: television commercials, print, street, transport advertising, etc. The main difference between social advertising and commercial advertising is the goal. While commercial advertisers encourage goodwill or sales growth, the goal of social advertising is to draw attention to a social phenomenon. For example, if ultimate goal commercial television advertising of a new type of coffee is to change consumer habits, then the purpose of a social advertising video, for example, to combat homelessness, is to draw attention to this problem, and in a strategic perspective, change the behavioral model of society. In addition, the target audiences of the two compared types of advertising differ significantly: for commercial advertising, this is a rather narrow marketing group, for social advertising, the whole society, or a significant part of it.

It is not easy to distinguish social advertising among various types and subspecies of commercial and political advertising. Its goals and objectives were often confused with the goals and objectives of other types of advertising, as well as journalism. Thus, the mobilization of the population during the period of hostilities, campaigns to raise funds and donations can equally apply to political and social advertising.

First of all, social advertising should be as explicit as possible, clearly expressed the idea of ​​the existence of a plausible and / or unseemly act. Even if this idea is a variation of resolving the theme through showing those who suffered from an unseemly act or having gained from a plausible act, the very essence of this dichotomy of "good - bad" must be clearly present, if not textually, then as an explicit thought of the conclusion. It should be said that social advertising combines with commercial advertising "the very scale of its presence in public consciousness: it is multiplied in the means of communication, the consumption of which is the daily activity of large masses of people, which guarantees these texts a greater likelihood of their assimilation. Any personal behavior or state (for example, individual health) becomes the subject of social advertising only in one case: if its absence becomes a social problem.

So, with AIDS and other social diseases, which are therefore called those that are transmitted socially, as a result of contact with their own kind: until they acquire the character of an epidemic and include in their orbit people who have become victims as a result of social interaction with other people (blood transfusion or infection of a child in the womb - these are also social causes), society will not sound the alarm en masse. There are other channels for this, other methods, other forms: then this sphere of activity is school, family, healthcare, art.

It is precisely on the basis of the fundamental characteristic of social advertising, which is related to the fact that it promotes generally significant social values, that it becomes obvious that efforts to ensure this phenomenon (financing production, posting such texts, and last but not least, setting priorities for problems that need to be discussed in society full voice) fall on society, not even the state, but society. Almost all the production and placement of such advertising takes place on a free charitable basis, and only partly Ї for programs initiated by government organizations, Ї on funds from the state budget.

The topics that have been reflected in social advertising for more than half a century reflect the totality of social problems that the country has faced during this time: drugs and alcoholism, including children's, the cost of higher education for the poor, the development of pension savings, the fight against forest fires as a result of careless handling of fire, a nationwide census, domestic violence against children, etc.

National shares are paid from the state budget, but the participation of the state is limited to this. Much of this movement depends on private initiative. Thus, private TV channels provide free airtime for the demonstration of social videos; famous people. Popular singers list their fees for the treatment of sick children. Some of these forms are beginning to take root in Russia. During the day, PSA is more frequent than in the evening, when commercial TV commercials provide more revenue for TV stations because prime-time advertising costs more. Advertising with a social focus often goes between programs rather than interrupting them. Approximately one third of social advertising accompanies children's programs, news, TV talks and movies. Least often Ї comes in a "package" with quizzes and sports reports.

This article will discuss what are types of social advertising according to various types its classification, and will also be determined place for social advertising in general advertising classification.

Common Types of Ads

So, to begin with, let's take a look at the most general classification of advertising and determine the place of social advertising in it.

Here we will start from the following definition of advertising:
advertising is information distributed by any means and on any media, aimed at generating and maintaining interest in something.

commercial advertising is advertising aimed at generating and maintaining interest in any commercial object (product, brand, trademark, event, etc.), that is, to an object, the implementation of which is in the nature of making a profit. We will not consider this type of advertising in more detail.

Non-Commercial Advertising- this is advertising aimed at generating and maintaining interest in non-commercial objects, that is, the sale or promotion of which is not in the nature of making a profit. We will consider this type of advertising in more detail.

Non-Commercial Advertising

- this is advertising aimed at creating and maintaining interest in political parties, movements, associations, etc. It, in turn, can be divided into branding (aimed at recognizing a certain party of the movement, etc.), campaigning (containing a call to vote for a specific party) and event-based (containing information about an event held by a political organization).

Social advertisement- this is advertising aimed at solving social and public problems and drawing public attention to them, as well as ensuring the interests of the state. Types of social advertising we will consider in detail below.

Event Advertising is an advertisement aimed at attracting public attention to various non-commercial cultural and leisure events, holidays, festivals, historical events and projects. Sometimes such advertising can be mistaken for social, but it key feature that it is not aimed at solving social problems. Examples of subject-event advertising are congratulations on holidays (Happy New Year, Birthday, Defender of the Fatherland Day, etc.); drawing attention to the day of the city; advertising of the non-commercial holiday-festival "Hyperborea" (exhibition of snow and ice sculptures); advertising of the event "Library Night", aimed at popularizing the use of library services.

4. State advertising is advertising aimed at attracting attention, forming and maintaining the interest of citizens in public services, information portals, ministries and departments and other government agencies. For example, advertising of the state city portal.

It is important not to confuse government advertising as a type of non-commercial advertising and as a type of social advertising. In the first case - we look at the purpose of advertising, in the second - at the customer. State social advertising will be discussed in more detail below.

Types of social advertising

I. By content:
1. Advertising values
2. Advertising non-profit organizations, as well as various projects, events, activities or programs
3. Information and educational

For example, sobriety advertising aims to spread sober beliefs in society; advertising on the theme of maintaining cleanliness - to spread in society such values ​​as respect for cleanliness and order; advertising on the topic of attention to children - to attract the attention of parents to the upbringing of their children.

2. Advertising of non-profit organizations, as well as various projects, events, activities or programs- this is a type of social advertising aimed at generating and maintaining interest in various non-profit organizations, movements, projects, events and events, aimed in turn at solving social and public problems and drawing public attention to them.

For example, advertising a public project to collect waste for the purpose of recycling is aimed at generating citizens' interest in separate collection garbage and its further delivery for processing; advertising of a donor campaign is aimed at attracting interest in the phenomenon of donation; advertising campaign "Library Night" is aimed at attracting interest in libraries and reading books. Another example of this type of social advertising is advertising. various events to collect donations for charitable purposes.

As an example of this type of social advertising, one can cite posters and wall newspapers on the topics of alcohol and ecology, containing rather detailed information on relevant topics.

The following type of classification of types of social advertising:

II. By customer type:
1. State social advertising
2. Social advertising NPO
3. Social advertising of commercial structures
4. Public social advertising

1. State social advertising- this is an advertisement placed by state institutions (such as: the army, various authorities, ministries and departments, inspections and services) and aimed at ensuring and protecting the interests of these institutions.

Examples of state social advertising are calls to comply with a certain norm of the law (pay taxes on time, pay alimony, follow traffic rules, etc.); agitation military service by contract; fight against negative phenomena in society (alcoholism, smoking, corruption, etc.).

3. Social advertising of commercial structures is a type of social advertising placed by various commercial organizations on their own initiative and at their own expense. In Russia, the most famous among such social advertising is the project “Does it matter?”, Implemented by one large advertising holding.

In Russia, this type of social advertising has developed noticeably in recent years. Now social activists place both self-made posters and ready-made posters of various movements and projects, for example, the Common Cause. A possible disadvantage of such social advertising is the low quality of design. Advantage - more often than not, social activists post what is most relevant to our society. That is, attention is paid more to the content and essence, and not to the form. However, many posters are still quite decent in design.

The following classification of types of social advertising:

III. By the nature of the impact:
1. calling
2. Questioner
3. abstract
4. informing
5. Combined

1. Caller Social advertising, as the name implies, contains a clear call to action. For example, “be an example for children, live soberly!”

2. Questioner social advertising, in turn, contains a question addressed to the audience and, as it were, makes you think about the content of the advertisement. For example, “what is more important to you: the habit or the health of the child?”

3. Abstract social advertising does not contain ratings, but contains a certain thesis that does not explicitly incline the audience to any actions or beliefs, but clearly shows the advantages or disadvantages of any models of behavior in society. For example, "I will not have a cigarette, no lung cancer, no sick children." The thesis does not have to be expressed in text form, it can be expressed through visual and graphic images and not contain any words.

4. Informative social advertising is characterized by detailed information on any topic. It aims to convey to the audience new important information, which, if a person has certain motives, will change the model of his behavior. For example, a wall newspaper on the topic of ecology.

5. Combined view- when, for example, an advertisement contains a certain new information for the audience, and a call to action. For example, a poster on the theme of the exam.

IV. By format:
1. Sound
2 . Visual-graphic
3. visual-cinematic
4. visual-objective
5. Text

1. Sound public service announcements are usually typical for radio broadcasts and can convey information about various projects and events, as well as present certain theses in sound form aimed at changing the listener's behavior model. For example, there is a social audio advertisement calling for the removal of a child from an orphanage.

2. Visual-graphic social advertising is banners, posters, posters, posters and similar media. It is divided into subspecies: internal (inside buildings and premises), external (on street advertising structures) and electronic digital (on the Internet, on mobile devices, computers, etc.)

3. Visual-cinematic social advertising is videos broadcast on video monitors on the street, in transport, inside buildings and premises or by means of electronic digital technology. For example, the video "Russia is stepping into the alcohol abyss" or social advertising “Children are watching. The children repeat:

4. Visual-objective- most unusual view social advertising, which is a physical object that is not directly intended for the distribution of advertising. For example, it can be eco-motivating urns, cigarette butts in the shape of human lungs.

5. Text social advertising is a simple text without any accompanying images. For example, on the streets of cities there are screens with the so-called "creeping line". Sometimes on it you can see, for example, a warning from the Ministry of Emergency Situations to be careful on the ice of reservoirs. Text-based social advertising is also found on the Internet. In fact, social advertising is any text that fits its definition (information aimed at solving social and public problems and drawing attention to them). For example, if a script for a video with social advertising is displayed in text form, then such text will also be social advertising. However, this form of it is still rarely used due to the fact that graphic and cinematic images are perceived by the audience much better.

V. According to the semantic vector:
1. Positive
2 . Negative

1. Positive social advertising has a vector "FOR" (something correct, constructive, creative). At the same time, the poster should not necessarily contain the word “for”, it is enough just that the advertisement draws attention to some positive phenomenon and creates a positive image of it.

2. Negative social advertising has a vector "AGAINST" (something wrong, destructive, destructive). In such advertising, attention is drawn to some problems, their destructiveness to society is emphasized, and a negative image of destructive patterns of behavior is created.

For example, there is the problem of alcohol and tobacco use, and it is very acute and has a colossal scale in Russia. In social advertising, two approaches can be used to solve this problem - positive and negative. Here are some examples of posters according to these two approaches:

The emergence and, accordingly, the development of social advertising in Russia was determined by significant causal factors. Each example of social advertising, below, speaks of many events that have taken place in the Russian Federation. In 1992, the videos "Bees", "Call your parents" (I. Burenkov, "Domino" agency) appeared. The rupture of social ties, economic and political crises in Russia, the rapid development of crime lead to the demoralization of society, form new system relationships based on the primacy of property values. The public insecurity of the population of Russia, the lack of support from the state itself and social systems caused the aggravation of existing problems and the emergence of another - social. There was an obvious need for change. The instrument of such a policy was social advertising.

How social advertising was born

In the Russian Federation, social advertising as a type of information and advertising activity has existed for more than ten years, while in Western countries it has existed for more than a century. IN Russian Federation in 1993, the so-called Advertising Council was created, it included both advertising firms, the media ("Komsomolskaya Pravda", "Trud" - printed editions; NTV, Ostankino ̶ TV companies; "Radio of Russia", "Europe Plus", "Mayak" ̶ radio stations), as well as some public organizations - the Moscow Fund for Mercy and Health and many others. The purpose of the creation of this Council is the production of a single promotional product on the problems of society. Its members develop examples of social events for print media, produce audio and video clips. The Council's basic position is based on a refusal to put its own brand on an advertising product.

What does it look like

• Family relations in the "Children-parents" section. An example of a social in this section: "They grew up and forgot their parents. Do you remember? Call your parents."
• Family relationships in the "Children in the Family" section: "It takes a lot of strength to grow a flower. Children are not flowers, give them more love."
• Attitude to life: "These are bees. Life decided everything for them. We build our own life. Do not be afraid of change."

Members of the Council regularly hold thematic press conferences, organize accommodation information material in other media, all kinds of presentations, excursions are held. They take part in special training for social sphere employees, in the implementation of social scientific projects, carry out all kinds of support for the creation of public organizations, unions, clubs, are actively involved in thematic days: Children's Day, the fight against tuberculosis, Healthy Lifestyle Day, etc. Press services have emerged and are working in many Russian non-profit organizations. In the Socio-Ecological Union, the press service was formed in 1999. The purpose of the creation was the dissemination of environmental and social information in the media. The basis for the beginning of its activity was sending about the existence and activities of the union, but now the press service functions in several directions. Employees prepare and distribute press releases on the actions of the authorities on the achievements in the field of environmental protection, innovative technologies, environmental legislation and more. SES has a unique data bank on environmental issues, which come from more than 250 members of the Union. And as a result, about 130 Russian and foreign mass media are constantly contacting the union's press service. A significant step was the emergence in Russia of the Agency for Social Information. Russian authorities authorities and the media turn to his services. Since the advent of the agency in the life of society, you can now find an example of social advertising literally at every step (both in public transport and in other crowded places).

Legislative regulation of social advertising

In Russia, the existence of social advertising is regulated by law. Article 10 of the Federal Law "On Advertising" of 2006 says that social advertising is aimed at state and public interests and pursues charitable goals. Legislative regulation social promotional activities speaks of
creation of a professional society that produces social products and contributes to increasing the interest of the population in significant social problems. An example of social advertising to increase the interest of the population is the emergence of the category "social advertising" in quite influential advertising competitions in Russia: Youth Advertising Festival, Advertising Festival in Nizhny Novgorod etc.

Social advertising, examples, its perception

The results of a sociological survey that was conducted in 2000 in Novosibirsk (60 respondents participated) indicate a low knowledge of social advertising (25%), while videos about ACE and the relationship between parents and children ("Call your parents") were named as an example of social advertising. In addition to this, the respondents recalled various rallies on the topic of drug addiction, AIDS, broadcast by the media. They expressed a positive attitude towards social advertising in 65% of cases. 20% did not see much benefit in advertising, and only 15% consider such advertising to be a necessity in shaping social opinion.

Social issues as topics or an example of social advertising

All social problems that need to be mentioned through social advertising, the interviewed audience distributed in such a way that it is impossible to determine the priority of problems. So the poll came up with the following results:

• the problem of drug addiction and alcoholism (this is the only problem put by respondents in first place in terms of importance - 65%);
• the problem of HIV-AIDS;
• protection of motherhood and childhood;
• environmental protection;
• formation of a national idea.

Thus, best examples social advertising in Russia are those that are issued on paper, in or other options and are put on public display in places where people are most congested.

Russian legislation gives a precise definition of the concept of social advertising. First of all, this advertisement is distributed in order to convey to the majority of the population the necessary information, which informs about significant charitable, social events held by city or federal authorities, investors, philanthropists and other persons who wish to provide assistance to needy groups of people. Public service announcements can be distributed by any means, such as being shown on television, broadcast on the radio, published in the press, or promoted through outdoor advertising. It is addressed to a large audience that can benefit from this information.

Obligations of owners of advertising platforms

The owners of advertising sites are required to place on their structures up to 5% of the main area per year. Television channels, outdoor advertising operators, media publishers are required to provide 5% of their airtime or printed canvas for placement of social advertising per year.

Social Advertising Law

The law on social advertising states that this is a type of non-commercial advertising that is aimed at changing patterns of social behavior and drawing the attention of the masses to the problems of society. Usually, the customers of social advertising are government agencies, special services responsible for order in society. Discounts are provided for the production of such advertising, or it is made free of charge. There is also regional social advertising, which draws the attention of residents of a particular region to existing problems. She calls to change the attitude towards various difficulties, to fight negative phenomena with the whole world.

Vivid examples of such advertising are well-known campaigns to combat drunkenness, domestic violence, calls for observance of the rules of public order, following the rules of the road. Social advertising also plays an important role, calling for a healthy lifestyle, for the protection of natural wealth and resources. Social advertising is also important, calling for care for loved ones, for attention to their parents, who live alone and often need the love of their grown children. Watch the New Year's video about mom:

Points of the law on social advertising

1. Submitting social advertising can be both individuals and legal entities, and government agencies, organs local government, municipalities.
2. It is important to note that social advertising should not contain specific brands of goods, trademarks, brands should not be advertised. No means of individualization of goods or organizations should be emphasized, except for the cases specified in the fifth subparagraph of this law.
3. The person or organization that distributes the advertisement without fail must enter into an agreement for the distribution of social advertising within 5% of the volume of all advertising distributed during the year. The procedure for concluding such an agreement is established Civil Code RF.
4. If social advertising is distributed in radio or television programs, then the duration of the mention of advertising sponsors should not exceed 3 seconds, and the mention or display of sponsors should not be allocated more than 7% of the frame area. When advertising is distributed in other ways, this information should not occupy more than 5% of the advertising space. If the advertisement is submitted by state bodies, municipalities or local authorities, these restrictions do not apply.
5. In social advertising, references are allowed to those organizations that are aimed at improving socially significant objects, at supporting people in need who find themselves in difficult situations who need treatment or other assistance.
6. Social advertising allows display individuals who find themselves in difficult situations requiring charitable assistance or treatment.

Social advertising features

The main functions that social advertising performs are to increase the humanity of society, change public opinion and direct it to raise awareness. With the help of social advertising, you can achieve goals that improve the life of society.

This type of advertising, like all others, performs the function of influencing the formation of certain views, aspirations, changes the behavioral types of people in relation to any object, creates new values. The laconicism and emotionality of advertising evokes a response from the audience, finds its adherents, followers, draws attention to the problems existing in society and encourages society to fight them.

Types of social advertising

• Encouraging a healthy lifestyle, drawing public attention to the need to eat right, play sports, and be examined by doctors on time. Attention is paid to such problems as protection against AIDS and other sexually transmitted diseases, prevention of unwanted pregnancy, family planning. Another purpose of this type of advertising is the mood of society to eradicate such negative factors as alcohol addiction, drug addiction, smoking;

• Appeals to charity and mercy. This type of advertising encourages to help public organizations, needy people, allocation of funds for the construction of objects significant for the whole society, for example, churches, hospitals, health resorts, etc.;

• Advocacy for the observance of law and order and laws. Advertising posters and form in society the desire to comply with constitutional laws, to fulfill their obligations to the state and other people, introduces aspects of legislative acts;
• Event advertising is issued to familiarize citizens with upcoming events, city holidays, solemn events, the purpose of which is to unite society, satisfy its need for celebrating important dates for all;
• Informative advertising that directs to significant for society state organizations, service. Phone numbers, addresses, links to those sites that provide services, where you can leave complaints or suggestions, where you should contact in certain cases, are indicated here.

Each of the types of social advertising can be divided into subspecies, and in each case, advertising is aimed at a specific goal. Therefore, a detailed classification may vary depending on the current problems of society, on the chosen course public policy and other internal and external changes.