Korolyov, Moscow, Russian Federation
Social advertising is the most important channel of mass communication that shapes public opinion. However, its effectiveness is often questioned, which necessitates the search for ways to increase its communicative impact on the target audience. The most important is the study of the sociolinguistic characteristics of advertising influence in the youth environment, since at this age there are simultaneously risks of socialization and flexibility of thinking - a tendency to reflection, reassessment of values. The article presents the results of a study that reveals the main communicative characteristics of Russian social advertising and the mechanisms of its influence on the behavior of student. The empirical research methods were a questionnaire survey of students of the Financial University, as well as an analysis of advertising videos and comments posted under them on YouTube and VKontakte. As a result of the study, it was revealed that the youth audience is well versed in the concept of social advertising. At the same time, most of the students' attention is attracted by bright, provocative (shocking) social advertising, which is a mini-film about the life of real heroes. The most memorable topics relate to the fight against «bad» habits, maintaining a healthy lifestyle, compliance with the law. Based on the results of the study, as well as the experience of Russian and foreign scientists, the article concludes with recommendations for enhancing the effectiveness of social advertising. The importance of adhering to the principles of unambiguity, conciseness and synchronism of social advertising, «soft» chrakter, honesty and openness is indicated. The findings of the study may be useful to specialists in advertising and public relations, sociologists and specialists in of social work.
mass communication; communication characteristics of social advertising; student youth; digital generation; the effectiveness of social advertising; provocative social advertising
1. O reklame: feder. zakon Ros. Federacii ot 13 marta 2006 g. № 38-FZ: prinyat Gos. Dumoy Feder. Sobr. Ros. Federacii 22 fevr. 2006 g.: odobr. Sovetom Federacii Feder. Sobr. Ros. Federacii 3 marta 2006 g. // Ros. gaz. 2006. 15 marta.
2. Golenkova Z.T., Kalmykov S.B. Effektivnost' i kachestvo social'noy reklamy // Teoriya i praktika obschestvennogo razvitiya. 2017. № 3. S. 9-19.
3. Erstad O. Educating the Digital Generation [Elektronnyy resurs] // Nordic Journal of Digital Literacy. 2015. № 4. p. 85-102. URL: https://www.idunn.no/file/pdf/66808553/educating_the_digital_generation_-_exploring_media_literacy.pdf (data obrascheniya: 01.02.2021).
4. Kazhdomu vozrastu - svoi seti [Elektronnyy resurs] // VCIOM-Sputnik 2018. 12 fevr. // URL: https://wciom.ru/index.php?id=236&uid=116691 (data obrascheniya: 01.02.2021).
5. Ivanova E.A. Ispol'zovanie semioticheskih modeley i simvolov v dizayne reklamy // Vestnik Orenburgskogo gosudarstvennogo universiteta. 2007. № 76. S. 134-139.
6. Mel'nikova T.F., Kaschenko E.G., Luzhnova N.V., Mihaylova O.P. Effektivnost' social'noy reklamy // Vestnik Orenburgskogo gosudarstvennogo universiteta. 2010. №13 (119). S. 61-67.
7. Barkovskiy E.S., Zapparov R.I., Fisenko Yu.A. Social'naya reklama kak faktor formirovaniya predstavleniy o zdorovom obraze zhizni u studentov vuza // Yaroslavskiy pedagogicheskiy vestnik. 2018. №4. S. 131-135.
8. Ocipova N.G., Yurchenko E.I. Sredstva massovoy informacii v sovremennom obschestve: teoretiko-metodologicheskiy analiz noveyshih podhodov // Vestnik Moskovskogo universiteta. Seriya 18. Sociologiya i politologiya. 2010. № 1. S. 64-85.
9. Bericat E. The sociology of emotions: Four decades of progress [Elektronnyy resurs] // Current Sociology. 2015. № 64 (3). p. 491-513. DOI:https://doi.org/10.1177/0011392115588355. URL: https://doi.org/10.1177/0011392115588355. (data obrascheniya: 01.02.2021).
10. Fransen M., Verlegh P., Kirmani A., Smit E. A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them [Elektronnyy resurs] // International Journal of Advertising. 2015. № 34. p.6-16. DOI:https://doi.org/10.1080/02650487.2014.995284. URL: https://doi.org/10.1080/02650487.2014.995284 (data obrascheniya: 01.02.2021).
11. Evnevich M.A., Yaburova D.V. Vliyanie social'noy reklamy na povedenie cheloveka v zavisimosti ot soderzhaniya soobscheniya [Elektronnyy resurs] // Rossiyskoe predprinimatel'stvo. 2015. № 16 (22). S. 4169-4182. DOI:https://doi.org/10.18334/rp.16.22.2083. URL: https://doi.org/10.18334/rp.16.22.2083
12. Slavіns'ka M. Specific strategies and tactics of influence of social advertisement [Elektronnyy resurs] // Opera in Linguistica Ukrainiana. 2019. № 4. p. 320-326. DOI:https://doi.org/10.18524/2414-0627.2019.26.181803. URL: https: ://doi.org/10.18524/2414-0627.2019.26.181803
13. Solodovnikova A.N. Osnovnye sposoby vozdeystviya v social'noy reklame // Izvestiya Saratovskogo universiteta. Seriya Filologiya. Zhurnalistika. 2010. №1 (10). S. 13-17.
14. Zhang Y., Zhou H., Tan N., Bagheri S., Er M.J. Targeted Advertising Based on Browsing History [Elektronnyy resurs] // arXiv:1711.04498v1 [cs.IR]. 2017. URL: https://arxiv.org/pdf/1711.04498.pdf (data obrascheniya: 07.03.2021)
15. Samuseva N.A. Principy vizualizacii v social'noy reklame// Vestnik MGUP imeni Ivana Fedorova. 2015. № 2. S. 229-231.
16. Bakshy E., Eckles D., Yan R., Rosenn I. Social influence in social advertising: evidence from field experiments [Elektronnyy resurs] // In Proceedings of the 13th ACM Conference on Electronic Commerce (EC '12). 2012. URL: https://arxiv.org/abs/1206.4327 (data obrascheniya: 07.03.2021).
17. Bolotina M.A., Volkova I.S. Imperativ kak sredstvo vozdeystviya v tekstah social'noy reklamy (na materiale russkogo i angliyskogo yazykov) // Vestnik Baltiyskogo federal'nogo universiteta im. I. Kanta. Seriya: filologiya, pedagogika, psihologiya. 2012. №2. S.7-12.
18. Tucker C.E. Social Advertising: How Advertising that Explicitly Promotes Social Influence Can Backfire. [Elektronnyy resurs]. URL: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1975897 (data obrascheniya: 07.03.2021).
19. Jie Xu. The impact of self-construal and message frame valence on reactance: a cross-cultural study in charity advertising // International Journal of Advertising. 2019. № 38. p. 405-427.
