SOCIAL ADVERTISING AS AN EFFECTIVE AND INDEPENDENT SOCIAL TOOL

Abstract

The article deals with the problem of independence and effectiveness of social advertising. It is noted that the creator of social advertising is the state or non-profit public organizations, which reinforces the idea of its independence in the minds of the addressees of social advertising, members of society. However, independence is imaginary if social advertising broadcasts the will of the political force that produces it, less often – it expresses the interest of a commercial organization, that is, it is an instrument of political or commercial manipulation. It is concluded that the independence of social advertising is one of the criteria for its effectiveness, since the addressee, who understands that social advertising expresses someone’s interests and is not an independent social instrument, ceases to perceive the social, moral, humanitarian message transmitted with its help. For social advertising to become more effective, it is necessary to ensure its independence, freedom from political and commercial influence.