Social advertising: health system practices

Volume 6, Number 1, 2021, P. 124–130

[ SOCIOLOGICAL SCIENCES ]

Article (file: pdf, size: 506 KB, downloads: 358)

Abstract:

The article is devoted to the management practice of using social advertising by the power and management system in one of the regions. Authors sought to show that the management system at different levels of the social organization is called upon to constantly use various ways of influencing mass behavior, causing certain behavioral reactions necessary in terms of its saturation with positive action. Among such methods, social advertising also occupies a certain place. The importance of using social advertising placed in places accessible for viewing and to prevent unwanted actions by individuals that can harm both them and others is also emphasized. It is noted that social advertising, along with some elements common to any advertising, has a number of features. Authors focused on health advertising practices, which seems particularly relevant in the ongoing COVID-19 pandemic. The research conducted among student’s youth of Kaliningrad revealed that this category of the population characterizes social advertizing as the important information resource defining, in particular, methods of formation of a healthy lifestyle, prevention of negative consequences of noncompliance with recommendations in the period of COVID-19 pandemic. At the same time, students note the low effectiveness of the impact of social advertising, presented, in their opinion, in outdated forms, record the lack of connection of such advertising with the formation of value attitudes. The study also showed the lack of qualification of those who prepare advertising products.

Keywords:

social advertising; the health sector; student youth; effectiveness of social advertising impact

Authors:

Vladimir V. Krivosheev, Dr. Sci. (Sociological Sciences), Professor, Associate Professor, Institute of Humanities, Immanuel Kant Baltic Federal University, Kaliningrad, Russia

Elena A. Efimova, freelance, psychologist, Institute of the humanities, Immanuel Kant Baltic Federal University Baltic, Kaliningrad, Russia

For citation:

Krivosheev V.V., Efimova E.A. (2021) Social advertising: health system practices. Sotsial’naya kompetentnost’ = Social Competence. Vol. 6. No. 1. P. 124–130. (In Russ.)

References:

  1. Baksanskii O.E. (2017) Mass manipulation technologies: advertising, marketing, PR, GR (cognitive approach): pocket book. Moscow: Lenand. 219 p. (In Russ.)
  2. Golenkova Z.T., Kalmykov S.B. (2017) Effectiveness and quality of social advertising . Teoriya i praktika obshchestvennogo razvitiya = Theory and Practice of Social Development. No. 3. P. 9–19. (In Russ.)
  3. Gorskii K.V.(2017) On the air — word of mouth. Practical Guide to Referral Marketing. Moscow: Mann, Ivanov i Ferber. 160 p. (In Russ.)
  4. Goryachev A.A. (2009) Strategies for creating an advertising image. Kommunikativnye issledovaniya 2009: Vidy kommunikatsii. Obuchenie obshcheniyu: Prodolzhayushcheesya nauchnoe izdanie = Communication Research 2009: Types of Communication. Learning to communicate: An ongoing scholarly publication. Voronezh: Istoki. P. 28–41. (In Russ.)
  5. Davydkina I.B. (2015) Social advertising in the system of social communications. Moscow: Infra-M. 480 p. (In Russ.)
  6. Demeshin L.V. (2012) Non-standard forms and methods of advertising, assessment of communicative and economic efficiency. Moscow: Laboratoriya knigi. 145 p. (In Russ.)
  7. Egorov V.P. (2010) Advertising activity in the product market. Moscow: Laboratoriya knigi. 137 p. (In Russ.)
  8. Ezhova E.N. (2016) Social advertising as a resource of public administration in modern Russian society. Vestnik ChelGU = CSU Bulletin. No. 12 (394). (In Russ.)
  9. Kalmykov S.B. (2018) Social advertising: designing effective interaction with the target audience. Moscow: Infra-M. 256 p. (In Russ.)
  10. Korobitsyn V.I., Yudina E.N. (2006) Sociological research of TV and advertising. Moscow: RIP-kholding. 199 p. (In Russ.)
  11. Muzykant V.L. (2013) Psychology and Sociology in Advertising. Moscow: RIOR, Infra-M. 224 p. (In Russ.)
  12. Savel’eva O.O. (2006) Sotsiologiya reklamnogo vozdeistviya. Moscow: RIP-kholding. 284 p. (In Russ.)
  13. Sternin I.A. (2012) Basics of speech exposure. Voronezh: Istoki. 178 p. (In Russ.)
  14. Timchak K.N. (2019) Problems and advantages of social Internet advertising as a mechanism of social management. Gosudarstvennoe upravlenie. Elektronnyi vestnik = E-journal. Public Administration. Issue 74. June 2019 g. P. 156–176. (In Russ.)
  15. Uchenova V.V., Starush M.I. (1996) «Philosophical pebble «advertising creativity: Culturology and epistemology of advertising. Moscow: Maksim. 106 p. (In Russ.)