Social advertising and its role in modern Russian society

Abstract

The article assesses the role of social advertising in the regulation of public processes. It is shown that at different stages of the historical development of Russia, the need for social advertising was different. Difficult periods of breaking the political and economic system of the country, severe crises, developments in the values of society created a serious threat to national security, and gave rise to the selfishness, cruelty, aggression, surrogate consumer culture. It was the social advertising that was supposed to contribute to the development of a strong socio-cultural basis; public awareness of the need for change; fostering a sense of civic responsibility in a person, including for their own actions; legal awareness; maintaining harmonious coexistence of society and the state. It is proved that today, when a serious test of the coronavirus pandemic fell on our country, social advertising should work to recreate the true human qualities, cementing the nation – compassion, clemency, kindness, and for emergence of a new culture that assumes maximum care for health. The author shows a change in the attitude of business and the population towards social advertising. She argues the need to expand the practice of using social advertising while increasing its communicative effectiveness.