Keyword: «non-commercial advertising»

The article discusses the peculiarities of social advertising as creolized text. A definition of social advertising has been given. Options for using the term “social advertising” in Russia and in the world are shown. The concepts of “public advertising” and "non-profit advertising" have been revealed. The aim and main tasks of social advertising, as well as peculiarities of impact of social advertising on formation of values of society are considered. The concept of creolized text is disclosed and its main components are highlighted. The components of verbal (slogan, message text) and non-verbal (image, color, font) components of creolized text of social advertising are considered in detail.