Keyword: «social advertising»

The paper deals with the concept of social advertising and the main ways of influence on the addressee of an advertisement message. Particular characteristics of French social advertising, its main features and special aspects are analyzed in a specific context.

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.

This article discusses the problem of social advertising in general and its features in the social network Facebook. The purpose of the study was to identify the features of social advertising as a mechanism for solving social problems on the example of the social network Facebook. Special attention is paid to the nuances of advertising publications, data analysis of types and forms of social advertising present on Facebook, their characteristic features are highlighted. The empirical basis of the study was data from the social network Facebook. Based on the data obtained, recommendations for the design of such advertising projects are formulated.