SOCIAL ADVERTISING: THEME, CONTENT, MOTIVATION DIRECTION

Abstract

The article is devoted to social advertising and aspects of its use within the framework of the upheavals of recent years, factors of changing the subject matter, content and its motivational focus. The domestic legislation in the field of advertising was analyzed and its inconsistency with the current state of the information space of Ukraine due to obsolescence and inability to solve current tasks was revealed. The work of Ukrainian and foreign scientists is considered on specific examples and the insufficiency of the disclosure of the problems of social advertising in the context of its profiling is determined. An overview of the current classifications of social advertising was carried out and the regularities according to which they were built were revealed. The purpose of the work was to explain the concept of "social advertising" and to conduct a short historical excursion regarding its origin and application, to develop one's own classification according to the given parameters on the basis of the existing one, to create a comparative characteristic of classifications. Ways of using the created classification for its application in the information space of Ukraine, especially within the framework of today's relevant issues: the COVID-19 epidemic, The Russo-Ukrainian War. On the basis of the conducted research, the created classification and their comparative characteristics, the conclusion was reached about the need to update the legislation in the field of social advertising, the wider involvement of scientists in the work on a given topic, the impossibility of creating a completely universal classification of social advertising due to contradictions in the subject matter, content and motivational orientation of some types of advertising , which indicates the need to approve additional parameters and develop and create more narrow-profile classifications in scientific research of social advertising. A number of recommendations regarding further work in the field of social advertising, especially within Ukraine, were also provided.