Specific features of the use of social advertising in the conditions of the coronavirus pandemic

Authors:

M. V. Yolkina, A. D. Pautov

Siberian State University of Physical Culture and Sports, Omsk, Russian Federation

Abstract:

Modern socio-economic and political conditions form new realities of the society existence. A viral disease called «Covid-19» has swept the whole world, and it can be added to the well-known list of social problems associated with alcoholism, drug addiction and tobacco smoking. People are facing the need to revise social behavior, form new habits and introduce certain restrictions. An important role is assigned to the mass media in order to produce informational impact on the population and to change its social behavior. One of the options for such an impact is social advertising and its features are presented in this study. The following methods have been used studying the problem of social advertising as a way to prevent coronavirus infection: analysis of scientific literature and Internet sources, monitoring, sociological survey (questionnaire) and method of mathematical data processing. The article outlines the concept of social advertising, its focus on social problems solution, changing the behavior model of target groups, as opposed to commercial advertising.
The author considers social advertising to reduce the spread of Covid-19, it is presented in the form of viral videos and banners posted both on billboards and on the Internet. The features of communication with the target audience, based on the use of the imperative in order to change social behavior (the call to maintain a distance, wash hands, wear a mask,
etc.), are revealed. The analysis of the outdoor advertising design characterized by polyphony is presented; a study of viral videos using both images of real people and cartoon characters are used. A sociological survey was conducted to identify the respondents attitude to social advertising against the spread of Covid-19. It is concluded that in the current conditions, unpretentious social advertising in terms of design and plot has a certain informational impact on the general population in order to change the social model of behavior and to prevent the spread of coronavirus infection.

Keywords:

Social advertising, coronavirus, Covid-19, information impact.

Paper submitted:

October 29, 2020.

For citation:

Elkina M. V., Pautov A. D. (2020) Specific features of social advertising in the conditions of the coronavirus pandemic. The Science of Person: Humanitarian Researches, vol. 14, no. 4, pp. 61–68. DOI: 10.17238/issn1998-5320.2020.14.4.7.