Social advertising is an unusual type of advertising message, unusual due to its important social functions, such as: teaching, nurturing, forming relationships, and creating important values.
Using methods and tools of persuasion, it becomes a socially useful creation, and at the same time an excellent tool in the hands of those who are trying to have a positive impact on social reality. Order social advertising, marketing, branding, online advertising or smm right now - contact the FINE marketing agency Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine!
Non-commercial advertising has many tasks, namely: informing about some complex social problems, informing about their rank and consciously forming awareness, regulating social relations, socializing and educating society, forming positive values or ideas in society.
Social advertising is based on various forms of communication. Sometimes it's a picture, sometimes the voice itself, usually a video. The best effect is achieved through advertising, which strongly influences the imagination and feelings of the recipient. So if the advertisement is too obvious, and the acting is simply artificial, most likely no one will remember the advertisement, and, of course, its content will not affect the behavior of society in any way.
It is believed that the masters of social advertising are Germans and Asians, for example, Germans are not afraid of what they want to show, and Asians focus on emotions, give food for thought. Ukrainian advertising rules are less decisive, and there is a potential area for development.
Despite significant differences, social and commercial advertising uses similar communication and persuasion mechanisms. Both types of advertising often use similar language.
The use of humor in advertising is the most frequently discussed element and is still a controversial issue. The thesis about the beneficial influence of humor in advertising meets with a completely opposite thesis. Humor certainly makes ads easier to see and engages the recipient in the message. However, on the other hand, it does not allow the recipient to remember the message, sometimes it scares, and due to cultural differences, such advertising cannot be transferred to other markets.
The language of social advertising - just like commercial advertising - is metaphor. They influence the imagination more strongly than direct messages. Since ad recipients are of different ages, the wording is tailored with your audience in mind.
As with commercial advertising, we encounter emotional and rational messages in social advertising. Most often they are intertwined. The emotional message tries to induce action based on feelings (in both social and commercial advertising). The role of rational communication, on the other hand, is to provide information and arguments.
Social advertising usually uses emotions (compassion), especially negative ones (anxiety, fear). The use of these emotions is especially justified in the case of advertising, which is designed to convince people to change their lives. For example, eating habits, smoking or driving a car after drinking.
The most common mistakes in the development of social advertising include:
This example shows that the slogan was chosen very appropriately, its translation sounds like this: “Make way for the one who holds something more important”, but the font, colors and arrangement of elements in the picture are really repulsive. If it were not for the illiterate visual design of this advertisement, we can assume that the idea could have worked successfully. To avoid such simple but very important mistakes in creating advertising, you should contact the FINE studio and order advertising from us.
The next not the most successful and highly criticized social campaign aimed at countering the spread of smoking. Firstly, the text, the key element of social advertising in this case, is chosen in such a way that it is not easy to understand it. Secondly, the design with small print, with the idea of a cigarette in the background, which not everyone will be able to understand, definitely does not play into the hands.
At FINE branding and marketing agency Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine! It is here that specialists with many years of experience will find you high-quality and effective advertising, be it a commercial or a poster.