Speaking of social advertising, it is divided into four subspecies:
— общественная;
— некоммерческая;
— государственная;
— социальная.
Social advertising should be clearly divided into two types: advertising information and advertising values. Information social advertising is an important form of advertising, attracting attention to important social problems, social programs, and opportunities.
In this advertisement the feedback. In bright, precise and sharp lighting problems, social responsibility of advertising will be to your audience ways to solve the problem. There would always specified phone numbers or websites, so the audience could react, demonstrating their attitude to the situation shown.
It should be noted that the term "social advertising" is only in Russia, in other countries, this commercial is called "non-profit" and "public". Therefore there is some difference of interpretation of the terms:
1. "State advertising is the advertising of state institutions (namely, the army, tax police, air force), the promotion of their interests. This term is derived from current practice".
2. "Social advertising is created to send the message that promotes some positive development. This is created by advertising professionals free of charge, the place and the time of its passage in the media is also highlighted on a commercial basis".
3. "Non-commercial advertising is sponsored by non-profit organisations, advertising their interests, calling for the vote, to encourage donations and attract attention to some of the company's Affairs".
4. More in line with today's realities of the fourth kind, namely, social advertising, focused on to draw attention to the most urgent social issues, moral values. The purpose of this type of advertising is the formation of moral values and the humanization of society. Modify an existing behavioral model of the society – this is the mission of social advertising.
Does not endorse any goods, social advertising promotes a particular "world view". Social ads have become increasingly popular, although still very different and lagging behind in this respect from European countries.
Some analysts highlighted two additional subspecies of social advertising:
— реклама, внедряющая или закрепляющая некоторые нормы и правила;
— реклама, которая рисует «образ мира», призывая легитимизировать существующие или только предлагающиеся поведенческие и моральные нормы. Второй вид рекламы интереснее и эффективнее, но такой рекламы пока очень мало, даже можно сказать, что её нет совсем. Чаще социальная реклама «инструментальна», так как описывает действие, которое надо совершить.
