Conduct of modern science– 2016 • Díl 1

20Derevyanko A.R., Zybin O.S. Social advertising as a type o f communication activity in modern conditions. Modern
studies o f social problems (electronic scientific journal), No. 7 (15), 2012
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Science without borders - 2020 ★ Volume 14
guarantees of media freedom and transparency. This process, which is difficult enough 
by its structure, poses enormous challenges in terms of the outlook and behavior of 
citizens. Because advertising has become a daily necessity, more precisely, a market 
demand.
Product information in advertising includes all four market demands. This is 
the product, prices, sales and promotion. Advertising organization - manages a new 
form of advertising and its distribution by summarizing the information of related 
advertising agencies.
Today, the media mainly serves as a source of advertising. It is estimated that 
in Japan, 70 percent of children consciously turn on the TV, knowing the time and day 
of their favorite show. Children's shows take into account their physical strengths, 
needs, psyche. This means that advertisements for children and mothers should cover 
more of these aspects of the content. Because mothers feel responsible for buying their 
children’s favorite products.
Advertising always reflects a positive picture of life, the content of positive 
relationships. Russian researcher A.V. Kotsina notes that in order to influence the 
consciousness of people in society, social strata, to form positive perceptions, to absorb 
life values, advertisements rely on stereotypes of public consciousness and reflect the 
internal structure of society on gender characteristics. Under the influence of 
advertising communication, family roles, various behavioral skills are mastered, social 
processes such as aesthetic taste and taste, economic thinking, family management, 
inculcation of different values in the human mind are formed. Psychologist 
R.I.Mokshantsev argues that the approach of advertising to national stereotypes 
facilitates its perception.Advertising always represents an impressive social life view. 
Values are inculcated in the human mind and a way of life is promoted based on these 
values.In the process of reacting to advertising, a person develops perceptions of the 
behavior that occurs in different situations.
In this way, advertising serves the purpose of attracting people to public life, 
socialization.Historically, advertisements have served as an active socializing factor, 
providing information about the lifestyle, traditions and development of one or another 
country or nation.It is recognized as a social phenomenon that encourages people in 
society to succeed and positively active, promoting the secrets of a happy, prosperous 
life.
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