Conduct of modern science– 2016 • Díl 1

MATERIALS OF THE XVI INTERNATIONAL SCIENTIFIC AND PRACTICAL CONFERENCE ★ March 30 - April 7, 2020
5.Newspapers overlap in terms of audience coverage. Typically, the population 
reads not one, but two or more newspapers. It is not possible to be absolutely sure that 
a published social advertisement has an impact on its intended audience23.
Based on this, experts recommend the following recommendations for the 
effectiveness of social advertising, which will be published in the press:
-it is useless to use complicated plans to place texts and pictures. A larger 
picture that is more rounded than a few small pictures is better accepted;
-photographs must be interpreted in words. It was found that the comments at 
the bottom of the photo were read twice as much as the text. The photo commentary 
itself can become that advertising slogan;
-d o n ’t be afraid of long headlines. Headlines always attract attention;
-d o n ’t be afraid of long texts. Not only the title but also the ad text has a direct 
impact on the psychology of the audience;
-Avoid headlines that are negative in content. People also remember 
grammatical denials. Make more active use of emotionally beautiful words;
-Look for tools to attract attention. The most reliable means of attracting 
attention after a title is a bright photo;
-photos prefer photo. Studies show that people remember photos 26 percent 
more often than photos;
-it is necessary to ensure that social advertising is side by side with editorial 
materials;
-do not use a reverse slash font. This makes the text difficult to read.
Do not underestimate the font of the illustration commentary;
-create an ad that doesn’t require a sequel. The slogan of social advertising 
should be reflected in the title. Put yourself in the shoes of a reader who can read all of 
this ad for many reasons. Create the ad in such a way that the reader focuses only on 
it24.
A well-crafted ad captures a person’s attention and stays in his or her memory 
for a long time. The responsibility of socio-political advertising specialists will be