Соціальна реклама в Україні: сучасні реалії та перспективи розвитку

• Datum: 2020
• Hauptverfasser: Мунтян, І. В., Євтушок, О. В., Гнатовська, Д. О.
• Format: Artikel
• Sprache: Ukrainian
• Veröffentlicht: Odesa National University of Technology 2020
• Online Zugang: //journals.ontu.edu.ua/index.php/fie/article/view/1740
• Назва журналу: Food Industry Economics

In order to manage a number of social processes, determine the vector of development of societyand disseminate information that will concern society and its rights, it is necessary to use one of the maintools – social advertising. It affects the formation of public opinion, moral norms and rules, determines thedirection of development of the spiritual and cultural side of society. The article raises the main problems ofsocial advertising in Ukraine, which have not changed since independence. The realities of social advertisingand the reasons for the low efficiency of its influence on Ukrainian citizens are also shown.At this stage, the social advertising market is not developing and does not have a specific vector.The reason for this is the lack of a single governing body that would monitor and regulate this sector. Lack ofproper information support and exchange of experience with colleagues from other countries also leads to anaggravation of the problem. Social advertising can be the main regulator of political, economic and civilmovements, if a complete reorganization of the system is carried out and the legality of the use of the concept «social advertising» is controlled.The misuse of social advertising is the first problem in Ukraine. Even if the quality of content and information is raised to a new level, a violation of the law discredits the very idea of regulating society and reviving moral values. First of all, there should be trust in social advertising in order to be effective and usefulfor citizens, to demonstrate the positive dynamics of changes in social processes. Ignorance of the features of the functioning of the tool makes it impossible to increase the efficiencyof social process management, their regulation, control and development. To move to the stage of development and stability, it is necessary to analyze existing problems and find their solutions, conduct a thoroughanalysis of the causes of their occurrence and rooting. And this is impossible without changes at the statelevel.