Social Advertising History

Also on the subject, the story of social advertising in the roses:

To say that a social ad for our country is a relatively new phenomenon would be a blatant mistake. O. Saveleva, one of the most consistent researchers of social advertising, has brought it up to the second half of XVII. when the Russian man ' s daily life has come into a club in which the genre of the " creative blue " can be distinguished. These are some of his themes: " Clean and soul sinful " , " Drunk husbands and wife-wives " , " A drunken drunk who had been drinking in a mug " , " The Sauvoska Paramoka played cards " . " Up to the beginning of the XX in., written by O. Savelev, they performed their social functions as may have been: they have created negative attitudes towards the socially disapproved nature or behaviour. There were sticks about "right behavior." Now, let's just say, a text on the guest label: "All you know is, tell your house. And where they'll land...

Here you go. And what they're gonna do is eat. What's gonna happen is drink, not spills." [42]. An example of social advertising may be found by the researcher to be a printed " explanation " to one of Catherine II ' s masquerads, in which the aim was to show " the plight and glory of virtue " . It was supposed to be ridicule, in the teaching of the people, " piano, ignorance, dissent, bludote, generosity, beneath, motto, chastity " .

After the 1917 revolution, the real boom started. social advertisingtransformed into a powerful tool of communist propaganda.

Depending on time, social advertising has been used for various purposes. While the Soviet authorities needed to maintain their own authority during their blossom, the challenges of the Soviet Union had become different.

Since any revolution is intended to change the state system, its outcome is not only political but also social change: it breaks old foundations, new social values.

The Bolsheviks were well aware that if they wanted to stay in power, they needed to confirm their domination and to exclude any possibility of influence on citizens by the opposition. It is for this reason that one of the first decrees of the new power was the decree " On the introduction of a State monopoly on advertisements " . All the information was to be controlled by the Bolsheviks. Other forces to influence the masses were not permitted.

However, closing all informal sources of information is only part of the process. It was also necessary to replace old, established values and principles with new ones.

In the pre-revolutionary society, perceptions of good and evil were determined by religion. In a principled Soviet society, the role of a new religion has become a claim of communist morality. It was for this replacement that a social advertisement was needed to promote the transition to a new life. Goodness should have been a class fanaticism, happiness, self-destruction in the name of communism, promotion, sacrifice of personal happiness for the common good.