GENESIS OF THE THEORY OF SOCIAL ADVERTISING: ANALYSIS OF FOREIGN PUBLICATIONS

Abstract

The author conducts the analysis of foreign research approaches to social advertising. It is noted that, despite the specificity of various existing approaches, their common theoretical element is that the ideas forming the basis of social advertising, in fact, reflect the focus of the state and society to combat specific negative social processes and phenomena. The article concludes that foreign authors develop specific conceptual framework, conduct the operationalization and conceptualization of knowledge on social advertising, and summarize the obtained empirical data. That suggests that in the study of social advertising is not violating the principle of Occam, and a special research area is formed.

Keywords

• social advertising
• foreign theories
• Ambient Media
• mass media
• the Internet