ROLE OF SOCIAL ADVERTISING IN IMPROVING ROAD SAFETY
Keywords:
social advertising, road safety, legislation on advertising, procurement, videosAbstract
The article discusses the problems of using social advertising as a tool for promoting road safety. The definitions of social advertising in the legislation of Russia and foreign countries are analyzed. The concept of social advertising on the promotion of road safety is formulated. The author explores the features of ordering social advertising in the field of road safety by state and municipal authorities. According to the authors, it should be borne in mind that advertising, despite its social orientation, still remains advertising, which means it implies a certain impact on the audience. In the article, the authors substantiate the position that in order to perform their functions, social advertising should be performed at a professional level, taking into account the specifics of the advertising object, target audience and other important factors. The ability of advertising to attract attention is also important, because every day people are faced with a huge array of information and are used to ignoring most of it. According to the authors, the current level of development of information technologies opens up new opportunities for social advertising, including on the Internet. Emphasizing that in the field of road safety, videos are popular that motivate road users to comply with specific rules - for example, using seat belts or crossing a road only in designated places, they suggest strengthening work on improving the regulatory framework governing the use of social advertising by state bodies authorities and local governments, to develop public-private partnerships in the development and deployment of social advertising, application of information and telecommunication technologies.