Ivanna Shubina: Social advertising and persuasive announcement

The article deals with an analysis of a specific media phenomenon, namely, social advertising and its persuasive power on the basis of the modern psychological theories. At the beginning of the paper the author presents two basic concepts - social advertising and persuasion. The article takes into consideration issues of persuasive processes with reference to social advertising. The important issue is adjusting the right form of the advertisement. The author discusses positive and negative results of arousing fear in a receiver by social advertising. The article concludes with presenting various forms of persuasive advertisement and the most commonly used seductive strategies.