Social advertising and its influence on the healthy lifestyle of student youth
The purpose of this article is to study the relation of youth to social advertising and its impact on it. The main objectives of the article – an analysis of the theoretical and applied aspects of social advertising, the synthesis of research results, conducted among students of universities in relation to their relationship with social advertising and the implementation of their healthy lifestyle. The article defines social advertising in accordance with the Law of Ukraine “On Advertising”, it is stated that its main task is to popularize universal human values. It is noted that one of the main subjects in the formation of social advertising is the state. Described how legislatively it regulates social advertising. The research results among students of higher educational institutions of Lviv city are analyzed. It is determined that most of them follow a healthy lifestyle. The main thing the respondents see in the disparity of their healthy lifestyle is – wrong, unbalanced diet and lack of sleep time. It was investigated that almost a third of respondents do not follow their diet, more than half do not engage in any kind of sports. It has been determined that only 23% of the interviewed students do not have bad habits. More than half of respondents have Internet addiction. It has been studied that the Internet and social networks recognized as the main source of information about healthy lifestyle students. It is estimated that 55% of respondents believe that social advertising changes their behavior and makes them think. Among the main reasons that make social advertising less influential, students called content and quality. It is described that creating a high-quality advertising product requires significant financial resources, in which the main customers of social advertising are very limited. It was investigated that the main problems that should be addressed by social advertising, according to respondents – is the environment and the fight against harmful habits. Important areas to reach with social advertising should be the problems of disease prevention, maternity and childhood, patriotism, volunteering, animal protection. According to research findings, the main channels for the distribution of social advertising should be the Internet and social networks. Social advertising should be targeted rather than directed to the general public. The Internet is the most successful way of distributing social advertising for influencing young people. Among other channels of marketing communications to highlight the most priority for impact on other age categories is quite difficult.
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