Representation of Ecological Values in Russian Social Advertising

Lyudmila A. Brushkova, Marina V. Rybakova, Sergey P. Zhdanov, Olga A. Mechkovskaya, Arpenik R. Galoyan, Indira G. Tsopanova, Petr K. Goncharov

Ekoloji, 2018, Issue 106, Pages: 135-140, Article No: e106151


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The relevance of the study is in the fact that the formation of lifestyles based on ecological values and their practical implementation in everyday affairs, is now an urgent task for all countries of the world. The formation of an ecologically-oriented lifestyle of the population is becoming not just desirable one, but absolutely necessary ecological imperatives of modern society. The purpose of the article by the authors’ opinion is analyzing social advertising videos in the context of the relevance of the problems revealed in them by Russian society and comparing these data with statistical and sociological research data, including global ones, as well as with expert opinions. The main method of the author’s sociological research is a quantitative and qualitative analysis of social advertising videos (the volume of the sample totality is 46 units). The study conducted made it possible to draw a conclusion about the clearly insufficient level of activity of social advertising in the promotion of ecological values in Russian society, which manifests itself in a small number of such videos, the narrowness of the coverage of the existing ecological problems of society, and in their low quality. The effectiveness of social advertising is enhanced if it reflects regional and local ecological problems. As measures contributing to the intensification of social advertising in creating Russians’ ecologically-oriented lifestyle, the article proposed to develop not only public but also non-commercial social advertising, which could, in particular, be contributed by various contests and other events of a similar nature.


sustainable development, risk society, social advertising, eco-centrism, ecologically-oriented lifestyle, ecological values


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