Social advertising as a means of addictive behaviour prophylaxis of the youth

Abstract

The article reveals the essence of the concept of “social advertising”, examines its types and mechanisms of influence on the human psyche. The efficiency and features of the use of rational and emotional social advertising in the prevention of addictive behavior in adolescence are analyzed. The results of the empirical study of the peculiarities of the influence of social advertising are presented. Practical guidelines for creating social advertising are formulated. Prospects for further research are outlined.