Shockvertising and educational role of advertising in social campaigns

Praca opisuje wpływ edukacyjnego charakteru reklam na odbiór kampanii społecznych. Składają się na nie 4 rozdziały oraz badania wraz z wnioskami.W pierwszym rozdziale omówione zostało pojęcie marketingu, wraz z jego genezą. Owe pojęcie rozszerzono o nowe, powstałe z podstawowego, mianowicie o marketing społeczny.Ukazano jego rolę w zmienianiu postaw społecznych. W kolejnym rozdziale podjęto próbę zdefiniowania reklamy, a także określenia jej celów i funkcji.W tym celu konieczne było zestawienie reklamy społecznej z komercyjną. W rozdziale trzecim zajęto się zjawiskiem shockvertisingu, omówiono działalność Oliviero Toscaniego, ojca pojęcia. W ostatnim rozdziale dokonano analizy kampanii antynikotynowej, trzeźwego prowadzenia oraz kampanii przeciwko przemocy, by móc zastanowić się, jakie elementy szoku w reklamie społecznej wpływają na jej skuteczność oraz zastanowić się nad edukacyjnym charakterem tych kampanii. W ostatniej kolejności przedstawiono wyniki badań ankietowych oraz dokładnie je zanalizowano.CONCLUSIONModel of human life is constantly changing. What once was a priority, canon determinant of our behavior today may turn out to be merely an adjunct to our vision of understanding the world.Twenty-first century produce with an enormous progress of civilization, and this has improved the level of our lives, but on the other hand, was born a lot of risks and pathology.This time we have to fight against threats that stem from it.The type of such a struggle is an attempt to change social attitudes by social campaigns, which are used in the most expressive forms of advertising.Analysis of the literature and the results of the survey made it possible to achieve the objective to work.The use of aggressive, shocking forms of advertising turns out to be the right course of action to combat such with addictions and other dangerous social attitudes (driving under the influence, domestic violence, etc.).Replies of respondents confirm the changes taking place in the process of receiving a shocking ads. It turns out that this is an effective form of the impact on the human imagination.Effect of educational nature of social advertising is now stronger than the shock of what they produce. Educational nature of these is getting higher, and its impact better.An important issue is the fact that in the current, highly commercialized times, the severity of any type of advertising, marketing campaigns and projects is enormous. Every day, in every place: at home, at work and on the go comes to us a large number of stimuli that consciously or subconsciously interpret. As we know, many times repeated situations, advertising, pulses stop after a certain period of time to have any effect on us. Become resistant to them. We do not attention to what is common, frequent. Meeting every day with a lot of commercial advertisements to them, we gain more and more distance.It is very important therefore seems to be the use of social campaigns ever new, different forms and media. Shocking element should be graded and differentiated because only attract attention and force the recipient to a deeper analysis.It should also be noted that the clarity of social advertising can lead to a feeling of total disgust and revulsion at the destination. This could effectively deterred from watching and participating in the following campaigns. Balance between shock and curiosity extends recipient so the foreground. Conclusions from the analysis of the research literature and confirm the validity of the chosen topic of work. Further interpretation of the changing world in which we live, it should go hand in hand with the development of existing forms of advertising.It’s very important trying to create a public awareness campaign targets men and deep content posed by social campaigns- advertising