Artistic aspects of the design of information messages against Covid-19

The purpose of the article is to identify effective artistic and figurative approaches in the system of designing information messages aimed at increasing the social responsibility of the population for the period of the epidemiological situation associated with the spread of Covid-19 infection. The methodology is based on the general principles of scientific knowledge that correspond to art discourse: system-analytical, comparative, and formal methods, as well as on artistic-compositional analysis, synthesis, and generalization. Scientific novelty. A comprehensive analysis of anti-antiquity information messages was conducted. Shaping features and the most commonly used visual images contribute to the formation of adequate behavior, activating the attention of the population to those protected from the effects of coronavirus threats. Conclusions. It is determined that the information messages of antiquity direction created by means of visual metaphors, associations, and comparisons are the most expressive and effective in the context of influence on the target audience.Key words: information messages, graphic design, visual image, social advertising, coronavirus threat.

Perancangan Iklan Sosial “Kali Resik, Solo Apik” Menyadarkan Arti Sungai Bersih Bagi Masyarakat Kota Surakarta

Through a social advertisement or campaign, it is expected to be able to make people care more about the surrounding environment. One of them is more concerned about the river where now many rivers are affected by pollution. The concept of social advertising through a comprehensive campaign strategy through various media (Integrated Advertising Campaign). This design also uses a visual communication method approach based on existing facts, namely the problem of river pollution which has quite an impact on the river ecosystem environment. An important keyword as a slogan is "Kali Resik, Solo Apik” is a strategy to approach community participation to further strengthen campaign activities so that the message to be conveyed can be understood by the entire community. This social advertising campaign is not only aimed at the people of the riverbanks or riverbanks, but also all levels of society in the city of Surakarta.

Jeden świat. Reklama społeczna w dobie pandemii

The article is an excerpt from a wider research project carried out by the author in October– December 2020, concerning advertising materials used by WHO and selected countries (Poland, Australia, Canada, New Zealand and South Africa) in social campaigns during the SARS-CoV-2 pandemic. This text presents one case study – a campaign used in Poland, comparing its messages with WHO advertising materials. The main thesis was taken from the thought of Ivan Krastev, who claims that the pandemic made everyone realize that all people are inhabitants of “One World” in the face of a global threat. The entire study used the triangulation of two research methods – case study and compositional interpretation by Gillian Rose. Roman Jakobson’s model of linguistic communication was used to examine the verbal layer of messages. In the linguistic layer of the messages, their considerable persuasiveness was assumed. In the visual layer, due to the simplicity of the form, it is limited to the compositional modality, with particular emphasis on colors and iconic signs. The text shows how important a role in communication, especially in times of a pandemic, is played by social advertising campaigns. Paradoxically, a pandemic that threatens humanity may also open up new, comparative areas of research on the effectiveness of mass communication means used in some countries, which can be successfully used in others.

Ecoposter as a Form of Socio-cultural Communications

The article reveals the role of the poster, which at the beginning of XXI century doesn’t lose the position of the main advertising medium for outdoor (especially in city lights), in interiors for various purposes, even as an element of the decor instead of paintings, in virtual competitions of various themes, and can be transformed into online ads banners. Purpose of the study is environmental social advertising, an empirical analysis of visual language and stylistic trends in the poster was conducted. The research methodology is based on rethinking the results of the International Project “ECO-Culture”, whose objectives were the development of eco-thinking, popularization of eco-trends, the formation of poster art a new lifestyle in an urban environment, promoting the concept of clean cities and consumer culture. In this way, the role of education, art and design and the responsibility of each of us in the systemic changes for the environment is proved. To achieve this goal, scientific methods were used: system-structural, socio-cultural, axiological, comparative, method of theoretical generalization. Scientific novelty. Ecoposter has been actualized as a form of socio-cultural communication, strategically aimed at preserving the environment and creating comfortable conditions for human life and activity, changing consumer attitudes, strengthening social responsibility and positive values. Conclusions. The current state of ecoposter, in particular in Ukraine, motivates further initiatives and interdisciplinary approach to the development of ecoculture in society by means of Poster Art. In the arsenal of techniques to increase the efficiency and aesthetic level of ecoposters, the authors highlighted the use of creative advertising technologies – visual metaphors, hyperbole, associations, allegories and metonymy, focusing on the experience of famous poster artists and participants in international exhibitions and competitions.

THE INFLUENCE OF SOCIAL ADVERTISING ON THE STUDENTS’ ADAPTATION: FROM THE EXPERIENCE OF THE FACULTY OF SOCIAL AND PSYCHOLOGICAL EDUCATION PAVLO TYCHYNA UMAN STATE PEDAGOGICAL UNIVERSITY

The article considers the organization of psychological and pedagogical work with freshmen. Specifically, during student life, young people are further socialized in the system of relations in the new social adult environment. In this regard, young people must be actively involved in the educational process in higher education, successfully cope with the requirements for learning, and gain a set of necessary competencies that can be successfully applied in practice in the future. The main freshmen's problems are outlined a new system of education; another mode, load and requirements; new social role; relationships with classmates and teachers; problems in the social and household plan; independent living in conditions for out-of-town students. The analysis of the scientific literature allowed us to conclude that a significant potential for solving the problem of students' adaptation in a higher education institution is social advertising. Thus, by social advertising, we mean information of any kind, disseminated in any form, which is aimed at achieving socially useful goals, the promotion of universal values and the dissemination of which is not for profit. The role of social advertising as an important condition for students' successful adaptation on the example of the Faculty of Social and Psychological Education of Uman State Pedagogical University has been revealed. Already implemented forms of work at the faculty are: 1) annual competition of student and pupil scientific works «Family from A to Z»; in the nominations: scientific works; social projects (implemented or designed); social advertising (print, photo or video); 2) competition «The best social poster»; 3) Competition of social advertising in the form of short video works; 4) Festival of student creativity «Social worker of the future» in the framework of the social project «Make a dream come true». Thus, it can be argued that social advertising plays an important role in the students' adaptation, their formation as future professionals. Students master the necessary skills and abilities, which include the ability to work in a team, establish contacts, manage their time properly, show leadership qualities and persuade the interlocutor.

THE IMPACT OF SOCIAL ADVERTISING ON MENTAL HEALTH

The article discusses the importance of social advertising impact on physical health and mental health. Global and domestic social advertising campaigns on mental health are studied, their orientation, goals and implementation are analyzed. The article considers some aspects of social advertising in Ukraine and abroad. It is described that social advertising performs functions in the system of social work and what tasks it can perform as a mass medium in the context of social work. Statistical data on the incidence of mental disorders in Ukraine are analyzed. International projects to improve mental health have been identified, such as the approval by the World Health Organization of the Comprehensive Plan of Action in the Field of Mental Health. The level of quality of life depends on the state of mental health, due to which a person can feel himself / herself as a full and significant part of public life and be a worthy citizen of his country. The population, which has a good level of mental health, shows labour productivity, active social position, unity, social peace and stability. It has a positive impact on the economic and social development of the country. An analysis of theoretical works of domestic experts and foreign publications shows that social advertising could prevent, promote socialization, play the role of social worker and improve the social climate in the country, warn society about certain problems and prevent their spread. It was also concluded that social advertising provides an opportunity to implement social projects that can not only raise awareness of the importance of mental health of the population of Ukraine but also directly involve people in their implementation and the formation of a healthy Ukrainian society.

Image characteristics of the Russian language in the aspect of “soft power” politics

The article examines the possible ways to promote the Russian language within the framework of the Russian state policy of soft power, which forms a positive image not only of the Russian world, but also of the Russian language itself. The relevance of the research area is determined by the need to adjust this policy to the current conditions, complicated by the information war. The authors proceed from the fact that, acting in two different qualities - as a tool and as the owner of soft power - the Russian language forms its image and reputation. Endowing the Russian language with the properties of a soft po- wer actor, the goal of analyzing the mechanisms of forming the attractiveness of the Russian language in professional and naive advertising, comparing the models of its presentation and determining the specific indicators of attractiveness, is set. The examples of social advertising (both domestic and foreign), emphasizing the power and strength, spirituality and purity of the Russian language, the examples of advertising slogans invented by native speakers, to which methods of text and discourse analysis are applied, are given. The research is carried out on the corpus of slogans taken from advertising campaigns of the Russkiy Mir Foundation, advertisements of university educational projects, school contests for advertising the Russian language, polls initiated by the media. The professional and naive models of the Russian language social promoting are compared, and the latter assessed as the most creative and promising. Nave advertising seems to be a more effective tool of soft power policy, since it turns out to be more multidimensional, more meaningful and more human than professional advertising, and forms a more attractive image of the language.

Pemanfaatan Social Advertising Sebagai Media Promosi Produk Puan Makanan Khas Palembang

The Gulo Puan Business Group, Bangsal village, Pampangan sub-district, Ogan Komering Ilir district, is a producer of products in the form of gulo-puan, sagon-puan and tapel-puan. After the implementation of the PKMS activity, a product innovation in the form of Mrs. Candy was obtained, while in the PKM activity, a product innovation in the form of Mrs. yogurt was obtained. Based on this, partners have been able to compete with similar business actors because they already have a variety of product variants, both in the form of food and beverages. However, this certainly needs to be strengthened again by utilizing technology to introduce products to the wider community. Social advertising is a promotional media that is carried out through social media. This promotional media is considered far more effective, efficient and on target compared to conventional promotional media such as flyers, banners and so on. Partners in PKMS activities have been able to utilize social media as a marketing medium. Therefore, in PKM activities, the implementing team provides training on the use of social advertising as a promotional media for women's products produced by partners. Based on the results of social advertising that has been done 5 times, the results show that as many as 96,212 accounts were successfully reached, of which 98.2% were not followers of accounts with demographics 48.2% male and 51.8% female. As many as 55% of the target to open a profile from Mrs. Candy and from a total of 4,018 accounts that liked ads were obtained. Keywords: competitive advantage; puan candy; puan yogurt; social advertising;Abstrak: Kelompok Usaha Gulo Puan desa Bangsal kecamatan Pampangan kabupaten Ogan Komering Ilir merupakan penghasil produk berupa gulo puan, sagon puan dan tapel puan. Setelah pelaksanaan kegiatan PKMS diperoleh inovasi produk berupa puan candy, sedangkan pada kegiatan PKM diperoleh inovasi produk berupa puan yogurt. Berdasarkan hal tersebut mitra telah mampu bersaing dengan pelaku usaha sejenis karena telah memiliki varian produk puan yang beragam, baik berupa makanan maupun minuman. Namun, hal tersebut tentu perlu diperkuat lagi dengan memanfaatkan teknologi guna mengenalkan produk ke Masyarakat luas. Sosial advertising merupakan media promosi yang dilakukan melalui sosial media. Media promosi ini dianggap jauh lebih efektif, efisien dan tepat sasaran dibandingkan dengan media promosi konvensional seperti selebaran, banner dan sebagainya. Mitra pada kegiatan PKMS telah mampu memanfaatkan sosial media sebagai media pemasaran. Oleh karena itu, pada kegiatan PKM tim pelaksana memberikan pelatihan pemanfaatan sosial advertising sebagai media promosi produk puan yang dihasilkan oleh mitra. Berdasarkan hasil sosial advertising yang telah dilakukan sebanyak 5 kali diperoleh hasil bahwa sebanyak 96.212 akun yang berhasil dijangkau, dimana 98,2%nya bukan pengikut dari akun dengan demografi 48,2% berjenis kelamin laki-laki dan 51,8% perempuan. Sebanyak 55% dari sasaran membuka profil dari puan candy serta dari total keseluruhan diperoleh 4.018 akun yang menyukai iklan.Kata kunci: competitive advantage; puan candy; puan yogurt; social advertising