Role of social advertising in citizenship education of student youth

The article presents the results of the empirical study aimed at identifying the role of social advertising in citizenship education of student youth. The research included two stages: at the first stage, we conducted two focus groups and obtained qualitative results; at the second stage - compared the results of focus groups with the quantitative data obtained during the survey. We analyzed the content and functions of social advertising, characterized the influence of social advertising on students, and compiled the rating of the most relevant topics of social advertising for young people. It was found the positive impact of social advertising on citizenship education of student youth. But the hypothesis of a stronger perception of social advertising by young people with active citizenship was not confirmed. We have concluded that simple demonstration of advertising couldn’t solve most of the social problems, the state and social institutions should take steps.