Social advertising as a tool for creating public opinion

This article reveals the essence of social advertising as one of the sources of informing society about the problems and values that form a socially active person. In this paper, the authors reflect on the effectiveness of social advertising, the degree of influence on citizens and the willingness of the authorities to cover topics that are sometimes difficult to talk about. The scientific novelty of the article lies in the fact that the authors draw conclusions about the need to develop social advertising in a democratic society based on the analysis of secondary data from sociological research and the author's research. The paper uses such methods as comparative analysis of secondary data from sociological research, as well as the author's Internet survey in the form of a questionnaire, which determined that social advertising is a kind of key to solving social problems. The sociological research and the article were written under the scientific supervision of associate Professor of the Department of sociology of the Financial University under the Government of the Russian Federation, candidate of philosophy, associate Professor Vladimir Mikryukov.