The specifics of social advertising amid pandemic COVID-19: the international context

Amid the spread of coronavirus infection, most countries faced the need for a specific strategy to inform their citizens about the dangers of COVID-19 and the restrictive measures taken by governments towards containment and management of pandemic trends. Social advertising as an effective tool for government interaction with its citizens has become one way of communicating important information related to the coronavirus infection. The paper examines the use of social advertising media (posters) in China, Russia and English-speaking countries and explores how they impact the population in the context of the COVID-19 pandemic. The specifics of social advertising (posters) in the international context are revealed, defining the extent of its participation in information influence on the collective consciousness in order to change the social behavior of the target audience. Particular attention is paid to the way social advertising is created by graphic design methods, with a comparative analysis of its linguistic features in an international context.