Managerial aspect of social advertising discourse

The article deals with topical issues of the influence of the discourse of social advertising with the help of management technologies on the recipients of an advertising message. The goal is to find the most effective technologies, as well as to determine the value orientations of recipients to create a discourse of social advertising based on these values. The above results of the sociological research demonstrate the effectiveness of the methods and techniques that advertisers use to influence actors. The author draws conclusions about what is especially important for modern society, what issues should social advertising address in order to successfully fulfil its mission - to attract people's attention to moral (which in modern discourse is equal to traditional) values, to vital problems, on which the well-being of society as a whole and each individual in particular depends.