Sazonova E.S., Volkova O.A. Public Service Advertising as a Tool of Promoting Traditional Family Values in Russia

Sazonova Elena Sergeevna
Postgraduate Student, Department of Social Work, Belgorod National Research University
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Pobedy St., 85, 308015 Belgorod, Russian Federation

Volkova Olga Aleksandrovna
Head of the Department of Social Work, Belgorod National Research University
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Pobedy St., 85, 308015 Belgorod, Russian Federation


Abstract. This paper proposes to consider public service advertising as a tool of promoting traditional family values in Russia by introducing the materials of public service advertising into the research discourse and by conducting a questionnaire survey of the population. The author comes to the conclusion that family values were high throughout the centuries and their transformation was associated with the establishment of the Soviet power. The priority subject at the posters of female work promotion and the involvement of women in public life and the absolute absence of family advertising contributed to the break of family circle and reinforced the individual interests of its members. Today advertising of family values does not occupy the leading position. We often observe the lack of thoughtful images in it, the target audience is not always highlighted, the author's intent is not always clear, and the graphic part of advertising often encourages one-child families. However, the most part of population positively perceives public service advertising and admits its great potential as a tool for solving social problems. The application of research results is possible in the design and implementation of information support for family and demographic policy.

Key words: family, family values, family and demographic policy, public service advertising, social рoster.

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Public Service Advertising as a Tool of Promoting Traditional Family Values in Russia by Sazonova E.S., Volkova O.A. is licensed under a Creative Commons Attribution 4.0 International License.

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