Description of various approaches (methods) to the creation of social advertising on the problem of ecology. Environmental imagery in advertising

Description. Research on ecology, aimed at studying advertising on paper, coming to the mailboxes of the residents of Slutsk. It examines the role of advertising in society and the possibility of its use in the arts and crafts of children. The author spoke with this study to the students of the State Educational Establishment "Slutsk Ecological and Biological Center for Students". Research may be of interest to educators additional education ecological and biological profile, teachers of biology and primary school, as well as all those interested in the problems of energy saving.
Kononovich Ekaterina, 15 years old, student of the Evrika Interest Association, Slutsk Ecological and Biological Center for Students, Slutsk, Minsk Region, Republic of Belarus.
Supervisor: Danilchenko Oksana Anatolyevna, teacher of additional education, State Educational Institution "Slutsk Ecological and Biological Center of Students", Slutsk, Minsk region, Republic of Belarus.
Introduction
Advertising appeared as a consequence of the development of trade. Initially, the goals of this phenomenon, which has become commonplace today, were simple: to present a product or service to potential buyers and encourage them to buy.
Modern advertising is multifunctional, and exists in various forms. One of its forms is advertising booklets, leaflets and newspapers. For their manufacture, spruce and pine wood is required. The life expectancy of European spruce is 300-400 years, Scots pine is 100 years.
Hundreds of years ago, a huge part earth's surface was covered with forests, today the area occupied by forests has sharply decreased, and in some places they have completely disappeared. Therefore, the question arises: “Is it worth destroying the forest for the production of advertising booklets, leaflets and newspapers, if a person often does not bring them even to his apartment?”
The relevance of the research topic lies in an attempt to find a compromise between the need to respect the forest and the development of advertising in modern life.
Purpose of the study: determination of the number of trees and paper required for the production of advertising, which ended up in the mailboxes of Slutsk residents within one month.
Tasks:
- get acquainted with the importance of the forest in human life and the history of the appearance of paper;
- reveal the importance of advertising in the modern life of society;
- educate careful attitude to the consumption of paper as a product for the manufacture of which wood is used;
- offer your own version of the use of promotional products on paper in the arts and crafts of children.
Object of study: promotional products (newspapers, booklets, leaflets) in the mailbox.
Research methods:
- search method;
- method of analysis and comparison;
- method of questioning;
- method of generalization.

Overview of sources

Chapter 1

Forest is one of the main types of vegetation cover on the Earth, represented by numerous life forms of plants, among which trees and shrubs play the main role, grasses, shrubs, mosses, lichens, etc. play a secondary role.
Forests play an important role in the development of the economy, the improvement of the environment, and the well-being of the people.
The trees themselves are the most powerful creators of biomass; these are suppliers of fuel, and most importantly - wood, technical raw materials, tanning, medicinal, dyeing and many others useful substances. For example, the leather industry cannot do without tanning extract obtained from the bark of forest trees. More than 20 thousand types of products and products are made from wood: sleepers, containers, plywood, furniture, paper, cardboard, etc. Even in the manufacture of plastics, fertilizers, explosives, wood is used. Alcohol, sugar, synthetic rubber are obtained from sawdust.
For a long time people have been using wild plants like food and medicine. Widely known healing properties sea buckthorn, bird cherry, raspberry, wild rose, St. John's wort, currant and many others medicinal plants.
The influence of the forest on the course of processes occurring in nature is very diverse.
Forest ecosystems are very important for the life of the biosphere.
First, they enrich the atmosphere with oxygen and maintain the level of carbon dioxide in it. Trees are the green factory that restores the vitality of the exhaust air. The better forests grow, the more oxygen they release and the faster they absorb carbon dioxide. It has now been established that more than half of the photosynthetic oxygen in the atmosphere is supplied by forests.
Secondly, forests play an important role in the water cycle. Trees evaporate moisture into the atmosphere and have a beneficial effect on the climate by increasing the humidity of the air. Forests reduce surface runoff and in this way they prevent the washing away and erosion of the soil by melt and rain waters, act as an important soil protection factor. Deforestation usually leads to the shallowing of rivers, the disappearance of springs, and the drying up of streams.
Thirdly, forest soils filter water flowing from fields and industrial sites and purify them from many harmful impurities.
Fourthly, the forest is a habitat for many species of animals and plants.
With the rational use of forest ecosystems, the ecological balance is maintained in them - the populations of plants, animals and fungi are naturally renewed. As a result, the biospheric role of forests is preserved. However, the principles of rational use of forests are not always observed.
Main violations of forest management
1. Exceeding the timber harvest within the limits of the annual growth, at which the forest is seriously damaged and cannot be restored.
2. Uncontrolled grazing. Grazing kills young trees, which are eaten and trampled by livestock, conditions for the growth of mature trees worsen, birds disappear and pests multiply en masse.
3. Emissions of toxic gases and dust into the atmosphere negatively affect forest ecosystems industrial enterprises and transport.
4. Forests can die during the construction of reservoirs and major roads that disrupt the underground flow of groundwater. In low places adjacent to the reservoir and along roads, ground water. This is called flooding. Species such as linden, oak or pine are not adapted to life on waterlogged soils and die.
5. With excessive harvesting of forest gifts: mushrooms, berries, medicinal plants and irregular shooting of game, forest resources are depleted.
6. The depletion of the species composition of forests occurs when using chemicals. In modern forestry, chemicals pest control. In the year of use, pesticides suppress pests, but with them they destroy many "enemies of our enemies" - predatory insects (wasps, ants) and birds. On the next year more massive pest populations can quickly recover again, and the less numerous species that control their density can disappear altogether. The ecological balance will be disturbed, and pesticides will have to be applied every year, worsening the ecological situation in the forest and reducing the diversity of animals living in it.
Chapter 2
We all, to one degree or another, deal with paper and products made from it on a daily basis. This, if I may say so, communication with paper begins in early childhood when a child reaches for a bright book, to white sheet to leave traces of his first pencil exercises on it. Paper accompanies a person throughout his life. She reminds of herself every time he turns to documents - a passport, a diploma, a certificate, when he picks up a book, extracts correspondence from the mailbox. But what do we know about the origins of paper?
The word "paper" is thought to have come from Italian word"bambagia", which means "cotton" in translation. Strange, of course. After all, the first writing sheets were made not at all from cotton, but from papyrus and parchment.
Parchment was made by monks. It was usually made from the skins of sheep, goats, calves, oxen. The process of making parchment was very labor intensive.

Papyrus is a giant perennial herbaceous plant up to 5 m high, and its stems are up to 7 cm in diameter. The oldest known papyri manuscripts date back to the 3rd millennium BC.

But by the 12th century, the production of papyrus as a writing material had completely ceased, and paper had firmly taken its place.
It is still not known exactly when it was invented. Undoubtedly, the beginning is to be found in China. It is believed that paper appeared in China in 105 AD.

At the turn of the 2nd and 3rd centuries AD, paper made from vegetable fibers was not considered a rare material in China. In the 3rd century, it completely displaced the wooden tablets used for writing earlier. Chinese paper was stored for a very long time, as it was impregnated with special substances that repelled harmful insects. Since time immemorial, in China, there has been a way to reproduce texts using seals. Initially, prints were made on clay and bamboo boards, later paper was used for these purposes. All kinds of decorations, umbrellas, fans were made from it, products were wrapped in it, it was inserted into windows.
For many centuries, the Chinese have owned the secrets of papermaking alone, guarding the secrets of the craft.
Historians give different dates for the appearance of paper in various places. If you mentally follow the routes of penetration of paper from China to the East and West, it turns out that in the 2nd century AD it reached Korea.
In the 3rd century, paper moved through Korea to the shores of Japan. But development paper production in the Land of the Rising Sun began only in 610.
In the 3rd century, the peoples of Central Asia became acquainted with paper. In the 7th century it became known in India, in the 8th century - in Western Asia. In the 10th century, paper reached Africa, in the 12th century it entered Europe, in the 16th century it was already known in America. On the American continent, paper first appeared in Mexico, but later, somewhere in the 17th century, manual production papers in what is now the United States of America.
The Arabs, who formed a vast state on the conquered lands of Asia, Africa and partly Europe in the 7th-8th centuries, built the first paper workshop in Samarkand with the help of the captured Chinese. They did not have the plant materials for making paper that the Chinese and Japanese used, so paper was made from rags (cotton). It was used for books.
The innovations introduced by the Arabs in paper production contributed to its successful development. So, the Arabs were the first to notice that it is more practical to grind the paper pulp than to crush it in a mortar with a pestle.
Spain was the first in Europe to start making paper, adopting the art of papermaking from its conquerors, the Arabs.
Continuing to march across Europe, the paper conquered more and more new countries. In 1300, Hungary began to make it, in 1390 - Germany, in 1494 - England, in 1565 - Russia. In 1586, paper production was founded in Holland, in 1698 - in Sweden.
We see that paper comes from one country to another at regular intervals, after about 50-100 years, and its value is growing.
The next few centuries led to such progress in the production of paper that it opened up the possibility of using it not only as a material for writing.
Of course, over the many centuries of development of paper production, paper manufacturing technology has undergone significant changes, although the principles of forming a paper web have not changed.
Revolutionary was the invention of coated paper - coating paper base special paste based on kaolin.
Today, paper is made from the wood of trees, mainly spruce and pine.

Chapter 3 History of Advertising Development
Modern advertising is multifunctional and exists in various forms.

Its most primitive types were used back in the days of "BC". So, the Egyptian papyrus is considered the oldest example of an advertising appeal that has come down to our days. In the era of the pharaohs, this tool was used to notify the public about the sale of slaves. Ancient Greece and Rome, which flourished already in ancient times, also used advertisements written on wooden tablets, engraved on copper or bone, which were made public in squares and other places of mass visitation by people.

With flourish ancient culture advertising activity is also becoming more and more complex shapes based on "hot" information. Now advertising is already a whole complex of verbal, sound, written and visual techniques aimed at creating a certain image (image) of the advertised object. Of course, this form of advertising has more opportunities to influence potential customers: by attracting their attention and arousing interest, it encourages them to take the action expected by the advertiser - a purchase. The invention of printing determined the onset of a new qualitative stage in the development of advertising.

The spread of typography founded by Gutenberg rapidly covered all of Europe during the second half of the 15th century. In 1472, the first printed advertisement was born - from a leaflet posted on the doors of one of the London churches, parishioners learned about the sale of a prayer book. The founder of print advertising in Europe as a direction is the doctor Theophrastus Zealous, who in 1630. opened an information office in Paris. This enterprise printed advertisements in the popular French Gazette. So, the first published advertisement was a notice of a reward to the one who indicates the location of 12 stolen horses. This announcement was also published in one of the newspapers in London.
The next logical step in the development of advertising is its definition in the 19th century as the main activity of specialized companies and agencies. Not only organizations with an extensive network of branches and representative offices are beginning to engage in advertising, but also departments created in industrial and trade companies, large enterprises, publishing houses, etc. The work of the first advertising agencies began with the banal purchase of printed space for subsequent resale to advertisers with the addition of a commission.
In the USSR, for the first time, advertising addressed to the mass consumer appeared in the 80s of the 20th century, during the years of perestroika. From the beginning, these were ads in the media mass media about foreign goods; Naturally, a number of foreign firms paid significant sums of money for it.
Today, the whole industry of the advertising business is developing. This is evidenced by such obvious indicators as:
- occurrence a large number advertising agencies;
- an increasing number of people engaged in advertising as their main specialty;
- the emergence of tolerance, and in some cases a completely positive assessment of advertising in the life of society.
According to Western experts, the development of advertising is only gaining momentum, its pace and quality will depend on the capabilities and pace of development of the economies of countries.
Modern advertising media. The use of ordinary items and objects as advertising media is quite widespread in the world. Passengers fixed-route taxi look on the road commercials. Advertising appeared on the walls of buildings and tunnels. There are banners stretched along the roads. Increasingly, you can see an electronic billboard, as well as billboards advertising goods and services in entrances and elevators. Most experts consider the use of the so-called ambient media (surrounding objects and environment) effective and necessary, since advertising reaches the human senses in the most unexpected places. And most importantly, all these methods do not entail the destruction of forest land. Thus prolonging the life of all life on Earth.
However, advertising on paper continues to exist!
It takes 5.6 m3 of wood to produce 1 ton of paper. If we take into account that the average volume of one log (tree) is 0.33 m3, then 17 trees are required to produce 1 ton of paper. And from 1 ton of paper you can make about 30 thousand ordinary student notebooks.

Main part

Stage 1. Questioning of residents of Slutsk
Target: study of the attitude of city residents to advertising in the mailbox.
At this stage, 50 people aged 20 to 50 were surveyed. To the question "What kind of advertising do you prefer?" the majority (61%) answered - posted on the Internet. Many spoke out against advertising in mailboxes. Target: collection of advertising on paper from the mailbox.

For 4 months I collected advertisements from the mailbox of my apartment. Target: determination of the number of trees that need to be cut down for the manufacture of advertising.

1. I determined the mass of advertising in the mailbox for one month for one apartment.
To do this, I collected all the advertising material (booklets and advertising newspapers) received in the mailbox of my apartment for 4 months (1.7 kg), and then found a mass collected material for 1 month.
The mass of the collected material for 1 month 0.425 kg

2. I determined the total mass of advertising booklets and newspapers for one month in my house with 144 apartments. It is equal to 61.2 kg.
3. Determined how many trees will be used for the production of advertising, which ended up in the mailboxes of one house for 144 apartments within one month.
For the production of one ton of paper, according to Internet sources, it is necessary to cut down 17 trees. Then, to produce 61.2 kg of advertising on paper, it is necessary to cut down 1 tree.
4. Determined approximately how many trees will be used for the production of paper advertising for the residents of Slutsk in one month.
To do this, we assume that approximately 4 people live in one apartment (or one private house). Knowing that about 6400 people live in Slutsk, we get about 11 trees.
Accordingly, for the production of advertising, which gets into the mailboxes of the residents of Slutsk during the year, 132 trees will have to be cut down.
Knowing that in the Republic of Belarus at the beginning of 2016 the population was 9498884 people, we get that 195502 trees are cut down for advertising per month. And this is a small forest!
Stage 4. Advertising in arts and crafts
Target: find the use of advertising in the arts and crafts of children.
The most accessible and widely used way of recycling used advertising on paper is its collection and delivery for waste paper.
While collecting ads, I noticed that most of the advertising booklets and newspapers are very bright, and I decided to try to replace them with colored paper used in some arts and crafts paper techniques.
To do this, I learned different paper techniques and tried using flyers and newspapers instead of colored paper.
Most interesting work turned out in the technique of iris folding, origami, mosaic and quilling.

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Have you ever thought about what our children see around them, on what examples they are brought up. As a rule, parents do their best to protect their kids from the problems that exist in modern society. But it's getting harder and harder to do so. Dirt on the streets, accidents on the roads, homeless children begging, aggressive teenagers drinking alcohol and other "diseases" of modern society, unfortunately, have become commonplace in our lives. Faced daily with these negative manifestations on the street, in public places, as well as on TV screens, our children stop seeing them as something out of the ordinary.

How can we change the current situation, draw the attention of children to the factors that “poison” our lives, explain to them what is good and what is bad? One way to solve this problem worldwide is to create social advertising.

Advertising today can be found everywhere. Radio, television, newspapers and magazines advertise everything from sweets and chocolate to cars and residential buildings. But not everything that is said in advertising is useful and necessary for people. But there are so many things in the world without which it is really impossible for a person to live: friendship, compassion, love, respect. Social advertising is designed to remind everyone that the most important thing in life is a good relationship between people.

According to our observations, children are the ideal target for advertising. They, unlike adults, enjoy watching it on TV, remembering, quoting. Advertising has a serious impact on the formation of children's ideas about the world around them. No wonder they say that childhood impressions are the strongest.

Having studied the impact of advertising on children and the world experience of using social advertising as a means of preventing the moral "diseases" of society, we decided to choose the direction of our work - the creation of social advertising by students elementary school. It seemed to us that it would be interesting for younger students not only to watch commercials, but also to participate in their creation. In addition, children's perception of the world around them sometimes differs from the generally accepted one, which can make advertising created by children more sincere, free from clichés.

We believe that advertising products created in this way can help to educate children in a friendly attitude towards peers of a different nationality, tolerance, tolerance, respect for elders, respect for environment, love for a healthy lifestyle. This means that this work will contribute to the education of a moral generation that is not indifferent to the troubles of other people.

Description of the work on the project

For the fourth year now, our school has been working on the creation of social advertising by younger students. At the beginning of the work on the project, through a survey, we identified the problems of modern society that are closest to younger students.

The project is being implemented in several stages. At the beginning of each stage, one problem is selected from the resulting list. Then all elementary school students are invited to come up with and draw a sketch of their own social advertising on a given topic. Based on the best sketches, computer versions of posters are drawn. This work involves students involved in the studio of computer graphics. For such work, any graphic editors are suitable ( Adobe Photoshop, Corel Draw, Paint, World Logo, etc.) and even text Microsoft editor office Word.

The very idea of advertising should be unusual, creative;
interesting, unusual solution compositions;
Whole color scheme;
Selection of the original readable font;
Focus on what matters most.

Finished works are printed on sheets of A3 or more and hung around the school. Posters can be used for social actions, talks, class hours and other activities.

In parallel with the creation of print advertising, a group of children, under the guidance of a teacher, is developing a script for a commercial on the topic. For the production of commercials, various programs can be used, ranging from PowerPoint to programs for creating animated and video films.

Finished videos are presented to an audience of elementary school students.

Work results

In the course of this work, a series of advertising posters were created in our school:

“Children should laugh and live in a peaceful world”

junior schoolchildren

"Planet in danger"

environmental theme

"Bad habits"

When working on a series about the dangers of smoking, alcohol and drugs, elementary school students not only drew posters, but also picked up facts on the Internet on this topic, which formed the basis class hour"Bad habits. harmless infatuation or dangerous game?” for students in grades 3-4.

“Let's talk about friendship” - the video is an animated presentation made in PowerPoint. The work was done in the 2005-2006 academic year by a group of 4th grade students.

“How beautiful is this world”

"Why?"

high level

I would like to dwell on the video in more detail "What is good and what is bad". We took a poem by V. Mayakovsky as its basis. Written in the last century, it has not lost its relevance today. But we live in the 21st century - the century of computer technology. Our life is complex and fast paced. Our children are very different from their peers of the last century: different games, interests, problems. It seemed to us that modern life requires some changes and additions to the poem.

We tried to reflect in our work how ugly those who do not follow the rules of behavior at home and in public places look from the outside, as well as remind all children of healthy way life.

That's it new century came,
it's time to remind the "crumbs":
what is good
and what is bad.

If mom and dad are in a quarrel,
if the house is just hell,
everyone knows it's bad
for the big ones and for the kids.

If everything is calm at home,
if peace in the family and harmony,
it means everything is fine in life
the big ones and the kids.

If the son sat half the night,
I watched the video on MTV
know it's very bad
for a child's head.

This one, after reading a book,
goes to bed at nine.
He keeps health
Useful in life.

If a boy likes chips
do not eat soup with peas,
for a child's stomach
this is very bad.

If a boy loves yogurt,
eats cottage cheese for breakfast
This Boy very smart,
does well.

If, once again running,
the boy starts to groan,
he is not friendly with physical education,
This is very very bad.

If jumping and jumping,
boy like a kangaroo
dreams of becoming strong, dexterous,
such a good kid!

If you are at recess
hit the girl with a briefcase,
that you are a strong boy,
we don't believe in anything.

If the girl helped
bring you books
Let's talk about this here:
nice little boy.

If the room is pogrom,
saucepan under the table
lives in this room
sloppy and dirty.

This one irons the clothes itself,
he washes his own socks.
He is still small,
helps mom.

If the boy is on the sly
smoking a cigarette,
he does stupidity in vain,
destroys his health.

This one, albeit with an inch,
Fights smoking.
This boy is so good
just a sight!

We would like to advise
both big and small:
Gotta do well
and don't be bad.

Undoubtedly, work on such projects affects the behavior of the participants, contributes to the development of an active life position, increases their awareness and changes their attitude to the world around them.

We believe that the experience of creating social advertising can be used by other educational institutions, since such projects are quite simple in execution, effective in content and popular among students.

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.