Protecting the environment and animal rights is one of the most pressing issues of our time. Tropical forests are constantly being destroyed in the world, tons of harmful substances are emitted into the atmosphere, animals are exterminated for the sake of valuable fur or a delicacy, pets are thrown into the street. In this regard, environmental social advertising, which contributes to the protection of nature, has received great development. I must say that often such materials are very cruel, even shocking, but only by applying the principles of naturalism, you can show people the real harm done to the environment. In my work, I will consider the most interesting, from my point of view, examples social advertising for the protection of the environment and animal rights.

Greenpeace produces the most advertising materials, followed by the World wildlife(WWF) and the radical organization People for the Ethical Treatment of Animals (PETA). All materials can be divided into three groups: print, video and promotions.

One of the most serious problems is the destruction of forests. The consequences of their felling are obvious: the natural habitat of animals is being destroyed, the amount of oxygen in the Earth's atmosphere is decreasing.

Tonga Workroom Agency (Shanghai) offered a very unusual idea- an almost interactive container for paper towels with the aim of drawing attention to saving paper and, ultimately, to saving forests, deserves all the approval. Every day the trees on the device get smaller and smaller.

Y&R Singapur's creative concept for ACRES (Singapore) stresses that deforestation causes animals from insects to elephants to lose their habitat and die. Instead of logs, the cut-off legs of elephants are loaded into the car.

The international environmental organization Greenpeace and the Brazilian branch of Young & Rubicam have rewritten the most famous children's fairy tales in a new ecological and eschatological way.

In these new tales, Little Red Riding Hood goes to her grandmother through a forest of stumps, the Little Mermaid lives among the garbage, and ugly duck in the streaks of oil it seems quite nasty. The slogan reads "You don't want to tell your child such fairy tales?"

For the sake of golf courses, 200 thousand trees have already been cut down. Greepeace launched an ad against their distribution. The poster shows a man in the pose of a golfer, but not with a club, but with an ax in his hand.

Publicis Mojo, together with Greenpeace, has launched an amazing video "Breath". Pictures of ebb and flow, voiced by someone's even breathing, make a tremendous impression. The video creates in the audience a feeling of something sacred and immense. The tagline, appearing through the black background, appears in time with the breath: “Half of the oxygen we breathe comes from the oceans. Let's keep our ocean alive."

International Fund for Animal Welfare (IFAW, The International Fund for Animal Welfare) held a social campaign environmental problem pollution of rivers and seas. The visual range of posters, developed by the Springer & Jacoby agency, perfectly conveys the message of environmental threat without words. Figures of dolphins, seals, pelicans are made of rubbish. Slogan: "Marine animals are no longer washed ashore" (Appendix 1).

Maxim Tkachev, managing director of News Outdoor, said: “The new flight of the 'Whatever?!' campaign once again calls for an active life position. It depends on each of us whether the city will be clean or dirty. If each of us takes the garbage to the bin, he will not only help the city, but also win a small victory over his laziness and indifference.

“As part of this campaign, we are raising a very important issue for everyone,” says D. Korobkov, Chairman of the Board of Directors of ADV Group. - It is natural for us to maintain order in the house, but many do not think about the need to care for nature and the cleanliness of city streets. Our world is catastrophically polluted - and this is the work of man. We must remember that the preservation of nature depends only on us.”

Types of social advertising dedicated to environmental issues

Social advertising has many functions: informational - to alert citizens about the presence of a certain social problem and draw attention to it, economic - to form a point of view that would help to partially or completely eliminate the social problem, which led to an improvement in the welfare of the state, educational - to dissemination of certain social values, their instillation in society, social - to form public consciousness, change the behavior of both society as a whole and its individual citizens. Social advertising is capable of influencing the minds of people with the right ones.

- posters;
- shields;
- leaflets;
- emblems on consumer goods;
- graffiti;
- comics;
- photo;

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Types of social advertising dedicated to environmental issues

Social advertising has many functions: informational - to alert citizens about the presence of a certain social problem and draw attention to it, economic - to form a point of view that would help to partially or completely eliminate the social problem, which led to an improvement in the welfare of the state, educational - to distribution of certain social values, their instillation in society, social - to form public consciousness, change the behavior of both society as a whole and its individual citizens. Social advertising is capable of influencing the minds of people with the right ones.

Posters;

leaflets;

Emblems on consumer goods;

Graffiti;

Comics;

Photo;

Description of various approaches (methods) to the creation of social advertising on the problem of ecology

It is necessary to say a few words about technological features presentation of information before proceeding to the methods of its creation. The process of social design using social advertising tools is divided into a number of stages. Let's describe the phases of creating social advertising that meet the requirements of a professional approach.

1 phase. Definition of the social problem you would like to solve. Her choice may be influenced by local ethno-cultural traditions and peculiarities economic conditions development of the region, and even just human imagination. Social problems can have a very wide range of interests: for example, maintaining ecological balance

2 Phase. If this step is passed and the social problem is defined, then one should proceed to the description of the social problem itself, that is, to the origins of its origin, when it is necessary to identify social causes this problem. This is where the most important work over the creation of social advertising. The fact is that most often people see only consequences in a social problem, therefore, in most cases, public attention is focused only on them, and not on the causes. It is this approach to identifying the causes of social problems that is given Special attention experts of the Council and the jury of the Competition.

Let us dwell in more detail on the causes of social problems.

a) Internal causes. Usually it all starts with the fact that even a bad mood becomes a source of social problems. Therefore, the basic root cause of all social problems proposed for collective discussion by students can be called mental discomfort, which can arise from the psychological and physical negative experiences of the individual. This primary cause the birth of social dissatisfaction can be called internal. Indeed, a lot depends on our mood - the speed of reaction on the road, the quality of attention to environment, performance, communication skills, creativity. But this problem may not be only in us.

b) External causes. The second reason for the birth of personal dissatisfaction, which is external, but so obvious and close to the personality, can be called peripheral. This is all that is not us and the scope of our activity, but still surrounds a person in everyday life. In addition to the first and second reasons, there may also be a third - external. For example, shocking advertising on the street and even coercion by society to do something with which a person does not agree.

There are no internal prerequisites and a peripheral initiator of a social problem that can be pulled up and stopped, but nevertheless, through a number of intermediaries, through external, remote causes that cannot always be instantly influenced, the problem, in the end, can affect a certain person.

As a result of such social creativity, a person ceases to depend on the harmful effects of any social problem, learns to draw conclusions and make appropriate saving decisions that improve the quality of his life. In these techniques, there is an opportunity to put everything in its place and find the causes of each individual social problem, find one's belonging to them, that aspect that is within the power of the individual and that factor that she cannot influence. They give a chance to help children and teenagers look at the world in a new way, without fear, anger and artificial indifference to existing problems.

3 phase . Every social problem always has its development in society and in every person. It is one thing to warn of impending danger, and quite another when it is necessary to act, and sometimes act urgently. In some cases of advanced "social disease" prevention is no longer appropriate, direct "surgical" intervention is required. To do this, in the process of creating social advertising, it is necessary to draw up a social and a psychological portrait of the one whom the student wants to help, and it does not matter whether it is a person or society as a whole.

4 phase . To create a social project in the form of social advertising, it is necessary to identify resources. This resource can be personal and activity plan.

a) Personal resource.

b) Activity resource

5 phase . Definition way solutions to a social problem. The form of solving the problem and the effectiveness of the work itself will depend on how well the previous parts of the described process have been completed. Because only an accurate diagnosis of a social problem will indicate the most promising solution that you will take today - simply inform people about the presence of a social problem or call for immediate concrete action to eradicate the difficulties that have arisen.

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The impact of social "green" advertising on the minds of ordinary people should not be underestimated, especially in our country. Environmental issues in Russia, and in most CIS countries, do not withstand even the slightest onslaught from people who are in constant pursuit of profit. Many are not even aware of the fact that their actions are harmful to the environment. We present to your attention another portion of social advertising. Let's hope that in the near future such advertising will appear on the streets of our cities.

Before a child learns to go to the toilet, he, which will be about 3.5 tons of hard-to-recycle waste. The same goes for paper napkins and toilet paper. They, unlike diapers, a person will "dirty" all his life. original attribute toilet room, presented in the photo, will make anyone think that there is a felled tree behind every napkin ( in this case ).

Another way (more radical) limit the use of toilet paper in the toilet. This attribute of the toilet room very much resembles the poster that we are talking about, but just in case, we will give its image below.

It is difficult to pass by such a poster, installed in one of the cities of China. A passer-by will definitely pay attention to the pipe dropping wastewater into the river, think about it and maybe even take some steps to prevent further pollution of the reservoir.

In general, the Chinese began to pay great attention to social eco-advertising. In the photo presented to your attention above, a piggy bank for collecting Money for the construction of water reservoirs in Western China, which is suffering from severe droughts.

Other no less original way to involve the public in the problem of shortage clean water. Millions of people around the world do not have constant access to clean drinking water. Every day, 4,200 children die on Earth from diseases associated with. Vending machines appear in Manhattan dirty water. A bottle of this water costs $1. All money raised goes towards solving problems with clean water in developing countries.

". Why are you worrying over trifles because of this?

A beaver can damage 200 trees in a year, but a man?

"Our potatoes grow closer than you think." Advertisement from the "Buy Local" series (transportation of goods over long distances is associated with at great expense energy and CO2 emissions).

Bench scales on the streets of Amsterdam (Netherlands). Maybe some people should limit their food needs?

Another original way to use outdoor benches in social advertising, which we

“46 days in a hospital bed. The speed limit is 25 miles per hour." A roadside billboard that measures the speed of a car and informs the driver how much time they can spend in a hospital bed.

The problem of ecology in social advertising. Ecological component in modern social advertising

Types of social advertising dedicated to environmental issues

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Types of social advertising dedicated to environmental issues

Description of various approaches (methods) to the creation of social advertising on the problem of ecology

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

Similar Documents