SYSTEM METHODOLOGY AS RESEARCHING INSTRUMENT OFTHE PUBLIC SERVICE ADVERTISING
Journal Title: Δόξα / Докса. Збірник наукових праць з філософії та філології - Year 2016, Vol 2, Issue
Abstract
Systematicity is an important characteristic of the integrity of knowledge in the modern scientific knowledge and one of the important aspects of the organization of their transmission. The system interpretation of knowledge about complex objects is most adequate for their operation and development. In accordance with the fact that advertising is becoming principle on the field of mass communications, it becomes more interesting for scientists as a system that operates by its own rules and is used to achieve the goal of communicators who have well known techniques which calls to the conscious and subconscious levels of the human mind. Thus, in recent advertising it is based on approach to interpreting this as a sign system with its own means of reflection and interpretation of reality. In the parametric General Theory of System A. I. Uiemov developed a system-wide characteristics or properties that characterize any items which were presented in the form of system models - the system-wide parameters. Specific characteristics of the relationships and properties are the elements to all systems without exception. The system is definitive when it has define concept, structure and substrate. A. I. Uiemov also considered certain principles of classification systems. He proposed to classify the system parameters on the system research aspects of the object, or the categorical characteristics of the system parameter. Classification of system parameters is based on his identification system and corresponds some formal definitions. A. I. Uiemov considered two groups of such parameters: 1) attribute system parameters; 2) relational system-wide a powerful tool of socialization of the individual, prevention and behavioral deviations of value, even though today the majority of cases it is stipulated certain phenomenon or criticism without offering reasonable alternatives. It is experiencing a period of relatively active development and acquires its own specificity, due to social and political and social and cultural reasons. In this case social advertising, taking into account its potential and realized functions, is increasingly attached to the creation of general advertising myth that reflects and forms the life view of society world members by offering and maintaining valuable references and ideas. Social advertising is an integral part of all three sectors of social work (public services, social business (which in Ukraine is actually absent) and nongovernmental organizations),organizing large-scale advertising campaigns. Its amount, and types and thematic range gradually increase, but the social advertising is not always clear, does not adequately address the problem of the target audience, does not use in full of the entire arsenal of promotional products effects because of this the expected social impact is partial and mosaic. Social advertising has its positive impact and is essential for the development of society itself. With its improvements, determining the precise range of manufacturers, publishers, and bringing to its creation specialists in the social and psychological problems, it will help improve the Ukrainian society. Social advertising today is an effective tool to influence the mindset of people, close to the ideology, morality, religion, and modern mythmaking is able to perform axiological and humanistic function, to build a democratic society humanistic installation mass consciousness. Social advertising on the one hand can cause a positive response in the community, contribute to the harmonization of relations, enhance social activity of the population, on the other hand created on position of subjectivity, without assessing the real social needs of its audience, may contribute to social aggression. Therefore, the development and implementation of projects of social advertising requires a complex interdisciplinary research aimed at identifying factors contributing to the realization of its potential. Broadcasting in society human and national values, social advertising expands and forms a cultural basis of society, «social capital», which gradually begins to affect economic development.
Authors and Affiliations
Farida Tykhomirova, Pavlo Tykhomirov
Keywords
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