COPYWRITING AND VISUALIZATION IN SOCIAL MARKETING ON THE EXAMPLE OF UKRAINIAN ANIMAL PROTECTION ADVERTISING

Abstract

The article examines the specifics of copywriting and visualization in social marketing using the example of Ukrainian social advertising about animal protection. Social advertising of this type is considered as an important social phenomenon, and the problem it highlights needs to be popularized and find solutions. Particular attention is paid to the components of influence on the reader's consciousness in advertising messages about animal protection, in particular emotional, communicative, cognitive, motivational and other types of influence. It has been established that such social advertising takes place and is developing in Ukraine. Advertising appeals have the necessary influencing factors for successful social advertising. Individual advertising campaigns were studied, particularly after the start of full-scale hostilities, when the danger to people and animals clearly increased. Reserves for improving social advertising about animal protection have also been determined, in particular, strengthening the informational component about real ways to help animals, strengthening the cognitive component and the emotional connection between the welfare of animals and the welfare of people, breaking and destroying stereotypes about the opposition of these two benefits. Also, among the reserves of updating and solving the problem of inhumane treatment of animals, one can name the popularization of humane treatment, highlighting in advertising communications real ways of helping animals, increasing emphasis on the relationship between animal welfare and human welfare, combining animal welfare with leisure, etc. It is proposed to continue and expand the experience of creating communities in social networks and messengers, which in a native form popularize the rules of pet care, and also provide real contacts to whom you can turn for help. In addition, it is important to expand the circle of animals for which the issue of proper maintenance and care needs to be raised, in particular through social advertising tools. We are talking about rodents, rabbits, birds and other domestic animals, questions about the proper maintenance of which are almost never raised.