CREATIVE IN MODERN UKRAINIAN ADVERTISING THROUGH THE PRISM OF SOCIAL RESPONSIBILITY
Abstract
The article focuses on the fact that social responsibility of advertising in Ukraine remains an area that requires special attention and development. It is studied that despite certain positive developments, there are a number of problems that hinder the formation of a truly responsible advertising culture. The study identified a number of problems, including: imperfection of the legislative framework, because existing laws often do not keep up with the development of advertising technologies and do not provide sufficient control over the ethical component of content, the commercialization of social values, the use of various manipulative techniques in advertising, such as stereotypes, sexism, appeals to consumers' fears and complexes, etc. Often, companies use social issues not to truly help society, but to increase their own sales. This leads to «social washing», when social responsibility becomes simply a marketing ploy. A separate problem is the insufficient culture of consumption, as Ukrainian consumers often do not have a sufficient level of media literacy to critically perceive advertising, which allows advertisers to use unscrupulous methods. Among the marketing communications of well-known Ukrainian brands over the past three years, one can also find advertising creatives related to the commercialization of patriotism, unethical use of military themes, and manipulation of charity. Such advertising campaigns caused a huge resonance in society, and the number of comments under each such news item reached an average of several hundred. It has been established that since the beginning of Russia's full-scale invasion of Ukraine in 2022, the issue of social responsibility in Ukrainian advertising has taken on new dimensions. Problems of speculation on patriotic feelings and ill-considered use of military themes in marketing communications have emerged. The article proposes a number of changes designed to address the problems of social responsibility in Ukrainian advertising. Namely: improving legislation, increasing the level of media literacy of the population, developing self-regulation of the advertising industry, and encouraging ethical practices among advertisers.
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