Abstract
<jats:p>The relevance of this study lies in the fact that modern reality can no longer be imagined without advertising. Thus, today advertising is considered an integral element of everyday culture, one of the main types of the mass communications system, which to some extent covers almost all segments of society by influencing the social indicators of the conditions and way of life that are important for each person. In addition, advertising is associated not only with the commercial purpose of business, but also with the formation of a kind of system of value orientations, beliefs and standards in people. Therefore, in modern conditions, it is quite relevant to study the features of the use of psychological tools in advertising, since it is able to determine the lifestyle of a modern individual and the image he imitates. It is also important to clearly understand the very essence of advertising and the degree of its influence on the psychology of the individual, because this is necessary to determine the further development of effective marketing strategies, ethical standards in the advertising environment, as well as to preserve human mental health. The purpose of the study is to generalize the theoretical foundations of social advertising in modern conditions. In the process of writing this article, the following methods were used: analysis and synthesis, generalization, systemic method, dialectical, generalization method. It is determined that social advertising is a kind of direction in the development of social and information culture, the purpose of which is to transmit socially important information designed to form and change the opinion of society, social rules and behavioral models. The information displayed in social advertising can focus on the widest range of problems, in particular, the formation of a favorable image of state authorities and public organizations, overcoming bad habits, as well as the formation of a new system of moral values, etc. It has been established that the essence of social advertising is expressed in its non-commercial nature (since this type of advertising, in contrast to commercial advertising, does not involve receiving any profits), focus on current social problems (social advertising focuses on current social problems related to health, ecology, public rights, security, etc.), popularization of universal human values (social advertising makes it possible to form positive moral qualities and a model of social behavior), influence on public opinion (social advertising should ensure changes in human attitudes towards a particular social problem, as well as motivate action and form a clear behavioral model).</jats:p>