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Секция 10. Социология
Section 10. Sociology Секция 10. Социология
Matyakubov Ergash Rozumboyevich, National university of Uzbekistan named after Mirzo Ulugbek, faculty Of Philosophy Sociology Chair, Senior scientific cooperator-researcher E-mail: qaroqchi_777@mail.ru
Public service advertisings and its main principles
Abstract: Substantial essence of public advertising, its types, main functions and principles have been revealed in this article and also the worth place of public advertising in life of the state and the society, their influence affected on the social activity of youth have been analyzed on the basis of investigations.
Keywords: advertising, public advertising, noncommercial advertisings, electronically information, deviant moral — temper, questionnaire, respondent.
Development of free and independent mass media is considered the most important task in the way of building up a democratic legal state and an open civil society in Uzbekistan. The base of legislation of development of mass media which has met democratic requirements and standards, was created during past period in Uzbekistan, especially, nearly ten legal documents aimed to guarantee effective activity in the sphere of information, were approved. The Laws of the Republic of Uzbekistan “On principles and guarantees of liberty of information", “On mass media”, “On telecommunications", “On advertising", “On the copyright and rights like those", “On informing" are number of those. Especially, the Law “On advertisings" has an important significance among them. So people receive a great deal of parts of information through advertisings.
The advertisings is considered one of bright events inherent to modernity and the advertisings are phenomena which can enter everywhere, can be accessible everywhere and appear on the basis of professional skill. The advertisings do not come into being for no particular reason, in spite of the fact that what quality they have. The standards accepted in the society like the mirror, find their reflections in the advertisings.
Public advertising — is a translation of a load term from English, only is used in the territory of the CIS (the Commonwealth of the Independent States). All over
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the world, public advertisings are called not commercial advertisings. Not commercial advertisings (public advertisings) are considered advertisements which are created on the basis of sponsions by the not commercial institution or organizations in those or other goals. Public advertisings are called public service advertising in the United States of America. Today the goal of public advertisings makes up creation of new social values. It became known above mentioned all of the facts that public advertisings endeavour to change models of moral — temper with all their might [1, 25].
According to head of the control over the advertising activity and Consumer Protection of the State Committee of the Republic of Uzbekistan on de-monopolization and Competition, Dilshod Azimov “Social advertising — an indicator of development of civil society. The main thing that this institution had a social value and its purpose is to change the attitude of society or part of it to an issue: the fight against smoking, drugs, terrorism, human trafficking ... “ [2].
At present public advertisings exceeded the bounds of solution of economical tasks and their development aimed to arrangement of relations in relatively reciprocal conditions in the society, of promulgation of style of heath life, of fight against criminal case and protection of it, pollution of environment and such as purposed to solution of many urgent questions are been observed. It requires increasing quantity of public advertisings. It is possible to observe in the article 16 of the Law “On advertisings” in the new amendment of the republic of Uzbekistan: “Information with public advertisings is information about health care, preservation of environment, conservation of resources of energy, protection ofbreaking of the law, social maintenance of population and guaranty of their safety, the questions of spirituality and enlightenment and non commercial. The propagandists of advertisings must place information with public advertisings in the size not less than 5 per cent of the total annual size of the scale of advertising, edition or time of determined relaying” [3].
The representatives of the state committee of out monopoly of the Republic of Uzbekistan made a speech with a lecture on the theme of “the quality of public advertising in the Republic of Uzbekistan and practical affairs which are been carrying out on putting in order on the part of the state in the sphere of advertising” in the 8th meeting of Coordinating Council on advertising under Council against interstate monopoly on April, 2012 in Sank — Petrburg city of the Russian Federation. It is said in the lecture that the size of advertising raised 114, 1 per cent for 2009-2010 in the Republic of Uzbekistan. Especially, the scale of public advertising which has been demonstrated on TV set, raised — 19,1 per cent, on the radio — 14,6 per cent, in the press mass media — 7 per cent and in the means of affected advertisings — 20 per cent. The advertisings of preventive inspection of breaking of the law, including, against the trade of a man made up about 20 per cents of public advertising which has been demonstrated on TV set. More than 22 per cents of the public advertising broadcasted
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on the radio have been devoted to social maintenance of population and guaranty of public safety and more than 20 per cents of the public advertising broadcasted on the means of the press mass media have been devoted to the national holidays [4].
The public advertisings will occupy their place in the modern society as an independent type of the communication and it is specified that it has more essential prestige as a value and a need in life of the society day by day. Here its main tasks are not only to draw attention of community into the urgent problems in the social aspect but they are to call to solve them and to suggest available solutions in this direction [5, 34].
As soon as public advertisings have come into being in the scale of Uzbekistan, this branch became a theme for peculiar debates and discussions in the direction of advertisings. On the one hand, usage of means and way as in the commercial and political advertisings in public advertisings directly gives a chance to introduce the type of that advertising to the route of the general advertisings. On the other hand considering, hardly difference of specified goal from the types of other advertisings which serves for common to all mankind, for public advertisings reflects evidently. This condition is base to think that first of all an idea of “public advertising” had significance in the social aspect. It is observed that the scientific interests to them are growing legally with increase of level of place and role of public advertisings in the society. Interests for “products” of cultural establishments, for reading literature in the view of edition and also for sports extraordinary in low level watched especially on the route of interest for advertisings. It is possible to point to some peculiarities of the modern advertisings on preserving conditions like that:
- first, they are considered to have peculiarities of spreading in the wide scale. At present, advertisings are successful in turning into tight indivisible part of teleprogrammes and broadcastings and also they find their reflection in the Internet, in the streets, in the architectural buildings described outward appearance of the city;
- secondly, the obtrusion of advertisings is seen especially on television;
- information in advertisings is received most likely with confidence in the affirmative view;
- min its turn, according to advertisings, sense of needs lies and accordingly, relations of consumption for life develops this condition rouses feelings such as lack and harmfulness. Invariable aspiration towards consumption leads to breach of normal condition, disappearance of activity, wish — desire preventing from feeling of cordiality of human relations develops [6].
Public advertisings are information aimed to solve social urgent problems, that is, rendered social services (with the exception of money services), values and ideas with important in the social aspect, appearance of the sphere of the social services in the state scale and also attracting of attention of sponsors and donors in solution of urgent problems with social and public characters, that is, providing with
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spreading information in the direction of propaganda to take part in inactive (making some money advance, applying social services) or active (participation in movements, in carried out actions in the activities of community organization voluntarily) condition of population being used convenient means, forms and ways.
It is possible to observe that the following specific principles are put in practice in public advertisings while connecting with their features:
Principle of confidence -This condition has especially important significance in public advertisings. It is required that the client does not have to make doubt of all information which he has received from public advertisings and accordingly he has to believe them. Breach of this principle can lead to formation of unhealthy, negative, aggressive social stereotypes in the world outlook of youths and in final conclusion, it can lead to expose to decay of a person, reflection of negative voices in the process of his socialization.
Urgent principle — all information, broadcasting in the public advertisings is truth and its reflection in itself is required social condition during that current period justly. The mass of youths make up relatively a category of progressive, active and creative people, they receive old information as shabby condition, the old past, for this reason, it is required that public advertisings must have interesting view for this group, they only must include the latest facts in its composition.
Principle in the possession of social significance — it is required that advertising is urgent in the social aspect, has accepted composition in the social aspect, it must not have elements with commercial descriptions or aggressive, negative emotional charging factors.
Principle of perspective — on the one hand, development of the problem, prediction beforehand and innovation technologies must be considered in the models of the produced public advertisings. On the other hand, it is required that advertisings in this view develop and show perspectives of progress of the society evidently, especially, this condition is considered very important for mass of youths, availability of the certain goals gives opportunity possibility of upbringing of necessary qualities in youths in order to achieve them.
Principle of improvement — one of important aspects of this principle is considered that peculiarities of influence in the structure of education — upbringing and advertisings supported advanced scientific theories and elaborations made in foreign countries and our republic. The public advertisings are directed to develop stereotypes of a certain moral — temper and errors in its creation can cause realization in the contrary direction of orientation of a person in the environment or development of stereotypes of unaccepted in the social aspect or even of delecvent moral — temper.
Principle of decency — is considered aspiration to minimize means on working out certain obvious solutions. Including, when information in minimal size in public advertisings is used, it is important that they involved attention of all audience [6].
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Since advertising is for one of the new methods used by society and social institutions, seeking to enable the individual to the social structure and adapt it to the social and economic systems, it seems to me that one of the activities of the social worker may be an examination of the socio- psychological aspects of advertising and regulation of its impact on modern society.
An analysis of social work services, advertising and public relations, and on the basis of data obtained from a survey of residents of our city, I have come to the following conclusions.
Due to socio-economic changes taking place in Russia and leading to various changes in the life of society, the transformation of the social system, restoration of social relations at the moment is the actual problem of society.
Public opinion, being an element of cultural and ideological subsystems and interaction with all other subsystems — the regulatory, organizational and information and communication, primarily sells its sociological function (adapting, cultural inheritance and social regulation).
This phenomenon is included in the subject field of social work theory and should not be ignored by social services, state and municipal agencies.Based on the fact that the goal of social advertising — to change public attitudes to a social problem, and in the long term — to develop new social values, understanding of social advertising as one of the ways to work with public opinion, the understanding of its educational and adaptive functions affects the efficiency activities of social services.
Also strategic objective of social advertising efforts should be to familiarize the public with the activities of the so-called “third sector” — non-profit charitable sector organizations and social services, the creation of a true picture of their work. The experience of countries with developed social sphere shows that the marketing value of social services increases dramatically. This is due to:
- expansion of social services;
- complexity of problems solved in the social sphere (drug addiction, crime);
- lack of competition, as most of these problems the state, and only slightly — public charities.
Since this phenomenon is also included in the subject field of social work theory, the question arises about the need to study social workers social marketing, training of specialists in PR.
Of the above it follows that the role of social advertising is high, but the question of studying the formation of massive social assessments, stereotypes, traditions, etc. remains open, the problem ofsocial advertising hardly covered in the scientific literature, need further development and scientific justification for these problems in the theory ofsocial work.
There is a great potential which will be foundation to develop in public advertisings. Public advertisings are considered a powerful mean in development of the
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social point of view, here it is mentioned supporting of population in the social point
of view, restoration of common to all mankind attitudes among men, also influence
to spiritual — moral value of youths, motive to priority condition.
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