Сацыяльная рэклама ў Беларусі
Social advertising in Belarus
Author(s): Inna KalitaSubject(s): Language and Literature Studies, Applied Linguistics, Communication studies
Published by: Lingvokulturologické a prekladateľsko-tlmočnícke centrum excelentnosti pri Filozofickej fakulte Prešovskej university v Prešove (LPTCE)
Keywords: Belarus;advertising;social advertising;advertising strategies;Belarusian language;Russian language;Advertising festival;Human Ecology;Law on Advertising
Summary/Abstract: The article covers the issue of Belarusian social advertising. This media segment is divided into three groups (1) social advertising regulated by the governmental order and public announcement strategy; (2) social advertising that is created within the frameworks of advertising festivals and various competitions and does not always appear on billboards; (3) advertising that is particularly created for cultural and educational events. Social advertising is delivered in two languages: Belarusian and Russian, where the latter predominates. Advertising that is designed in the Belarusian language has gained its popularity and it has been significantly expanding especially during the last five years. The social issues of the advertising in Belarus are focused on creating a positive image of the governmental authorities, environmental concerns, security, as well as language and culture preservation.
Journal: Jazyk a kultúra
- Issue Year: 8/2017
- Issue No: 29-30
- Page Range: 52-65
- Page Count: 14
- Language: Belarusian