Reflection of the Youth Social Problems in Russian Social Advertising

Tatiana Afanasyeva, Elena Torgunakova and Evgeniy Torgunakov
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Tatiana Afanasyeva: Saint-Petersburg University of Management Technologies and Economics
Elena Torgunakova: Saint-Petersburg University of Management Technologies and Economics
Evgeniy Torgunakov: Saint-Petersburg University of Management Technologies and Economics

A chapter in Finance, Economics, and Industry for Sustainable Development, 2024, pp 115-122 from Springer

Abstract: Abstract This article investigates the social problems of youth in Russia and the peculiarities of their reflection in social advertising. The purpose of this study is to develop recommendations to improve the effectiveness of social advertising in addressing the social problems of youth. A study of youth problems in Russia was conducted in 2022; the following research methods were involved in this work: analysis of theoretical materials, analysis of Internet sources, surveys, hypothesis construction, and analysis and generalization of the obtained data. According to the results of the research, the following results were obtained: the main social problems that concern young people in Russia are drug addiction 34%, alcoholism 23%, and psychological problems 20%. On the other hand, 86% of the surveyed respondents among young people noted that social advertising has a positive impact on them. Thus, the conducted research is relevant and in demand both among young people and for solving social problems at the state level.

Keywords: Advertising; Social advertising; Sociological research; Youth research; Advertising tools; Communication channels (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-56380-5_10

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DOI: 10.1007/978-3-031-56380-5_10

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