| Abstract [eng] |
Social advertising – is a form of communication, which is of shocking or comic nature. It tries to change the attitude or behaviour of society towards a more positive direction, not using direct account. It may be free, paid or partially paid. Questioning Social advertising effect of community revealed that most respondents know social advertising and it helps to solve social problems. This advertisement has the biggest influence on TV. In Lithuania social advertising still are not high quality. Social advertising mostly created by directives. Not so many advertisements created by constatives. Commissives used only in Health service group. Generally, social advertising used second person imperatives. Also used rhetoric questions. Commination act was taken a part. This speech act used not only in the text also in visual information. Horrific views become exceptional element of social advertising. Social advertising is created according to three composition models: classical / closed; not fully classical / open and having one element. Open composition type is characteristic. Publicist functional style is prevailing, though the most of advertisements are created using some styles – publicistic and spoken for the most part. In order to avoid conventionality, seeking for suggestibility, more effect, different ways of actualization are used. Syntax actualization is more frequent. There are rhetoric exclamations, ellipsis, rhetoric questions. Actualizing lexis, epithets are used, irony is not avoided. Special attention is paid to the image, in social advertising it is sometimes even more eloquent, more significant than verbal information. |
