User:IssaMahrouq/sandbox

= SOCIAL ADVERTISING (SOCIAL ISSUES) =

SOCIAL ADVERTISING
Ads encouraging the safety and well-being of a society, including services that inform people regarding drugs, illnesses and other social issues. Also, Ads on social networking sites like those of Facebook that allows advertisers to target advertisements focused on peers that use the same item. One of the fastest and perhaps most efficient ways to engage with our intended audience is through social advertisements. These advertisements bring productive possibilities in digital media. Certain limited commercials make the plenty of the knowledge that people exchange on social networks to give them information as deeply customized as practicable, and as such, incentives for conversion.

SOCIAL ISSUES
Advertising is critiqued for influencing customers against their own will or interest in deciding. Working on the unconscious mind, motivations and different forms of communication. Sometimes the arguments made by the commercials are so powerful that the customer believes entirely in them and is not applying their brain to prepare and purchase it without too much consideration.

Advertising has also been questioned due to various:

·         Ethical considerations concerning promoting dangerous products that might include cigarettes, alcohol, and so forth.

·         Counter argument of disclosure circumstance while kids are involved with adults.

·         Counter argument to the advertising campaign of over-replicating the Commercial.

·         The accusation is that it attaches so much significance to the content areas of life.

·         It encourages stereotypical views of some people. Females are often shown in either the formation of a mom or a single mother, other than in a several cases, rather than business leaders. Likewise, it shows business leaders with cigars. It has been shown females build a romantic scenario.

ADVERTISING'S ROLE IN SOCIAL AWARENESS
Advertising is among the most prevalent and all-encompassing means of communication in the contemporary world. Magazines, newspapers, radio, television and the Internet all deliver commercial messages to customers. Although small businesses use ads mainly to supply information about their products and services, advertising strategies often raise awareness of social issues. Powerful images, resonant music and well-worded text will elicit emotions in audiences to encourage change in society.

Anti-Smoking Initiatives
Data from 17 countries that participated in the Global Adult Tobacco Survey (GATS) were collected by the US Centers for Disease Control and Prevention (CDC). The research looked at the connection between the viewers ' thoughts regarding quitting smoking and their media coverage of anti-smoking messages. In 14 of the 17 countries surveyed, the decision to withdraw was closely linked to coverage of anti-smoking ads contained in multiple media outlets while audiences were not aware of the campaigns.

Auto Safety
For decades, Auto safety promotions have been a staple in advertising for social awareness. Between 1985 to 1999 the characters "Crash Test Dummies" encouraged the use of seat belts. The use of seat belts grew from 14 per cent to 79 per cent in that time span. AT&T has sought to prevent consumers from sending text messages while promoting their campaign "It Can Wait." The campaign stems from the National Highway Traffic Safety Administration's findings showing drivers are 23 times more likely to be in an accident while they are in text.

INNOVATION IN SOCIAL ADVERTISING
Marketing and particularly advertisement involvement in social issues contributed to the coinage of the word "social marketing" and attracted many scholars to study the particular aspect of science. The contribution of marketing to solving social problems, such as dealing with racism or the educational support, is a historical trend and a strategy of many social organizations. The goal of the term "internet marketers" used to describe the practitioners involved in social marketing is to change the views and perceptions of the consumer that are deeply developed and that may be detrimental to the customer in a short or long period of time, and to a greater degree to society.

A common approach of social marketers for achieving their promotional goals is the introduction of intense emotions to the viewer by displaying emotionally appealing ads, such as fear; a form of motivation used to a large extent in social advertising and defined as the predominant method of social marketing. In this point it is necessary to mention that Menasco in 1982 said that there is no perfect empathy strategy of the target audience, since the attitudes of people are affected by ads that relate to negative or positive emotions at relation to facets of their character, as proven by relevant research. For example, ads that have positive effects, such as promises, and not negative ones, such as threats, have a significant influence on the audience that is vulnerable to social fear, whereas advertisements with negative effects are more successful for people who have low percentages of psychological fear.

In contrast, it must be noted that commercials are separated into the emotional and the factual ones. In a research conducted by Kara Chan (1996), emotional advertisements were classified primarily as "original" according to the opinions of 160 people who watched sixty advertisements of both styles. To a greater degree, as long as most social ads belong to the emotional advertising category, originality constitutes a major feature of social advertising. Considering the high connection between originality and creativity, there is a strong possibility that imagination determines the ads of non-profit organizations, according to the study done previously in the literature.

ANTECEDENTS AND IMPLICATIONS OF SOCIAL ISSUE CREDIBILITY
Involvement in social issues affects the attitude towards the issue, indicating that when a person is interested in the issue, they develop stronger, more positive attitudes towards it. Furthermore, participation in social issues influences the degree to which a person believes in the advertisement's message or theme, framed by the social marketing campaign. And the more one is interested in the social issue, the more one tends to believe the social media message. It was also found that the reputation of social ads is important due to its positive effect on public interest and attitude towards the issue. Consequently, an ad that is perceived to be convincing in its depiction of the effects of an aberrant social behavior (e.g.' Each cigarette hurts you') will result in more attention being paid to the advertisement and a more positive outlook forward toward the social issue.

Therefore, it seems that social advertisers would include ad credentials when developing effective social advertisements since, as the results show, ad credentials affect awareness and attitude, and attitude affects intention to obey. It indicates that ad reputation can be an important component in the purpose of a person to comply with a social marketing strategy-and subsequent behavioral outcomes. The purpose of an anti-smoking ad should therefore be to increase the confidence of a smoker that' every cigarette harms you.' Such a conviction would lead to a more positive attitude towards the anti-smoking problem, which should (hopefully) result in a greater intention to stop smoking.

Yoplait
Yoghurt-brand Yoplait wanted to tap into a common public conversation to reach a new or overlooked audience: mum shaming. This has to do with the often preaching or patronizing information given to mothers about how to be a good mother, and the shame for those who do not obey. His latest campaign,' Mom On,' shows mothers confronting common challenges they face, such as breastfeeding disapproval, returning to work, and even consuming alcohol.

While the advertisements are not based on a current event or unnecessarily controversial subject, they are brazening in their stance on a particular issue, with the strong potential to upset those who may not agree. This made the advertisement particularly memorable, standing out from rival brands in a sea of identical and formulaic advertising. The choice to take on the parenting discussion demonstrated valuable for Yoplait, eventually assisting the brand accomplish its objective of linking with a target audience of all types of mothers. The advertising resulted in a 1,461 per cent increase in brand awareness, according to Google's report.

NIKE’S KAEPERNICK AD
There aren't too many beings that have voices as loud as that of companies in our lives. They purchase air time between displays that we watch, and sometimes place in them; elbow their way into our feeds on social media; and plaster their ads across our physical spaces. While their invasion of more and more aspects of our everyday existence has been ongoing for decades, it is important to remember that even in the last couple did they really begin to make their voices heard on controversial political and social issues. For better or worse, when it comes to social issues Nike is known for making statements.

The organization launched a 2018 ad campaign focused on Colin Kaepernick, the former NFL player who famously refused to stand before games for the national anthem in protest of racism and discrimination in the US. Nike launched a campaign in 2017 that stressed racial equality in terms of sport and the world at large. The decision of the organization to reflect and interact with social issues is typically not taken on a whim. John Donahoe, the newly minted CEO of Nike said there's a policy behind selecting which issues to encourage and which issues to ignore completely. "We will always lead with the voice of the athlete," Donahoe said in a recent interview with the Wall Street Journal when asked how he plans to focus on what social issues the organization should be promoting.

Donahoe, previously eBay's president and CEO, took on the role of Nike's CEO in January, following the 13-year tenure of Mark Parker in that position. After two major scandals at Nike including a gender discrimination lawsuit and allegations of abuse by a Nike runner Mary Cain Parker stepped down from his job. When it comes to keeping quiet on bigger issues, Donahoe said that if matters don't apply to the core focus of the business, it's unlikely that Nike will make a statement about it. "All are welcome to have their opinions on a variety of issues, including workers, consumers and others," said Donahoe. "But it's our job to help bring our goal to life: to play sports a regular one.

SOCIAL ISSUES IN ADVERTISING - ADVERTISING MANAGEMENT
Because advertising is targeted at society, it affects society in many ways, Society is concerned about how the advertisement is produced and its impact on it. On the grounds of deceit, bribery, bad taste and coercion of customers against their will, advertisement is criticized. The Ad's persuasiveness is believed to have an effect on the society's value system. When the benefits he perceives are far below his standards, the customer gets fooled. That could be due to miscommunication or incorrect attribute emphasis. The advertising as a whole should not be deceptive. It should not dissimulate material facts and provide a true picture of the advantages, costs and bid. For example: "Buy X battery brand with a trip to the U.S.A." The commercial is dishonest to write it down as, "Buy X battery brand with a chance to fly to the U.S.A."

So, Advertising is dismissed as exploiting the consumers against their will or interest in making a decision. Playing on the subconscious mind, motivations and appeals in various forms. There are occasions when the appeals made by the advertisements are so powerful that the customer believes completely in them and may not adjust his / her brain to make a choice and purchases it without too much consideration. Given the above scrutiny, the commercial has ended up staying in the network. It interacts and offers products. This encourages acquisitions and increases consumption. It is a vital component of marketing strategy. This addresses a number of social issues and creates public visibility. The main themes are family planning, health care and injury prevention. If certain standards, rules and regulations are observed the benefits of advertising overweight those of criticism. The Ad should be lawful, trustworthy, fair and good. This will ensure that the campaign spreads in India as well as abroad.