ETHICAL DISCOURSE IN SOCIAL ADVERTISING: THE BALANCE BETWEEN INFLUENCE AND MANIPULATION

Abstract

Introduction. Social advertising is a tool for shaping public consciousness and influencing social norms and citizens’ behavior. It is aimed at addressing important social issues such as health, ecology, safety, and public awareness. Thus, social advertising can change attitudes towards certain phenomena, motivate positive changes in behavior, and create new social standards.

Relevance of the study. The ability to distinguish between ethical influence and manipulation is crucial for ensuring public trust in social initiatives and preventing potential negative consequences. The purpose of this article is to explore the ethical aspects of social advertising, specifically identifying the boundaries between legitimate influence on the audience and manipulation, as well as developing recommendations for creating social advertising messages that adhere to ethical standards and foster public trust.

Methodology. To study the ethical aspects of social advertising, methods such as analysis of scientific literature, content analysis of social advertising messages, and comparative analysis of advertising regulations in different countries were used.

Results. Although social advertising is a powerful tool for achieving social change, it is important to clearly distinguish between ethical approaches and manipulative techniques. Manipulation through advertising can lead to short-term results; however, in the long run, it may cause a loss of trust in social initiatives and even contribute to social alienation. Therefore, to achieve sustainable positive changes in society, campaigns must be created that support ethical standards and ensure a respectful attitude toward the audience. Moreover, the growing criticality of the audience points to the need for constant adaptation of advertising strategies to new conditions, especially in light of the development of digital technologies and social networks. Therefore, future social advertising will depend on its ability to combine the effectiveness of influence with ethical responsibility.

Conclusions. The ethical discourse in social advertising is an important aspect of its effectiveness and acceptability in society. Influence can be a powerful tool for positive change if used with respect for the audience and adherence to ethical standards. At the same time, manipulation undermines trust in social advertising, turning it from a communication tool into a means of pressure. A balanced approach is key to creating effective and ethical advertising campaigns. The results of this study can serve as a foundation for developing recommendations for creating social advertising messages that meet ethical standards and ensure audience trust.