An advertising character in the system of mechanisms of stabilization of modern society

Abstract

The article investigates the mechanisms of selection and usage of personages in advertising message by using creative solutions which are able to influence negative attitudes that exist in society in the presence of crisis. The selected message types in accordance with the significant phenomena to which it appeals clarified what is the role of advertising characters in the implementation of relevant creative techniques. The research analyzed the characteristics of appeals to human values, self-actualization, patriotism, racial tolerance, etc. Common mechanisms for social advertising and socially responsible commercial advertising with the use of elements which can have a stabilizing effect on public opinion are marked. Here are considered some positive features of commercial advertising on the example of advertising on social scene, problematic levels and at the level of the used characters. It is concluded that the advertising character in these advertisements plays a central role in bringing the advertising idea to the audience, it is able to become a translator of a constructive behavior, as a leader of opinion to contact directly with the audience cheered calls, demonstrate ways of dealing with everyday problems