title: ÐÑÐ¾ÐµÐºÑÐ½Ð¾-Ñ ÑÐ´Ð¾Ð¶ÐµÑÑÐ²ÐµÐ½Ð½ÑÐµ ÑÐµÑÐµÐ½Ð¸Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð¹ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Design and artistic solutions for increasing the communicative effectiveness of Russian public advertising
Creators: name: ÐÐ°ÑÐ³Ð¾Ð¿Ð¾Ð»Ð¾Ð²Ð°, ÐÐ»Ð¸Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°
ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐ¹ Ð±Ð°Ð½Ð½ÐµÑ
Ð½Ð°ÑÑÐ¶Ð½Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°
Ð¿ÑÐ¸ÐµÐ¼Ñ Ð²Ð¾Ð·Ð´ÐµÐ¹ÑÑÐ²Ð¸Ñ
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð²Ð½Ð°Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ
Ð°Ð½Ð¸Ð¼Ð°ÑÐ¸Ð¾Ð½Ð½ÑÐ¹ ÑÐ¾Ð»Ð¸Ðº
ÑÐµÐ»ÐµÐ²Ð°Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ
ÑÐ¸ÑÑÐ¾Ð²Ð°Ñ Ð·Ð°Ð²Ð¸ÑÐ¸Ð¼Ð¾ÑÑÑ
public advertising
social banner
outdoor advertising
influence methods
communicative efficiency
animation video
target audience
digital addiction

description: Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ Ð³ÑÐ°ÑÐ¸ÑÐµÑÐºÐ¸Ñ ÑÑÐµÐ´ÑÑÐ² ÑÑÐ¸Ð»ÐµÐ½Ð¸Ñ Ð¾Ð±ÑÐ°Ð·Ð½Ð¾Ð¹ Ð²ÑÑÐ°Ð·Ð¸ÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ, ÑÐ¿Ð¾ÑÐ¾Ð±Ð½ÑÑ Ð¿Ð¾Ð²ÑÑÐ¸ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð²Ð½ÑÑ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ ÑÑÐ¾Ð³Ð¾ Ð²Ð¸Ð´Ð° ÑÐµÐºÐ»Ð°Ð¼Ñ. ÐÐ°Ð´Ð°ÑÐ¸ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: 1. ÐÑÑÐ²Ð¸ÑÑ Ð¾ÑÐ»Ð¸ÑÐ¸ÑÐµÐ»ÑÐ½ÑÐµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ, Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð½Ð¾Ð¹ Ð½Ð° ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÑ Ð¼Ð¾Ð»Ð¾Ð´ÐµÐ¶Ñ, Ð¸ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÑÑ ÑÐ¿Ð¾ÑÐ¾Ð±Ñ ÐµÐµ ÑÐ°ÑÐ¿ÑÐ¾ÑÑÑÐ°Ð½ÐµÐ½Ð¸Ñ. 2. ÐÑÐ´ÐµÐ»Ð¸ÑÑ Ð½Ð°Ð¸Ð±Ð¾Ð»ÐµÐµ ÑÐ°ÑÐ¿ÑÐ¾ÑÑÑÐ°Ð½ÐµÐ½Ð½ÑÐµ Ð¿ÑÐ¸ÐµÐ¼Ñ Ð²Ð¾Ð·Ð´ÐµÐ¹ÑÑÐ²Ð¸Ñ Ð² ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð¹ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ðµ, Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð½Ð¾Ð¹ Ð½Ð° Ð¼Ð¾Ð»Ð¾Ð´ÐµÐ¶Ñ. 3. ÐÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ ÑÐµÐ½Ð´ÐµÐ½ÑÐ¸Ð¸ Ð² Ð´Ð¸Ð·Ð°Ð¹Ð½Ðµ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ. 4. ÐÐ¿ÑÐµÐ´ÐµÐ»Ð¸ÑÑ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ ÐºÑÐ¸ÑÐµÑÐ¸Ð¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ Ð¼ÐµÑÐ¾Ð´Ð¸ÐºÑ ÐµÐµ Ð¾ÑÐµÐ½ÐºÐ¸. 5. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ Ð¿ÑÐ¾ÐµÐºÑÐ½Ð¾-ÑÑÐ´Ð¾Ð¶ÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ðµ ÑÐµÑÐµÐ½Ð¸Ðµ Ð´Ð»Ñ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸. 6. ÐÑÐµÐ½Ð¸ÑÑ Ð²Ð»Ð¸ÑÐ½Ð¸Ðµ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÑÐµÐ´ÑÑÐ² Ð³ÑÐ°ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð´Ð¸Ð·Ð°Ð¹Ð½Ð° Ð¿ÑÐ¸ ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ð¸ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð½Ð° ÐµÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð²Ð½ÑÑ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ ÑÐ°Ð±Ð¾ÑÑ Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ, Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð½Ð¾Ð¹ Ð½Ð° ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÑ Ð¼Ð¾Ð»Ð¾Ð´ÐµÐ¶Ñ, ÑÐ¿Ð¾ÑÐ¾Ð±Ñ ÐµÐµ ÑÐ°ÑÐ¿ÑÐ¾ÑÑÑÐ°Ð½ÐµÐ½Ð¸Ñ, Ð²ÑÐ´ÐµÐ»ÐµÐ½Ñ Ð½Ð°Ð¸Ð±Ð¾Ð»ÐµÐµ ÑÐ°ÑÐ¿ÑÐ¾ÑÑÑÐ°Ð½ÐµÐ½Ð½ÑÐµ Ð¿ÑÐ¸ÐµÐ¼Ñ Ð²Ð¾Ð·Ð´ÐµÐ¹ÑÑÐ²Ð¸Ñ Ð² ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð¹ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ðµ, Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð½Ð¾Ð¹ Ð½Ð° Ð¼Ð¾Ð»Ð¾Ð´ÐµÐ¶Ñ, Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ ÑÐµÐ½Ð´ÐµÐ½ÑÐ¸Ð¸ Ð² Ð´Ð¸Ð·Ð°Ð¹Ð½Ðµ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ñ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ ÐºÑÐ¸ÑÐµÑÐ¸Ð¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° Ð¼ÐµÑÐ¾Ð´Ð¸ÐºÐ° ÐµÐµ Ð¾ÑÐµÐ½ÐºÐ¸, Ð¿Ð¾ ÐºÐ¾ÑÐ¾ÑÐ¾Ð¹ Ð±ÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð¾Ð¿ÑÐ¾Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ Ð¼ÐµÑÐ¾Ð´Ð¾Ð¼ Ð°Ð½ÐºÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ñ ÑÐµÐ»ÑÑ Ð¾ÑÐµÐ½ÐºÐ¸ Ð²Ð»Ð¸ÑÐ½Ð¸Ñ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÑÐµÐ´ÑÑÐ² Ð³ÑÐ°ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð´Ð¸Ð·Ð°Ð¹Ð½Ð° Ð¿ÑÐ¸ ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ð¸ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð½Ð° ÐµÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð²Ð½ÑÑ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ. ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ð¸ Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð¾ Ð¿ÑÐ¾ÐµÐºÑÐ½Ð¾-ÑÑÐ´Ð¾Ð¶ÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ðµ ÑÐµÑÐµÐ½Ð¸Ðµ Ð´Ð»Ñ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð½Ð° ÑÐµÐ¼Ñ Ð±Ð¾ÑÑÐ±Ñ Ñ ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ Ð·Ð°Ð²Ð¸ÑÐ¸Ð¼Ð¾ÑÑÑÑ ÑÑÐµÐ´Ð¸ Ð¼Ð¾Ð»Ð¾Ð´ÐµÐ¶Ð¸. ÐÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð¶ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² Ð² ÑÐ°Ð±Ð¾ÑÐµ Ð±ÑÐ»Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ð½ÑÐµ Ð³ÑÐ°ÑÐ¸ÑÐµÑÐºÐ¸Ðµ ÑÐµÐ´Ð°ÐºÑÐ¾ÑÑ Ð¸ Ð´Ð¸Ð·Ð°Ð¹Ð½-ÑÐ¸ÑÑÐµÐ¼Ñ Ñ Ð¾ÑÐºÑÑÑÑÐ¼ Ð¸ÑÑÐ¾Ð´Ð½ÑÐ¼ ÐºÐ¾Ð´Ð¾Ð¼. ÐÐ°Ð¶Ð½Ð¾ÑÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¾Ð±ÑÑÐ»Ð¾Ð²Ð»ÐµÐ½Ð° Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ ÐµÐ³Ð¾ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÑÐ¿ÐµÑÐ¸Ð°Ð»Ð¸ÑÑÐ°Ð¼Ð¸ Ð² ÑÑÐµÑÐµ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ, ÑÐ°Ð±Ð¾ÑÐ°ÑÑÐ¸Ð¼Ð¸ Ñ Ð¼Ð¾Ð»Ð¾Ð´ÐµÐ¶ÑÑ. Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¼Ð¾Ð³ÑÑ Ð±ÑÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð´Ð»Ñ Ð¿Ð¾ÑÐ»ÐµÐ´ÑÑÑÐ¸Ñ Ð½Ð°ÑÑÐ½ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹ Ð² Ð¾Ð±Ð»Ð°ÑÑÐ¸ Ð³ÑÐ°ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð´Ð¸Ð·Ð°Ð¹Ð½Ð° Ð¸ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð³Ð¾ Ð¸ÑÐºÑÑÑÑÐ²Ð°.
description: The purpose of the research is to identify graphic means of enhancing the figurative expressiveness of public advertising that can increase the communicative effectiveness of this type of advertising. The research set and solve the following goals: 1. Identify the unique characteristics of public advertising targeted at modern youth and explore methods for its distribution. 2. Consideration the most common methods of influence in Russian public advertising targeted at young people. 3. Analyze trends in public advertising design. 4. Determine the main criteria for the communicative effectiveness of public advertising and develop a methodology for its evaluation. 5. Develop a design and artistic solution for a public advertising campaign. 6. Assess the impact of the use of graphic design tools in the creation of public advertising on its communicative effectiveness. As a result of our research, we identified the features of public advertising targeted at young people, the ways it is disseminated, and the most common methods of influencing young people through Russian public advertising. We analyzed trends in the design of public advertising and determined the main criteria for their communicative effectiveness, as well as developed a methodology for evaluating them. To assess the impact of using graphic design tools on the effectiveness of public advertising, we conducted a survey of the target audience using the questionnaire method. Based on the results of the research, we have developed a design and artistic solution for a public advertising campaign to combat digital addiction among young people. To achieve the results, software graphic editors and open-source design systems were used in the work. The significance of the study lies in the potential for its findings to be utilized by professionals in the realm of public advertising who work with young people. These findings could be applied in future research on the topic of graphic design and advertising arts.