Description
Abstract
Purpose: This article investigates the impact of social advertising on the axiological sphere of Ukrainian youth (ages 17-21) amidst the russian-Ukrainian war. It aims to understand how these advertisements influence the values, beliefs, and cognitive processes of young individuals, thereby shaping their attitudes toward nationalism, volunteerism, and social participation.
Design/Methodology/Approach: Employing quantitative methods, the research utilized questionnaires (n=25), Rokeach Method Value Orientations (n=25), and a focus group (n=8) to gather data on the perception and impact of social advertising on the youth.
Findings: Results indicate a substantial youth engagement with social advertising, particularly via Instagram, YouTube, and TikTok. Social advertising was found to significantly foster patriotism, national consciousness, and volunteerism among the youth. Emotional appeals were predominantly used in advertisements, influencing the cognitive and emotional responses of the audience.
Research Limitations/Implications: The study’s sample size and focus on a specific age group might limit the generalizability of the findings. Future research could explore broader demographic samples and qualitative methods to gain deeper insights.
Practical Implications: The findings underscore the potential of social advertising as a tool for positive social change, particularly in conflict settings. Recommendations for enhancing social advertising in Ukraine include focusing on clear messaging, emotional resonance, and leveraging various media channels.
Originality/Value: This study contributes to the understanding of the cognitive impact of social advertising on youth in a conflict context, highlighting the role of media in shaping societal values and beliefs during tumultuous times.
Keywords: social advertising, axiological sphere, youth, russian-Ukrainian conflict, cognitive sphere.
