ADVERTISING'S INFLUENCE ON INDIVIDUAL SOCIAL NEEDS DEVELOPMENT

Authors

  • Valentina Vasilievna Latisheva Московский авиационный институт , Moscow Aviation Institute Автор
  • Elena Viacheslavna Muradian Московский авиационный институт , Moscow Aviation Institute Автор

Keywords:

social advertising, social needs, objectifying and actualization of needs

Abstract

The article deals with possibilities of commercial and social advertising in the process of actualization and forming needs. A list of needs is specified, a typology of needs forming by social advertising is given. The main attention is pointed on social mechanism of forming altruistic needs especially on theories of motivations for giving help to needy.

Published

2011-07-15

Issue

Vol. 23 No. 4 (2011)

Section

Articles