Candidate of Political Science, senior lecturer Nassimov M.O.

University «Bolashak», Kyzylorda, Kazakhstan

Political and social advertising as objects of sciences

Abstract. This article reveals deals with the importance and place of contemporary advertisement of Kazakhstan as social phenomena. Coming of advertisement into the life of society gave the opportunity to express opinions which are rich in content. Political advertizing is an advertizing of political parties (associations), public authorities, the state and public organizations and certain citizens taking part in political activity: their actions, ideas, programs and relation to any organizations, events, citizens, ideas. Social advertizing - a type of the noncommercial advertizing directed on change of models of a public conduct and drawing attention to problems of society

Key words: advertisement, political advertizing, social advertizing

The stem of this concept is connected with verb «reklamare – to shout» from Latin language. The verb «advertise» was widely used in XIX century. In XY – XYI centuries it had definition like «narration» in Oxford dictionary. Romanic languages (French, Italian and Spanish) have definitions like «publicite» (fr.), «publicitad» (sp.), and we translate it like «zharnama» (Kazakh). There are two attitudes toward the advertisement in the West. Especially philosophy scientists and sociologists had negative estimation. They considered that it is the mechanism of manipulation of people’s mind. But there were scientists who had positive attitudes.

Policy and economics are in close connection. For example large economic structures, corporations, associations influence on activities of political power, they support certain politician and help to make his own decisions. Also the politician should realize changes of society and feel the market conjuncture as a businessman. That’s why the methods and technologies which used successfully in economics are used in policy as will. In his book T. Parsons showed close connection between the policy and the economics [1].

American scientist, Giankarlo Buzzi: «Advertising information works for ideology and tries to join the opinion and the behaviour. It is a tool of policy and it builds the characteristic of society. Before saying about advertisement we should pay attention to matters about social morals or ideology». The famous German philosophy scientist Erich Fromm says: «Advertisement does not influence on mind, it influences on feelings. As hypnosis it does not try to influence upon its objects by power of intellectual energy. There is an element of dream in advertisement like this it causes sense of satisfaction like movies» [2].

Jack Segela, one of the best specialists in political communications said: «Nowadays the advertisement is not only the source of trade. It is the word of policy, social relations and humanity». He advises candidates and organizers of elections to keep to his own 8 principles:

1.People vote for a person, not for party.

2.People vote for idea, not for ideology.

3.People vote for the future, not for the past.

4.People vote for social opinions, not for political ones.

5.People vote for legendary person, not for untalented one.

6.People vote for destiny, not for accustomed things.

7.People vote for victory, not for defeat.

8.People vote for values which come true, not for uncomprehensible values [3].

The analysis of current trends of development of public communication shows that experts in this sphere even more often address to such tool, as social advertizing. Defining social advertizing as a form of the mass communication which substantial basis is information on social problems of the society, addressed to the big mass of people, for the purpose of stimulation of their civil, socially approved activity in line with moral values traditional for this society, it is possible to allocate the main components defining administrative opportunities of social advertisement communications.

Among the most significant, it is possible to specify the following: formation of public opinion; drawing attention to actual problems of public life; activization of actions according to their decision; formation of the positive relation to the state structures; strengthening of socially significant institutes of civil society; change of behavioural model of society.

Nowadays it is impossible to imagine the political life without mass media, especially without advertisement. Mass media is the concrete and obvious tool of power. It means the way to get the power is to rely on the trusted mass media. Newspaper and magazines, tele-radio broadcasting, computer networks can regulate social and political behavior, psychological hope and ways of thinking. Advertisement has following political and social functions in society: 1) Informative – to get, format and spread the information about important work of political system’s elements. 2) Educational – to give information which increases the knowledge got in the objects of education. 3) Socialization – to assimilate political norms, values and examples of behavior. 4) Criticism and control – to form the thoughts and opinions in political-social area [4].

Literature:

1. Parsons T. On the concept of political power // Sociological Theory and modern Society. N.Y. In 1956. - P.306 - 310.

2. Feofanov O.A. Advertisement: New Technologies in Russia. - St. Petersburg: Peter. - p. 22-26.

3. Jacques Séguéla. National characteristics of hunting for votes. Eight lessons for a presidential candidate. M., 1999. - p. 68.

4. Chigunov A.V. Politics and the Internet: political communication in the development of modern technologies. Thesis candidate political sciences. Petersburg state university. In 2000. - p. 67.