The Styles of Social Campaigns in Ukraine as Compared with Selected Countries of the World – an Attempted Diagnosis Paweł Chlipała Marketing Department Cracow University of Economics

The paper undertakes an attempt to identify the specific characteristics of social advertising materials produced in Ukraine and presented by Ukraine’s media.  Does social advertising in Ukraine have its own unique style?  Do social campaigns rely on uniform global patterns, or is attention given to local conditions?  To what extent are Ukrainian advertisements similar to the ones from similar cultural areas?  Is the style of Ukrainian advertising closer to “Western” or “Eastern” standards?”

The analysis of social messages focuses on their content and form. Special attention is given to “decoding” methods, positioning and USP The analysis concentrates on the main characteristics of the structure of promotional messages: manner of presentation – directly (explicite), indirectly (implicite), symbolism, context – high or low, types of arguments – rational or emotional, sender of the message – opinion leader, expert, specialist, average citizen, type of motivation – positive or negative, form of message – traditional or modern

Hall’s continuum of national cultures based on context

The campaign promoting electricity savings in Ukraine

Global campaigns promoting the effective use of electricity

The Ukrainian campaign warning against prostitution

The Polish campaign warning against prostitution

Ukrainian social campaigns make use of classical forms, but the presentation of the problem is always innovative and attractive, which is confirmed by a number of awarded prizes. The cultural aspect of messages suggests some similarity between the styles of social advertising in Ukraine and Poland. This style differs considerably from the messages which target so called high context cultures – for example China or Brazil. Conclusion