EFFECTIVENESS OF SOCIAL ADVERTISING: A SOCIOLINGUISTIC ASPECT

This article explores the effectiveness of social advertising through the lens of sociolinguistics. Social advertisements serve as powerful instruments for public influence, seeking not only to inform but to transform societal attitudes and behaviors. The success of such campaigns depends significantly on how language is employed to resonate with diverse social groups. This study examines the sociolinguistic mechanisms at work in successful social advertising—such as code-switching, register variation, metaphor usage, and identity construction—and evaluates their effectiveness across different cultural and social strata. By analyzing case studies and drawing from theoretical frameworks, this paper argues that linguistic strategies rooted in sociolinguistic awareness enhance the persuasive potential of social advertisements.