COMMUNICATIVE ASPECTS OF THE GEORGIAN SOCIAL ADVERTISEMENT

For the last decades reflection of the social issues in the dimension of mass communication of social issues became actual in the contemporary world. Rising of social problems, their discussing and searching of the ways of their settlement is the key step of development of the society, that has been charged on the social advertising successfully throughout the history of its development.Social advertisement, in its essence, is responsible for supporting of the welfare (benefit), rising of the social awareness, and, without any prejudice, it serves to charitable purposes. Social advertisement clearly demonstrates harmful sides and opportunities for their correction.It is the well-known fact that different communicative means are applied in the conventional advertisement for having an impact on viewers. The article is targeted at studying and distinguishing of communicative aspects and emotional effects in advertising social video clips.Theory of agenda is used as the theoretic frame in the research, and characteristic research – as a method of the research. It considers analyzing of the empiric field based on the methods of characteristic content and visual analysis, by means of which trends, means of expressions and communicative factors existing in the advertising social video clips will be appeared.