Socialinės reklamos „stop – Karui Keliuose“, komunikacinis poveikis
Communication impact of social commercial „stop – Karui Keliuose“

Summary/Abstract: The article analyzes communication impact of social commercial. The first part of the article aims at showing social commercial as mean of communication. Later the communication impact of social commercial „Stop – karui keliuose“ on road users is presented. All societies face social issues that are solved by means of social commercial. It is natural that flows of social commercial are intensifying both in the world and in Lithuania. Recently, all EU member states have been paying much attention to ensure road safety and to reduce road accidents for it is a great interest of society, member states and the whole EU. In recent years Lithuania has faced a tendency of decrease in road accidents; however, the total level of accidents, especially in comparison to most EU member states, remains high. This tendency is considered to be influenced by the social commercial „Stop – karui keliuose“. The commercial aims at encouraging and reminding drivers about dangers on the road, also providing useful information on how to take kids on a ride in a safe way, how to cross the street, avoid driving drunk, fasten the seat belts, wear reflectors in the dark time and be attentive in traffic. Social commercial is information spread in various forms and means which encourages changing attitude towards problems existing in society. The main field of social commercial application is providing information on existing and newly arising social issues in order to achieve the most important goal to stop the emerging of dangerous situations in human life. The article analysis the main factors of commercial which influence the communication impact of commercial: audience reach, impression and memorisation. The impression of commercial is considered to be unusual, exceptional images, colours, words, phrases and everything that attracts attention. To make the social commercial effective it is suggested to use a text, a picture, negative appeals, humour, originality, repetition and colours – these are the factors that create the result of impression. The result of commercial memorisation is also important. Therefore the commercial message has to attract attention, stimulate emotions and remain in memory as long as it is possible, only then it becomes effective. The greater communication impact is achieved when social commercial is broadcasted and published via various channels of information at the same time (advertising in press; TV advertising, radio advertising, outside advertising, internet advertising). There is no doubt that social commercial „Stop – karui keliuose“ has influence on increasing road safety. Recent statistics on accidents proves that. Impact of social commercial has not been analyzed neither theoretically nor practically so there is a need to study the impact of social commercial on increasing road safety. The article contains empirical study on communication impact of social commercial „Stop – karui keliuose“. Three factors of commercial have been chosen (reach, impression, and memorisation). They have a great influence on communication impact. Data has been collected by using quantitative (questionnaire) method. Conclusions are presented at the end of the article.

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