Social avdertising as a means of forming the patriotism of the youth of Ukraine: An empirical study

The purpose of the article is to highlight the results of an empirical study of the role and effectiveness of the impact of varieties and forms of social advertising on the formation of patriotism. Research methodology. A set of methods based on interdisciplinary integration of tools of sociological, communicative, axiological approaches, taking into account the principles of objectivity, systematicity, reliability, etc. For the analysis of social advertising as a socio-communicative phenomenon, a functional approach was used, the tools of which, in particular, became the basis for an in-depth study of the methodological foundations of patriotism formation by advertising. General scientific methods of analysis, synthesis, generalization, and systematization are also used. Diagnostic methods of questionnaires, selfassessment, quantitative and qualitative analysis of the results were used to measure the effectiveness of social video advertising in the formation of patriotism. Scientific novelty. A methodology has been developed and the effectiveness of social video advertising in the formation of patriotism has been proved. Conclusions. The results of the study show a fairly high level of patriotism, especially among young people, and objectify the grounds for concluding that students understand the concept of "patriotism" and reflect on themselves as patriots. This allows us to consider reasonably plausible their answer to the question of the impact of patriotic social video advertising on the formation of patriotism. The effectiveness of social video advertising in the formation of patriotism can be increased by enriching the content that contains information about the national traditions, cultural heritage, and spiritual heritage of our country, and by expanding the theme of video advertising family values and family stories. It is possible to increase the effectiveness of patriotic social advertising through the use of the most popular information resource - the Internet, including video hosting

social advertising; patriotic advertising; patriotism; empirical research; video advertising