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The author analyzes Dmitry Tuganov's social video clip "Real Childhood", which received the Grand Prix at the International Festival of Social Videos "Your View @ Europe-Asia", identifying the features of social advertising as one of the effective ways to solve the pressing social problems of our time. In the era of "clip thinking", the psycho-emotional level and the degree of impact of some videos can be quite comparable with small artistic forms of visual art. The artistic component of social advertising can be traced in the communicative interaction between the audience and the author of the social video clip. The main goal is the formation of moral guidelines and the impact on improving the quality of life of the most vulnerable strata of society.


Social advertising, International Festival of social videos "Your view @ Europe-Asia", society, digitalization, computer, Soviet Union, childhood, nature.