Polycode influence tools in anti-COVID social advertising (on the example of advertising campaigns in Russia and Turkey)

In a comparative aspect, Russian and Turkish social advertising of the pandemic period is considered. Both similarities in the social communications of Russia and Turkey, and differences are noted: globalization has led to similarities in the topics of social advertising, tools to influence the audience, while the cultural code of countries, the population mentality have led to a number of communication differences, including in anti-COVID social advertising. The functional dynamics of social advertising in this period is noted: from educational to persuasive and inciting. Among the most common polycode tools of influence used in social advertising of coronavirus issues, the following are highlighted: visual images of typical characters, color, number, testemonium (celebrity participation), metaphorical modeling techniques, etc. Particular attention is paid to the frustration communication strategy, its tactics and techniques as one from the basic mechanisms for ensuring the effectiveness of social advertising texts. In addition, role model use of a responsible citizen who takes care of compliance with restrictions, self-isolation, is vaccinated, and does everything to stop the spread of the disease has become specific to social advertising of the coronavirus theme. The material for the study was the texts of Russian and Turkish social advertising dedicated to the problem of COVID-19 for 2020–2021.