Social advertising is a widely accepted means evoking the sense of responsibility in people and helping to deal realistically with the problems of social risk groups of people (narcotic and alcohol addiction, violence, etc.). Social advertising not only spotlights these problems and suggests ways of solving them, but also promotes help and tolerance for the members of the above mentioned social risk groups. The object of the social advertising on the preventive subject ‘Mania’ is polygraphic press: posters, booklets, pocket calendars and table calendars. Six urgent social problems are dealt with in this work: indifference, narcotic addiction, tobacco addiction, violence, compulsion and alcohol addiction because people unconsciously reject the denial. The moral should be made indirectly, allowing the consumer himself/herself to comprehend the negativity of the problem. Therefore, I use the associatives in my works allowing individuals to conceive the process of creation as the essential peculiarity of the individual’s life and social environment in respect to idealistic culture and society. Associatives give space for interpretations in connecting one’s knowledge with new information. The main hypotheses in the work are the following ones: preventive advertising is expected to have an effective informative influence using associative symbols in respect to action and place; the outlined stylistics of the prospect makes contrast with a sharp preventive subject. ... [to full text]