State and Dynamics of Social Advertising in Russia and South Korea: a Comparative Analysis

South Korea and Russia are known for their unique culture, but it has come a long and difficult path to become a great country like now. The main purpose of this work was comparison of trends and features in the creation and implementation of social advertising and the identification of common and distinctive features of the two countries. Both countries have progressive economies and social views, which makes them a bit similar, but at the same time, these countries are two opposites. That is why their comparison can lead to interesting conclusions. In the research there are mostly methods of empirical level such as videos, photos, banners etc. During the research some useful and interesting facts were managed to find out. The work answered many questions such as “What most often attracts Koreans in advertising?”, “What do Russians pay the most attention to?” etc. The results of the research show how can you change the approach to social advertising based on the experience of a completely different country. Due to continuous public opinion’s changing the researches about it can infinitely be supplemented. This work will be useful for people who are interested in social advertising.