Social Advertising as a Tool for the Formation of Tolerance in Society

This article examines the objects of social advertising, implemented in the countries of the European Union in the period 2016-2020. Examples of social advertising aimed at increasing tolerance towards migrants and refugees in the central EU countries (Great Britain, Germany and France) are analyzed. The result of the study was the identification of the main value components of social advertising (citizenship, patriotism, solidarity), as well as its main connotative messages.