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The article considers the organization of psychological and pedagogical work with freshmen. Specifically, during student life, young people are further socialized in the system of relations in the new social adult environment. In this regard, young people must be actively involved in the educational process in higher education, successfully cope with the requirements for learning, and gain a set of necessary competencies that can be successfully applied in practice in the future. The main freshmen's problems are outlined a new system of education; another mode, load and requirements; new social role; relationships with classmates and teachers; problems in the social and household plan; independent living in conditions for out-of-town students. The analysis of the scientific literature allowed us to conclude that a significant potential for solving the problem of students' adaptation in a higher education institution is social advertising. Thus, by social advertising, we mean information of any kind, disseminated in any form, which is aimed at achieving socially useful goals, the promotion of universal values and the dissemination of which is not for profit.&#x0D;The role of social advertising as an important condition for students' successful adaptation on the example of the Faculty of Social and Psychological Education of Uman State Pedagogical University has been revealed. Already implemented forms of work at the faculty are: 1) annual competition of student and pupil scientific works «Family from A to Z»; in the nominations: scientific works; social projects (implemented or designed); social advertising (print, photo or video); 2) competition «The best social poster»; 3) Competition of social advertising in the form of short video works; 4) Festival of student creativity «Social worker of the future» in the framework of the social project «Make a dream come true».&#x0D;Thus, it can be argued that social advertising plays an important role in the students' adaptation, their formation as future professionals. Students master the necessary skills and abilities, which include the ability to work in a team, establish contacts, manage their time properly, show leadership qualities and persuade the interlocutor.

socìalʹna robota ta socìalʹna osvìta

THE INFLUENCE OF SOCIAL ADVERTISING ON THE STUDENTS’ ADAPTATION: FROM THE EXPERIENCE OF THE FACULTY OF SOCIAL AND PSYCHOLOGICAL EDUCATION PAVLO TYCHYNA UMAN STATE PEDAGOGICAL UNIVERSITY