Security psychology considers via social systemic search for contiguity and mutual complement of existing advances of psychology and conceptual security understanding. The ability of systemic vision of security and its cognitive and practical character are demonstrated. The possibility to investigate safety psychology as social theoretical construct is suggested. Multi-aspect approach to security is substantiated. Methodological challenges of psychological security are discussed.

The paper investigates multi-direction of extreme cases impact on an individual. Interdependence of two extremity aspects psychological and professional is traced. It is information extremity that is thought to be the most dangerous for personality and society.

Personality safety is considered to be one of the fundamental values of modern society. In information field advertising acts as one of the channels effecting personality and its impact is of ambivalent, dual nature. Advertising safety is linked with freedom of choice and individual’s identity in modern information society.

The main theme of the article is the system of foreseeing and managing social and psychological risks in emergency situation (ES) areas. The method is based on a risk estimation of adverse social processes and phenomena such as: mass aggressive, hysteroid, phobic and panic reaction, rumors. In the process of analyzing 36 emergency situations the authors have identified 24 factors that have the most significant influence on the socio-psychological situation in the ES area. Accounting for identified factors allows us to construct a model which can become a base for analyzing and forecasting risks of all adverse social processes. It will help to organize the process of rational resource distribution in ES areas and to achieve the needed level of public safety.