Środkowoeuropejskie Studia Polityczne, 2019, nr 3

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Management of Television Advertising Content Based on the Value of Health
(Wydawnictwo Naukowe WNPiD UAM w Poznaniu, 2019) Barańska, Marzena
The world in which people live is a collection of values created by tchem and for them. As free beings, people make choices, are constantly guided by tchem in their daily behavior and attitudes, recognizing them as valuable and worthwhile. Accepted socially or individually, they influence decisions made in economic, aesthetic, moral, legal, cognitive or religious spheres. Their importance and influence were also noted by the authors of advertising messages. Appropriately tailored to the market, they shape the content of advertising messages and are of significance in business communication with consumers. This phenomenon can especially be noted in messages recommending medications. Appealing or referring to a particularly valued quality such as “health” is not only justified, but it allows buyers to select these products which in their opinion guarantee the achievement of well-being, a disease-free condition. Management of advertising content through a kind of “imaging” of health in commercials is a consequence of the use of various means of persuasion.