Dziecko w reklamie społecznej
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Date
2003
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Wydawnictwo Naukowe UAM
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Child in social advertising
Abstract
Transformation in Poland has brought many changes in ways of mass communication. One of the
new form was non profit advertising where one promotes new values, attitudes or paterns of behaviour
or stigmatizes undesired phenomena.
The first part of an article is strictly theoretical - it presents definitions, differencies between non
profit and commercial advertising, classification of non profit campaigns, as well as two potencial
sources of those campaigns. The first one, is Ronald Inglehart's concept of countries moving from
materialistic to postmaterialistic values. The second, is the theory of new social movements which
move border between private and public, unveil what was hidden. They concentrate around natural
environment, the human body, self development and cultural heritage.
The second part presents the results of an analysis concerning the subject of a child in Polish non
profit campaigns in print media published between 1997 and March 2003. The analysis was made on
the basis of two criteria: the age of the group which was the subject of an ad and the problem itself.
The results showed a vast range of issues concerning the youngest citizens (children and youth).
The main were: domestic violence, financial difficulties, sexual abuse, dangers of sexual initiation
(pregnancy, VD's, HIV), abusing of drugs, alcohol and cigarrettes, accidents inside and outside the
house as well as recklessness on the road.
The emergence of that type of announcements is a sign that traditional institutions such as schools
and families are unsuccessful in achieving their educational goals. Children need those campains as
they „fight” for their rights on children's behalf; society needs them as well to initiate a change in
attitudes and behaviour.
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Roczniki Socjologii Rodziny, 2003, tom 15, s. 137-146