Reklama społeczna w Polsce po 1989 roku
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Date
2005
Authors
Czyhin, Borys
Advisor
Editor
Journal Title
Journal ISSN
Volume Title
Publisher
Wydawnictwo Naukowe WNPiD UAM w Poznaniu
Title alternative
Advocacy Advertising in Poiand after 1989
Abstract
Advocacy advertising is a special form of communication. There are opinions that
its very definition is oxymoronic in nature. Its tools and methods are drawn from the
repertoire of commercial marketing, yet the goals and the message are lofty and noble.
The differences between commercial and advocacy advertising are subtle as they refer
to the fundamental principles and measures of efficiency. The approach to strategy
planning and creating the message of advocacy advertising is not professional in Poland. Advertising agencies do not employ social psychologists. The errors that emerge
as a result are reflected in low efficiency of the messages. Advocacy advertising is
a tool of sociotechnology. Its purpose is to shape the socially desirable attitudes and behaviors. Even the best intentions of the authors and orderers of advertising, however,
cannot overcome the obstacle of limited budgets allocated to the socially committed
marketing.
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Citation
Środkowoeuropejskie Studia Polityczne, 2005, nr 1,s. 93-102.