Wegner-Jezierska, Magdalena2013-07-172013-07-171999Ruch Prawniczy, Ekonomiczny i Socjologiczny 61, 1999, z. 2, s. 279-295.0035-9629http://hdl.handle.net/10593/6926Creating of an effective and efficient advertisement message is a task more and more often undertaken by marketing specialists, sociologists and psychologists. The Author believes that in Poland there exists some specific and distinct type of a customer; it should be taken into consideration when one would like to transfer western advertising campaigns onto our country. Polish people have a separate and specific hierarchy of values and - as a society - they are more differenciated. That is why advertising must be addressed to possibly most numerous groups of population and not to all citizens. A comprehesion of the idea of a value by the Polish society is being compared by the Author to similar researches on publicity matters made in the U.S.A. and in United Kingdom.plArtykuł