THE USE OF SOCIAL ADVERTISEMENT IN PROPAGATION OF PRO-ECOLOGICAL ISSUES (Wykorzystanie reklamy spolecznej w propagowaniu kwestii proekologicznych)
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For a couple of years in Poland, apart from commercials broadcast by media, there have also appeared many other types of communicating information, which aim at changing the attitudes and promoting certain required kinds of behaviour. Moreover, they mean to undertake some very concrete actions for the sake of social wellbeing. This kind of advertisement is called a social one. The addressees of such advertisement usually respond to it with irritation, annoyance, or even anger. Quite often, they do not know how to understand the message. Commercials are usually about products, so what is being promoted, is what customers require. In case of a social advertisement, the situation is not the same for what is shown is bad and an advertisement is against it.
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