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Wizerunek ojcostwa w polskiej reklamie telewizyjnej

100%
Rejowska A.
Dyskursy Młodych Andragogów / Adult Education Discourses
|
2015
|
vol. 16
353-367
EN
The purpose of this article is to analyse various types of the image of fatherhood in selected commercials emitted on Polish TV in the years 2008-2013. The world of advertisement and the world of society infiltrate each other and have a mutual impact. Advertisement is the medium of meanings, a reflection of beliefs and stereotypes functioning in societal awareness. Four major analytical categories were used in this analysis: the view on a man and his role, the relationship between a father and children, the relationship with a partner and the surrounding in which the father is present. On the basis of this analysis five categories of fatherhood were defined: father as a caring patron, father as children's mate/friend, father connected with a household sphere, father – a guide to the world, father as a head of the family.
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