EN
In the present article the author examines theoretical concept of market differentiations in Polish advertising, focusing in particular on press advertising. Market differentiations are understood in the article as a mechanism for generating and maintaining brand or product experience, or experience of an entire sector of the economy. These are cognitive-interpretative categories through which emerge product differentiations in possible communication offers. Market differentiations produce worlds of experiences, using relevant communication constructs for the purpose; they point to paradigmatic communication possibilities in a given situation and, taking into account static advertising, in a given market sector. From a functional perspective, market differentiations organise the communication system with regard to the production of brand/product experience by making it possible to communicate brand/product value by means of relevant communication constructs. Market differentiations are also responsible for intrasystemic distinction of a product of the same sector of the economy on the level of experience.