Ewolucja reklamy społecznej we współczesnym świecie mediów
Ewolucja reklamy społecznej we współczesnym świecie mediów

Summary/Abstract: The media play a significant role in modern society. The amount of information as well as the speed of its diffusion force the consumer to select the displayed information and make him feel confused. What is more, he is pulled in some kind of a consumerist race. The most effective tool of "magical consumption" is indeed advertisement which affects all humans senses, influences perception of the world and the rational choice theory which grants human a free will, do not apply. The reality of the media market influences the change in the way which social ideas are presented in. The specific character of social advertisement and its high risk of failure due to the presented problem force to apply mecanisms proper to commercial message which increase chances of success. Social advertisement is created in order to keep the consumer, captivate his attention and encourage him to try the new product which commercial advertisement are based on. Changes in social message are gradually introducted into the market on the basis of knowledge on human perception of elements. Social as well as political and commercial messages have been adapted to the human perception of the world. Therefore, they are more convincing to the consumer.

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