Kreacja prawdy w reklamie
Creation of truth in advertising

Summary/Abstract: Author of the article firstly formulated the thesis that the second half of the 20th and early 21sl century is the time of formation of the new system determined by the axiological brand names, the number of zeros in your account, the frequency of self-presentation media. Based on research in the field of anthropology of communication found that the source of these reevaluations is a marketing message, especially advertising message. Transcendent values: truth, goodness and beauty, in this type of communication, their axiological fields were modified. These values were also used to hide unethical actions. Authors of political and marketing communication, mastering the persuasion techniques, used forms of presentation, yet regarded as signs of truth in self-apology, and advertising - manipulation texts, which are inherently false. The author describes few of them: the use of quantitative data, use of scientific statement, category of authority, refers to the verbal and nonverbal messages. At the end she concludes that advertising by the public is often considered beyond the false-true category, since its primary function of communication is not information function but a magical function.

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