Prowokacja czy społeczna odpowiedzialność? Trendy w reklamie XXI wieku na przykładzie branży mody
Provocation or social reponsibility? Trends in advertising of the 21st century on the example of fashion industry

Summary/Abstract: The paper considers the issues of the use of in provocative contents or corporate social responsibility references in advertising. Due to the intense development of the advertising market, the ever growing number of issued messages and the growing recipients’ dispiritedness, advertisers are looking for new ways of approaching consumers’ awareness and arousing the desired market behavior. More and more often they reach for creative solutions, using motives of provocation, arousing doubts of the ethical nature and breaching the world-view principles. The opposite way is connected with reference in advertising messages to the corporate social responsibility. The aim of the paper is an attempt to answer the question how the provocative motives are received by consumers and, in result, whether their use is more efficient than the use of socially responsible contents. The basis for considerations are outcomes of the quantitative and qualitative researches carried out among advertisement recipients. The results show that provocation in advertising of fashion products has a great impact on message noticeability and interest in the product, though not always it is connected with willingness to buy it.

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