Zmiany wartości w polskiej reklamie prasowej na podstawie analizy tygodników „Polityka” i „Newsweek”
Value changes in Polish press advertising based on the analysis of the “Newsweek” and the “Polityka” weeklies

Summary/Abstract: This research investigates if (or how) changing social values are reflected in press advertising. It presents the frequency of hedonic, utilitarian, prosocial, vital and spiritual values in press advertising in 2001/2002, 2007/2008 and 2014/2015 and compares them to the changing social values presented in the reports of the selected center polls. The work also refers to the distorted mirror metaphor [Pollay1986] and verifies the assumption of increased hedonistic values in advertising. The method was based on the content analysis of 905 advertisements for manifesting values. The majority of Polish press advertising presents a mixture of functional and hedonistic values (with small prevalence of the first ones). The results point out a remarkable stability of hedonic values over time (in contrast, for example, to Chinese advertisings). In each period utilitarian values such as functional, efficiency, saving had the highest frequencies. Advertising is a selective reinforcement of only hedonistic values (in accordance with the Pollay and Gallagher’s thesis). In other case (for cultural values such as prosocial, vital, individualistic ones) advertising simply reflected them (Holbrook’s thesis).

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