Stereotyp Rosjanina w polskiej reklamie audiowizualnej
Stereotype of Russian in the Polish Audiovisual Advertising

Summary/Abstract: The analysis of stereotype of Russian has been not the subject of detailed researches, whatproves scientific relevance of foregoing issue. The article is an attempt to determine the extent towhich advertising preserves and deepens the stereotypes already existing in recipients’ minds aswell as the extent to which new content is introduced in those messages. The image of Russianextolling the virtues of a certain product presented in Polish media between 2009-2011 is thesubject of detailed study.The analysis based on the commercials of IKEA, Netia SA, Simplus, Kompania Piwowarska(the producer of Tyskie) and ING Bank Śląski has shown the transformation of the stereotype ofRussian. Furthermore, it was proven that the evolution of this image was directly affected by the.

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