Czy reklama bywa zła lub dobra? Czy kontrowersja sprzedaje produkt? Czy w promocji warto wykorzystywać kontrowersyjne sceny i symbole dla dobra publicznego?
Written article is dedicated to explain the difference in understanding phenomena of basic rules, running in the process of communication. Not only social or public, but also the mass one. The clue goes about asking what is the meaning of... more
Written article is dedicated to explain the difference in understanding phenomena of basic rules, running in the process of communication. Not only social or public, but also the mass one. The clue goes about asking what is the meaning of key words “efficiency” and “effective”, taken as a starting point during discussion over media planning. As it was pointed, efficient advertising is opposite to free from interferences interaction between human beings. What more “efficient” means something completely different for someone who creates commercial brakes and someone who is planned to be a customer. In conclusion, considered matter of media planning is the matter of norm in social, public and mass communication. Modern advertising relativizes that norm and makes it insignificant for this what is called ambient media. Invalid norm in the real world, also taken as disturbance for changing ideas, feelings, emotions, important everyday information, seems to be valid and fundamental for advertising agencies. This gap inspires the author to find out, where is the key to multiaspectual understanding.
Ł. Scheffs, Reklama społeczna jako instrument oddziaływania socjotechnicznego, w: Wpływ społeczny. Konteksty i zastosowania badawcze, red. B. Pająk-Patkowska, Poznań 2016, ss. 167-175, ISBN 978-83-62907-78-6.
