Dbałość i medycyna – reklama medyczna jako tekst kultury. Spostrzeżenia wstępne
Caring and medicine: Medical advertising as cultural text. Preliminary observations

Summary/Abstract: In his article, Tomasz Bielak analyses the ever-increasing number and scope of OTC (overthe-counter) drug advertisements. He refers to these ads as medical ads and studies the phenomenonin the context of reception practices, social theory of change, and a turn towards cultural practices(including a strong connection with reception theory and the benefits of media reception). Theresulting characteristics and the achieved results of the analysis lead, among other things, to theconclusion that medical advertisements are an important element of the spiritual period of politicaltransformation (advertising as education). Thus, they make it possible to identify the starting pointof social change, which can be described as the multi-stage construction of Polish society as “global”and based on seemingly “self-generated” knowledge (well-being and health as global elements). Thisarticle belongs to so-called maladic discourse and can be a starting point for linguistic, media studiesconducted on the basis of quantitative and qualitative research.

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