Wartościowanie w prasowych artykułach sponsorowanych
Valuation in sponsored press articles (advertorials)

Summary/Abstract: The article discusses the topic of valuation in press sponsored texts (advertorials) in the years 2017–2023. The content analysis of the collected materials shows that until 2020, such publications used valuations referring to authority, professionalism, rationality and scientific research. In the texts published since 2021, there are noticeable shifts in the sphere of imagery from scientific to religious, which results from the vision of the world that is close to seniors, i.e. potential readers of the magazines that are the source of the material. The second part of the work discusses the language of value of sponsored articles about products unrelated to the practice of faith, but advertised using religious themes and vocabulary as well as divine figures, saints and clergy.

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