Kierunki w rozwoju reklamy telewizyjnej
Tendencies in the development of TV commercials

Summary/Abstract: Advertising plays in the 21th century much important role than it was previously presumed by its creators. It not only encourages people to buy new unknown products but also acts as an enlightening factor and influences customers’ attitudes, extending its activity beyond customers’ behaviours, touching on social problems and those from the area of the environmental protection. The paper presents the analysis of the contemporary advertising, enumerates its kinds and characterizes selected TV spots. It also describes television as the leading a medium of advertising and includes the ways of applying stereotypes in TV commercials. After the theoretical section devoted to modern TV commercials the paper depicts the characteristics of the research conducted in recent years. The research program consisted on the observations of TV commercials viewed in the years 2011–2012. The observations ware complemented by a survey conducted in October 2012. The survey concerned the role that should be played by present-day advertising.

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