Modele rodziny w reklamach telewizyjnych. Analiza semiotyczna
Family Models in TV Commercials. Semiotic Analysis

Summary/Abstract: Advertising is a phenomenon, which is not only part of marketing, but of culture sensu largo. Creating an advertising message depends on the results of the research preceding promotional campaigns. It may be taken for granted that advertising shows the current image of the present-day human being, an image containing the most characteristic and typical features. The article includes an analysis of commercials based on the current sociological research into the concepts concerning the typology of families and alternative life styles. The purpose of the observations was to reveal various types of families and alternative forms, which commercials refer to. The article presents the results of an analysis of the visual and verbal layer of commercials in order to depict the ways of describing particular models of family life. Nearly 800 flms have been chosen, of which nearly a hundred have been thoroughly analysed.

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