Social advertising as one of the forms of communicating the values of parenthood and family and family values in social marketing Cover Image

Reklama społeczna jako jedna z form komunikowania wartości rodzicielstwa i rodziny oraz wartości rodzinnych w marketingu społecznym
Social advertising as one of the forms of communicating the values of parenthood and family and family values in social marketing

Author(s): Mariusz Parlicki
Subject(s): Media studies, Family and social welfare, Marketing / Advertising
Published by: Oficyna Wydawnicza KA AFM

Summary/Abstract: The goal of this research is to present meaning of social advertisement in promoting desired social behaviors, particularly, these ones aimed to formation and consolidation family as well as proper attitude, behavior and relationship between family members. Theoretical part of this research is based on the analysis of polish social advertisement in the last couple of years. Idea of using social advertisement for the issue of promoting family and its values will be presented in wide contexts of social marketing. This research also pays attention to the media preferred by organizers of social campaigns for family.

  • Issue Year: XI/2011
  • Issue No: 3
  • Page Range: 141-161
  • Page Count: 16
  • Language: Polish