Social Advertising as a Mirror Image of Social Issues
Social Advertising as a Mirror Image of Social Issues

Summary/Abstract: Social campaigns have permanently become part of our everyday life. They are an important form of public communication, communication based on messages that are difficult to pass by indifferently because they are a mirror image of key social problems. Social campaigns not only raise the awareness of the public, but their task is often to trigger a real change in attitudes or behaviors. The range of topics undertaken as part of social campaigns is very wide, including such problems as discrimination, violence, degradation of the natural environment, social exclusion and security. The author shows and analyzes examples of social campaigns that reflect problems that bother the society in Poland. Particular attention is paid to the problems that are generated by the development of new technologies and the problems that have so far been marginalized. Most of the described campaigns use the Internet as a medium – mainly social media.

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