%0 Journal Article
%T W (krzywym) zwierciadle reklamy – między agitacją a modelowaniem wrażliwości
%A Lachman, Magdalena
%J Konteksty Kultury
%V 2013
%N Volume 10, Issue 1-2
%P 193-213

%@ 2083-7658
%D 2013
%U https://ejournals.eu/en/journal/konteksty-kultury/article/w-krzywym-zwierciadle-reklamy-miedzy-agitacja-a-modelowaniem-wrazliwosci
%X The article takes up the reflection on advertising as an integral element of the modern reality, influencing the priorities of modern culture and determining mental predispositions and behaviour of its participants; moreover, through its very obviousness, it influences the perception of the past and the artistic heritage, as well as the direction of development of the modern art. With its multiple techniques of effective persuasive influence, advertising proposes various ways to shape the reality,  also in the spheres which do not seem to yield easily to the commercial challenge. The author shows that advertising creates a communication paradigm regulating the life of communities even in the least hospitable conditions (which is clearly evidenced by advertising practices used in the the Warsaw ghetto during World War II). The article also reveals the messages and cognitive benefits resulting from the analysis of advertisements, if they are considered an important social, moral and linguistic document.