You should here underline the need of the part of the public opinion. The representatives of the society should’ve the part in formulate, applying and the definite revision of the code of advertising deontology. Experts should come in in the field of the ethics in the composition of social branch offices and the clerical, and also representatives consumers associations. Single citizens should get organized and accumulate at these associations to protect one’s businesses before threats from the side of commercial businesses.

The public power also has here to playing certain part. He isn’t task from one side controls the advertising industry and the imposition him of the definite politics more than they act this in the relation to the different sectors of social money transfer.

From second side the legal control of the content of advertisements and practician of advertising, already existing in many countries, maybe and he should reach beyond the usual prohibition of growing the lying advertisement in the exact sense. „Announce laws and watching over their applying, public powers should take care so that bad using of the centres of social money transfer doesn’t result for good customs and the progress of the society about this”.

The legislation should occupy oneself such on the example matters, the how proportional part of advertisements in the whole of money transfer, especially at the radio television media, and also matters connected with content of advertisements addressed to social groups subject on manipulation, such particularly how children or older people. The political advertisement could also happen the susceptible terrain on the legal control, one is to intend defining, what catfish on her allowed, who and what way he can pick necessary money on the itp. advertisement.

The centres of information should try inform the public opinion about matters relating to advertisements. From the regard on the social influence of the advertisement is showed so that they by the centres of money transfer follow and estimate the activity of the advertising sector critically, similarly as they act this in the relation to the different sectors which exert the strong influence on the social life.

What concerns the Church, then owing he not only to use the centres of money transfer to the evangelization, but to also read in full the sense of the pope John Paul words the attitudes and value are shape II which affirmed that the centres of money transfer made up the central part of the today „Areopagus”on which the exchange of the thought happens. This shows on the existence „deeper reality” than usual — the no matter how important — utilization of the centres of money transfer to propagating the evangelical address. „You should turn on the address itself in this new culture, created by the modern centres money transfer (…), With her new languages, new technicians, new psychological attitudes”.

He important is so that the formation happens the integral part of priestly and educational programmes realized through the Church to help the centres of money transfer in the light of this intuition, in this also by Catholic schools. This owing formation to hug the teaching on the subject of the part of advertisement in the present world and her meaning for the activity of the Church. To be the people preparation to the intercourse with the advertisement in the conscious and vigilant way the aim of this teaching, similarly how with the different forms of social money transfer. As the catechism of the Catholic Church returns the attention, „the centres of social money transfer (…) they can bring to certain passivity at recepient, acting from them not very vigilant consumers on this they hear and see. Recepient should throw on moderation and discipline in the relation to the mass of the media”.

There however, where he exists the freedom of word and the centres of money transfer, the workers themselves of the advertising sector are in the final reckoning responsible for ethical and responsible practising his profession. They shouldn’t only avoid abuse, but also try repair — this possible about how much is — damages done by the advertisement many a time, publishing, paying damages e.g., broadening the range of the publicly useful advertisement itp. in the matter „damages” the council association of the sector and the social groups of businesses have the right to express oneself not only, but also public powers.

There, where incorrect practices are disseminated and strenghten, the creators of advertisements can feel in the conscience even obliged to their correcting for considerable personal victims price. In every one anyway the case of the person who desire to act this what morally corect, guilty to be ready bear losses and personal damages rather, than to proceed unfairly. This is from the certainty Christians, pupils Christ duty, but not only them. „Folding this certificate to the absolute character of the moral good, Christians are not lonely; they find confirmation in the moral sensibility of nations and in all great religious and sententional traditions of West and East. ”

I don’t desire the advertisement from the present world, and this doesn’t expect with the certainty. The advertisement is the important element in the present-day society, especially for the functioning the market economy which becomes more and more general.
I’m careful, that from the causes which we introduced here and in the ways which we described the advertisement can play — and he plays often — positive part in the economic development,
in the exchange of information and idea, in the promotion of the solidarity between individuals and social groups. But he can also do — and he does often — serious damages people
and common good.

One can only wish on the end of these reflections, the person professionally working in the sector of the advertisement, and all you, which they’re engaged in the process of creating the demand on advertisement and her disseminating, eliminated her harmful aspects socially
and placed high moral requirements in the sphere of veracity to oneself, the respect of human dignity and social responsibility. They’ll bring in the own valuable contribution in the progress of the mankind and the building of the common good in this way.

He takes the root that you should understand the actions of the type every kind under this first notion in the literature “the product the plus”, however by “competitions doing the shopping of alcoholic drinks” - workings regulated in the civil code as the change of the promise of public. The competition
in which the purchase of the alcoholic drink is one of the conditions of participation will be example of such action.

That is why doing the shopping of the beer the competition leaning also seems to be permissible. Yet information about competition in the form of presented posters can find oneself only at the press (as the press advertisement of the beer according to legal norms) and
in the appointed points of the sale of liquor (monopolistic shops, dealt out stalls
in malls, pubs, etc).

Talked over above amendments from September 2001 r. caused the drastic lowering of the possibility of funding sport events through Polish enterprises the producing beer. The earnings of the communes and local councils which drew large profits from making accessible firms promoting the beer of external advertising carriers (so-called billboards)also fell. So now the prohibition of the advertisement of the beer contributed not only to the loss of the source of income by the individuals of the territorial council, but also to the large set - back of funding the sport. billboards trying began be sure to appear the legal prohibition of the advertisement to walk round oneself through the limitation to location on the poster of information about the sponsor of the given event (what there is the brewery), then advertising workings in this range however already became strongly limited.

You moreover should notice in the light of adaptation of the Polish right to the right European Union, that he is the majorities of the countries of the fifteen a lot of more broad-minded from legal settlements valid at present in the Poland law. The parliamentarian committee introduced the new project of the change of the law about the education in sobriety and counteraction in May 2002 r. to alcoholism. Proposed changes aim to admittance of using information about the promotion of the sign of the freight product and to extension on carriers of the advertisement of external information treating not only to sponsoring one concrete sport event, but the yearlong sport undertaking. Renouncement from the prohibition of advertising and promoting the beer on poles, boards and different solid and movable surfaces used to the advertisement is the next proposal, near simultaneous location of readable inscription informing about the prohibition of the sale of liquor under the age persons or his harmfulness for the health.

The above mentioned proposals of changes don’t stand in the contradiction with the right of European Union, it now is maybe striking so if to he surely necessary is in the Poland worth so restrictive right relating to the prohibition of the advertisement of liquor and or prohibition this influenced the decrease of consumption of the beer by under the age persons in fact, if only on considerable deterioration of the financial situation many of Polish sport relationships.

They the indispensable warranty of the correct conduct of the advertising industry are formed first of all well and responsible consciences of the workers themselves of this sector; the sensible consciences of this, that they can’t exclusively act they prefer customers charging and funding their work, but also respect guilty and protect right the and businesses recepient of the advertisement and build the common good.

Many professionally working persons in the sector of the advertisement have the sensitive conscience, he acts elevated ethical principles and the strong feeling of the responsibility. They can even make up external pressure exerted by customers charging works, and also competitive mechanisms typical for this field for them despite this the strong stimulus to the inappropriate conduct. You should so create the external structures and rules which they’ll will help and stimulate suitable advertising practices, and prevent irresponsible.
Numerous already existing deontological codes, they’re accepted one
of such external mechanisms helping voluntarily. Though they meet with the positive party, effective turn out where employers and creator let on their exact warning only there. „The task of advertising agencies, the workers of the sector of advertisements, and also the directing the centres the money transfers which become the carriers of advertisements, and also directing the centres of the money transfer which become the carriers of advertisements he is disseminates and applying already worked out codes of deontology, so one could perfect them near the help of the public opinion and cause that they’ll be warned in the practice”.

He is the advertisement of alcoholic drinks, according to the content of art. 2, public disseminating the signs of freight alcoholic drinks or graphic symbols

with them connected, and also names and the symbols graphic businessmen produce alcoholic drinks, not differing from names and the symbols of graphic alcoholic drinks, serving popularizing the signs of freight alcoholic drinks. He doesn’t consider himself only for the advertisement, according to the more far sound of the recipe, used information to trade aims among interesting enterprises oneself production, wholesale turn
and trade alcoholic drinks.

The promotion of alcoholic drinks is however defines as the public tasting of alcoholic drinks, distributes requisites connected with alcoholic drinks, the organization awarded a the prize sale of alcoholic drinks, and also different forms of public doing the shopping of alcoholic drinks to purchasing alcoholic drinks with the disconnection of competitions leanings.

One 13 ust. 1 law forbids advertisement and promotion on the area of the country of alcoholic drinks on the power of art., with except the beer, whose advertisement is permissible under the condition that he isn’t steered to juvenile or led through building with sexual attractiveness, relaxation or rest, sport, science , work or professional success, health or life success. Advertisement and the promotion of the beer 6.00 can’t be led near this on television, radio, cinema and theatre between the hour and 23.00. He can’t also be led on the cassettes of the video and different carriers, at the youth
and children press, on the covers of periodicals, and also on poles, boards, if different solid
and movable surfaces used to the advertisement and near the part of juvenile (writing „Machine” was recognized by the Court for the youth press for example, therefore one can’t there place the advertisement of the beer in the light of the law).

He is also forbid the advertisement and the promotion all products and services, whose name, freight sign, the similarity uses graphic shape or packaging or there is with the sign of the alcoholic drink or different symbol treating to alcoholic drink objectively.

13 ust. 4 law forbids from the railway of art. the advertisement and I’ll name the promotion of the enterprises and different legal persons who in their advertising picture use, freight sign, graphic shape or packaging connected with alcoholic drink, his manufacturer or distributor.

The advertisement can’t according be led through building with sexual attractiveness, relaxation or rest, sport, science , work or professional success, health or life success to the law. The understanding of the deadline „building” isn’t exactly definite. One can understand him as building any relationships with the beer and exchanged areas, as also as such advertising money transfer,
in which as the condition of sexual attractiveness or the beer the sport success is exchanged. Valid seems to be second interpretation.

Prohibition this in total now doesn’t switch off the possibility of showing in the advertisements of in the various symptoms of their activity people beer. Show the attractive person of beside the sign of the freight beer or leadership by her to the promotion itself can’t be recognized. The advertisement of which it would result that the definite person owed her attractiveness the beer to the drinking inadmissible would be. One can call the recipes of the European convention on the pop-art of this thesis about the television, the Poland is which the side , and directive of the Advice 89/552 / the EEC. Forbid the leaderships of the advertisement of alcoholic drinks in these recipes (art. 2 convention and art. 15 directive) unambiguously in the way, which suggests, that their consuming has the influence on carriage of social, etc successes these Prohibitions, what he visible is especially in the directive, there is now peaceable with the presented higher interpretation.

One is generally to show the people in advertisements equipped the freight signs of the beer in the various forms of their activity allowed, if he doesn’t result that successes bring back from money transfer this, because they drink the beer.

2 pkt 2 from the definition of the promotion were done the shopping of alcoholic drinks become competitions leanings in the light of art.. Leadership of such marketing activity so is permissible for manufacturers or distributors all without the except of alcoholic drinks, and now and the beer.

The difference requires between the organization “awarded a the prize sale of alcoholic drinks” (hugged the definition of the promotion) in relationship with the above mentioned detailed discussion and organization “competitions doing the shopping of alcoholic drinks”.

Simultaneously with cigarettes in the new packaging, standard packages Darków are distributed. House of Prince offered materials supporting the sale of the limited series in figure standów and mini-shelves facilitating the exposition of the product to retailers.
The action isn’t first undertaking of this type on the Polish market.

In the half of the last year the concern Philip Morris Poland, he didn’t print on packages well-known Marlboro from the advertisements of the cowboy this mark be sure, but he introduced on the market of the packaging which differed from colouring and the graphic arrangement of classic packages radically. It was the aim of this action refreshment the picture of the mark and performance of new Marlboro counts loyal smokers. The different advertisement uses similar patern, similar emotions.

This advertisement presents the similar style. Older, but the looking young woman, to see, that happy, its flat has, he seems to be the woman fulfilled. This is supposedly and all for the cause …. cigarettes of IRIS mark. Such advertisements probably exert the largest influence on people.

In the context of the previous comments - he’ll suffice this above mentioned advertisement probably only to show.

One can perceive last thing what on this advertisement there is the package of cigarettes. Such was the aim of the advertising agency anyway. One realizes aim this superbly. The initial fascination the woman put on the poster just is associated with cigarettes after certain moment. Pleasant emotions already associates with the suitable mark this the small step from the purchase of the product.

Advertisements Marlboro are so schematic that firm this doesn’t have to be afraid the prohibition of the advertisements of cigarettes. I heard, that in countries, where one isn’t the tobacco to advertise allowed (e.g. the France) Marlboro advertises only the cowboy in various situations. All know what’s the matter, he only the that right is helpless.

The advertisement demeans he arouses controversial emotions. The person is introduced on the poster so young, that it is even hard to distinguish her sex. To who is this advertisement now steered?

The password placed on the poster shocks beyond this and general social repugnance arouses, it sounds for: “the Freedom on every the day”. I think that the comment is here superfluous.

I don’t have restrictions to this advertisement below. He seems me, that he is she directed to full-bodied smokers. But I pass the matter that the opinion can be subjective, because one associates me “strong” with yellow fingers and dirty nails. And my opinion, but the social receipt can be but completely different.

I don’t know the anyone began to smoke because he saw the encouraging advertisement on the poster exceptionally (the cigarette, he isn’t so tasty as small bar in peculiarity this first in the life, if the Coke). Additionally, not to become the way the addict after one cigarette, though risk such always stays obviously, because as it is known the cigarette this the drug.

I’m careful however, that the statement, that advertisements paierosów are after this to coax into not to be people to the smoking to the end the truth. Of course, they help to begin to smoke, they can so the as practice help in the accomplishment of the crime on the gym, but this doesn’t mark to close all gyms. This the obviously very dishonest example, but the truth is such, that he smokes begins for the company and in different smokers company (there’re 99 on 100 cases so). The advertisement itself won’t achieve anything. He’ll suffice to ask the smoker himself, what advertisements represent e.g. Lucky Strike. They let will remind. I’m almost certain, that they don’t remember, miss that this their favourite cigarettes. With except 2, 3 the best campaigns (e.g. Goldens - Your States Been liberated), the rest perishes in the crowd. He burns from the addiction, or for the company, not after this enough to get something what it was introduced stay on the poster.

The law about the education in sobriety and counteraction foresees new controls to alcoholism the relating admissibilities of advertisement and the promotion of alcoholic drinks. They’re contained in one article, appointed number 13.. You should consider article this together from art. 2, including legal definitions used in the law notions. They were defined stay in him m. the in. notion of the promotion and advertisement.

The tobacco market is in more and more large crisis. Nobody already has the doubt that cigarettes harm not only smokers to the health, but also persons spending in the smoke. The fashion on the smoking passed. The society demands the limitations of the liberty of the smoking of cigarettes, and even more and more often advertising this “innocent” condiment.

The total prohibition of the advertisement, according to me, there is no sense. Can’t forbid the advertisement of legal products, and belong nicotinic articles to such. The customer - the smoker - the right has to get wider information about the marks of used by him goods. This is the only argument for which you shouldn’t forbid the advertisement of cigarettes. However arguments of the manufacturers of tobacco articles, that they don’t want to persuade to the smoking of non-smoking people, but only to induce to the change of hitherto existing smokers mark (what he’s anyway to go out this last allegedly on the health, because proposed them cigarettes, though dearer, they’re better then unhealthy means less) it is simply the lie.

He is the similar lie of tobacco concerns that they agitate the only people of dorosłych - they prefer mature, responsible and gifted free deciding about this they find for oneself the the healthiest, the best and the most pleasant the thing.

Let’s look on the advertisements of cigarettes. The Christopher Uściński writes in one from his articles: “This is three scantily clad strongly and doubtless shapely girls on powerful motorcycles, which the slogan “Economic burning” encourage transitive to the inflammation of west. The moment - which passer-by? Me? I, seeing these half-naked walkirie, I think not so many about the pleasure (?) common the stinking smoke, about rheumatism or sufferings from a cold kidneys, what’ll be the surest result of the mad drive in the dress so incomplete. From twenty years ago - when I didn’t know and didn’t want to know, what this rheumatism, lumbago and radicle. Today he(…) now can such half-naked persuasion undergo only my son and his peers; if they’re sufficiently stupid obviously. “

The advertisement of the cigarettes which wouldn’t we the influence on the man of young should represent the exclusively logo of the nicotinic firm (even without the picture of cigarettes) with the new technologies of the production of the condiment. Until we’ll make believe young passers-by that to associate the owing cigarette oneself with party, youth, successful friends, joy
and happiness, till we’ll encourage young to the smoking of cigarettes.

This is the example of the advertisement which shows cigarettes as letting freedom, physical efficiency, lightness. Is this the truth? Obviously, that not. Therefore why to make believe this to people? .
The concern tobacco House of Prince introduced on the Polish market the limited series of cigarettes Dark. Motives used in the press advertisements which since the December of the last year were forbid legally earlier appear on their packagings.

Money transfer was based on attractive and elegant women exposition what’s to shape the picture of cigarettes positioning as luxurious and exclusive. - Graphic motives, represented in the form of the press advertisement earlier, they were received by consumers very favourably. Their easy association with the mark allows to continue the transport in the new way — he speaks Gregory Żurawski, public relations manager House of Prince Poland.
He claims that represented on packagings feminine motives also have on the aim the strengthener of the picture of the individual variants of cigarettes Dark through their personification. - This gives the possibility of the conferment the product attractive and original for him features.

Advertising motives were print only on the front side of the foil wire-wrap which means that the package looks after the constriction of the foil so samo as earlier. The intervention allows to support in consciousness of the consumers of the stable picture of mark in the moment of opening the package. They stood overprints on the package he could confuse consumers through new graphic codes, and not to strengthen their loyalty — he claims PR-SHEEP House of Prince.

All breweries assure that they’ll not give up the key for the transport
with the customer of the television advertisement. But as execute this, since one can emit spot only in night and this in the cut off range?

The Martin Mroszczak, the creative manager of the agency Corporate Profiles DDB which operates the marks of the Piwowarska Company (Lech, Tyskie) claims, that he is the probable script emits advertisements, whose creation appeals not to the freight sign, but to appendant symbols individual marks. - The mark doesn’t have to be showed in such advertisement, but her attributes pushing concrete. The manful friendship is the characteristic thing for Warka, and for the Lech even green colour and surrounding the freight sign ornaments. The outdoor advertisement of cigarettes is illicit, but if the poster appeared representing cowboy’s with the cigarette, then all would know that he walked about the mark Marlboro. The campaigns Benetton which are not difficult to decoding are the next example. One could even make such campaign on billboards. If some mark is built by the long period with certain consequence, then her later life can somewhere roll near the imagination, and far from showing the freight sign.

He looks at the possible emission of the advertisement of Żywiec with optimism the Christopher Rues, corporate communication manager of the Group Żywiec. - If televisions agree on the emission spot,
in which he walks four men after the forest, then we’ll decide on this surely - he claims. The mark is Żywiec after introducing in the life of new recipes the steels present at the press
at which simple layouty uses with the exposition of the beer and password “One word Żywiec”.

There’re the marks which hitherto existing advertising money transfer was built on things illicit at present in the worst situation e.g. the mark EB, which appealed to sexual attractiveness or the Lech who associated oneself with the sport. This last also began the intensive press campaign with the password “What four kinds of the hop this not one”, in which he places on taste and quality.

They can annually lose from 150 to 200 million of the zloty in result legal connected with the advertisement of the beer in the Poland televisions themselves. - The Polish Television estimates, that in the situation, if the public television didn’t get the one zloty from breweries, he’s to matter with smaller influences from advertisements about 80 million of the zloty, that is as much as the budget of the TV Polish colony carries out. .

First, the advertisement of the beer can’t be steered to juvenile neither leads through builds from: sexual attractiveness, relaxation or rest, sport, science , work or professional success, health or life success, that is saying directly — he can’t associate with pleasant nothing.

Second, advertisement and the promotion of the beer he can’t be led: on television, radio, cinema and theatre between the hour 6.00 and 23.00; on the cassettes of the video and different carriers; at the youth and kids press; on the covers of journals and periodicals; on poles, boards and different solid and movable surfaces used to the advertisement; near part of juvenile.

The law also regulates the principles of informing about sponsoring by manufacturers
and the distributors of the drinks of alcoholic sport events, the concerts of musical and different mass events. The Law distinguishes manufacturers and distributors of drinks including to 18% liquor in this range and more. If he walks about stronger liquors, then informing
about sponsoring events by their manufacturers and distributors is illicit completely. What to liquors including to 18 % liquor, informing is permissible, but only through location on invitation, ticket, poster or informative board connected
with the definite event of name or freight manufacturer or distributor sign, and in the case of informing in radio and television — information this only can’t through the application of the manufacturer or distributor name, near what on the television additionally be presented by natural person or with utilization of human figure (art. 131 6 and 7)picture.

How you can see, raw recipes relating to informing about sponsoring also relate to manufacturers and the distributors of the beer, and so this group which supported in this way various mass events the most often in this especially the sport.

Law in the previous shape forbid the advertisements of liquor entirely. Yet the unfriendly of recipes brought to practice of showing advertisements of “strongly alcohol-free beer, Rest Horse Tourism (WTK) “Soplica”, boat Bols or foundation Ballantines. Resentful general disrespect right the legislator, he decided to sharpen recipes.

The present law allows on advertisement and the promotion of the beer in the Poland be sure, but under the condition, that money transfer oneself won’t associate with sexual attractiveness, relaxation, rest, sport, science , work, health, that is in majority with this with all the advertisement of the beer associated oneself until now. To prevent the formation of foundation, clubs or the legislator the companies whose advertisements could associate oneself with the definite mark of the beer forbid “I the advertisement and the businessmen and different subjects which in their advertising picture use promotion will name, freight sign, graphic shape or packaging connected with alcoholic drink, his manufacturer or distributor”.

The law allows on sponsoring be sure, but neither the manufacturers, neither the dystributors of the beer can’t differently inform one’s customers about this than through the television exposition of the sponsors name, the application of the name in the radio, show of the freight sign on ticket, invitation, poster or informative board.

Except limitations the relating contents of money transfer, the law restricts the technical possibilities of the exposition of advertisements strongly. Television, radio, cinema Spoty and advertisements at theatres can be emitted only in between 23.00 and 6.00 in the morning. One can’t place advertisements on the covers of journals and periodicals, in youth and dziecięcych writings and “on the cassettes of the video and different carriers”. The creator of the law acting the principle: as the least outdoor, they forbid the advertisements of the beer “on poles, boards and different solid and movable surfaces used to the advertisement”.

2002 on the television, radio, press and cinema advertisement the breweries gave in total according to given Expert Monitor since the January till the August 246 million 315 tys. of the zloty . The Group Żywiec belonged to the largest advert, belonging to Heineken Group (Żywiec, EB, Warka, Specjal, Heineken, Gold Pheasant, Tatra, Leżajsk, Hevelius), which 90 million of the zloty intended on this almost. Beer Company (63 million 442 tys. of the zloty) gave somewhat less and concern Carlsberg Okocim (43 million 118 tys. of the zloty), which will turn on to his offer of the mark soon the Boatswain, Castellan and Piast. These three concerns managed to get the part above 70% in the beer market.

The Warka which since the January till the August gave on the advertisement above 51 million of the zloty, Okocim (above 43 million)belonged Tyskie ( above 30 million)to the most active marks in 2003, the Lech (above 24 million), Żywiec (above 23 million), Royal (above 17 million) and EB (above 14 million). The television advertisement absorbed from these money the most. According to given AGB, from the beginning of year till the moment of the entry of the law, it was given on her above 241 million of the zloty.

Because of legal, the proportions of budgets designed at the individual media will have the change to undergo. - Direct marketing probably won’t use on this, because the beer is the so mass product, that hard to represent effective cost to oneself mailing to all consumers - he speaks James Benke, manager the general house of media the Old men who operates the Piwowarska Company (Lech, Tyskie and Redd’s). - BTL almost will use probably in figure of e.g. small forms of promotion in the places of the purchase on new. The press can also wait larger influences, but not on the very large scale, because attainment to men through this medium is very dear. Typical beer bibbers as a rule don’t read newspapers, and the colourful press in the Poland has the decidedly feminine character and the ranges of store-houses for men are very low.

It passed a lot of the time from the entry in the life of the amendments of the law about the education
in sobriety and counteraction the alcoholism already, the changing principle of advertising the liquor, and the voices in the face of the innumerable quantity already appeared her critical. What more, one already works at Lower house over the project of next changes in these recipes submitted by the Committee Culture Physical the and Sport. The basic principles of advertising liquor are now reminding worth and to look on proposed changes.

Begin from the legal definition the „advertisement of alcoholic drinks”, which in the thought he is „the public disseminating the signs of freight alcoholic drinks or graphic symbols with them of connected, and also the names and the symbols graphic businessmen produce alcoholic drinks, not differing from names and the symbols of graphic alcoholic drinks, serving popularizing the signs of freight alcoholic drinks. He doesn’t consider himself oneself used information to trade aims among interesting businessmen production, wholesale turn and trade alcoholic drinks for the advertisement”.

How is this definition to different? Namely does he consider himself that she expands the grounded in tenet and jurisdiction notion of the advertisement for whose characteristic element the element of suggestion, persuasion acknowledges of encouraging to purchase this in the essential way universally and not different goods, influence on recepient emotions. Meanwhile the definition put in the Law for the advertisement, about what one isn’t to leave behind allowed, is careful every disseminated publicly information, even then when the she of this element is devoid, and so also trade information, so far clearly from the advertisement distinguished (with the except of trade information steered to businessmen from the „alcoholic”trade). The defined
in the above mentioned way advertisement of alcoholic drinks is even forbid under the threat of the fine to the height 500 000 zloty by the Law. Prohibitions don’t hug advertisement and promotion of alcoholic drinks led inside the rooms of wholesalers or the points of the leaders exclusively sale of such drinks from obvious regards.

The not only direct advertisement of liquor is illicit, but also advertisement and the promotion of different products and services, if their name, freight sign is graphic shape or packaging or even similar to the sign of the drink of the alcoholic or different symbol objectively to such drink oneself bringing back, and also the advertisement of the businessmen who
in their advertising picture use such similar elements to (art. 131 ust. 3 and 4).
The aim of the introduction of above mentioned prohibitions is over the readable word. The prohibition of advertising alcoholic drinks has to aim, similarly anyway how and the remaining recipes of the Law, to the limitation of consumption of the liquor in the society. Controls of passages 3 and 4 have meanwhile to prevent public round of the prohibition of the advertisement of liquor under the pretence of advertising different goods, what the truth the liquor of not being, but universally with him oneself associating. To this kind of playgrounds, common before introducing new controls, all we managed to be accustomed and you shouldn’t probably remind times „boat Bols to nobody, if „horse tourism the Stud farm Soplica”.

2001 from the Polish advertising landscape disappeared the advertisements of alcohol-free beer, foundation, the companies of sport and different undertakings associating with the advertisement of liquors in the fishing of the September. All for the matter of the amendments of the law about the education in sobriety
and counteraction the alcoholism and the law about radio and television. The corrections to laws allow on the advertisement of the beer be sure (the advertisement of liquor been illicit earlier), but in so the cut off range, that this impossible is on first glance of.

The next stage this the internalization of the (messages) present values in the given announcement - what moves or to consolidation of the given value in the whole arrangement of the world of recepient value, be also the changes of this arrangement; and now consolidation of the former need of the possession of the given good can happen, particularly alone this thirst or also appearing the new need. This relates to all which will happen not so much so-called values recognised, how many values felt, the factor of recepient more far behaviours.

He sets with consolidation or the change of the value simultaneously consolidation or the change of attitudes, that is the totality of instruction to the estimating and emotional reacting and convictions of the relating features of given goods, as also susceptibility to such and not different behaviours - that is to the purchase of given goods or service.

Passing on information below the threshold of the consciousness is possible. Painting lasting 1/30 second or more briefly, that is too briefly, he would by to be registered by the eye, if sound, insufficiently loud, the ear to detect can him, they reach to recepient, because one the weak influence accumulates with time their. He happens with the visual
and acoustic information which were concealed among different similarly.

Hidden influences on the consumer behaviour, so from the pretence of the insignificant factor as the pace of the musical work, they make up the good example of the mechanisms which can use
and use in the advertisement. Advertising money transfer has two layers in many cases. He is one of them this, be able to inform recepient. Hidden elements second create before his reflection - from the simple manipulation music, to act on the (sublimes)subconscious by money transfers havings, after feeling observational.

The average consumer be able to not to inform the hidden elements of advertising money transfer, because he doesn’t possess necessary to this specialist knowledge, neither doesn’t administer necessary the apparatus sometimes. He is, so in the face of them helpless.

Before the end of years fiftieth public opinion not many influenced to sail about advertisements havings recepient beyond the control of the consciousness. Just in 1957 Vance Packard, in his book pt. the “Hidden persuasion” (“Hidden persuaders”) he disclosed what earlier only scientists handful knew. He claimed simultaneously that 2/3 the largest advertising agencies had using the discoveries of psychology, psychiatry and sociology to manipulating consumers. The book met with the great interest, about what selling 100 thousands her copies testifies only in first year.

Accusations themselves, and they the slander of Packard caused the true movement in western countries practically, mainly in the USA. After first consumers as the community felt<> once cornered. To today - after the appearance of different publications with similar accusations - their fears still grew up and things become natural slowly the problem also in our country at a run. Belong necessarily, so to give the question if the advertisement really can shape recepient behaviour in the imperceptible way considerably limiting the liberty his of the sensible choice?

G.J.Gorn made banal, but the important experiment. He showed two slides representing this alone feather in two colouristic versions (blue and pink)to the studied students of American universities. The introduction of one was united of them with played in the background music the pope, second meanwhile with the works of classic Indian music. When persons taking the part in the experiment were asked for the choice of some from feathers, they showed in 79 % cases this, which appeared with music the pope in the background.

In 1957 James Vicary were - 3/1000 second of cinemas in the Fort Lee (condition New Jersey)
during the projection of the film displaying in one, what 5 sec und on alternatively inscriptions: the “Drink Coke” (“Drink the Coke”) and “Hungry? Eat popcorn” (”you’re hungry? Eat roasted maize”). Viewers didn’t notice anything obviously, because the eye isn’t able to detect lasting paintings so briefly. They however reacted on the advertisement allegedly, because 6 weeks the sale of the Coke grew up about 58% in the draught, meanwhile popcorn about 18% . When given
about the experiment were widespread, it came to public protests. After several years of scientific investigations, when the proofs were not found however on statements Vicary`ego and he he confessed that he’d never conducted the experiment alone, the relief appeared at uneasy persons.
We administer numerous proofs on the existence of money transfer subliminalnego at present. The feminine act was used on example in one of the experiments of the advertisement of cigarettes and Scottish whisky
in the prepared notice. For studied men groups happened advertised in this way products more attractive in the composition with the usual versions of these notices, though the sexual plot itself didn’t reach to the consciousness tested persons completely.

The newest investigations also induce to optimism. It turned out, for, that the advertisement isn’t directed to the subconscious so dangerous as was judged some day because he be subject to serious limitations:

• he can sail only the addressee very elementary needs, such how the hunger, thirst, if the sexual impulse, not meanwhile on higher needs, and especially the system of the value
• he works, more or less since several minutes till several hours
• he be subject to large hesitations because of individual differences, and now many people shows on her the resistance.

Saying, the experiments with the advertisements in which sexual contents were concealed showed, that women in the contrast to men in the small degree undergo the influential this kind of the persuasion subliminate (the elements of the manful act were applied in the women case).

The sensorial receipt very important is. The advertising announcement has to become hears, sees, read. The perception is the point of the exit, but in the world of the advertisement, as a result of her condensation, the difficult point to the fulfilment. To notice the announcement, then to distinguish him
from surroundings, to take back senses. Every advertisement fights for eyes and recepient ears, he wants to skontrastować oneself with remaining advertisements, he aims to this to be only stimulus acting on recepient senses. The effect depends however on many additional circumstances: the aim of perception, putting and recepient, mutual reports and the context of advertisement, the relation of form and contained contents in advertisement to recepient (avoidance or surrendering the influence)attitudes attention, the character of the script of receipt, the character of the sequence of experiences.

Perception of all advertisements which appear in the field of the spectator perception isn’t difficult. Harder from the nature of thing about the influence of one advertisement. Average recepient comes across according to American Association of Advertising Agenties daily on about 1600 advertising announcements of which he notices 80, and reacts with the interest on 12..

That is why so the qualification “threshold” of the advertisement important is - how many times has e.g. to be put the press notice, how many times the emitted film at TV or broadcast
in the radio, to attract recepient attention.

The remembered automatic of the human brain as much as is overburdened with for the large quantity of the varied stimuli which step out simultaneously too. He doesn’t accept them, therefore to the message.

We’ll reach the similar result, when stimuli are for weak. The processing of stimuli by the brain is bases not on the use, but he is also automatic let’s - say according to the intuition. That is why also inexplicable stimuli can quickly call out the incorrect reaction of the brain. Conditions on any advertisement don’t foretell the excessive success till this moment, particularly then, when we look on quantities of stimuli influencing the man every day. But stimuli but not are passed on only by the advertisement, but also by crossing next to us people, crossing cars etc . in total every stimulus crossing by some from senses, that is sight, hearing, he reaches taste and smell to the brain.

These 300 are so taking under the attention the quantity of all stimuli, then he coming from the advertisement makes up not at all great their part.

We’ve to represent on the basis of the above mentioned data, as our advertisement works work so that she is effective. Reading the announcement has to happen - that is attributing him even the most general sense - this first of all has to be his reading just as advertisements. This agreement of form and the content of the announcement with the code requires - that is recepient cultural competence. This passage is from the consciousness that one perceives something, to the consciousness of this one perceives. The interpretation of the announcement has to happen, that is the full understanding of his content and messages.

The senders of advertisements aim to this so that recepient doesn’t have any problems
with the interpretation of the announcement, that is why universally comprehensible conventions
and symbols use. They know near this that essential comprehensible conventions are not only for creators in this incident, but bright conventions for recepient. The interpretation of the announcement happens on the basis of the acquaintance of the system of signs, the acquaintance of the sender and recepient intention, the context of the interpretation, the memorization has etc . Farther to happen and assimilating the content of the announcement. It doesn’t have to concern all contents and whole form, but this is the most important - that is he shadows inducing. Here to step out direct influence, maybe (gradual gathering the consciousness of this shadows under the influence of next stimuli or under the influence of reminding past influences to oneself) or subconscious. Assimilating is recepient special “expression of the agreement” on duration in his memory of this message.