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.