Ikonologia reklamy społecznej w Polsce i w Szwecji

Abstract

The article attempts to analyze the phenomenon of social advertising in Poland and Sweden. Using the research method of Ervin Panofsky, the author describes samples of social advertising from Kotler’s four social marketing areas: health, preventing injuries, environment and community involvement. Both qualitative and quantative comparative research is done in order to analyze socio-cultural differences between both countries.