Skandynawska reklama komercyjna. Budzące kontrowersje u polskiego odbiorcy medialnego zderzenie stereotypowego postrzegania Skandynawii z jej obrazem w przekazie reklamowym

Abstrakt

Advertising is a product of culture and, at the same time, creates culture. Advertisements often refer to symbols and myths, but also to stereotypes, i.e. socially established, “rigid” views, ideas about reality consisting of someone else’s opinions, which are deeply rooted in human consciousness. Using such images – both native and foreign – for commercial purposes, advertisements can distort them to affect the recipient. The aim of this article is to identify and analyse selected Scandinavian commercial advertisements considered controversial in terms of confronting the stereotypical perception of Scandinavia by the Polish and Scandinavian media recipient with the image of Scandinavia contained in the message. The study also makes an attempt to evaluate this type of communication.