The aim of this dissertation is to show the features of the pro-social attitudes and the ideas of the pro-social man, which does not realize only consumerism culture and man, which is a member of the good society influencing positive the reality.
The dissemination of consumerism culture is a serious problem of the globalizing world. The consumerism culture causes changes the modern world and causes to transforms the value model and it is the cause of social problems.
The functions of the social advertisement in the consumerism culture are the subject of this dissertation. The social advertisement treats consumerism as serious social problem and shows, that consumerism destroys people, social relation and is bad for society. The social advertisement propagates pro-social attitude and shapes ideal man with important values. It shapes the man, which accepts pro-social attitude. The dissertation showes the ways to create an attitude a ideal man.
The dissertation consists of an introduction, four chapters, ending, bibliography and annex.
The first chapter shows the features of the consumerism, the features of the occurrences, which they form consumerism and role of the commercial advertisement in propagation of the consumerism and role of the social advertisement in counteraction a consumerism. The description of the consumerism complement the description of the connecting factors the globalization and consumerism and the description of the market entities and marketing techniques, which propagate the consumerism.
The second chapter shows features of the commercial advertisement and social advertisement, compares the functions and aims of the commercial advertisement and social advertisement and shows similarities and differences between the commercial advertisement and social advertisement.
The third chapter shows the human functioning in the world of the values, problem of the crisis of the values and shows role of the social advertisement in propagate of important ideas and creation pro-social man.
In the fourth chapter the Author analyzed campaigns social and advertisements social. The source of research material was website www.kampaniespoleczne.pl. The Author used pragmalinguistic methodology and language of value. The Author adduced the research stand of the Jadwiga Puzynina.
The analysis showed the features of the language of value, which are in the social campaigns and social advertisements, linguistic valuation exponents, which are the most often
in the social advertisements, features pro-social attitudes and values of the pro-social man, which does not realize only consumerism and the man, which man is a member of the good society influencing positive the reality.