DZIAŁANIA REKLAMOWE – OD KOMERCJI DO KAMPANII SPOŁECZNYCH

The aim of this article is presentation of social advertising and social campaign as an important elements of functioning of present communities. In this elaboration is also presented a comparison of commercial and social advertise ment. Both have a lot in common despite of different tasks. Both types of advertisements are complex process, which needs precise preparation. The recipients are an significant element of each campaign. This group is usually bigger than recipients of commercial. In the end of article are presented examples of social campaigns which were realized in Poland and all over the world. They concerned environment and animal rights.