Tuesday, October 4, 2011

What I have learned from watching Polish commercials

Not that they are that different to the American ones... I simply didn't know much about them, as I hardly ever watched any tv in the US. Now I am watching it a lot, mostly thanks to living with my Mom, who loves it and for whom it's the main (only?) source of entertainment.

I also never believed the world of advertisment to be on the frontier of the fight for gender equality or social education... it is though a nice mirror of the social expectations and the lower common ground with which the producers try to connect.


* Children and men have passions and hobbies, women just love to be with their families
* Mothers are the only ones who care for children's health. If men appear in medicine ads, it's as germs spreaders in need of the motherly care and help, along with their children.
* Beer is a male thing, and manhood is all about strength and machismo
* Poles are very prone to cold and flu, as well as digestive issues. They must be also concerned with thier figures (no surprise here). The cholesterol scare is also quite strong on this side of the pond... Miracle margarines and "healthy and safe" pills. *sigh*
* Polish mothers are supposed to be even more obsessed and terrified about every step of their children. The mass of children-oriented pills, candies and drinks that are supposed to pack the kids with immunity support, vitamins, and what not is quite impressive.
* Either the Poles are obsessed with, or are NOT obsessed enough according to the banks, with credits. The number of high-quality, star-packed, and really well-done ads about different kind of credits or saving options is astounding. The cellphone market must also be not saturated yet, another field with really good ads. This is the field in which I can see serious creativity, sense of humor and probably good money in the ads' production. I love the fashion for local cabaret* stars.
* Different kinds of milk snacks and sweets are more common to see in ads than chips or nachos and similar kind of stuff. And most of the ads seem to be done in Germany or other countries with just Polish dubbing...

* Polish "cabaret" (kabaret) is extremely popular, and it's kind of group stand up comedy.

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