Family Pedagogy
Pedagogika Rodziny
nr 1(1)/2011
Nr 1(1)/2011 ISSN 2082-8411
w numerze między innymi:
Kształtowanie kultury pedagogicznej młodzieży w programach szkolnych Henryk Cudak
Samoocena dzieci niepełnosprawnych ruchowo a ich środowisko rodzinne Józefa Anna Pielkowa Próba wykorzystania rachunku taksonomicznego w określaniu patologiczności rodziny
Tadeusz Michalczyk
Życie i wychowanie rodzinne w społeczeństwie wielokulturowym Zygmunt Markocki
Mechanizmy socjalizacji w rodzinie Anna Przygoda Miłość rodzicielska – reguła czy przypadek
(studium antropologiczne) Sylwia Badora
Dzieciństwo w biedzie i ubóstwie (w świetle analiz i badań) Bożena Matyjas
Pedagogika Rodziny
Nr 1/2011
Społeczna Wyższa Szkoła Przedsiębiorczości i Zarządzania
Family Pedagogy
ISSNXXXX-XXXX
Społeczna Wyższa Szkoła Przedsiębiorczości i Zarządzania
Family Pedagogy
Pedagogika Rodziny
nr 1(1)/2011
Nr 1(1)/2011 ISSN 2082-8411
w numerze między innymi:
Kształtowanie kultury pedagogicznej młodzieży w programach szkolnych Henryk Cudak
Samoocena dzieci niepełnosprawnych ruchowo a ich środowisko rodzinne Józefa Anna Pielkowa Próba wykorzystania rachunku taksonomicznego w określaniu patologiczności rodziny
Tadeusz Michalczyk
Życie i wychowanie rodzinne w społeczeństwie wielokulturowym Zygmunt Markocki
Mechanizmy socjalizacji w rodzinie Anna Przygoda Miłość rodzicielska – reguła czy przypadek
(studium antropologiczne) Sylwia Badora
Dzieciństwo w biedzie i ubóstwie (w świetle analiz i badań) Bożena Matyjas
Pedagogika Rodziny
Nr 1/2011
Społeczna Wyższa Szkoła Przedsiębiorczości i Zarządzania
Family Pedagogy
ISSNXXXX-XXXX
Społeczna Wyższa Szkoła Przedsiębiorczości i Zarządzania
Quaterly 3(2)/2013
Społeczna Akademia Nauk
Editor’s Secretary dr Mariola Świderska Scientific Committee
prof. zw. dr hab. Amantius Akimjak (Katolicka Univerzita v Rużomberku, Slovakia) prof. zw. dr hab. Józefa Brągiel
prof. dr hab. Henryk Cudak (Społeczna Akademia Nauk) prof. zw. dr hab. Arthur Ellis (USA)
prof. zw. dr hab. Reinhard Golz (Germany) prof. zw. dr hab. Anna Kwak
prof. zw. dr hab. Stanisław Kawula
prof. zw. dr hab. Andrzej Radziewicz-Winnicki prof. zw. dr hab. Tadeusz Pilch
prof. dr hab. Jan Rostowski
prof. zw. dr hab. Łukasz Sułkowski (Społeczna Akademia Nauk) dr Mariola Świderska (Społeczna Akademia Nauk)
prof. zw. dr hab. Andrzej Michał de Tchorzewski prof. dr hab. Mikołaj Winiarski
prof. dr hab. Anna Żilova (Katolicka Univerzita v Rużomberku, Slovakia) Scientific Editor of this volume
prof. dr hab. Henryk Cudak
Editorial Office of „Pedagogika Rodziny. Family Pedagogy”
Społeczna Akademia Nauk ul. Sienkiewicza 9, 90–113 Łódź 42 664 66 21, e-mail: mariouka@wp.pl
© Copyright by Społeczna Akademia Nauk ISSN: 2082-8411
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All the articles are subject to reviews.
Table of contents
DISSERTATIONS
Franciszka Wanda Wawro, The variables of socio-cultural significance of family . . . . 7 Andrzej Ładyżyński, Marriage nurturing. Systemic perspective . . . . 17 Grzegorz Ignatowski, The Meaning of Advertisement Directed to the Youth for Parents and Educators - An Analysis of the
Weekly „Bravo” . . . . 25 Maja Piotrowska, The Condition Of Contemporary Family
Caught Up In The Context Of Society Of Risk . . . . 33 Mariola Świderska, Ideologies determining the functioning
of marriage and family in Poland . . . . 45 Marek Jurczyszyn, Family education in the light
of Mieczysław Brzeziński (1858-1911) writings . . . . 57 Alina Maria Basak, The role of a father in raising and socializing a child . . . . 71 Małgorzata Niewiadomska-Cudak, Mechanisms of enhancing female political participation in Scandinavian countries . . . . 81 Dorota Janułajtys, Support and therapeutic help in work with groups in danger of exclusion and marginalization . . . . 91 Wioletta Ośkiewicz-Suchecka, The role of school in interaction with family . . . . 101 Marek Jan Kuciapiński, The Transformation Model of Seniors’
Participation in the Regional Culture of the Past Two Decades . . . . . 105 Aldona Król, Upbringing towards forgiveness in the family
environment . . . . 115 Nella Stolińska-Pobralska, Care for education of the young generation in the newspaper “Development” in years 1918-1933 . . . . 125
Miriam Pattie, Anna Žilová, Alena Novotná, The Factors
of Informal Background Related to the Youth Value Orientation
in theUSA, Part one . . . . 139 Miriam Pattie, Anna Žilová, Alena Novotná, The Factors
of Informal Background Related to the Youth Value Orientation in the USA, Part two . . . . 151 Dorota Ruszkiewicz, Acquainting yourself with your partner during betrothal . . . . 165
Dissertations
Franciszka Wanda Wawro
The John Paul II Catholic University of Lublin
The variables of socio-cultural significance of family
Abstract:The family as a specific group and social institution in its own way expresses her in- dividuality and identity and value among the other environments of the claims as to the socio - cultural importance.
In the theoretical analyzes undertaken authors were heading to show these selected variables, which most would be able to show a distinct socio - cultural status of the family in the most obvious way, regardless of context its occurrence, which falls in the implementation of the role assigned to it. The article described the aspects such as structural and functional elements that define the family, unique psychosocial mechanisms of enabling the family to the effective implementation of the process of socialization, the spiritual dimension of identifying specific family (with regard to the fundamental assumptions of the Church’s teaching in relation to the family), specificity opportunities for religious and cultural socialization, the importance of family and cultural capital of verbal function (including function relational, situational and cumulative) and non-verbal language that may be relevant to particular families, as the original medium for the educational
Keywords: socio-cultural importance of family, cultural socialization, religious socialization, language functions in the family, cultural capital of the family; mechanisms of family influence, changing socio-cultural situation of the family
Introduction
In examining the subject of family, it is worth stressing the fact that it consti- tutes a part of a priority research plan in a wide range of questions that can be tac- kled within the field of all social sciences. Moreover, the modern methodological approach adopted in social sciences stresses the necessity of presenting a specific issue, which constitutes the fundamental subject matter in a given research appro- ach, inter-paradigmatically, which obviously concerns the topic of family as well.
The aim of the article is to increase the chance to present adequately the entire Family Pedagogy. Pedagogika Rodziny nr 3(2)/2013, ss . 7–16
field of study. If one attempts to deal with the issue of socio-cultural variables which condition the position of family in the Polish ethos, it is firstly necessary to consider the fundamental indicators of its nature as a group and social institution, incontrovertibly established in the output of social sciences to date.
I. The nature and the value of family in theoretical analyses
Social sciences, including sociology and social pedagogy certainly agree on the statement that the family constitutes a community which acts as an intermediary between an individual and the global society. Family, as the smallest social unit and at the same time an institution, is a fundamental, constructive element of any society and the most lasting element of social organization [Marshall 2004].
The role and the social competences of the family are determined by those of its features which are not analogous to any other social group or institution. Its specificity is best reflected in the following facts: it enables and regulates the most intimate experiences of a person, providing him or her with the sense of emotional security, also in the sphere of reproduction. Reproduction in the family proceeds not only in the biological sense, but also in the cultural one, as the older genera- tion transfers the basic values of the society and behavioural patterns regulated by tradition and custom to the younger one. The family divides the roles and power basing on such criteria as age or sex. The family is characterized by a specific type of integration based on frequent and direct relations. Finally, integration in a small society of the family is oriented towards preparing the young individuals for jo- ining in the broader community within the global society. [Fichter 1968].
From the psychological works in the current topic, it is worth referring to its presentation in which the family is defined above all as a system of mutual rela- tionships and emotional support, or, to put it in a different way, as “an interper- sonal system of intra-group relationships” [Rembowski 1986]. In this understan- ding of the system, through its specific features it has its effects on the specificity of each family and a sort of its identity. Family members, living under one roof, incessantly influence one another, therefore forming various systems of family relationships. Everything that “happens” within the family creates it, endowing it with a specific character both as a whole and individually shaping definite beha- viours of its members.
An important aspect of family relations is cooperation. This aspect is highligh- ted by Makiełło-Jarża [1998], who stresses the fact that family is the basic frame of reference for each of its members, who maintain a close contact that also assu- mes the reciprocity of services and cooperation in the process of self-realization.
In this presentation of the issue, what is strongly emphasized are the bonds and interactions that link the members of the family system, and which directly and in a definite way condition the identity, behaviour and abovementioned cooperation of all the members of the family community. It needs to be stressed that in the
9
family system understood in this way there exist various subsystems, for instan- ce husband-wife, mother-child, father-child, child-child [Niewiadomska 2000].
Perceiving the family as a system which belongs to the current of psychological studies is obviously one of the methods of defining its specificity. Such a view is important as it simplifies the understanding of the aspects of a family’s unity and its distinctiveness from other systems. Moreover, it allows for reaching the sources of its internal potential and dynamism, triggered both in everyday life and in extraordinary circumstances.
In the pedagogical view, the value of the family is perceived above all in the context of its significance for upbringing. In its definition it is stressed that it con- stitutes a natural and basic environment of life and upbringing for the younger generation, providing the conditions for harmonious and many-sided develop- ment. In this case, the specific nature of family is of basic significance, as it cannot be fully replaced by any other groups or institutions. The upbringing activities of the family cannot be substituted by any other environment or institution, as none can reconstruct those specific features which have been highlighted above, or the specific bonds which link the family members to one another [Izdebska 1993].
In the discussed approach another highly significant dimension of the family, apart from the psychosocial or the legal, is the spiritual one. The spiritual dimen- sion is possible to be realized obviously on the basis of the abovementioned aspects of the psychosocial family life which are shaped by such characteristics as intima- cy, familiarity, common interests, activities and plans; fertility and spirituality.
Family is a group in which the bonds of love and consanguinity gain the highest significance, constituting its foundation [Adamski 2004]. The family, which is perceived by pedagogy mainly from the angle of the child brought up in it, is for him or her the environment of natural upbringing. Participating daily in natural situations of family life, a child develops personality, actualizing his or her poten- tial [Pindera 2000]. The unique specificity of educational influence of the family has its roots in this approach in the importance of the people closest to a person.
For it is the family members who are most significant for a child in the first years of his or her life [Budzyńska 2000].
Family’s spiritual dimension and its objective source is best indicated, however, in the teachings and pastoral work of the Church, in which the family is given one of the foreground positions. It is clearly reflected among others in the Catechism of the Catholic Church, the documents of the Second Vatican Council, or the teachings of John Paul II. In the teachings of the Church, the family is described above all as a natural community, based on indissoluble matrimony, raised by our Lord Jesus Christ to the rank of a sacrament. Its essence is the spiritual commu- nity of the people who form it – spouses, parents and children. In this concept, the family has a fundamental right to develop and bring up the young generation, while its sanctity has its roots in the sacred nature of matrimony. It performs the
The variables of socio-cultural significance of family
only and unique role conveying the gift of life, binding its members with love, mu- tual concern and involvement. As one of the most valuable goods of humankind, it should be subjected to special care, as according to John Paul II “the history of mankind, the history of salvation, passes by way of the family” [John Paul II 1994]. In the teachings of the Church, the family is also referred to in a more mo- mentous way, namely as Home Church, a sign and an image of the communion of the Father and the Son in the Holy Spirit. This expression stresses the unity of the family members on the basis of the community of faith, hope and charity.
In the fundamental definition of the family which the Church assumes, it ba- ses on the scientific findings of the abovementioned disciplines of social sciences.
It is reflected in the following description of the family, given by the Catechism of the Catholic Church: “The family is the original cell of social life. It is the na- tural society in which husband and wife are called to give themselves in love and in the gift of life. Authority, stability, and a life of relationships within the family constitute the foundations for freedom, security, and fraternity within society. The family is the community in which, from childhood, one can learn moral values, begin to honour God, and make good use of freedom. Family life is an initiation into life in society” [The Catechism of the Catholic Church 1994].
The family in the teachings and concern of the Church is assigned significant social task, not only because of the fact that “[…] among these many paths [along which man walks], the family is the first and the most important” [John Paul II, Letter to Families 1994], but also because it has particularly important tasks to perform in the modern world. John Paul II stated repeatedly in his various enun- ciations “the future of mankind comes through the family.” The essence of the Church’s expectations from the family is in regarding it as a natural community of life and love. Therefore, the essence and the tasks of the family are ultimately determined by love, and the family’s mission is to protect, reveal and convey the love which is the living image of God’s love and Christ’s love [John Paul II 2000].
The family as a community of love has a unique potential: “By its very nature the institution of marriage and married love is ordered to the procreation and education of the offspring and it is in them that it finds its crowning glory” [The Catechism of the Catholic Church 1994]. In this light, large families appear as those which in a special way opened themselves to life. It was to those families that Holy Father directed his words in Ludźmierz on June 7, 1997, when he said:
“I also wish to offer a special greeting to the Association of Large Families, present here to seek Mary’s intercession for the happiness of their families, which is often not easily attained. In today’s world you are witnesses to the happiness that comes from sharing love, even at the cost of many sacrifices. Do not be afraid to bear this witness! The world may not understand you, the world may ask you why you have not taken an easier path, but the world needs your witness — the world needs your love, your peace and your happiness” (John Paul II, 1997). The specific tasks of a
11
family in the qualitative spiritual dimension are realized in the process of religious socialization.
II. The family and religious socialization
Religious socialization in the family is an important dimension of the young generation’s integration with the society. The aspects of this issue are manifold.
This article, however, will refer to the one connected to the necessity of answe- ring a child’s questions about boundary situations. A child should be prepared for unavoidable crises related to the breakdown of certain roles in the family resul- ting from chance events – the death of the father, mother or siblings. It is those situations which most strongly provoke reflection on the essence of life from the eschatological point of view. In these existentialist aspects, religious socialization appears as a process of enabling the child to face a ”boundary situation,” which tends to be closely connected to accepting personal sacrum, that is, religion. R Bellah [qtd. in Radwan 1979] states that ”nobody can be successfully and effec- tively prepared for fulfiling the role of an adult in spite of constant threats, the perspective of disease, old age and death, without referring to positive and nega- tive religious sanctions.” Only the consciousness of reward or punishment being the single alternative after death can turn out to be a successful socializing factor, enabling a person to responsibly accept social roles.
In this understanding, the process of religious socialization has its specific pla- ce in the family because the family in its nature is a religious institution, as it has to refer to a specific worldview. Therefore, family becomes an especially privileged channel of conveying religion to the young generation, as its natural socializing function is of a religious character [Voye 1969]. If in this view the ultimate foun- dation of socialization in the face of boundary situations is only a definite religion, then the family itself, the values, norms, as well as the symbolic and legitimizing system it promotes, have to belong above all to the young generation. Therefore, the family is at the forefront also in this respect in comparison to other groups and social institutions (as numerous sociological studies attest).
In this context, however, it is worth to articulate two important issues. Firstly, it has to be pointed out that at a certain stage in the personal development of a child, there comes a period of the young age crisis characterized, among other things, by the tendency to reject convictions and the verification of the notions to which the parents subscribe. Nevertheless, also in such a case, the author of this article is inclined to the view expressed by L. Voye [1969 p. 359], who emphasizes the fact that the ambivalence typical of the period of contestation in the young age, is characterized on the one hand by the fact that a young person strives to achieve originality and independence from their whole environment, and on the other hand, by the fact that they may also be “prisoners” of a certain new con- formism towards the group to which they aspire, and that serves as a frame of
The variables of socio-cultural significance of family
reference to their own convictions, which, however, cannot be fully verified. Such a relationship appears, first of all, in the function of conformism towards peer groups, whose acceptance is especially desired by a young person. It has to be ad- ded that groups enforce this kind of conformism through the system of sanctions of acceptance or rejection, which are based on the actual, almost vital need of a young person to belong to a youth group. Within the context of the statement quoted above, it has to be also pointed out that although adolescents gravitate very strongly towards their peer groups, they still derive their sense of importan- ce, values and social position from the fact of belonging to their families, whose convictions they claim so often to reject. (In this case, there are also a number of examples of sociological studies proving that later in life the contesting youth seems to be returning to the patterns of religiousness experienced at home.) The second issue concerns the conditions of the process of religious socialization in the family. Nowadays, the family’s socializing ability within the aspect of the transfer of religious convictions depends, to a large extent, on the degree of the family’s willingness to cooperate with the Church. In the situation when the social space of a modern society is imbued with the pluralism of values and ideologies, when gone is the overarching symbolic system, embracing the whole society and usually derived from religion; when the socialization on all the levels, from national to family, is no longer of religious nature, it is obvious that the effectiveness of the socialization function of the family depends significantly on its cooperation with the institution of the Church.
It can be thus said that in a modern society, the whole process of the socia- lization of the young generation works in two directions. The norms of society- wide coexistence are implemented by all the educational institutions, whereas the values, norms, the legitimizing and symbolic system within the religious context are implemented only by the Church as a specialized institution, and also by the family, as much as it feels affiliated with the Church. Religion has been transfer- red from the public sphere and has become a domain of the private life, because fulfilling a public function by no means depends on religious affiliation. Under such conditions, however, the role of family increases, together with its chance to achieve more complete, more reliable and more thorough socialization as well as the related interiorization of church values by the young generation. In other words, nowadays, religious phenomenon is sometimes more interiorized because of the boundary situations than because of any positive society-wide sanctions. A person may be more or less religious because given convictions help to solve the problems of the meaning of life, overcome difficult existential situations, rather than because of the fact that religion guarantees the access to the recognized social roles.
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III. Family and cultural socialization
Family, transferring the existing cultural values, developing the ones with which it is connected and creating new ones, constitutes a natural environment for the transmission of culture; therefore, family also shapes the proper referen- ces to the values, norms and patterns of behaviour appropriate to the cultural background with which it identifies. Such a perspective on family and its social importance is present in Wielgus’s statement [2000] that “there is no exaggeration in saying that family has always been the basis of social life and that strong, long- lasting and trustworthy family structures are the main need of modern societies and cultures.” The significance of family for the life of a person, the society and its culture should constitute a point of departure for the actual concern for the family’s interest. The article, however, focuses especially on the fact that through the idiosyncratic features and psychosocial mechanisms possessed by family, it engages its members in the national and universal culture.
The young generation growing up in families base their personal identity ma- inly on the culture of the closest family environment. In turn, each family envi- ronment expresses in its own way its cultural similarity and individual identity, uniquely organizing its own system of values and the meaningful symbolic system.
It can even be said that this internal system of the organization of values, symbols and rituals determines the cultural specificity of a given family. This specificity is, in turn, decisive in determining the character and the range of the participation of the members of the family in global culture.
With reference to the issue of cultural socialization of family, it is important to emphasize two fundamental mechanisms conditioning its character and effective- ness. The first one of them refers to the main functions of language, in its narrow sense, i.e. verbal, but also in a wider sense. In both of these senses, it is through language that the cultural socialization in family takes place. Language in family may perform at least a triple function. Firstly, the relational one, through which, according to H. Lefevr [1966], a person’s belonging to a given family is being constantly determined and significant. Language, in this case, will be expressed in given verbal forms used by a person. The used words, sayings, construction, syntax, intonation, the style of word stress, verbalising skills – indicate to a large extent the family membership and culture of a given person. To a large degree, they point to the person’s and the family’s affiliation with a given culture and the level of its interiorization. In its deeper sense, they reveal a person’s cultural identi- ty and ideological orientation, as they are shaped, reach the consciousness and are revealed through language.
The second function of the language is cumulative in character, as it is through language that it is possible to gather and transmit the experiences and cultural heritage. Also in this case, each experience, cultural or general, is accompanied by a proper set of vocabulary with its proper effect and emotional accent, retained by
The variables of socio-cultural significance of family
the verbalizing skills, firstly of those who transmit the symbolic content, secondly, by those who are to accept and interiorize it.
Language also serves the situational function as it makes it possible to describe and characterize the situations experienced and overcome, both individual and collective (generational, national) with all their idiosyncratic dramatic backgro- und. All the functions of language described above mediates in the discovery of social, family and cultural membership of a given person. Language can also be understood more widely, not only in its verbal form. It is not only through words that someone’s system of values and cultural membership are expressed. In its wider sense, language is composed of exhibited mental habits, cultivated habits based on a given normative system, the modes of judgment, styles of celebration, rituals cultivated in the family. All of them, equally to verbal language, constitute the vital indications of bonds connecting a given person to their original systems of social affiliation, especially to the family.
Therefore the family, as a primal system of social affiliation suggests and trans- fers, especially to the young generation, the basic criteria of organizing and perce- iving the cultural transfer. The interiorization of those criteria happens not only consciously; it could be assumed that it is even more common on the level of the most basic, subconscious mechanisms, basing on the unconditional trust a child has for the adult educators in the family. The other socializing subjects, such as the school or peer groups and especially the cultural transfers they convey will probably be perceived and assessed in the light of those primal criteria. It is worth adding that the cultural codes transferred in the process of socialization in the fa- mily environment tend to be permanently structuralized. It could be assumed that young people who come from culturally-challenged families stand little chance of relieving their shortages in this respect in comparison to the people from families with abounding cultural capital. The system of interschool selection is another factor working to the disadvantage of the former, as they are devoid of cultural skills and many positive experiences in this area.
In the discussed context of cultural socialization, an important aspect is so- called cultural capital of the family. This capital is measured by numerous factors, from the values cultivated in the family and their arrangement, through parents’
education and their passive and active participation in the institutions promoting culture or in various initiatives. This capital also includes the presence of books and magazines of a certain level, the style of everyday life and of festive days, cherishing the memory about important events in the life of the family and about the ancestors, or the style of eating or furnishing one’s house. It can therefore be said that the cultural capital of the family is determined by both idealistic and material dimension of handing down from generation to generation the cultural achievements, the family traditions, ancestors’ history, preserving the genealogical bond, or even the shared views. Generally speaking, the family basing on its own
15
cultural capital involves the young generation through the socialization process in the regional, national and global culture, at the same time predisposes the young generation and determines its aspirations towards an active involvement in mul- tiplying both individual and collective cultural achievements. The perception of culture in the family environment leads as a consequence to the structuralization of a definite cultural level of an individual on the basis of the suggestive associa- tions of a family’s specific cultural symbolism. However, an important remark ne- eds to be stressed in this case too. That is to say, a long-lasting and deep influence of cultural transfers within a family will probably be conditioned by the psycho- logical climate accompanying cultural socialization. Several factors may cause a child’s submissiveness toward cultural transfer in the family. The most important of these factors, however, is a proper psychological climate in the family, which will probably guarantee, or at least substantially favour, cultural identification and reproduction of the transferred models of valuing, symbolizing and behaving in the young generation.
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Andrzej Ładyżyński
Marriage nurturing. Systemic perspective
Abstract: The article is devoted to the forms of nurturing marriage as an extremely important community having systemic character. It begins with an attempt to characterize this unusual dyad, show everyday activities that might have an influence on a favourable functioning of a married couple. A marital therapy, which not always ends up in a success constitutes a chance of improvement or even a rescue, is regarded as a sign of caring for relationship.
Key-words: marriage nurturing, marital therapy , systemic perspective
Introduction
Over the centuries marriage played a tremendous role in social life. Until pre- sent moment it is appreciated by the major part of the society. The weight of the phenomenon is reflected in language, from which there are derived many expres- sions referring to it. Some events in life can precede it, we can desire it , await it, create it and build it. It can be planned or as it is in the contemporary world, we can aspire to it without actually planning it. But we can also be unfaithful to a spouse, be in separation or get divorced, which eventually spoils marriage. If we get to this point in marriage there raises an important question if there is a chance to fix it and in what way. These questions appear to be valid to every marriage.
‘Systemic’ determines the relationship, which constitutes a connection affec- ting two sides involved. Marriage is the most widely known alliance, healthy form creating a dyad. There is also – rarely used - expression: ‘wedlock’, having unk- nown etymology, suggesting a very close bond - directly a binding.
Marriage - attempts of precise defining concept
Being legally attested marriage ‘becomes a public manifestation of exclusive- ness of relations’ [Bakiera 2009, p. 36]. Socially acknowledged pair of people in
Family Pedagogy. Pedagogika Rodziny nr 3(2)/2013, ss . 17–24
a lasting relationship, is not only an institution but also a form of common life based on tradition and reference to the experiences of the past generations. It is built on the family origin supplies and personally attained potentials. It is the result of what we have received and gained on our own. Only apparently married couple form a pair without any bonds and dependences. In reality each of them brings in ‘the picture of their parents life, atmosphere of their family home and kind of emotional bonds with people close to them’ [Celmer 1989, p. 21]. Systemic thinking breaks through suggesting a bond with the past, former generations as well as with currently living relatives.
Since many centuries marriage is acknowledged, but simultaneously it consti- tutes full of controversies sphere of social life. Referring to the descriptions of mar- riage we can notice an emphasis of the sacral character of marriage, superhuman genesis of a relationship, to which an unusual grace is ascribed, but on the other hand there are attempts to reduce it to the role of social institution [Rostowski 2009, p. 16]. Marriage surpasses the sphere of private issues. It is meaningful and depends on the local community, society organized in the national or social struc- tures having an international dimension [Wojaczek 2001, p. 66].
Marriage though, in some degree is incomparable to any other form of social life and it is a communion based on love interpreted as a category of an atti- tude, bond of exceptional closeness, great intimacy reaching the boundaries of what is attainable in the relationship of two people, their common path and ef- fort. Marriage is difficulty and constant work but also a satisfaction from such an exceptional being, space of happiness, a source of hope. It is regarded as the one of the strongest correlative of happiness and state of well-being. People living in marriage are estimated to be happier than those who live alone, are divorced or widowed. [Bieńko 2012, p. 75]. It is an extraordinary formation. Two people of opposite sexes coming from the different families, frequently from various places, sometimes with different cultural, linguistic or religious background, form a re- markable unity, relationship for life constituting a foundation for future family life.
Marriage is a certainty of a decision that is profoundly thought over and is be- aring an element of risk emerging with the process of opening to another person, his desires and needs. It is an experience of pacing together and by the side of ano- ther person. Marriage is a confrontation with a person representing different, di- stinct outlooks on life, requiring activating another person perspective, which can be incomprehensible because not experienced. Marriage is the time spent, planned and arranged together, meals eaten by everyday table, bread parted between two people or their children as well.
Marital relationship is a form of human solidarity consisting in sharing wor- ries, which alleviates the pain and makes it more bearable. It is concerned with solving constantly arising problems, gaining skills indispensable to reach a com-
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promise, discussing vital issues, drawing conclusions from arguments and ending them with a reconciliation. On the grounds of durable character of marriage, there occur some conditions for forming love such as: discipline, concentration, patien- ce and full commitment [Bakiera 2009. p. 35]. Development within marriage is characterized by three synchronized processes: individual development of woman and man and processes of changes of relations between them. In marriage one gets the opportunity to achieve some not abrupt, non-recurrent but long-lasting and requiring devotion of a lot of time, self-developmental alternations. This long existence is ontologically inscribed in marital relations [Bakiera 2009, p. 36, 39].
Marital relationship is the greatest source of cheerfulness and conflict as well.
Spouses are strongly bound with each other that is why living in marriage is extre- mely difficult. There are many trivial as well as significant matters, which should be agreed on not always on the base of compromise. Conflicts in marriage are cu- stomary and spouses should learn living with each other in a harmony. Successful marriage gives an unbelievable feeling of elation and self-fulfillment [Argyle 1999, pp. 165 – 168]. However, ‘successful marriage requires a lot of hard work and ef- fort as well as commitment for the whole life’- writes Rose Campbell [2003, p. 23].
As Magdalena Samozwaniec used to say: ’Marriage is not a state of being, it is an ability’ [Masłowscy 2005, p. 401] and it is hard not to agree with her.
Eugenia Mandal claims that ‘blood ties between parents and children and spouses are the strongest and the most lasting forms of relationships. Family plays an extremely important role in people’s lives- it provides an opportunity to fulfill biological functions connected with having offspring, gives feeling of identity and constitutes a foundation for the feeling of security. Building confidential and har- monious relationship with other person and common upbringing of children has beneficial influence on man, giving him feeling of happiness, a state of well-being and health’ [2008, p. 75]. From this perspective there is a small step to a systemic view of marriage. It is a relationship between two people coming from distinct families, systems, which are bound with a durable tie, create a foundation for another subsystem, at first marital, then parental. Nuptial dyad becomes a bridge uniting two systems - married couple with their family of descent.
Relationship nurturing
Verbal communication and conversations are the basic means of tending the relation- it needs to be cared for, made an effort for, nurtured and tended. By the expression of caring, it is meant that we should extract an energy supplies needed to affirm, accept, appreciate and pay compliments to another person everyday.
Caring for a relationship would mean good communication. Conversations should be frequent, eager and lengthy. There should be a ritual of conversation established as a part of marital routine, for which there is always time. Practicing discussion and opening on emotional dialogue, holding opposed views, arguing but searching for a compromise , being open to accept another point of view and
Marriage nurturing. Systemic perspective
look for a reconciliation after a row should be a part of communication system.
In consequence, we can take certain stances that favour solving problems as they arise.
Lack of belief in the existence of ideal relationship favours marriage as it triggers the willingness to make constant attempt to become a sufficiently good dyad.
Crucial factor affecting the satisfaction from marital life is the sphere of inti- mate contacts, which relieve tension, give chances for procreation and additionally strengthen the bond between husband and wife.
Using family supplies can also have beneficial effect on marriage. Even tho- ugh loving family, in which we were daughters or sons is not correlated with the necessity of bestowing greater meaning to these relations than our own marriage.
Adopting such an attitude does not mean worse treating of our family but only the right in this phase of development to ‘shift parents’ to the second position in our lives. It does not mean the necessity of breaking up relations with parents or neglecting their needs of help and support. Nevertheless, it suggests not devoting marriage for the sake of family relations.
Spouses have to confront their relations with their children. Loving children in a proper way means placing them before the spouse, who has a central position in our lives. He/ She should be made the most important person, being in the centre of relations.
It has to be thought over how to support marriage and how to save it in the situations of everyday problems. The issue of crises, which inevitably affects each marital dyad and which has to be accepted, experienced and constructively dealt with, is extremely broad. It obviously concerns developmental crises, such as for instance: reception of a child, sending it to nursery school, school, adolescent crisis or phases of it becoming independent. It is worth knowing that it has to come as a result of a natural course of time and also that development occurs in a fluctuating manner, from one crisis to another and that all the marriages have to experience it.
There are some similarly unexpected, difficult situations in marriage with which spouses, constituting a family foundation, have to cope with, for instance: death, illness, removal etc. In recent years, there has been a noticeable increase of a factor that marriages should resist. Namely, job migration. It is widely known that it is not profitable to leave home without any serious reason, but it is worth opposing to a long-term separation, betraying spouse with work, family, children, friends and excessively abundant social life or hobby.
Support of people surrounding married couple, which is indispensable in pre- sence of civilization changes, appears to be vital for them. It can adopt a cognitive character allowing to discuss issues concerning marriage and family functioning, it can occur in a form of socioeconomic function: temporary help in looking after children, help in illness, chance events, help for old people having no support from the closest members of family; relaxing function within the scope of which valuable forms of leisure and entertainment, having salutary influence on married
21
couple and their relation, there would be developed. [Wojaczek 2001, pp. 70-71].
Spending time in the milieu of other married couples, appreciating them, lear- ning from them, sharing experiences brings benefits for the relationship. Contacts and mixing with other couples, having conversations with them and following valuable patterns favours development of marriage.
Marital therapy
Not every situation occurring in the marital dyad depends only on people forming it. They enter the marriage with the best intentions, relevant enthusiasm, strong emotional bonds, but sometimes it is not sufficient. It is caused by the fact that every person has his own personal difficult experiences of pain and trauma, which we bear inside of us.
Probably every marriage functions differently, on distinct standards. Then not everything that looks as if it was functioning badly is actually impaired.
Additionally, what we can observe from one side may be considered unsatisfactory for some people, for others it can be a solution to consider. An example is a co- uple ‘living from arguments’. Under this expression it is deemed that reaching no agreement, standing by one’s own opposing opinion constitutes a specific poetics of marriage.
If the problem exceeds the possibilities of individual overcoming it, it is impor- tant not to close oneself to the assistance of others but to search for external help, metaphorical mirror or light helping to find one’s bearing with the situation. It is helpful to use family counseling service, marital or personal therapy. Certainly, an improvement of the state of marriage is a complex, difficult process spreading over a long period of time, even over many years. But it is extremely payable and worth of effort.
Answers for the question: why is it efficient to improve marriage through the- rapy can be varied but it substantiates because family acts as if it was an indivi- dual unit, relations between husband and wife fundamentally affect the family homeostasis, they constitute the main, ‘axial’ relationship, a couple of architects designing family structure [Satir 2000, pp. 17-18].
Another important thing is what is the subject of improvement. If difficulties are not too enormous to resolve them, psycho-educational assistance and short- term counseling will be sufficient. These forms of support often bring spouses effective help. If problems surpass the capabilities of solving them or the conflict is too profound, there is a possibility to use a family therapy or marital therapy.
It is focused on: individualization, restructurization of present relations instead of removing symptoms, reaching emotional maturity, ability to work and love as well as willingness to take on responsibility. In order to achieve it spouses under the guidance of a therapist have to diagnose a conflict uprooted and underlying the relation, be ready to frankly- as it has never been before- discuss it to face the
Marriage nurturing. Systemic perspective
problem explicitly. In the systemic approaches the therapist’s task is to activate lost or misused supplies lying in the family, discovering them where they appear not to exist or where they are unexpected to be found. [Steirlin et al. 1999, pp. 17-19].
In healing the marriage, which is in the state of temperate crisis there are, according to different models of therapy, the importance of sharing with one’s reflections and feelings is accentuated. What is also emphasized is the significan- ce of creating safe conditions favouring emotional commitment of dyad, coping with difficult emotions, acceptance of conflicts unfeasible to resolve and direc- ting them on the change in their believes and emotional attitudes [Crane 2004, pp. 101-103].
In turn, healing couples in acute crisis requires setting simple, realistic goals, working on the ability to perceive changes in behavior, relations towards each other. It can be achieved if we manage to ascribe present difficulties to other factors than malice or traits of character of the spouse. Such a reformulation can help those people to stop accusing each other and notice more important factors triggering troubles in their mutual life such as: ways of playing certain roles in life, dysfunctions present in a family for a long period of time, factors connected with their work or social environment [Crane 2004, p. 129].
When a couple starts working on their relationship in the stage of initial problems an effort is more beneficial than at the time of taking divorce into consideration, when there are not any conditions, motivations to try some the- rapeutic treatment. There are undoubtedly always chances for relationship to be saved until there exists an important positive, negative or even ambivalent bond between husband and wife [Steirlin et al. 1999, p. 103]. But frequently spouses are not aware of the opportunity of using help by taking up a therapy and they turn to therapist for help being in severe crisis when chances of helping them are definitely lessened. It also happens that they offer a therapist to take over the responsibility for their relationship.
Duration of the therapy can be differential depending on the needs of family, seriousness of the problem, courage and ambition of the family, level of tension and stress and duration of the crisis. The subject which can contribute to the improvement of marriage is the most crucial matter. Married couple wants their relationship to develop, but when it does not come there emerge some difficul- ties forcing them to introduce changes into their life. Within the course of the therapy they want to solve the most urgent problems [Napier, Whitaker 2006, p. 375]. Indeed we can consider only and as much as a change. Through therapy there exist some possibilities of metamorphoses in the following spheres: elimina- tion of verbal abuse, psychological or physical violence, change in fixed patterns of behavior, conversational style and exchange of information, emotional attitude.
Even though endeavors to help marriage effectively are made within the whole area of family, therapy do not always end successfully. Sometimes achieving opti-
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mal aims is not feasible. In some cases therapists fail to help. There are situations complicated to such an extent that within the process of fixing them it is not easy to change patterns of behavior worked out throughout generations. Owing to the therapeutic work, families familiarize themselves with more creative and effective ways of dealing with problems [Napier, Whitaker 2006, p. 390].
Conclusion
In contemporary world it is difficult to fix anything that appears to be com- plex and moreover there exists no eagerness to change it. Sometimes teething hardships threaten to end up in disintegration of a relationship. There is a discon- certing question: how to improve anything in the culture that is ignoring this process as invaluable. XXI century man is so attached to purchasing new things constantly that he can have a tendency to transfer it to his interpersonal relations.
Improvement has been recently treated as an extremely costly and in consequence utterly inefficient process. Then, instead of fixing their current problems people are incessantly encouraged to pursue new models of behavior and as well new people they are surrounded with. This change became a factor, for which there is a social consent and it became a part of fashion.
Simultaneously, marriage still remains remarkably precious value that is worth caring for. In the case of difficulties it is worth using support and help of others.
Experience of therapist working with married couples suggests a great chance and viability of taking up arduous, sometimes painful effort to change relationship when living in it is a source of discomfort.
Bibliography:
Argyle M. (1999), Psychologia stosunków międzyludzkich, Warszawa.
Bakiera L. (2009), Wartość małżeństwa w rozwoju człowieka dorosłego, w: B.
Harwas-Napierała (red.), Rodzina jako wartość w rozwoju człowieka, Poznań.
Bieńko M. (2012), Rozważni i romantyczni małżonkowie, czyli społeczno-kulturowe konstrukty bycia razem, w: A. Kwak, M. Bieńko, (red.), Wielość spojrzeń na małżeń- stwo i rodzinę, pod red. Wydawnictwo Uniwersytetu Warszawskiego, Warszawa.
Campbell R. (2003), Sztuka akceptacji, Warszawa.
Celmer Z. (1989), Małżeństwo, Warszawa.
Crane R. D. (2004), Podstawy terapii małżeństw, Gdańsk.
Mandal E. (2008), Miłość, władza i manipulacja w bliskich związkach, Warszawa.
Masłowscy D., W. (2005), Wielka Księga Myśli Polskiej. Aforyzmy, przysłowia, sen- tencje, Warszawa.
Napier A.Y., Whitaker C.A. (2006), Rodzinna karuzela, Kraków.
Rostowski J. (2009), Współczesne przemiany rozumienia związku małżeńskiego, w:
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T. Rostowska (red.), Psychologia rodziny. Małżeństwo i rodzina wobec współczesnych wyzwań, Warszawa.
Satir V. (2000), Terapia rodziny. Teoria i praktyka, Gdańsk.
Steirlin H., Rucker-Emden I., Wetzel N., Wirsching M., (1999) Pierwszy wywiad z rodziną, Gdańsk.
Wojaczek K. (2001), Małżeństwo doświadczenie obdarowania, Opole.
Grzegorz Ignatowski
Academy of Management in Lodz, Poland
The Meaning of Advertisement Directed to the Youth for Parents and Educators - An Analysis of the Weekly
„Bravo”
Abstract: Advertisements are a permanent element of modern life. They shape our conscious- ness, mentality and mode of communication and should be the subject of analysis that are interesting for parents and teachers. Two import_ant characteristics of advertisements are appealing slogans and stereotypes. The conducted analysis confirmed that although Bravo magazine does not contain any advertisements which would depreciate other cultures or na- tions, it should also be added that there are no elements which refer to Polish traditions, either. The phenomenon of mixing Polish and English words always exist, and Bravo magazine copies this trend in advertisements. It is impossible to prevent English vocabulary from influ- encing the Polish language, however, educators should make young people more sensitive to correct language and encourage them to use the vocabulary in compliance with grammar rules and spelling.
Keywords: advertisement, covert advertisement, parents, educators
Nowadays advertising permeates all walks of human life, including the social, cultural and even the educational areas. Advertisements can be found not only in the press, on the radio and television, on hoardings and the Internet but also on buildings which serve religious or educational purposes. We can encounter them where school accessories, devices and gadgets commonly used by young people.
e.g. mobile telephones or computers are promoted. The fact that advertisements are all around us is sufficient reason for parents, teachers and other educational pro- fessionals to take a greater interest in the problem of advertisements. All of them
Family Pedagogy. Pedagogika Rodziny nr 3(2)/2013, ss . 25–32
can not remain indifferent to this issue for other, more important and decisive factors. One of these is the influence of advertising on behaviour of teenagers and their mode of communication, and the image of children used in advertisements.
With the importance of the educational process in mind, we should also consider the image of the elderly presented in advertisements, which may become fixed in the minds of students, making them adopt certain ideas and imaginations about their parents, other adults and even their teachers. Authors of advertisements use elements of our everyday life and in that way, they create certain imaginations about a family. Thus, the way that a teacher, father, mother, grandparent or sibling is presented remains important and should be thoroughly analyzed. With regards to the image of a family, an analysis of the advertisements in the popular weekly magazine “Tele Tydzień” indicates that advertising copywriters use a traditional family pattern to advertise many products. A man, who is the father of the family, plays the leading role [Ignatowski 2012, p. 114].
As the production of advertisements, two other issues should be addressed which are essential for parents and educators: advertising slogans and stereotypes.
It should be added that it is just an advertisement that is involved in the process of forming, slogans and stereotypes. When said repeatedly, a catchphrase becomes fixed in the recipient’s memory, its role being to make a customer feel a desire to purchase the offered product or service – a clear association is made with the advertised product and its manufacturer. This is an essential reason why an adver- tising catchphrase does not contain any important information [Šmid 2011, pp.
48–67]. Teachers, parents and linguists should note that a slogan might become a permanent element of everyday life and start playing a communicative function;
sometimes the function becomes entirely different from the original one, i.e. the slogan no longer serves any marketing purposes. Young people are especially su- sceptible to such phrases. Obviously, the process of adopting the slogan might be relatively long and to a great extent, its adoption depends on the expressiveness and strength which characterize it. Thus, this begs the question: Could an adverti- sing slogan serve as a tool of communication? In fact, we could go further and ask whether slogans created by advertising copywriters might facilitate communica- tion between generations allowing the hermetically closed world of young people to become more open to contact with the elderly. This would depend, however, on whether older people, parents and teachers, would be ready to accept the specific language of the young generation and use it while communicating with them.
We have also mentioned that authors of advertisements willingly use stereo- types. They contain opinions on a particular social or professional group which although simplified, are commonly shared. Stereotypes are characterized by emotions, which makes them permanent, easily adopted and difficult to change [Nelson 2003, pp. 25–26; Kurcz 2003, pp. 113–117]. From the point of view of education, images and repeated slogans should not disseminate negative opinions
27
about people who come from a different cultural environment or civilization, or have different political or religious views.
Before we turn to the main motif of our analysis, we should mention certain issues connected with advertising. It ought to be borne in mind, although we are not always aware, that some dynamic changes have been observed in the defini- tion of the word “advertisement” [Kozłowska 2011, pp. 39–41]. The influence of an advertisement and the kind of information it conveys allows advertisements to be classified as either economic or social. The latter, as opposed to those associated with products, refers to certain ideas concerning our everyday life, such as perio- dic health check-ups, struggle with pathologies and discrimination, and sexual education. Moreover, more and more often copywriters design advertisements which avoid informing customers about the product itself. There is a tendency to create such an advertisement which would make a customer become emotionally close to a particular product or a particular brand. In the past, an advertisement was supposed to inform a customer about the advertised product and its compe- titive qualities. The change in the purpose of an advertisement can be clearly ob- served when it comes to advertising associated with banks and investment funds, in which commonly recognized celebrities such as famous actors, artists and spor- tsmen are asked to promote many financial services. It is thanks to their image, and not information about the product, that the customer is persuaded to remain loyal to a particular product or brand.
In the article we will try to analyse the relationship between the education of teenagers and advertisements. The title of this dissertation somehow defines the range for an analysis which could be the ground for drawing justified conclusions.
The source of the analysis is the weekly magazine “Bravo”, which has a little more than 60 pages. For the purpose of this study we analysed all issues from the year 2010; during which period the magazine was the most popular title for younger people. Turning to the problem of advertising in this magazine, it can be easily seen that not many advertisements are presented. Usually there are up to seven in certain issues, which begs the question : Have copywriters decided that young people who read „Bravo” magazine are not suitable recipients for the advertised products? This is a question for marketing experts and sociologists: particularly sociologists, as in the editorial team’s opinion, the magazine’s readership compri- ses children from elementary schools, as well as teenagers from grammar schools, secondary technical schools and vocational schools. How is it possible to know the age of the readers? A reasonable guess can be made by analysing the list of set books and printed calendars. The latter contained all necessary information for all age groups regarding beginning and end dates of the academic year, as well as those of the semester breaks and exams. It should be added that the authors of the magazine freely decide which products are advertised and which are not. Apart from information on the product, there is a note that the product is being adver-
The Meaning of Advertisement Directed to the Youth…
tised. However, sometimes the reader can see a picture of a product which is not accompanied by any such note. To be more specific, two examples follow: three photos of fashionable German shoes popular with teenagers are not indicated as advertisements, although they take up a whole page of the magazine, neither are large photos of books for students of elementary, middle and secondary scho- ols, along with the address of the on-line bookshop which sells them. However, summer horoscopes and telephone numbers to fortune tellers who give advice to people in love and tell their fortune are labelled as advertisements.
Nowadays, a number of products are advertised indirectly, many examples of which are also found in Bravo magazine. Again, we will give some examples.
In 2010, students were offered the opportunity to win mobile phones, jackets, bags, bracelets, perfumes, make-up sets and mascaras. However, to be entitled to take part in the contest, they had to send text messages. The range of products to be won in the contest was much wider. The list of prizes also included CD al- bums, computers, computer games, discmans, films, publications and invitations to popular restaurants visited by both teenagers and adults. There were also shoes, backpacks with photos of famous football players, sports T-shirts and even fur coats. The notice which encouraged the readers to join the contest was accompa- nied by the names of companies producing the prizes and the chain stores which sold them. Another type of hidden advertisement provides information on clothes worn by singers popular with young people. A Canadian singer, lyricist and actor Justin Drew Bieber “looks cute and fashionable in his cap with earflaps”. Selena Marie Gomez from Texas is presented to serve similar purposes. We can read in the magazine that “beautiful Selena (aged 18) will be really warm in these long pullover, scarf and cap”. Bravo magazine has a separate section devoted to fashion.
The magazine not only showed pictures of beautiful clothes but also give the ad- dresses of shops in which the clothes were available. An analysis of several issues of the magazine confirms that most products are advertised in such a way. Hence, it can be concluded that this method of advertising products is a most effective way of gaining a potential customer.
We should ask about common advertisements and the products they advertise.
Bravo magazine has very few such advertisements. The most common adverts are for DVD films, horoscopes and advice given by fortune tellers. There is also an ad- vertisement of a foreign bank depicting a woman lying in a comfortable position in a big armchair and smiling. Next to her is information on the bank. Between these two items are a scattered a number of female shoes. The second advertise- ment, for sanitary towels, is accompanied by a few simple sentences about fertility with barely any educational content to them. Next to the picture of towels there is also a picture of the packaging.
In the magazine, we can also find two advertisements of herbal preparations which help to get rid of acne: a disorder which is troublesome and a cause of
29
frustration and shame. The first advertisement is an extensive and informative description of the way in which the medicine brings the desired effects – the skin becomes healthy and skin problems (acne) disappears. The packaging of the preparation presents a face of a young girl partly covered by a bright pink fringe.
Next to her is a boy in black sports clothes wearing a baseball cap and headphones on his head. The other advertisement shows the preparation in a clear black frame which graphically resembles an obituary. This method of advertising seems to be very appealing: its purpose being to confirm the great effectiveness of the product.
The advertisement shows that after many years of being a parasite, acne “died suddenly, having been attacked” by the advertised medication.
In another advertisement, two smiling teenage girls advertise the creams and gels which are so popular in our country. This might seem surprising, because male cosmetics are recommended by a man wearing a white shirt, black jacket and tie. Since this outfit is not really common for young males, we can conclude that the author of the advertisement wanted to attract the consumer’s attention to the product. An operator of a mobile network is advertised with a picture of a big house in the background. Happy inhabitants of the house are looking through the windows: In one window we can see an elderly lady watering flowers, in ano- ther a young couple with a child. In the patio, there is a man who is hugging his girlfriend. Further away there is a postman and a little girl with a dog. The author of the advertisement encourages the audience to use the service by claiming that a mobile telephone can hold an exceptionally huge number of contact numbers and the number of the customer’s friends can also be that huge. A second advertise- ment for the same product shows a young girl in a white, big, loose dress sitting on a light blue scooter. Another mobile network is advertised using an image of three smiling girls wearing winter jackets. It is difficult to say how old they are as their faces are partially covered by winter caps.
What conclusions can we draw from advertisements in Bravo magazine for parents and teachers? Currently, banks and also mobile phone providers are focu- sed on attracting a customer to their products and building loyalty to them rather than providing information. This intention is the main reason why famous actors and sportsmen more and more often are hired in advertisements, one example being an advertisement for a bank in “Bravo” magazine, which unfortunately inc- ludes hardly any information about the product itself. However, no celebrities can be found in advertisements for mobile phone operators, perhaps because adverti- sements have only recently started to be endorsed by famous people. We should not be surprised that not many celebrities endorse bank services and products:
students hardly ever choose a bank in which their parents would like to deposit money or from which they would transfer money to their children’s accounts.
However, it should be stressed that actors and singers popular with young people advertise clothes, which is understandable, since younger children and teenagers
The Meaning of Advertisement Directed to the Youth…
