''Wszyscy jesteśmy gospodarzami''. Obraz Polski i Polaków w rządowej kampanii promocyjnej w związku z Euro 2012

Abstract

The purpose ofthis article is to discuss the image of Poland and the Poles in the audiovisual materials emitted within the framework of the Government’s promotional campaign with the motto ‘We are all hosts’. The research material comprises two elements shown on the Polish television as advertising spots and twelve elements accessible on the Internet television ‘Wszyscy jesteśmy gospodarzami TV’ (We are all hosts TV). The analysis is based on the model of the description of advertising communication by Umberto Eco.