Functional Models of Economic Propaganda in Different Political and Economic Systems – Socialism and Capitalism. Example of Selected Forms of Broadcast Advertising Messages in Poland in the Second Half of the Twentieth Century

Marketing communication in modern times is similar to the propaganda model, i.e. persuasive communication in all possible fields of exploitation. The last three decades in Central and Eastern Europe constituted a time of transformation in many areas of social, political and economic life. Thanks to immanent changes depending on the economic situation and the clash of demand and supply, it was possible to create functional models in three selected time intervals distinguished by the author (socialism, transformational period and capitalism). The use of functional models gives the opportunity to indicate how many changes have taken place in such a short period of time both in terms of consumer mentality and in satisfying the needs of producers. The basis for the application of this type of operationalization of the idea is the statement that “the functional model consists in mapping the functioning of a given system. It should give an idea of the functions and processes taking place in a given system” (Sabryła, Trzciniecki 1986). The purpose of this article is also to start a discussion on contemporary models of product communication.