AKTYWNOŚĆ FIZYCZNA, (NIEPEŁNO)SPRAWNOŚĆ I ZDROWIE W REKLAMACH NAJWIĘKSZYCH IMPREZ SPORTOWYCH ŚWIATA

The aim of this article is to examine the commercials broadcast during prestigious sports events, such as the Super Bowl in the United States, the Olympic Games and Paralympic Games, and the World Cup and European Championship in football. The author uses the qualitative method and analyzes the content of the commercials as texts of contemporary culture. Mass media is the universal communication platform of the ‘global village.’ There is a certain expectation that it will be socially responsible, which is reflected in commercials involving disabled persons, or in those encouraging the audience to adopt an active, healthy lifestyle and to engage in sport as an antidote to civilizational diseases.