fertility

The article presents an analysis of the representation of the family images and family fertility in commercial advertising. In sociology the terms “need for children” and “desire to have children”, and the concepts of the average expected, the average ideal and the average desired number of children were introduced. Commercial advertising, as one of the forms of mass media, can provide a limited impact on the desire to have children through moderating the social norm.

Social and demographic problems associated with an increase in the birth rate and the number of citizens leading a healthy lifestyle have many intersection points both in the field of health and in the fi eld of socio-economic relations. Projects to improve fertility indicators and healthy lifestyles, presented in strategic documents and relevant policies, refl ect diff erent attitudes of the authorities towards stimulating citizens.