Advertising, as well as similar domains such as branding, marketing, and public relations, plays an important role not only in venture management but also in other spheres of contemporary life. Since everyone is exposed daily to thousands of ads and commercials that deal with all aspects of human existence, advertising serves many functions in modern reality. Its multifunctionality leads to the number and variety of scientists interested in advertising, representing, among others, such domains as sociology, economics, psychology, and linguistics. All of [Page 8]them stress another aspect of advertising; thus it is a concept that escapes easy categorization.

Although the definition of advertising varies across different disciplines, certain factors define modern advertising. First, it is a form of paid communication, since companies have to remunerate, for ...