Ciało prywatne, ciało publiczne — alkohol i papierosy w kampaniach społecznych

The following paper investigates discourse behind public service advertising concerning cigarettes and alcohol in order to compare and contrast two mentioned categories. Taking cultural and social status of the substances into account as well as their influence on human body and mind, the author aims for pointing the main tendencies within the institutional discourse such as medicalization of human body, public–private dichotomy and a question of normality.