- Tytuł:
-
Антропоморфизм в современном рекламном дискурсе
Anthropomorphism in Contemporary Advertising Discourse - Autorzy:
-
Ли, Чон Ку
Косик, Алексей - Powiązania:
- https://bibliotekanauki.pl/articles/2135755.pdf
- Data publikacji:
- 2020
- Wydawca:
- Uniwersytet w Białymstoku. Wydawnictwo Uniwersytetu w Białymstoku
- Tematy:
-
dairy products
advertising discourse
advertising character
anthropomorphism
image
marketing - Opis:
- Goal – the main goal of this study is to identify the role and possible ways of using anthropomorphism to improve the effectiveness of advertising. Research methodology – the article provides a comparative analysis of terminology systematizes the conceptual apparatus of anthropomorphism in the works of domestic and foreign authors, analyzes the experience of using anthropomorphism in the advertising activities of the European dairy companies “Mlekovita” and “Valio”. Score/results – as a conclusion, the authors formulated the main criteria for character images for the advertising discourse of the Belorussian company “Molochnyj Mir”. Originality/value – for the first time in the domestic literature the problem of anthropomorphism in contemporary advertising discourse is considered. The article has scientific and practical significance and contains the author’s ideas and conclusions.
- Źródło:
-
Studia Sieci Uniwersytetów Pogranicza; 2020; 125-138
2544-5790 - Pojawia się w:
- Studia Sieci Uniwersytetów Pogranicza
- Dostawca treści:
- Biblioteka Nauki
Artykuł