Temat: Advertising - Katalog OPAC zbiorów

Skocz do pozycji: 1.

Tytuł:: Reklama negatywna i wizerunkowa w odbiorze polskiego elektoratu
Negative and visual advertising in the reception of Polish electorate
Autorzy:: Olszanecka-Marmola, Agata
Powiązania:: https://bibliotekanauki.pl/articles/514592.pdf
Data publikacji:: 2015
Wydawca:: Uniwersytet Śląski. Wydział Nauk Społecznych
Tematy:: political advertising
advertising
negative ads
political image
image ads
Opis:: Growing professionalization and personalization of electoral campaigns have prompted political parties to concentrate on political image and negative campaigning. This tendency is mainly noticeable in TV advertisements. Presented article consists of two parts. The first one discusses the role of negative and image ads. The other part includes the results of research conducted by the author. The analysis shows that the vast majority of Polish electorate does not approve using of negative and image advertising. It can denote that voters are exhausted of permanent mutual attacks of two major Polish parties (Civic Platform, Law and Justice) and expect more issue-oriented politics.
Źródło:: Political Preferences; 2015, 10; 133-146
2449-9064
Pojawia się w:: Political Preferences
Dostawca treści:: Biblioteka Nauki

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Skocz do pozycji: 2.

Tytuł:: Gender Differences in Reactions to TV Political Advertising: An Empirical Study of the 2015 Presidential Election in Poland
Autorzy:: Olszanecka-Marmola, Agata
Marmola, Maciej
Powiązania:: https://bibliotekanauki.pl/articles/2056229.pdf
Data publikacji:: 2020
Wydawca:: Uniwersytet Marii Curie-Skłodowskiej. Wydawnictwo Uniwersytetu Marii Curie-Skłodowskiej
Tematy:: political advertising
effects of political advertising
gender
political image
presidential election
Opis:: Many studies on TV political advertising suggest the gender differences in the reactions to advertising in the affective aspect, both at the level of liking and evaluation of the candidates. The article follows this trend, presenting an empirical study carried out in Poland during the 2015 presidential electoral campaign. The results show gender differences in the evaluation of candidates. We found out that women are more susceptible to changing the perception of candidates' images as a result of the influence of TV electoral ads. Interestingly, watching advertisements resulted in a statistically significant decrease in the evaluation of most candidates. Women's susceptibility to political advertising is also proved by changes in the emotional attitude to the candidates after watching the spots. In addition, the research showed that TV electoral ads cannot change the perception of candidates whose images are consolidated in public discourse.
Źródło:: Annales Universitatis Mariae Curie-Skłodowska, sectio K – Politologia; 2020, 27, 2; 109-125
1428-9512
2300-7567
Pojawia się w:: Annales Universitatis Mariae Curie-Skłodowska, sectio K – Politologia
Dostawca treści:: Biblioteka Nauki

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Skocz do pozycji: 3.

Tytuł:: The Effects of Political Advertising on the Perception of Political Images: a Case Study of Polish Presidential Election in 2015
Autorzy:: Olszanecka-Marmola, Agata
Powiązania:: https://bibliotekanauki.pl/articles/514425.pdf
Data publikacji:: 2019
Wydawca:: Uniwersytet Śląski. Wydział Nauk Społecznych
Tematy:: political advertising
effects of political advertising
political image
political preferences
presidential elections in Poland
Opis:: The presented article explores the effects of TV political advertising on political images of candidates competing in the 2015 presidential election in Poland. For this purpose, the empirical research (N=507) to check the reactions to campaign spots among voters with different political preferences was carried out. The conducted research shows that political preferences significantly affect both the perception of political images and the emotional attitude to candidates. The study also confirms that political advertising has a moderate importance in creating the images of commonly known politicians. Interestingly, the obtained results prove that emotional attitude towards politicians are more permanent and resistant to change under the influence of advertising messages than political image characteristics.
Źródło:: Political Preferences; 2019, 22; 43-58
2449-9064
Pojawia się w:: Political Preferences
Dostawca treści:: Biblioteka Nauki

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Skocz do pozycji: 4.

Tytuł:: Negative TV Advertising in the 2016 US Presidential Campaign
Telewizyjna reklama negatywna w amerykańskiej kampanii prezydenckiej w 2016 roku
Autorzy:: Olszanecka-Marmola, Agata
Marmola, Maciej
Powiązania:: https://bibliotekanauki.pl/articles/954412.pdf
Data publikacji:: 2018
Wydawca:: Uniwersytet Warszawski. Katedra Italianistyki. Polskie Towarzystwo Retoryczne
Tematy:: negative advertising
US presidential campaign
political advertising
issue ads
image ads
reklama negatywna
kampania prezydencka w USA
reklama polityczna
reklamy problemowe
reklamy wizerunkowe
Opis:: Presented research describes the character of message and techniques used in TV political advertising during the 2016 US presidential campaign. The results unambiguously indicate a steady increase in the use of negative ads during political campaign. Television commercials of Hilary Clinton and Donald Trump focused mostly on discrediting their political opponent. In addition, the content of negative ads more frequently referred to image characteristics than to issues.
Prezentowane badania opisują styl przekazu i techniki użyte w telewizyjnych reklamach z amerykańskiej kampanii prezydenckiej z 2016 roku. Wyniki jednoznacznie wskazują na postępującą negatywizację przekazu kampanijnego. Zarówno Hilary Clinton, jak i Donald Trump skupili się w spotach głównie na dyskredytowaniu politycznego przeciwnika. Dodatkowo treści zawarte w negatywnych reklamach telewizyjnych częściej odnosiły się do kwestii wizerunkowych (image ads) aniżeli problemowych (issue ads).
Źródło:: Res Rhetorica; 2018, 5, 2; 29-44
2392-3113
Pojawia się w:: Res Rhetorica
Dostawca treści:: Biblioteka Nauki

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Skocz do pozycji: 5.

Tytuł:: Pro-systemic Voters Versus Anti-systemic Ones: Emotional Attitude to Candidates and the Influence of TV Political Advertising in the 2015 Presidential Election in Poland
Autorzy:: Olszanecka-Marmola, Agata
Powiązania:: https://bibliotekanauki.pl/articles/514608.pdf
Data publikacji:: 2015
Wydawca:: Uniwersytet Śląski. Wydział Nauk Społecznych
Tematy:: political advertising
electoral TV ads
emotional attitude
feelings thermometer
2015 presidential election in Poland
anti-systemic voters
Opis:: Presented article is aimed at examining the emotional attitudes to candidates for the president of Poland among pro-systemic and anti-systemic voters in 2015 presidential election and showing the influence of campaign TV ads on these groups of Polish electorate. The research conducted by author reveals that anti-systemic electorate is less interested in politics and more likely to be influenced by electoral TV spots. The study also confirms the relation between emotional attitudes to political actors and political preferences. According to the results of experiment anti-systemic voters expressed more positive feelings towards candidates from out of the political mainstream, and the other way round, the pro-systemic electorate rather liked the candidates presented by parliamentary parties.
Źródło:: Political Preferences; 2015, 11; 77-91
2449-9064
Pojawia się w:: Political Preferences
Dostawca treści:: Biblioteka Nauki

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Skocz do pozycji: 6.

Tytuł:: Wpływ informacyjny telewizyjnych reklam wyborczych w świetle deklaracji polskiego elektoratu – studium kampanii wyborczych 2015
The cognitive effect of TV political advertising in view of Polish electorate – case of 2015 presidential and parliamentary campaigns
Autorzy:: Olszanecka-Marmola, Agata
Powiązania:: https://bibliotekanauki.pl/articles/514806.pdf
Data publikacji:: 2016
Wydawca:: Uniwersytet Śląski. Wydział Nauk Społecznych
Tematy:: political advertising
TV political ads
cognitive effect of TV political ads,
2015 presidential election in Poland
2015 parliamentary election in Poland
Opis:: Apart from persuasive function, TV political ads play also important role in obtaining information about candidates and political parties. The cognitive effect of TV political advertising is proved in American and West-European conditions. Presented article is aimed at examining whether TV political spots influenced on voters’ declarations about their knowledge of candidates and parties contesting in 2015 elections in Poland. The results of research will be presented with reference to sociodemographic characteristics of electorate, political preferences and auto-identifications on left-right scale.
Źródło:: Political Preferences; 2016, 12; 199-210
2449-9064
Pojawia się w:: Political Preferences
Dostawca treści:: Biblioteka Nauki

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