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Tytuł:
Traditional and emerging ethical concerns in advertising
Autorzy:
Lemanski, Jennifer L.
Powiązania:
https://bibliotekanauki.pl/articles/652824.pdf
Data publikacji:
2018
Wydawca:
Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
Tematy:
advertising and society
advertising media
deception in advertising
subliminal advertising
Opis:
Ethical issues surrounding advertising have been well-discussed. However, over time and alongside societal and media changes, different questions have moved to the forefront in the discussion on advertising ethics. This paper presents an overview of traditional ethical issues of importance in the United States, and analyzes the changes that have come about as a result of newer, more interactive media for ad placements. Although many of the traditional ethical dilemmas remain, the more personalized and interactive nature of new media and an expanded landscape for advertisers to stake their claims have introduced new issues that were previously not of concern, such as privacy.
Źródło:
Annales. Etyka w Życiu Gospodarczym; 2018, 21, 4; 21-29
1899-2226
2353-4869
Pojawia się w:
Annales. Etyka w Życiu Gospodarczym
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Sytuacja estetyczna w świecie agencji reklamowych. Co socjologia reklamy może zaczerpnąć z estetyki i socjologii sztuki?
Aesthetic Situation in the World of Advertising Agencies. How Can Sociology of Advertising Benefit from the Aesthetics and Sociology of Art?
Autorzy:
Łuczaj, Kamil
Powiązania:
https://bibliotekanauki.pl/articles/2150775.pdf
Data publikacji:
2018
Wydawca:
Uniwersytet w Białymstoku. Wydawnictwo Uniwersytetu w Białymstoku
Tematy:
advertising agencies
advertising in Poland
aesthetics in advertising
aesthetic situation
Opis:
The products of creative industries in many aspects resemble works of art– the similarities lay both in the production process based on creative skills (going beyond techne), and the decoding process (requiring symbolic skills from the recipient). Taking advantage of aesthetic theories may be a remedy for the deficiency of theoretical works devoted to advertising. The article discusses the results of a research on Polish advertising agencies, based on the conceptual apparatus taken from classical aesthetics (R. Ingarden, M. Gołaszewska), as well as Pierre Bourdieu’s sociology of art. It is aimed at answering two research questions: what aesthetic values are fundamental to the work of advertising creative staff, and how they try to comprehend the needs of recipients.
Źródło:
Pogranicze. Studia Społeczne; 2018, 34; 63-84
1230-2392
Pojawia się w:
Pogranicze. Studia Społeczne
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Слово в социальной рекламе: когнитивно-прагматический аспект
The word in social advertising: The cognitive- -pragmatic aspect
Autorzy:
Данилевская, Наталия
Powiązania:
https://bibliotekanauki.pl/articles/615399.pdf
Data publikacji:
2017
Wydawca:
Uniwersytet Opolski
Tematy:
advertising
social advertising
strategies and tactics of advertising
the educational focus of the advertising
the socio-commercial type of advertising
Opis:
The article is devoted to the question of changing the content of modern television advertising. The author examines the linguistic and content features of advertising texts in terms of their key meanings. The conclusion about the emergence of a specific form of advertising, both social and commercial, substantiates the priority of the social component in advertising copy compared to the commercial component, which is of secondary character. It is argued that contemporary television advertising provides a new educational function, while the author defines the basic cognitive and pragmatic mechanisms for the implementation of this function.
Źródło:
Stylistyka; 2017, 26; 113-123
1230-2287
2545-1669
Pojawia się w:
Stylistyka
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Wizerunek kobiety dojrzałej w reklamie prasowej kosmetyków
Autorzy:
Kozłowska, Anna
Powiązania:
https://bibliotekanauki.pl/articles/630100.pdf
Data publikacji:
2011
Wydawca:
Szkoła Główna Handlowa w Warszawie
Tematy:
Press advertising; Woman; Advertising technique; Cosmetics
Opis:
The paper shows the world of the elderly through the eyes of the creators' advertising messages. The author assumes that advertising leads to the formation, strengthen and reinforce the stereotypical thinking about social groups and roles. Advertising as mass communication at the moment is treated as an extension of the socialization process, aligning and strengthening the existing cultural patterns. The results of qualitative researches go beyond the current approach to the image of older people in advertising. Exploratory analysis were subjected to advertising messages, in which the woman's age has been an important promotional message. It is assumed that the age is a matter of particular importance from the point of view of shaping the identity of the conteporary woman. It's important that image of elderly people in advertising is associated not only with its perception by the individual, but also by others. Advertising has great interest and willingness to reflect on the natural process of human aging. This mass message displays, which is characteristic of a particular sex, as falls do in a given age, as one should look at the situation. Characteristics and behaviors ascribed to a particular sex or age, in@uence, either positive or negative response to a person, both by themselves and by the others. Certain image of the elderly has an impact on our level of optimism, mood and actions of people of all ages.
Źródło:
Kwartalnik Kolegium Ekonomiczno-Społecznego Studia i Prace; 2011, 2; 189-210
2082-0976
Pojawia się w:
Kwartalnik Kolegium Ekonomiczno-Społecznego Studia i Prace
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Innovativeness of advertising activities in the Polish market - advertisers’ abilities and recipients’ perception
Innowacyjność działań reklamowych na rynku polskim - możliwości reklamodawców a percepcja odbiorców
Autorzy:
Nowacki, R.
Powiązania:
https://bibliotekanauki.pl/articles/37119.pdf
Data publikacji:
2015
Wydawca:
Szkoła Główna Gospodarstwa Wiejskiego w Warszawie. Wydawnictwo Szkoły Głównej Gospodarstwa Wiejskiego w Warszawie
Tematy:
innovativeness
advertising activity
market
Polish market
advertising perception
advertising
recipient
perception
Opis:
The development of advertising competition forces to undertake measures aimed at increasing effectiveness of the process of influencing potential customers. Advertisers more and more often reach for non-conventional and innovative solutions that are a part of innovativeness in a broad sense. This is facilitated by the development of modern mass media. The article touches the problem of the possibility to implement innovative solutions in advertising and perception thereof among consumers. The grounds for considerations are quantitative research surveys carried out among enterprises conducting their active advertising as well as recipients of those activities.
Rozwój konkurencji reklamowej wymusza podejmowanie działań zmierzających do zwiększenia efektywności procesu oddziaływania na potencjalnych nabywców. Reklamodawcy coraz częściej sięgają po rozwiązania niekonwencjonalne i nowatorskie, które wpisują się w szeroko pojmowaną innowacyjność. Sprzyja temu rozwój nowoczesnych środków przekazu. Artykuł porusza problem możliwości wdrażania rozwiązań innowacyjnych w reklamie i ich percepcję wśród konsumentów. Podstawą rozważań są badania ilościowe prowadzone wśród przedsiębiorstw prowadzących aktywną działalność reklamową oraz odbiorców tych działań.
Źródło:
Acta Scientiarum Polonorum. Oeconomia; 2015, 14, 2
1644-0757
Pojawia się w:
Acta Scientiarum Polonorum. Oeconomia
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Odpowiedzialność agencji reklamowej
Autorzy:
Karbownik, Dominika
Orska, Julia
Powiązania:
https://bibliotekanauki.pl/chapters/24464075.pdf
Data publikacji:
2023
Wydawca:
Uczelnia Łazarskiego. Oficyna Wydawnicza
Tematy:
agencja reklamowa
reklama
odpowiedzialność agencji reklamowej
influencer
działalność reklamowa
oznaczenia reklam
advertising agency
advertising
advertising agency liability
advertising business
advertising signage
Opis:
Opracowanie dotyczy odpowiedzialność agencji reklamowej zarówno w sferze, w której samodzielnie wykonuje zlecone zadania, jak i kiedy zleca wykonanie zadań innym podmiotom zewnętrznym działającym poza strukturą agencji. Autorki przedstawiły również początki powstania agencji reklamowych, przyczyny ich powstawania, a także skutki, jakie wystąpiły po ich powstaniu. Autorzy przedstawiają również strukturę i organizację agencji reklamowej jak i jej powiązania z innymi podmiotami występującymi na rynku działalności reklamowych.
Źródło:
Aspekty prawne reklamy w social mediach; 155-180
9788366723689
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Rola plakatu jako statycznej reklamy wizualnej
On the edge of two worlds. Static outdoor advertising – art or marketing?
Autorzy:
Brzozowski, A.
Derlicka, M.
Szczygielska, A.
Powiązania:
https://bibliotekanauki.pl/articles/179427.pdf
Data publikacji:
2011
Wydawca:
Centralny Instytut Ochrony Pracy
Tematy:
reklama
plakat
reklama statyczna
reklama zewnętrzna
advertising
poster
static advertising
outdoor advertising
Opis:
Statyczna reklama wizualna to medium, które nie wymaga aktywności ze strony widza, a jednocześnie ma ogromną siłę przekazu. Docieranie z taką reklamą w sposób masowy odbywa się dzisiaj za pośrednictwem bardzo zróżnicowanych metod i nośników umieszczanych na zewnątrz (outdoor) lub wewnątrz (indoor) pomieszczeń środowiska pracy. Ciągle jeszcze środkami bardzo skutecznymi i jednocześnie popularnymi w zakładach pracy są klasyczne plakaty. Oparte na artystycznym wyrażaniu skojarzeń, docierają do pracowników z konkretnym użytkowym przesłaniem, łączą dwa światy – sztuki i rzeczywistości.
Static outdoor advertising does not require any activity from the audience and yet it is an enormously powerful medium. Mass impact of that kind of advertisement is often achieved with rather complex methods and various carriers both outside and inside workspaces (outdoor and indoor advertising, respectively). Posters remain a very efficient and at the same time popular means in companies. Based on expressing connotations in an artistic way, they reach workers employees with a specific, useful message, and bring together the worlds of art and reality.
Źródło:
Bezpieczeństwo Pracy : nauka i praktyka; 2011, 12; 28-29
0137-7043
Pojawia się w:
Bezpieczeństwo Pracy : nauka i praktyka
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Religious figures in controversial advertisements
Autorzy:
Kowalewska, Kinga
Powiązania:
https://bibliotekanauki.pl/articles/29519589.pdf
Data publikacji:
2022
Wydawca:
Wyższa Szkoła Gospodarki w Bydgoszczy. Wydawnictwo Uczelniane
Tematy:
shock advertising
shockvertising
advertising
iconoclastic images
religion
Opis:
In the contemporary world, traditional forms of advertising seem to be losing impact. In the advertising clutter, ad makers try to make their advertisements stand out by the implementation of new and attractive strategies. Shockvertising is one of them. This unconventional approach to advertising aims at astonishing its audience by presenting shocking and controversial content. It is based on the assumption that arousing strong emotions will enhance the process of memorising. Additionally, the provocative nature of the message is intended to shock, and thus generate publicity, which in turn increases brand awareness, and consequently influences sales. The main aim of this questionnaire-based research was to verify what kind of feelings and emotions are evoked among recipients of iconoclastic images in advertisements for different products and to check if the audience feels encouraged and convinced by such an appeal. Moreover, in the cultural dimension, the study aimed at assessing the sensitivity to controversial topics including religious concepts. The audience was exposed to images of religious characters combined with profane or taboo topics and asked for opinions. Based on the results, it can be concluded that, from a cultural point of view, the Polish audience demonstrates sensitivity to religious issues. Besides, from a marketing perspective, although shockvertising proves effective in distinguishing the brand, on a conscious level, it fails to influence the actual purchase behaviour.
Źródło:
Heteroglossia- studia kulturoznawczo-filologiczne; 2022, 13; 343-351
2084-1302
Pojawia się w:
Heteroglossia- studia kulturoznawczo-filologiczne
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Visual Data Analysis – New Quality in the Interpretation of Advertisements. The Proposal of the Tool for Commercials Analysis
Autorzy:
Mijalska, Aleksandra
Powiązania:
https://bibliotekanauki.pl/articles/22791245.pdf
Data publikacji:
2018
Wydawca:
Uniwersytet Łódzki. Wydział Ekonomiczno-Socjologiczny
Tematy:
visual analysis
qualitative methods
advertising
advertising research
Opis:
The issue that sociologists, psychologists and anthropologists are still facing is developing new and effective methods of qualitative research into advertising – one of the most important elements of the modern world of broadly defined consumption. This text presents not only a detailed description of visual analysis method in the qualitative research but also a proposal of an authorial and universal tool for advertising messages analysis while providing empirical examples of its application.
Źródło:
Władza sądzenia; 2018, 15; 105-119
2300-1690
Pojawia się w:
Władza sądzenia
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Fusing Masculinity with ICT in American Advertising
Autorzy:
Księżniak, Emilia
Powiązania:
https://bibliotekanauki.pl/articles/605940.pdf
Data publikacji:
2010
Wydawca:
Uniwersytet Marii Curie-Skłodowskiej. Wydawnictwo Uniwersytetu Marii Curie-Skłodowskiej
Tematy:
masculinity
advertising
Opis:
This paper examines representations of men in advertisements for ICT products and services appearing the American magazine “Wired” in 1999-2001. The research reveals reinforcement of stereotypical “masculinity” of ICT, which is achieved through associating advertised products and services with the notions appealing to males (power, sex and success). It demonstrates that, despite the gender-neutral character of ICT, the advertising practices serve to reproduce and uphold the hegemonic gender order by constructing the American male consumer as empowered by the use of marketed ICT products and/or services.
Źródło:
Lublin Studies in Modern Languages and Literature; 2010, 34; 156-169
0137-4699
Pojawia się w:
Lublin Studies in Modern Languages and Literature
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Impact of commercial advertising on a child
Autorzy:
Beata, Hoffmann,
Powiązania:
https://bibliotekanauki.pl/articles/893838.pdf
Data publikacji:
2019-04-11
Wydawca:
Akademia Pedagogiki Specjalnej im. Marii Grzegorzewskiej. Wydawnictwo APS
Tematy:
advertising
child
consumption
spot
advertising message
consumer
Opis:
The life of contemporary children is very strongly associated with the mass media, and the media have become an extremely important part in the socialization process. The reach and influence of the media is not only growing, but also completely different than it used to be in the past. In addition to the many functions that media perform, they are also an important medium for advertising. Children and youth can be both the recipient of the advertisement as well as its active participant. Advertising affects an important cognitive sphere of a child and child’s interpersonal and social relations. A child exposed to the impact of advertising, accepts its content uncritically. This leads to the child's formation of many defective and lasting beliefs, affecting the development of child’s personality, the system of beliefs and values. The developmental and educational effects related to the impact of the advertising cause many controversies. The following article aims to present, based on the subject literature, a broad spectrum of advertising impact on a child, with particular emphasis on television advertising. My assumption is to show the problem from the perspective of social sciences, including sociology. For this reason, I am not concentrating only on the psychological dimension of the phenomenon, and I am also trying to outline important aspects of social and cultural reality in which the process of socializing the consumption of children takes place.
Źródło:
Problemy Opiekuńczo-Wychowawcze; 2019, 576(1); 14-27
0552-2188
Pojawia się w:
Problemy Opiekuńczo-Wychowawcze
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Unethical Advertising Practices in the Financial Market and Counteraction Tools
Autorzy:
Mazur, Zofia M.
Powiązania:
https://bibliotekanauki.pl/articles/35525857.pdf
Data publikacji:
2022
Wydawca:
Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
Tematy:
financial advertising
financial consumer protection
advertising restrictions
small-dollar loans
advertising good practices
Opis:
The purpose of the article/hypothesis. Paper highlights certain crucial aspects of misleading and deceitful advertisings of banking and financial products and services, its effects, and the necessity to ban and/or restrict some of professionals’ misbehaviours. Many research evidence shown how an endless amount of information and specific advertisements can influence consumers’ financial decision-making. This concern was intensified by the impact of COVID-19 on the financial situation of many households. Methodology. Author has conducted extensive research using national and international literature, public reports, legal cases, administrative proceedings, national and international legislations. There are presented some national examples, good principles and suggestions of what should be done to better protect the customers on the banking and financial market. Results of the research. The study revealed that the misleading, abusive conducts and numerous sales strategies of professionals operating on the markets at issue may regard almost any individual. Unethical advertising practices may intensify because of ever-increasing technology and new advertising techniques. As described, both the type and the timing of the advertising can also greatly influence consumers’ choice. The policy makers shall be determined, decisive and fast in order to assure that financial products and services are safe and law-compliant, to raise standards in advertising sector, to prevent defaults, irresponsible borrowing, loss of privacy, discrimination, failures and predatory practices. The measures shall prevent the frauds and the marketing and sales strategies of a set of unrealizable promises or products unsuited to the needs of customers on the financial advertising market.
Źródło:
Finanse i Prawo Finansowe; 2022, 4, 36; 39-54
2391-6478
2353-5601
Pojawia się w:
Finanse i Prawo Finansowe
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Etika reklamy
Autorzy:
Czarnecki, Paweł
Powiązania:
https://bibliotekanauki.pl/articles/2130983.pdf
Data publikacji:
2016
Wydawca:
Instytut Studiów Międzynarodowych i Edukacji Humanum
Tematy:
ethics
advertising
Opis:
The basic objective of advertising is to inform about the product and the company that produces it. This objective does not raise ethical objections to such an extent until the advertised product is not a threat for the beneficiaries. However, it seems that in today’s world realizes advertising and other purposes, expanding the peculiar ideology, according to which human life has meaning and value only if it creates the possibility of unlimited consumerism. Instead of advertising consumers helped in his decision, trying to manipulate thus destroying traditional values and the striving to replace them with new ones (rather pseudo). When the ad is viewed from a global perspective, we can not avoid the im- pression that the company is not trying to adapt your product to the needs of the client, but to impress the client (ie de facto to humans), and change it to become consumers of these products. Hence, under the influence of advertising creates new habits, new attitudes and beliefs, and even can be said - a new type of man.
Źródło:
Humanum. Międzynarodowe Studia Społeczno-Humanistyczne; 2016, 4(23); 29-43
1898-8431
Pojawia się w:
Humanum. Międzynarodowe Studia Społeczno-Humanistyczne
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Pragmatyczne uwarunkowania zmian w komunikacji reklamowej na podstawie wybranych przykładów
Pragmatic considerations of changes in advertising communication on selected examples
Autorzy:
Ryłko-Kurpiewska, Anna
Powiązania:
https://bibliotekanauki.pl/articles/6258963.pdf
Data publikacji:
2023
Wydawca:
Towarzystwo Kultury Języka
Tematy:
advertising
communication
persuasive potential
recipient engagement
advertising memory
Opis:
This article presents an array of changes undergone by advertising communication over years under the influence of the knowledge of the structure of persuasive messages, attentional mechanisms, and learning theory. What turned out to be characteristic was that the devices applied in messages point to the constitution of a certain grammar of persuasion subordinated to impression-based rules of reception, which is related to the use of signs that are perceptible for the recipient and oriented towards the intended reconstruction of a message. The conclusions presented in the text arise from the comparative analysis of 278 TV commercials broadcast in Public Television in 2007 and 2022. The collected material is presented against analyses of selected press advertisements of the 1930s. The sampling was purposeful and resulted from an attempt to analyse the phenomenon and its specific nature. The research method was an analysis of the persuasive potential of a message for the purpose of assessing the effectiveness of its impact on the recipient. The research tools employed were open networking systems and IT tools enabling textual data analysis.
Źródło:
Poradnik Językowy; 2023, 802, 3; 22-36
0551-5343
Pojawia się w:
Poradnik Językowy
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Nasza niebajka – parafrazy tekstów reklamowych w „Dniu świra” Marka Koterskiego
Our Non-Fable – Paraphrases of Advertising Texts in Dzień świra by Marek Koterski
Autorzy:
Miławska, Małgorzata
Powiązania:
https://bibliotekanauki.pl/articles/1045445.pdf
Data publikacji:
2014-01-01
Wydawca:
Uniwersytet im. Adama Mickiewicza w Poznaniu
Tematy:
Marek Koterski
advertising texts
advertising slogans
parody
stylization
Opis:
In the movie Dzień świra – one of the most popular Polish comedies of the recent years – Marek Koterski presents his personal vision of the Polish language. The director, recognizing the advertising messages as an important phenomenon of the modern culture, makes a paraphrase of such texts – both in their verbal and visual layer. Conducting various linguistic experiments, he reveals manipulative mechanisms of advertising slogans. Parodies and caricatures are intended to demonstrate a fictional harmony of advertising texts – instead of the desired fabulous world, the spectator (and reader) is forced to receive brutal messages, going beyond the sphere of taboo.
Źródło:
Poznańskie Studia Polonistyczne. Seria Językoznawcza; 2014, 21, 1; 169-183
1233-8672
2450-4939
Pojawia się w:
Poznańskie Studia Polonistyczne. Seria Językoznawcza
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Granice dopuszczalności wykorzystania seksu w reklamie w uchwałach Komisji Etyki Reklamy
Limits of Utilizing Sexual Themes in Advertising According to Advertising Ethics Committee Resolutions
Autorzy:
Słowik, Dominik
Powiązania:
https://bibliotekanauki.pl/articles/528282.pdf
Data publikacji:
2012
Wydawca:
Krakowska Akademia im. Andrzeja Frycza Modrzewskiego
Tematy:
law
advertising
advertising utilizing sexual themes
Advertising Ethics Committee
Advertising Ethics Code
marketing industry self-regulation
code of best practice
Opis:
The article demonstrates an attempt to define the legal boundaries of using advertising that employs sexual themes on the basis of resolutions issued by the Advertising Ethics Committee. Issues with the use of sexual themes in advertising have been present for a long time. Existing laws do not always allow for the barring of such advertising, making self-regulation, in which the United Advertising Associations Council’s Advertising Ethics Committee plays a vital role, crucial. Benefits of such self-regulation, compared with legislated regulations, include flexibility in implementing solutions and the ability to promptly alter decisions in accordance with evolving social standards.
Źródło:
Państwo i Społeczeństwo; 2012, 3; 79-95
1643-8299
2451-0858
Pojawia się w:
Państwo i Społeczeństwo
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Czas jako zmienna w procesach planowania i pomiaru efektów komunikacji marketingowej
Time as a variable in processes of marketing communication planning and performance measurement
Autorzy:
Woźniczka, Jarosław
Powiązania:
https://bibliotekanauki.pl/articles/420154.pdf
Data publikacji:
2013
Wydawca:
Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
Tematy:
advertising
sales promotions
advertising cycle
media planning
campaign tracking
Opis:
The chosen decision problems associated with scheduling advertising and sales promotions programs are discussed in this article, as well as the question of marketing communication effects generation and measurement over time is posed. The practical strategies of scheduling advertising and sales promotions activities are presented, together with their conditions and applications. The discussion on the time aspects of generating and measuring the effects of marketing communications is also presented. The managerial implications of this paper lie in the presentation of professional solutions concerning the timing of advertising and sales promotions investments and control, and in indicating the variables affecting effectiveness of these solutions, which should be taken into account during decision process.
Źródło:
Nauki o Zarządzaniu; 2013, 4(17); 198-218
2080-6000
Pojawia się w:
Nauki o Zarządzaniu
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Мiф як джерело символикi реклами (на матерiалi українських рекламних текстiв)
The myth as a source o f advertising symbolism (based on material in Ukrainian advertising texts)
Autorzy:
Gładyś-Seta, Ewa
Powiązania:
https://bibliotekanauki.pl/articles/481498.pdf
Data publikacji:
2012-12-01
Wydawca:
Uniwersytet Warmińsko-Mazurski w Olsztynie
Tematy:
a source of advertising
symbolism of Ukrainian advertising slogans
Opis:
In the article, a semiotic description of Ukrainian advertising slogans was made, based on the symbolism of image-archetypes and other mythic motives, constituting the implicit content of an advertisement. The analysis allows the advertisement to be treated as a double structure (the denotational and connotational meanings of advertising content), as well as the ritual-mythic domain, embodying a separate, perfect world, subject to the consumer’s interpretation.
Źródło:
Acta Polono-Ruthenica; 2012, 1, XVII; 191-204
1427-549X
Pojawia się w:
Acta Polono-Ruthenica
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Slang na salonach. O ekspansji języka młodzieży na przykładzie komunikatów reklamowych
Autorzy:
Anna, Dąbrowska,
Powiązania:
https://bibliotekanauki.pl/articles/892545.pdf
Data publikacji:
2016
Wydawca:
Uniwersytet Warszawski. Wydawnictwa Uniwersytetu Warszawskiego
Tematy:
adolescents
advertising
adolescent language
adolescent slang
language of advertising
Opis:
Adolescent slang and language in advertising messages interact in an interesting fashion. On the one hand, the language of advertising inspires today’s adolescents, who search for role models, modify and interpret well–known advertising slogans. On the other hand, deriving from consumer culture, the focus on the recipient requires taking into account the linguistic habits of potential customers, which in practice results in imitating adolescent language, particularly in advertisements directed at this age group. Both in the language of advertising and in adolescent slang, it is possible to find certain language trends, the context for which are current changes in language and culture. In this article, I present similarities between adolescent language and language in advertising, provide examples of adolescent words in advertising messages, describe the cultural contexts of this phenomenon and discuss the pedagogical implications of introducing adolescent slang into public discourse.
Źródło:
Kwartalnik Pedagogiczny; 2016, 61(2 (240)); 77-98
0023-5938
Pojawia się w:
Kwartalnik Pedagogiczny
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Oblicza sterowania. O perswazji niewerbalnej w sztuce i reklamie
Autorzy:
Szczęsna, Ewa
Powiązania:
https://bibliotekanauki.pl/articles/1186760.pdf
Data publikacji:
2018
Wydawca:
Uniwersytet Kardynała Stefana Wyszyńskiego w Warszawie
Tematy:
persuasion
art
advertising
Opis:
The article deals with the issue of non-verbal persuasion in art and advertising. It shows and characterises the difference in the goals that both representations of non-verbal persuasion pursue. The author depicts the distinct way of textual existence of persuasion resulting from this discrepancy. The ontical contrast between persuasion in art and advertising is shown on specific examples of fine arts and audiovisual advertising.
Źródło:
Załącznik Kulturoznawczy; 2018, 5; 23-36
2392-2338
Pojawia się w:
Załącznik Kulturoznawczy
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
The characteristics of early pandemic advertising
Autorzy:
Kowalewska, Kinga
Powiązania:
https://bibliotekanauki.pl/articles/2044488.pdf
Data publikacji:
2021-12-15
Wydawca:
Uniwersytet im. Adama Mickiewicza w Poznaniu
Tematy:
advertising
pandemic commercials
Opis:
The aim of this paper is to examine early pandemic commercials and show the main changes in their focus from the point of view of communication. In terms of the contents, COVID-19 lockdown, heroism of health care workers, social distancing, online learning, remote work, and the strong shift towards online communication are underlined with an enormous stress put on such values as family, helping each other and being together in these difficult times. Characteristic nonverbal components of commercials referring to the pandemic situation include, for example, sentimental piano music, dimmed colours, a specific style of filming, or showing ordinary people as actors. Finally, it is noticed that some ad makers decide to use the sense of humour in their spots. In conclusion, the coronavirus pandemic and its effects can be easily observed on every level of an advertising message.
Źródło:
Scripta Neophilologica Posnaniensia; 2021, 21; 133-148
1509-4146
Pojawia się w:
Scripta Neophilologica Posnaniensia
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Reklama dziecięca w świetle prawa
Autorzy:
Nowińska, Ewa
Powiązania:
https://bibliotekanauki.pl/articles/637346.pdf
Data publikacji:
2012
Wydawca:
Uniwersytet Jagielloński. Wydawnictwo Uniwersytetu Jagiellońskiego
Tematy:
advertising
child
rights
Opis:
Children consist the significant part of commercial recipients and as a consumers have a great importance for companies. At the same time commercials have significant and multidimensional influence on children. It is truism to say that adults make their buy or not decisions under the pressure of their children, who obtain the knowledge about the market and products straight from the commercials. They receive the commercial content from plethora of media. Until recently mostly from the TV screen, nowadays more often from computer one. If we take into account that commercials are at the same time the instrument of creation of needs, pointer of their fulfillment, trendsetter and identity builder we can not be blind on its significance for the personality of young men. Because of the obvious commercial reasons there is no possibility to eliminate the products and the children addressed advertising out of the market. However this do not mean we should no constrain such broadcasts because of their form or content. That is the main reason to construct legal constrains. The fundamental ones are included in regulations fighting the unfair competition. In the Polish unfair competition act legislator included the ‘commercial’ article 16 combating forms and contents that infringe the fair competition rules. One of the clauses prohibits advertising that ‘uses the credulity of the children’ – pt 3) pt 1 art. 16 unfair competition act. This is solely one clause within whole act that tackles this issue. Additionally it’s construction causes doubts about the interpretation. It is hard to asses when actually one can say about the use of immanent children virtue of credulity. Another, important act is the statue on the radio and television containing clauses directly regulating rules on children advertising. According to the act it is prohibited to broadcast commercials that directly incite children to buy products or services, or encourage children to uphold pressure on their parents or other persons in the aim to incite them to buy advertised products or services (art. 16). Among the most important regulation falls provisions of pharmaceutical law. According to them “Advertising of healing product can not be directed to children or contain element addressed to them” (art. 53 p. 2). However even short analyze of tv commercials of healing products for children leads to the conclusion that almost each is apparently addressed to them taking into account their content, fairytale scenery, costumes or children actors. Above leads to the conclusions that even the most detail regulation does not prevent children against harming influence of commercial content, if the traders would not have will to do it.
Źródło:
Psychologia Rozwojowa; 2012, 17, 1; 77-84
1895-6297
2084-3879
Pojawia się w:
Psychologia Rozwojowa
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Reklama w procesie budowania lojalności konsumenta: ujęcie modelowe
Advertising in the process of building consumer loyalty: a model approach
Autorzy:
Kozłowska, Anna
Powiązania:
https://bibliotekanauki.pl/articles/570182.pdf
Data publikacji:
2014
Wydawca:
Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
Tematy:
consumer
loyalty
advertising
Opis:
the aim of the article is to develop a new conceptual framework for examining the role of advertising in forming consumer attitudes. The author assumes that consumer attitudes mediate the process of making the decision to purchase a product. Existing advertising models are not sufficient for understanding the impact of advertising on a consumer. The identification of factors mediating in this interaction, such as the level of commitment to purchase (High-Mid-Low), the motive of purchase (cognitive-emotional) allow for the identification of at least nine different advertising strategies. The author presents her own concept of how advertising builds interest in the product mediating conceptual approach to the creation of the product, possibly contributing to the experience of the test (e.g. test drive car) and, consequently inducing the purchasing decision. It also shows that, depending on the product category, an ad after purchase (and experience with the product) reinforces the sense of fairness and the selection of the product and/or reminds of the existence of the brand on the market. The informative advertising (1) is for products that generate a high level of risk purchasing: such as white goods (refrigerators, washing machines and dishwashers), expensive electronic appliances (microwave ovens) and financial services (loans, mortgages, investment policies). Advertising should first of all make a demonstration of the basic features of the product. In case of advertising reducing the risk of purchasing (2), referring to such products as cars and some financial services, advertising will be primarily urged to trial experience or argued that the purchasing process is easy, simple and enjoyable. Advertising reducing emotional distortion (3) will highlight the fact that the purchase of a luxury version of the product (eg. clothing or cosmetics) offers greater guarantees to meet the needs (in line with the higher price − higher quality). At the same time advertising should emphasize the emotional reasons to purchase. It is different in case of the ad reducing information overload (4), where brand appeal should be built either by brand awareness (due to increased exposure) or by highlighting the specific attributes of this brand. Advertising building repeated behavior (5), relies primarily on the rational benefits, but providing specific knowledge about these products is not necessary in this case. In advertising building the routine behavior (6), and referring to such products as water, food, everyday use cosmetics, emotional charge quality, health, as well as a striking impression emotional arguments, such as shiny hair are more important. In case of advertising building the impulse behavior (7), it is vital to pay attention to the information about the possible immediate satisfaction from the use of the product. In an ad building the membership of the group (8), we find such products as coffee, soft drinks and beer. You need to highlight the fact
Źródło:
Ekonomia XXI Wieku; 2014, 1(1); 168-184
2353-8929
Pojawia się w:
Ekonomia XXI Wieku
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Jazyk moderní reklamy ve formování kultury
Autorzy:
Piskorova, Irena
Powiązania:
https://bibliotekanauki.pl/articles/2156912.pdf
Data publikacji:
2013
Wydawca:
Instytut Studiów Międzynarodowych i Edukacji Humanum
Tematy:
language
advertising
culture
Opis:
Culture is relatively integrated unit involving human behavior and its creations. This behavior is governed by a particular community and we can say that culture is the accumulated experience, whih its forms of the principles, rules and social norms influencing and regulating their mutual coexistence. What is the impact of advertising this cohabitation and what is the effectiveness of ads for sex? They are interested in promotions of women more than men?
Źródło:
Społeczeństwo i Edukacja. Międzynarodowe Studia Humanistyczne; 2013, 1(11); 267-278
1898-0171
Pojawia się w:
Społeczeństwo i Edukacja. Międzynarodowe Studia Humanistyczne
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Reklama jako moderní jazyk pro předávání informací
Autorzy:
Piskořová, Irena
Powiązania:
https://bibliotekanauki.pl/articles/2156947.pdf
Data publikacji:
2013
Wydawca:
Instytut Studiów Międzynarodowych i Edukacji Humanum
Tematy:
advertising
modern language
Opis:
Advertising is all around us. Whenever you turn on the television, radio or you leave the house for example to go shopping, be sure you meet with advertising. Color promotion appeals us on a guaranteed great products and services. Whether you like it or not, advertising is an everyday part of our lives. But how was its development? Where its origins? Already in ancient times, we can observe the flow of information and an invitation to contemporary actions through inscriptions, drawings and invoking the announcement, which attracted the attention of passers-by.
Źródło:
Społeczeństwo i Edukacja. Międzynarodowe Studia Humanistyczne; 2013, 2(12); 335-346
1898-0171
Pojawia się w:
Społeczeństwo i Edukacja. Międzynarodowe Studia Humanistyczne
Dostawca treści:
Biblioteka Nauki
Artykuł
Wyświetlanie 1-25 z 473

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