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Tytuł:
Zakres przedmiotowy tzw. uchwały krajobrazowej. Uwagi na tle wyroku Wojewódzkiego Sądu Administracyjnego w Gdańsku z 18 września 2018 r., sygn. II SA/Gd 328/18
The Material Scope Of The “Landscape Resolution”. Comments On The Judgment Of The Provincial Administrative Court In Gdańsk Of 18 September 2018, Ref. Ii Sa/Gd 328/18
Autorzy:
Lizak, Agata
Powiązania:
https://bibliotekanauki.pl/articles/911121.pdf
Data publikacji:
2020-03-15
Wydawca:
Uniwersytet im. Adama Mickiewicza w Poznaniu
Tematy:
landscape act
protection of landscape
advertisement
advertisement board
advertisement unit
Opis:
-
The text concerns an analysis of theses and justification for the judgment of Province Administrative Court in Gdańsk dated 18 September 2018 (case no. II SA/Gd 328/18). Although the judgment is based on particular factual state of affairs, its conclusions seem to be connected with common problems in the area of so-called ‘landscape acts’ adopted at the municipal level. Firstly, the judgment states that landscape acts may refer to campaign materials presented in connection with elections or referendum. In the commentary, this approach is approved, although the reasoning is developed via a detailed interpretationof the spatial management and planning act and electoral code. Later in the judgment it is claimed that landscape acts may cover rules of locating advertisements nearby elements of the road infrastructure. Moreover, this standpoint is shared in the gloss, detailed relations between landscape act and act on public roads as well as judgments in similar cases have been additionally presented. The last issue raised in the judgment was the problem of the legal grounds of imposing an obligation to maintain small architecture objects, advertisement boards /units and fences in the proper condition. As the court claimed, this is possible, because maintenance of the object is the element of its location, and this is also connected with the obligation to use high-quality materials. Moreover, it is stated that the problem of maintaining these objects has not been fully regulated in building law. This approach is accepted in the gloss, although attention is drawn to some inconsistencies in the justification, as well as to the possibility of raising other, moreaccurate arguments by the court.
Źródło:
Studia Prawa Publicznego; 2020, 1, 29; 181-196
2300-3936
Pojawia się w:
Studia Prawa Publicznego
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
ЖИЗНЬ в рекламе (семантика и функции имени существительного в рекламе)
LIFE in the advertisement (semantics andfunctioning description of nouns in the advertisement)
Autorzy:
Kamalova, Alla
Dudina, Elena Aleksandrovna
Powiązania:
https://bibliotekanauki.pl/articles/481208.pdf
Data publikacji:
2007-12-01
Wydawca:
Uniwersytet Warmińsko-Mazurski w Olsztynie
Tematy:
life
advertisement text
advertisement language
linguistic
Opis:
The article discusses extension and intension of the advertisement concept. The core idea, originality, likeability (attractiveness), target population orientation, motivation (encouragement) are viewed as the main components of the contemporary advertising. For that 1250 slogans were analyzed to reveal the frequent lexical items (with regard to parts of speech). The fact that the most frequent name is LIFE is interpreted in view of streamline of publicity manipulation and ideology of advertising.
Źródło:
Acta Polono-Ruthenica; 2007, 1, XII; 219-236
1427-549X
Pojawia się w:
Acta Polono-Ruthenica
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Legal framework on comparative advertising in the European Union, United States and India – a contemplative study
Autorzy:
Patil, Anita
Powiązania:
https://bibliotekanauki.pl/articles/1596308.pdf
Data publikacji:
2017
Wydawca:
Uniwersytet Szczeciński. Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Tematy:
Comparative Advertisement
misleading
Opis:
In any society, each individual acts in a manner so as to achieve his individual interests. When every individual acts in such a manner, there is bound to arise certain conflict of interests, which are to be resolved by law. Law therefore seeks to regulate the extent to which each individual can act in pursuit of his interests to increase the effective fulfillment of interests by each individual. Advertising has been with us in one form of another for the past 5000 years1. It plays a significant role in today’s economy and its presence in both print and electronic formats is likely to continue. One of the essential functions of advertising has been to persuade potential consumers that a particular product is superior to competing products. In today’s market, they frequently attempt the task not just by saying ‘our product is good’, but by saying ‘our product is better than the others’2– which is the basic concept behind comparative advertising. Comparative advertising is defined as advertising that “identifies the competition for the purpose of claiming superiority or enhancing perceptions of the sponsor’s brand”, as opposed to advertising that promotes one’s product solely on its own merits.3 The comparison may be of a specific attribute of the product, such as price or taste, or it may be a general, all- encompassing comparison. This type of advertising, i.e., taking the competitor head-on and comparing the respective products, to show the advertiser’s superiority, is one of the most controversial areas in advertising today. This becomes problematic essentially because advertising is not always truthful. Sometimes it relies on misleading claims and sometimes it engages in deceptive advertising to sell products.
Źródło:
Acta Iuris Stetinensis; 2017, 20, 4; 125-150
2083-4373
2545-3181
Pojawia się w:
Acta Iuris Stetinensis
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Temperament a reakcje na reklamy stymulujące
Temperament and reactions to stimulating advertisements
Autorzy:
Grochowska, Alicja
Powiązania:
https://bibliotekanauki.pl/articles/2128955.pdf
Data publikacji:
2019-03-27
Wydawca:
Katolicki Uniwersytet Lubelski Jana Pawła II. Towarzystwo Naukowe KUL
Tematy:
temperament
emotions
advertisement
Opis:
Utwory literackie, muzyczne, plastyczne, a także reklama mogą być badane ze względu na ich wartość stymulacyjną. Zarówno formalne, jak i treściowe cechy tych dzieł mogą wywoływać pobudzenie. W niniejszym artykule badano wpływ ekstrawersji, neurotyzmu i psychotyzmu na reakcje na reklamę o zabarwieniu erotycznym, rozumianą jako stymulującą. Badani studenci (N = 95) oglądali trzy reklamy prasowe różniące się natężeniem bodźców stymulujących. Za pomocą poligrafu Lafayette LX-3000W mierzono natężenie reakcji psychofizjologicznych (tętno, amplituda EDA, amplituda oddechu) i oceny emocjonalno-poznawcze (na skalach dyferencjału semantycznego). Prezentowane reklamy wywoływały silniejsze pobudzenie fizjologiczne u introwertyków i neurotyków niż u ekstrawertyków i u osób zrównoważonych emocjonalnie. Zrównoważeni introwerty- cy, neurotyczni ekstrawertycy i nisko psychotyczni introwertycy wysoko oceniali reklamy silnie stymulujące.
Works of art, literature, architecture, music and advertisements can all be analysed and studied with regard to their stimulating value. Formal and semantic properties of such objects can elicit arousal. In this study the associations of Extraversion, Neuroticism and Psychoticism as conceptualised by Eysenck (and measured by EPQ-R) with response to stimulating (erotic) press advertisements were examined. Three print ads were presented to 95 students. Physiological responses (EDA amplitude, pulse frequency and respiration maximal amplitude) were registered and analysed by the computer polygraph system Lafayette LX-3000W. Cognitive assessments were reported by the participants on semantic differentials. The results showed that stimulating ads elicited stronger physiological arousal in introverts and neurotics than in extraverts and emotionally stable participants. Positive cognitive assessments of stimulating ads were observed in emotionally stable introverts, neurotic extraverts and low psychotic introverts.
Źródło:
Roczniki Psychologiczne; 2007, 10, 2; 135-159
1507-7888
Pojawia się w:
Roczniki Psychologiczne
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Wizerunek kobiety w reklamie na ulicach Londynu
Image of a woman in advertising on the streets of London
Autorzy:
Czubińska, Grażyna
Powiązania:
https://bibliotekanauki.pl/articles/2033832.pdf
Data publikacji:
2021
Wydawca:
Polski Uniwersytet na Obczyźnie w Londynie
Tematy:
woman
advertisement
London
Opis:
Advertisement is spreading into almost every step of our everyday life in London. As a matter of fact, visual ads can be met mostly at London’s underground stations or bus stops, but private companies use all sorts of media to get to as many prospect customers as possible. What is the general meaning of it? It’s impossible to deny that advertising has a huge impact upon our lives, including our beliefs and system of values we believe in. It happens even though we do not always realise it. All the creators of ads aim at getting to people who are not aware that they are being convinced to buy something. But not only advertisement affects our lives. We also exert influence on it. British ads have been adjusted to our life – they show our culture, and often the reality of our dreams. Therefore, if we carefully look at them and human characters exposed by them, we can learn a lot about modern man, his life, aspirations and needs. The range of social changes taking place in Europe and contemporary world is very vast. Our knowledge and approach to issues related to sex, sexism, stereotypes, gender roles and discrimination have undergone signicant changes over the past years. The dynamics of these changes has brought to us not only new solutions, but also new, widely discussed issues today. One of them is the phenomenon of sexism and stereotypical perception of gender norms. Stereotypes regarding gender norms that we notice in advertisements concern not only women but also men - as I mentioned during the conference in London. In fact, the image of a woman in advertising has been limited to old-fashion female roles (including the role of sexual objects for men). But more and more oen it’s beginning to evolve towards images of modern aspiring women. This diversity can be seen in London’s outdoor advertising more and more.
Źródło:
Zeszyty Naukowe PUNO; 2021, 1; 137-160
2052-319X
Pojawia się w:
Zeszyty Naukowe PUNO
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Wizerunek mężczyzny w reklamie na ulicach Londynu
Image of a man in advertising on the streets of London
Autorzy:
Czubińska, Grażyna
Powiązania:
https://bibliotekanauki.pl/articles/2033833.pdf
Data publikacji:
2021
Wydawca:
Polski Uniwersytet na Obczyźnie w Londynie
Tematy:
man
advertisement
London
Opis:
Advertising accompanies us on almost every step. Manufacturers use all kinds of media to reach as many potential customers as possible. What is the conclusion? It’s impossible to hide that advertising has a huge impact on our lives, also on our beliefs and value system, although maybe we do not always realize it. The creators of ads realize that a better recipient is a person who does not realize that he is convinced. But not only advertising affects our lives. We also have impact on it. It draws from our culture – it shows our reality, and oen the reality of our dreams. ¥erefore, if we carefully look at the ads and their heroes, we will learn a lot about the modern man, his life, dreams and needs – means about ourselves. The pace of socio-moral changes taking place in Europe and the world is very large. Our knowledge and approach to issues related to sex, sexism, stereotypes, gender roles and discrimination have undergone significant changes over the past years. The dynamic course of these changes has brought us not only new solutions, but also new, widely discussed problems today – the phenomenon of sexism and stereotypical perception of gender norms. It would seem that stereotypes about gender norms, reproduced and recorded inter alia in advertisements, hit only women. We see in them that the range of women’s roles is rigid and limited. It turns out, however, that artificial simplifications also affect men. There are several categories in which they are „pressed”.
Źródło:
Zeszyty Naukowe PUNO; 2021, 1; 161-182
2052-319X
Pojawia się w:
Zeszyty Naukowe PUNO
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Reklama kontekstowa
Contextual advertisement
Autorzy:
Strzelecki, Artur
Powiązania:
https://bibliotekanauki.pl/articles/589805.pdf
Data publikacji:
2015
Wydawca:
Uniwersytet Ekonomiczny w Katowicach
Tematy:
Reklama kontekstowa
Systemy reklamy kontekstowej
Contextual advertisement networks
Contextual advertisement
Opis:
Artykuł omawia reklamę kontekstową oraz jej różne aspekty. Przedstawiono typy reklamy kontekstowej, modele wyświetlania i rozliczania wyświetleń, systemy reklamy kontekstowej dla reklamodawców i dla wydawców oraz rozwijające się trendy w systemach reklamy kontekstowej.
Contextual advertising networks are popular on the Internet. In Poland there are several independent companies offering publishers and advertisers to use contextual advertising. This article will show the types of contextual advertising, display models and payment systems of contextual advertising for advertisers and publishers, and trends, in which contextual advertising systems are developed.
Źródło:
Studia Ekonomiczne; 2015, 216; 83-93
2083-8611
Pojawia się w:
Studia Ekonomiczne
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Reklama w krajobrazie
Advertisement in landscape
Autorzy:
Anioł, M.
Powiązania:
https://bibliotekanauki.pl/articles/1186112.pdf
Data publikacji:
2004
Wydawca:
Uniwersytet Przyrodniczy we Wrocławiu
Tematy:
reklama
krajobraz
advertisement
landscape
Opis:
The author has attempted to present the influence of the advertisement on the cultural landscape and formulate directions of actions which consider its influence on its surroundings. She analysed types of advertisements existing in the landscape starting with free standing boards, through billboards up to murals. She plied examples from the Gostyń area and Wrocław centre. Actions on behalf of minimizing the degradating influence of advertisements on the cultural landscape were proposed in conclusions.
Źródło:
Architektura Krajobrazu; 2004, 1-2; 57-62
1641-5159
Pojawia się w:
Architektura Krajobrazu
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
WPŁYW MALARSTWA SURREALISTYCZNEGO NA REKLAMĘ WSPÓŁCZESNĄ
Autorzy:
Bednarska, Sonia
Powiązania:
https://bibliotekanauki.pl/articles/646685.pdf
Data publikacji:
2012
Wydawca:
Akademia Górniczo-Hutnicza im. Stanisława Staszica w Krakowie
Tematy:
advertisement
surrealism
postmodernism
intertextuality
Opis:
The purpose of this article is to examine the influence of surrealistic painting on contemporary advertising, taking into consideration the differences in use of surrealistic references on three levels of literalness: advertisement citing specific, surrealistic images, advertisement made of mosaic of various borrowings from surrealistic painting, finally advertisement created in a surrealistic manner, considered as a type of post-surrealistic masterpiece. To begin with theoretical issues connected with postmodern culture of image, the phenomena of contemporary advertisement and its intertextual relations with art, author tries to find answers on following questions: Why surrealism became so attractive material for advertisement? Is it possible, to acknowledge advertisement profiting from surrealistic painting, as an example of postmodern statement? Is it valid, basing on its example, to treat about the type of transgression in contemporary advertisement? The conclusions of this analysis include: purpose and function of use of surrealism in advertisement, the role of visual layer, disappearance of persuasive function to the benefit of strengthening the esthetic function and inscribing advertisement into postmodern paradigm of culture.
Źródło:
Studia Humanistyczne AGH; 2012, 11, 1
2084-3364
Pojawia się w:
Studia Humanistyczne AGH
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Reklama i etyka
Autorzy:
Sikorski, Daniel
Powiązania:
https://bibliotekanauki.pl/articles/2147478.pdf
Data publikacji:
2008
Wydawca:
Instytut Studiów Międzynarodowych i Edukacji Humanum
Tematy:
advertisement
ethics
mass media
Opis:
Advertisement’s ethics is the analysis of the future and the survey into oncoming (next) years and generations. Advertisement exerts and will exert significant influence on people, will be changing and shaping them and these changes will be irreversible. Consequences of the present advertising actions will always accompany to people in future. Therefore,one conclusion comes unavoidably to mind that the only mission of the ethics nowaydays, is to describe not only prtesent menaces but also future ones.
Źródło:
Humanum. Międzynarodowe Studia Społeczno-Humanistyczne; 2008, 1(1); 107-110
1898-8431
Pojawia się w:
Humanum. Międzynarodowe Studia Społeczno-Humanistyczne
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Ogłoszenia sprzedaży odzieży damskiej a metody wpływania na odbiorcę
Sale Advertisements for Women’s Clothing and the Methods of Influencing Customers
Autorzy:
Karwowski, Stanisław
Powiązania:
https://bibliotekanauki.pl/articles/1045510.pdf
Data publikacji:
2014-01-01
Wydawca:
Uniwersytet im. Adama Mickiewicza w Poznaniu
Tematy:
language
text
message
advertisement
persuasion
Opis:
The article is devoted to a linguistic analysis of sale advertisements for women’s clothing. The main purpose of the article is to identify the means used by the authors of advertisements for women’s clothing in order to encourage the customers to make purchase. The study concentrates on the linguistic and visual aspects of the discussed microtexts. Firstly, the conducted studies have showed that the authors of advertisements try to establish dialog with an addressee of their message by the use of question forms or imperative mode. Secondly, a macroact which is the advertisement of clothing, can be composed of at least nine microacts that are intended to encourage, praise, advise or promise. In order to achieve this, the advertisers use statements, abuse exclamations, emoticons, create messages that are informatively worthless. Thirdly, the authors of advertisements attach great attention to the aspect of credibility of the message, and because of that often direct attention to well-known persons, institutions or the terms of warranty. The conducted study has demonstrated that language is a basic and most important tool in constructing effective advertising messages.
Źródło:
Poznańskie Studia Polonistyczne. Seria Językoznawcza; 2014, 21, 1; 63-73
1233-8672
2450-4939
Pojawia się w:
Poznańskie Studia Polonistyczne. Seria Językoznawcza
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Reklama w świetle legendy. „Dźwignia” Rafała Wojaczka
Rafał Wojaczek: Advertisement in the Light of a Legend
Autorzy:
Pertek, Grzegorz
Powiązania:
https://bibliotekanauki.pl/articles/1389801.pdf
Data publikacji:
2014-01-01
Wydawca:
Uniwersytet im. Adama Mickiewicza w Poznaniu
Tematy:
advertisement
reception
marketing
notebook
legend
Opis:
The article entitled “Rafał Wojaczek: Advertisement in the Light of a Legend” is the first part of a draft which tries to describe a breakthrough moment, in which the biography of Rafał Wojaczek coincides with the beginning of his literary output. The author makes a central point of the formula: “advertisement is the engine of trade” (appearing in the notebook collecting his early poetical notes from the period of studies at Polish philology), which is placed in contrast to the statement by Julian Przyboś: “the art of a poem is the engine of poetry”. The author, examining the earlier editions of Wojaczek’s poems explains (using the sociological and philosophical apparatus) the mechanisms conditioning the phenomenon of the reception of his poetry. At the same time, he launches the notion of pre-reception, which—being a labile notion, situated in the borderland between reception and advertise-ment—indicates a dual position of an object, to which the pre-reception refers (presence and absence at the same time). This, in turn, announces the poetic strategy of Wojaczek, embracing the form and the subject matter of a poem (expressiveness against a precise structure of a poem), and foretells a subsequent part focusing on the question of the actual reception, taking into consideration the somatic character of his output as well as its autothematic involvement.
Źródło:
Poznańskie Studia Polonistyczne. Seria Literacka; 2014, 24; 333-353
1233-8680
2450-4947
Pojawia się w:
Poznańskie Studia Polonistyczne. Seria Literacka
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Mass media i reklama a choroby cywilizacyjne: anoreksja i bulimia
Mass media and advertisement in the emergence of diseases of civilization: anorexia and bulimia
Autorzy:
Dycht, Marzena
Marszałek, Lidia
Powiązania:
https://bibliotekanauki.pl/articles/496471.pdf
Data publikacji:
2011
Wydawca:
Towarzystwo Naukowe Franciszka Salezego
Tematy:
mass-media
advertisement
anorexia
bulimia
Opis:
Many educators, psychologists, sociologists and representatives of other social sciences draws attention to the increasing destruction of the body, mind and psyche of modern man. Support of this view may be that the emergence of an increasing number of disorders, mental illness and irrational behavior of people. Anorexia and bulimia have existed for many years, but in modern times, their range is seriously exacerbated. Contemporary media greatly determine the functioning and human development. Their unique position stems primarily from the fact that almost every man is still dependent on the main channel of global communication. New information technologies are global in nature, take a significant role in creating a culture of twenty-first century. They shape relationships, form a political and economic life of countries, develop personal patterns. Article covers the importance of developing issues of mass media for the spread of the phenomenon of anorexia and bulimia.
Źródło:
Seminare. Poszukiwania naukowe; 2011, 30; 147-158
1232-8766
Pojawia się w:
Seminare. Poszukiwania naukowe
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Wpływ emocji na ocenę i pamięć reklamy: badania w paradygmacie wstecznego kształtowania pamięci
The effect of emotions on evaluation and memory of print advertisement: An empirical study in the backward framing paradigm
Autorzy:
Falkowski, Andrzej
Grochowska, Alicja
Powiązania:
https://bibliotekanauki.pl/articles/2128659.pdf
Data publikacji:
2019-03-28
Wydawca:
Katolicki Uniwersytet Lubelski Jana Pawła II. Towarzystwo Naukowe KUL
Tematy:
memory distortion
emotional network
advertisement
Opis:
Prezentowane badanie składało się z dwu części. W pierwszej z nich zostało sprawdzone, jak emocje wpływają na ocenę reklamy, ocenę marki i pamięć informacji o produkcie. Druga część dotyczyła wstecznego kształtowania pamięci: odpowiadała na pytanie, jak zostaje zniekształcona pamięć ocen marki, ocen produktu i informacji o produkcie pod wpływem później napływającej informacji, w zależności od siły emocji, jakie wzbudza reklama. Zastosowano dwa konteksty spostrzegania reklamy: spostrzeganie reklamy ze względu na jej atrakcyjność oraz markę. Wykorzystano trzy reklamy: autobiograficzną odnoszącą się do wspomnień pozytywnych, autobiograficzną odnoszącą się do wspomnień negatywnych i neutralną nieautobiograficzną. Jako informację zniekształcającą wykorzystano inną formę komunikatu perswazyjnego (ulotka reklamowa). Wyniki wykazały wpływ treści autobiograficznych na emocje wywołane reklamą oraz na oceny reklamy i marki. Pamięć reklam wywołujących silniejsze emocje ulegała mniejszym zniekształceniom niż pamięć reklam wywołujących emocje słabsze.
The study consisted of two parts. In the first part, the influence of emotions on evaluation of advertisement and on memory of brand claims has been examined. The second part was designed in the backward framing paradigm: memory distortions of ad evaluation and of brand claims have been examined in the conditions of weak and strong emotions, depending on the strength of emotions elicited by the ad. The study was designed in the 2x3 paradigm. Two contexts of ad perception: addirected and brand-directed processing, and three ads: autobiographical appealing to positive memories, autobiographical appealing to negative memories, and non-autobiographical, were used. Another form of advertisement was used as a post event information. The results showed the influence of autobiographical ad on emotions elicited by the ad and on evaluation of ad and brand. Memory of ads eliciting stronger emotions was less distorted than in the case of ads eliciting weaker emotions.
Źródło:
Roczniki Psychologiczne; 2008, 11, 2; 107-136
1507-7888
Pojawia się w:
Roczniki Psychologiczne
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Projekt stanowiska Sejmu w sprawie o sygn. akt K 12/16
Sejm draft position on the case concerning the Act on Combating Unfair Competition (Ref. No. K 12/16)
Autorzy:
Brzozowski, Wojciech
Powiązania:
https://bibliotekanauki.pl/articles/2216699.pdf
Data publikacji:
2016
Wydawca:
Kancelaria Sejmu. Biuro Analiz Sejmowych
Tematy:
Constitutional Tribunal
competition
advertisement
offences
Opis:
In this draft position the author states that one of the provisions of the Act on combating unfair competition, concerning criminal liability for acts of dishonest competition in the field of advertising, is inconsistent with the Constitution. First, it provides an open catalogue of punishable acts, which violates the standard of specificity of criminal law. Second, the required elements of an offence were not sufficiently defined and they leave a subject of law in doubt as to whether his or her actions might result in criminal liability. Declaring the contested provision to be inconsistent with the Constitution eliminates the necessity of examining its conformity with Article 7 of the European Convention of Human Rights. Since in the examined case the constitutional standard and the international standard are practically the same, the proceedings regarding the latter should be discontinued.
Źródło:
Zeszyty Prawnicze BAS; 2016, 4(52); 191-211
1896-9852
2082-064X
Pojawia się w:
Zeszyty Prawnicze BAS
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Język reklam standaryzowanych
The Language of Standardised Advertisements
Autorzy:
Burdukiewicz, Aleksandra Anna
Powiązania:
https://bibliotekanauki.pl/articles/484727.pdf
Data publikacji:
2013
Wydawca:
Uniwersytet Warszawski. Wydział Dziennikarstwa, Informacji i Bibliologii
Tematy:
standardized advertisement
local advertisement
language
cultural differences
reklama standaryzowana
reklama lokalna
język
różnice kulturowe
Opis:
The aim of the paper is to analyze cultural differences in press advertisements from weekly magazines “Wprost” and “Time” (from the years 2003–2004). Both standardized and local (only for the Polish market) advertisements were analyzed. In the language of local ads, the features of Polish language and culture were noted: an open and spontaneous expression of emotions, as well as formulating advice to a potential client, using the imperative mode. In the case of standardized advertising, appealing to emotions and feelings distinguished the Polish version of advertisements from the English ones.
Celem artykułu jest prezentacja różnic kulturowych w reklamach prasowych pochodzących z tygodników „Wprost” i „Time” z lat 2003−2004. Analizie poddane zostały zarówno teksty reklam standaryzowanych, jak i lokalnych (kierowanych wyłącznie na rynek polski). W języku reklam lokalnych zauważono cechy polskiej kultury i języka: otwarty i spontaniczny sposób wyrażania emocji, a także formułowanie rad kierowanych do potencjalnego klienta za pomocą trybu rozkazującego. W przypadku reklam standaryzowanych, tym, co odróżnia polskie wersje językowe od angielskich, jest odwoływanie się nadawcy do emocji i odczuć odbiorców.
Źródło:
Studia Medioznawcze; 2013, 3 (54); 131-148
2451-1617
Pojawia się w:
Studia Medioznawcze
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
O konstruowaniu wizualności jako integralnym elemencie polskiej reklamy prasowej
The construction of visuality as an integral element of the Polish press advertisement
Autorzy:
MYŚLAK, DOMINIKA AGATA
Powiązania:
https://bibliotekanauki.pl/articles/546544.pdf
Data publikacji:
2015
Wydawca:
Uniwersytet Warmińsko-Mazurski w Olsztynie
Tematy:
advertising
visuality
press advertisement in Poland
Opis:
In the article the author adresses the issue of visuality of press advertisement by adhering to such elements as logotype, colour palette, photography and typeface. The author argues that all those elements should cooperate and guarantee the achievement of a desired effect, including the aesthetic one. In the author’s judgement, the message sent by the advertisement is more powerful when its creators use their knowledge of the psychology of perception. It turns out that in today’s press advertisements two techniques (recommendation and demonstration) are most commonly used alongside simple advertising patterns. The colour palette is quite limited and the designers highlight the contrasting combinations, which may be come as a result of the authors’ reliance on the proven solutions. When it comes to the language of the advertisements, neologisms occur rarely as the audience answers better to clichés.
Źródło:
Civitas et Lex; 2015, 4(8); 17-31
2392-0300
Pojawia się w:
Civitas et Lex
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Kultura polityczna a możliwość odmowy publikacji w prasie reklam i prywatnych ogłoszeń
Autorzy:
Gołda-Sobczak, Maria
Powiązania:
https://bibliotekanauki.pl/articles/2231130.pdf
Data publikacji:
2014-06-30
Wydawca:
Wydawnictwo Adam Marszałek
Tematy:
Advertisement
European Union
political culture
announcements
Opis:
The problem of the opportunity to place advertisement in mass media has been analysed both by Polish courts and the European Court of Human Rights only with regard to the content of said advertisement and its reference to current legal advertising bans. However, there occurred a significant problem not only from the point of view of the freedom of press, but also civil liberties, namely that of presenting advertisement undesired by newspaper editors. Cases tried by Polish courts, one being subject to analysis of the European Court of Human Rights, prove that within the scope of placing advertisement the voice of publishers and editors is decisive. Any citizen referring to the freedom of speech stands no chance that the content of advertisement presented by them will be published. Free press is to be free to choose advertisement, and what’s crucial here is the economic freedom of contract. tantamount to conceding that this norm ceases to exist, but only affirms that it cannot be applied.
Źródło:
Themis Polska Nova; 2014, 1(6); 175-185
2084-4522
Pojawia się w:
Themis Polska Nova
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Controversial advertising of medicines. A comparison between Poland and the United States
Autorzy:
Makowska, Marta
Powiązania:
https://bibliotekanauki.pl/articles/653027.pdf
Data publikacji:
2018
Wydawca:
Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
Tematy:
pharmaceutical industry
advertisement
drugs
law
ethics
Opis:
For many years, the subject of aggressive marketing campaigns conducted by pharmaceutical companies has been raised in Poland. Drug ads are everywhere, on television, the radio, magazines and on the Internet. Therefore, it is extremely important is to ensure both their legal and ethical dimension. This article will present the differences between direct-to-consumer advertising of medicines in Poland and in the US. The dissimilarities result mainly from differences in legislation. In Poland, the law is much stricter than in the US. For example, in the United States companies are allowed to advertise prescription drugs directly to patients. In the whole of the European Union, and thus in Poland, it is strictly prohibited. The article will also present other regulations existing in Poland and in the United States and it will compare them. It will offer examples of violations of the law and ethics in the advertising of medicine in both countries. Lastly, it will briefly outline the negative consequences of unacceptable pharmaceutical marketing.
Źródło:
Annales. Etyka w Życiu Gospodarczym; 2018, 21, 5; 67-79
1899-2226
2353-4869
Pojawia się w:
Annales. Etyka w Życiu Gospodarczym
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Zu Funktionen von Phraseologismen und phraseologischen Modifikationen in deutschen und polnischen Werbeanzeigen
Functions of Phrasemes and Their Modifications in Polish and German Press Advertisements
Autorzy:
Majnusz-Stadnik, Mariola
Powiązania:
https://bibliotekanauki.pl/articles/504732.pdf
Data publikacji:
2014
Wydawca:
Komisja Nauk Filologicznych Polskiej Akademii Nauk, Oddział we Wrocławiu
Tematy:
phraseme
phraseme modification
press advertisement
functions
Opis:
The aim of this paper is to determine the functions of phrasemes and their modifications in press advertisements. To ensure solid foundations for the above mentioned intention, the functions have been divided into 1) the ones resulting from the function of advertisements, and 2) the ones resulting from phraseme functions. Phrasemes in their “nature” contribute to the fact that thanks to their known form, addressees memorise the advertising message more quickly, because phrasemes become more quickly acquired thanks to the fact that they are based on well-known and recorded in the memory patterns, or thanks to associating the new elements of the phraseme with the old ones. In this way the effort necessary for fixing the new information in the memory is reduced. Thanks to their commonly known and unique form, phrasemes increase the reliability of the phrase and evoke positive emotions among potential customers. Besides, phrasemes and their modifications often perform advertising functions. First, thanks to the use of a commonly known phrase or a skillfully transformed modification, they focus potential customers’ attention on themselves, inviting them in this way to get to know the advertising text in more detail. Second, they may become informed not only about the existence of a product, but also about product or service benefits. Third, they may provide potential customers with the arguments supporting the idea of the product purchase. Besides, in the epoch of information overload and advertisements, advertisement creators conveying their message need to provide enjoyable entertainment to customers. Phrasemes and their modifications in advertisements perform this function, too.
Źródło:
Academic Journal of Modern Philology; 2014, 3; 27-42
2299-7164
2353-3218
Pojawia się w:
Academic Journal of Modern Philology
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Funkcjonowanie koloru w rosyjskiej przestrzeni lingwokulturowej
Autorzy:
Narloch, Andrzej
Powiązania:
https://bibliotekanauki.pl/articles/1052515.pdf
Data publikacji:
2019-12-15
Wydawca:
Wyższa Szkoła Gospodarki w Bydgoszczy. Wydawnictwo Uczelniane
Tematy:
semiotics
color
system relations
linguoculture
metaphor
advertisement
Opis:
The color in the culture of many nations plays an important role and is an important component of human functioning. In the names of colors reflected is the conceptualization of the world of colors seen through the prism of culture. This article analyzes the color lexis and its place in the Russian linguo-cultural area. The subject of the research is color semiotics on various levels of human activity. Moreover, the analysis has shown that the names of colors are not only a semiotic carrier of a specific color spectrum, but also a sign determining human preferences, their worldview, religion or social attitude.
Źródło:
Heteroglossia- studia kulturoznawczo-filologiczne; 2019, 9; 81-94
2084-1302
Pojawia się w:
Heteroglossia- studia kulturoznawczo-filologiczne
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Google AdWords advertising in higher education marketing
Autorzy:
Dawidziuk, R.
Powiązania:
https://bibliotekanauki.pl/articles/213763.pdf
Data publikacji:
2012
Wydawca:
Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
Tematy:
advertisement
Google AdWords search
marketing of universities
Opis:
In the long run, prestige does play an important role in building a university's brand from the point of view of both management and students, alumni in particular. Prestige is built by the academic staff, programmes of studies, and the learning conditions, to name the most important factors. A programme of studies is a distinctive element that sets a university apart from the competition, and by doing so decides about its competitive advantage. In the context of higher education marketing, it is also important to remember about the already mentioned process of adjusting programmes of studies to the labour market requirements.
Źródło:
Prace Instytutu Lotnictwa; 2012, 5 (226); 123-129
0509-6669
2300-5408
Pojawia się w:
Prace Instytutu Lotnictwa
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Old age – „how beautiful to be yourself”
Autorzy:
Zakowicz, Ilona
Powiązania:
https://bibliotekanauki.pl/articles/628418.pdf
Data publikacji:
2011
Wydawca:
Fundacja Pro Scientia Publica
Tematy:
old age, elderly, body, advertisement, appearance, aestheticization
Opis:
in every given period one can observe different attitudes towards old age, death and the elderly, which are shown through varied stances and ideas about this specific period of human life. The reality of the xxicentury often regarded as “vision-centric” is dominated by the cult of beauty and youth which creates increasingly demanding requirements, rela-ted mainly to the attractiveness of appearance, of the body – especially the one belonging to the elderly. The increase in the number of senior citizens compared to the rest of the society that can be witnessed nowadays leads to the elderly being amore carefully examined social group. Mediated by the media discourse the images of the elderly are becoming more common and therefore the author’s attempt at reconstructing the postmodern strategy of the rendering of late adulthood seems to be an interesting and important topic to consider.
Źródło:
Journal of Education Culture and Society; 2011, 2, 2; 47-54
2081-1640
Pojawia się w:
Journal of Education Culture and Society
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Literarische Ausdrucksmittel bei der Übersetzung von Werbung aus didaktischer Perspektive.
Literariness of the advertisement in the translation training.
Autorzy:
Fišer, Zbyněk
Powiązania:
https://bibliotekanauki.pl/articles/914290.pdf
Data publikacji:
2017-01-10
Wydawca:
Uniwersytet im. Adama Mickiewicza w Poznaniu
Tematy:
translation of advertisement
translatory training
creative translation.
Opis:
The author shows the methods, technics and principles of the developing oft the translatory competences on the concrete translation of the advertisement with the outstanding intertextuality. His didactic model of the transtatory training gives accent on the unambiguous definition of the target recipient of the advertisement and the connection both of them the esthetic and persuasive functions in the target text for the target culture, which is impossible without the creative mind and creative language performance of the translator.
Źródło:
Glottodidactica. An International Journal of Applied Linguistics; 2016, 43, 2; 95-106
0072-4769
Pojawia się w:
Glottodidactica. An International Journal of Applied Linguistics
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Reklama handlowa na łamach lwowskiej „Gazety Kościelnej” w okresie od 1900 do 1939 r. : (na przykładzie wybranych roczników)
Commercial advertisement in the Lviv “Gazeta Kościelna” in the period from 1900 to 1939 : (based on the selected years)
Autorzy:
Przywara, Agnieszka
Powiązania:
https://bibliotekanauki.pl/articles/2046932.pdf
Data publikacji:
2020
Wydawca:
Instytut Teologiczno-Pastoralny im. św. bpa Józefa Sebastiana Pelczara
Tematy:
„Gazeta Kościelna”
polskie czasopisma katolickie
reklama prasowa
ogłoszenie reklamowe
“Gazeta Kościelna”
Polish Catholic magazines
press advertisement
advertisement
Opis:
Advertising has been around for a very long time. Initially in a non-written form, consisting in verbally praising goods and services, it has over time transformed into an ever-present medium. The greatest development of advertising took place at the turn of the 19th and 20th centuries, with the spread of the press. Advertising found its place in practically every magazine, regardless of the profile. Numerous advertising inserts can also be found in „Gazeta Kościelna”, which had been published in Lviv in the years 1893-1939. They mainly concerned services and articles related to the subject of the magazine, i.e. they were addressed to the clergy. Over time, the Lviv weekly also began to publish advertisements related to other industries not related to the magazine’s profile, also finding recipients among secular readers. The analysis of advertisements published in “Gazeta Kościelna” in the years 1900-1939 made it possible to track not only changes in the type of advertisements published, but also to which target group they could be addressed to.
Źródło:
Resovia Sacra : Studia Teologiczno-Filozoficzne Diecezji Rzeszowskiej; 2020, 27; 387-408
1234-8880
Pojawia się w:
Resovia Sacra : Studia Teologiczno-Filozoficzne Diecezji Rzeszowskiej
Dostawca treści:
Biblioteka Nauki
Artykuł
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