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Tytuł:
Pozarynkowa wartość dodana reklam komercyjnych
Non-market added value of commercial advertisements
Autorzy:
Jasielska, Aleksandra
Maksymiuk, Renata Anna
Powiązania:
https://bibliotekanauki.pl/articles/425641.pdf
Data publikacji:
2014
Wydawca:
Szkoła Główna Handlowa w Warszawie
Tematy:
commercial advertisements
social changes
cultural changes
social impact of commercial advertisements
cultural impact of commercial advertisements
consumer education
Opis:
Advertising is a common part of everyday life. Because of that it is considered as a social and cultural phenomenon. It is also connected with a fact, that consequences of advertising are not only intentional (as in economy) but also unintentional. The last effects may be a cause of social and cultural changes, which can be negative or positive. First of all, the negative aspect of advertising's social and cultural impact is often analyzed by critics, but positive is usually omitted. This article presents both of them in three spheres: promotion of esthetic standards, language changes and modeling social behavior, in order to show that we need to maximize advantages and to reduce disadvantages. The presented analysis has the practical implications for the consumer education. It is very important to include social and cultural impact of advertising in consumer socialization, because well educated consumer is an important element of mechanisms of controls of advertising.
Źródło:
e-mentor. Czasopismo naukowe Szkoły Głównej Handlowej w Warszawie; 2014, 3 (55); 72-79
1731-6758
1731-7428
Pojawia się w:
e-mentor. Czasopismo naukowe Szkoły Głównej Handlowej w Warszawie
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Figury retoryczne w dyskursie perswazyjnym – konfrontacja na podstawie analizy reklam polskich, włoskich i francuskich
Autorzy:
Dolata-Zaród, Anna
Pastucha-Blin, Agnieszka
Powiązania:
https://bibliotekanauki.pl/articles/2089942.pdf
Data publikacji:
2021-09-25
Wydawca:
Uniwersytet Warmińsko-Mazurski w Olsztynie
Tematy:
rhetorical figures
persuasion
discourse
advertisements
Opis:
The aim of the present article is to offer a comparative analysis of advertising discourse with regard to the presence and classification of rhetorical figures as an efficient strategy of persuasion. Short commercial texts extracted directly from trade offers of producers, sales companies and online shops, as well as advertisements published on websites and in on-line versions of magazines have been analyzed. Due to limited textual capabilities, we have decided to restrict the scope of the analysis to texts which promote cosmetic products, as well as those that advertise various beauty treatments as a means of improving the appearance and well-being of contemporary women. In order to fully demonstrate the comparative aspect of the study, we have analyzed advertisements of the same products (of commonly known brands) in three linguistic versions, Polish, Italian and French, thus indicating the differences and similarities stemming from the employment of rhetorical figures.
Źródło:
Acta Neophilologica; 2021, 2, XXIII; 7-20
1509-1619
Pojawia się w:
Acta Neophilologica
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Komercyjna waloryzacja gwary śląskiej w reklamowej narracji
Commercial valorization of the silesian dialect in the narration of advertisements
Autorzy:
Łuc, Izabela
Powiązania:
https://bibliotekanauki.pl/articles/2117231.pdf
Data publikacji:
2018-12-30
Wydawca:
Uniwersytet w Białymstoku. Wydawnictwo Uniwersytetu w Białymstoku
Tematy:
silesian dialect
narration of advertisements
valorization
Opis:
Taking into account that a dialect is a certain type of stylistic-communicative, semantic-cultural and functional category the aims of this article constitute: 1) an attempt to settle the matter of commercial valorization of dialect and its meaning towards the culture, language and communication, and 2) an illustration of the selected advertisement mechanisms connected with the ways of introducing a code, specific to the dialect and emphasizing the value of the product. The advertisements in which the textual valorization of dialect indicators is revealed, supported by structural indicators (dialogues, the presence of the narrator/narrators, the composition of utterances which include expressively marked text operators – modulants and lexical collocations subjected to the persuasive procedures) were described by the exploitation of pragmalinguistic and cognitive (theory of meaning fields) research conceptions with their methodological solutions.
Źródło:
Białostockie Archiwum Językowe; 2018, 18; 139-161
1641-6961
Pojawia się w:
Białostockie Archiwum Językowe
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
‘Nominations and applications invited’ - textual conventions of academic discourse reflected in academic job ads
Autorzy:
Łącka-Badura, Jolanta
Powiązania:
https://bibliotekanauki.pl/articles/577187.pdf
Data publikacji:
2012
Wydawca:
Polska Akademia Nauk. Czytelnia Czasopism PAN
Tematy:
business discourse
academic discourse
job advertisements
Opis:
This paper aims at investigating whether the linguistic strategies and features generally attributed to academic discourse are reflected in the texts of online academic job postings, and if so, to what degree such elements make academic job ads different from their corporate counterparts. This corpus-based study focuses on job advertisements understood as samples of written academic and corporate discourses. The function that academic job postings perform for academic communities may be considered parallel to the role that recruitment ads announcing business-related positions play in corporate communities. This functional homogeneity is reflected in numerous similarities between the textual strategies used in both sub-corpora. The more ‘academic’ character of academic job postings manifests itself primarily through a higher degree of grammatical formality, and limited use of the personal voice and explicit persuasion.
Źródło:
Linguistica Silesiana; 2012, 33; 173-201
0208-4228
Pojawia się w:
Linguistica Silesiana
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
(Un)Übersetzbare Anglizismen in deutschen Stellenanzeigen
(Un)translatable Anglicisms in German Job Advertisements
Autorzy:
Knychalska, Maja
Powiązania:
https://bibliotekanauki.pl/articles/16445445.pdf
Data publikacji:
2023-07-09
Wydawca:
Uniwersytet Wrocławski. Oficyna Wydawnicza ATUT – Wrocławskie Wydawnictwo Oświatowe
Tematy:
anglicisms
borrowings
job advertisements
Anglizismen
Entlehnungen
Stellenanzeige
Opis:
Dieser Artikel konzentriert sich darauf, den Trend des Auftretens von Anglizismen zu skizzieren und die Erwünschtheit und Notwendigkeit ihrer Verwendung in der aktuellen Sprache der deutschen Stellenanzeigen zu bestimmen. Der Beitrag umfasst den theoretischen Aspekt der beschriebenen Problematik und deren empirische Analyse, die in einer tabellarischen Form englische Bezeichnungen mit ihren deutschen Äquivalenten zusammenstellt. Das Phänomen der Entlehnung wird im Hinblick auf seine Normativität in der Sprache des Empfängers untersucht. In der Studie werden zwei Berufsgruppen einander gegenübergestellt: diejenigen, für die die Kenntnis einer zweiten Sprache als Vorteil angesehen wird, und eine zweite Gruppe, die in einem internationalen Umfeld arbeitet und daher mehrsprachig ist. Das untersuchte Material ist eine Auswahl von Stellenangeboten aus dem letzten Quartal 2022, die dem deutschen Online-Portal Indeed entnommen wurden. Bei der tabellarischen Darstellung zielt die Autorin darauf ab, den Inhalt des englischen Vokabulars in deutsche Zielbegriffe zu übertragen, wobei die ursprüngliche Bedeutung erhalten bleibt und die Äquivalente in der Sprache des Empfängers verwendet werden.
This article focuses on outlining the trend of the appearance of Anglicisms and determining the desirability and necessity of their use in the current language of German job advertisements. The study covers the theoretical aspect of the issue described and its empirical analysis, presented in the form of a tabular layout of German-language equivalents to foreign-English terms. The phenomenon of borrowing will be examined in terms of its normativity in the language of the recipient. The study juxtaposes two professional groups – those for whom knowledge of a second language is regarded as an asset, and a second group – those working in an international environment – and thus having plurilingual status. The material studied is a selection of job offers from the last quarter of 2022 sourced from the German online portal Indeed. In the tabular summary, the author aims to translate the content of the English vocabulary into German target terms preserving their original meaning, being their equivalents in the language of the recipient.
Źródło:
Linguistische Treffen in Wrocław; 2023, 23; 261-277
2084-3062
2657-5647
Pojawia się w:
Linguistische Treffen in Wrocław
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Názvy ceských politických stran jako součást marketingové strategie
The names of Czech political parties as part of the marketing strategy
Autorzy:
Srpová, Hana
Powiązania:
https://bibliotekanauki.pl/articles/615225.pdf
Data publikacji:
2015
Wydawca:
Uniwersytet Opolski
Tematy:
Czech political parties
marketing strategy
advertisements
chrematonym
Opis:
The objective of this text is a linguistic (mostly lexical) characteristic of the individual names of Czech political parties that participated in the elections to the Parliament of the European Union in 2014. First, the electoral political propaganda is specified as original, and yet the typical kind of marketing communication. Each of the names (chrematonyms) is subsequently classified in terms of their form, but also the content, i.e. according to their key words. Through quantitative and qualitative analysis, the motivation of the naming process is specified in connection with its objective, i.e. to influence potential voters (similarly as a producer or trader are trying to persuade the consumer to buy a commercial product).
Źródło:
Stylistyka; 2015, 24; 87-99
1230-2287
2545-1669
Pojawia się w:
Stylistyka
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Reklama a ćas
Autorzy:
SRPOVA, HANA
Powiązania:
https://bibliotekanauki.pl/articles/957696.pdf
Data publikacji:
2007
Wydawca:
Uniwersytet Opolski
Tematy:
contemporary Czech advertisements
1930-1939 Czech advertisements
non-verbal means of expression
verbal means of expression
popular strategies
Opis:
The article compares old Czech printed advertisements (from the 30s of the 20,h centu- ry) with contemporary ones. Non-verbal means of expression were limited to black and white colours, various letter types and pictures (rather drawings than paintings and photo- graphs). Texts, written always in standard Czech, used mostly imperative, present tense, second person plural, third persons singular and plural, and various verbal and morpholo- gical means of intensification. Interested only in figures, the authors of old advertise- ments ignored tropes (frequent in contemporary ones), and they used rhyme rarely. Only several texts included slogan and company’s logo. The popular strategies were fear, experts' recommendation, company tradition and export of the product.
Źródło:
Stylistyka; 2007, 16; 443-454
1230-2287
2545-1669
Pojawia się w:
Stylistyka
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Schokoladenwerbung in der Presse der Freien Stadt Danzig. Textlinguistische Einblicke
Chocolate advertising in press of the Free City of Danzig. Text linguistics insights
Autorzy:
Turska, Marta
Powiązania:
https://bibliotekanauki.pl/articles/2053320.pdf
Data publikacji:
2021-11-08
Wydawca:
Uniwersytet Gdański. Wydawnictwo Uniwersytetu Gdańskiego
Tematy:
Werbeanzeigen
Textsorten
Danzig
Intertextualität
advertisements
text types
intertextuality
Opis:
Im Fokus der vorliegenden Uberlegungen steht die Schokoladenwerbung, die in der Tagespresse der Freien Stadt Danzig veroffentlicht wurde. Aus textlinguistischer Perspektive wird das Problem der Textsorte mit ihren Eigenschaften kurz beleuchtet. Ferner werden die Strategien dargestellt, die in den untersuchten Werbeanzeigen verwendet wurden. Es wird auf intertextuelle Beziehungen der Werbeanzeigen sowie auf die Verflechtung der Werbung mit dem soziokulturellen, politischen und wirtschaftlichen Kontext verwiesen.
The present considerations focus on chocolate advertising published in daily press of the Free City of Danzig. The concept of the type of text and its characteristics are examined from a text-linguistics perspective. Besides, the strategies used in the studied advertisements are presented. There are also pointed out some intertextual relations of the advertisements as well as the interweaving of advertising with socio-cultural, political and economic contexts.
Źródło:
Studia Germanica Gedanensia; 2021, 45; 48-59
1230-6045
Pojawia się w:
Studia Germanica Gedanensia
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Contributory Factors To The Unemployment Among Graduates In The Labour Market Of The Silesian Voivodeship And The City Of Bielsko-Biała
Autorzy:
Świeboda, Wioletta
Powiązania:
https://bibliotekanauki.pl/articles/476235.pdf
Data publikacji:
2016
Wydawca:
Wyższa Szkoła Ekonomiczno-Humanistyczna w Bielsku-Białej
Tematy:
unemployment
job
Bielsko¬ Biała
job advertisements
job offers
Opis:
In this paper, the problem of entering the labour market by young people, in particular graduates, will be discussed. Obstacles and problems relating to the transition from education to career will be presented. Using the Central Statistical Office (GUS) data concerning Poland, the Silesian Voivodeship and the city of Bielsko-Biała, an attempt will be made to give an insight into the notion of unemployment itself. The author has also explored the concept of unemployment, which is presented on the basis of the data obtained from the Central Statistical Office on Polish, Silesian province and the city of Bielsko-Biała. The main objective of this work is to present the concept and the level of unemployment in the city of Bielsko-Biała by comparing the situation in the Silesian Voivodeship with the whole country. Apart from that, the feasible assistance of state-run institutions, including job centres, will be showed as well as the present legal aspects of the problem. The methods used in this paper include statistical devices pertaining to the unemployment in Poland. The theory being substantiated is that those poorly educated are the high-risk group in the context of becoming unemployed.
Źródło:
MIND Journal; 2016, 2; 1-12
2451-4454
Pojawia się w:
MIND Journal
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Negative Political Communication in Online Video Advertisements: Case Study of 2016 Lithuanian Parliamentary Election
Autorzy:
Šuminas, Andrius
Aleksandravičius, Arnas
Gudinavičius, Arūnas
Powiązania:
https://bibliotekanauki.pl/articles/514747.pdf
Data publikacji:
2017
Wydawca:
Uniwersytet Śląski. Wydział Nauk Społecznych
Tematy:
negativity
political communication
online video advertisements
election campaigns
Opis:
In the course of election campaigns politicians and political parties try their best to highlight their most favored topics that would help them draw public attention and increase people’s regard for specific political figures. In contrast to the positive communication content announced during an election campaign, candidates sometimes choose negative messages that focus on their opponents’ weaknesses (real or imagined) rather than their own strengths. The goal of this research is to identify the forms and means of negative communication used in political video advertisements during Lithuanian parliamentary election of 2016. To achieve our goal, we analyze the political video advertisements that were categorized as negative communication. We categorize and analyze those advertisements by using concepts of forms of negativity and targets of negativity. Our findings suggest that negative communication is being used by Lithuanian political organizations, but it is the positive one that is still dominant in political video advertisements. Despite that, negative aspects of communication are used by different parties, in diverse forms and for different targets.
Źródło:
Political Preferences; 2017, 14; 47-62
2449-9064
Pojawia się w:
Political Preferences
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Non-Commercial Advertisements: Multimodal Metaphor, Metonymy and Conceptual Blending at Work
Autorzy:
Ikere, Zaiga
Oļehnoviča, Ilze
Liepa, Solveiga
Powiązania:
https://bibliotekanauki.pl/articles/2129717.pdf
Data publikacji:
2021-09-30
Wydawca:
Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
Tematy:
conceptual blending
metonymy
multimodal metaphor
non-commercial advertisements
Opis:
Nowadays the omnipresence of advertisements, and the necessity of conscious and subconscious mental interpretation of their hidden messages, can hardly be overlooked. In the present article, the authors attempt to provide additional evidence for the role of multimodal metaphor, metonymy, and conceptual blending in hidden cognitive mechanisms involved in the understanding and/or the correct interpretation of printed non-commercial advertisements and their overall communicative effect thus brought about. The objective is to consider and analyse text-image non-commercial advertisements randomly retrieved from the Internet; the analysis is carried out from the cognitive perspective and aims at discussing the functions of multimodal metaphor, metonymy and conceptual blending as powerful mechanisms exploited for creative purposes in advertising texts and accompanying images, and thus in conveying the central ideas embedded in the adverts.
Źródło:
Research in Language; 2021, 19, 3; 305-314
1731-7533
Pojawia się w:
Research in Language
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Influence of outdoor advertisements on architecture in the City of Lublin
Wpływ zewnętrznych nośników reklamowe na architekturę miasta Lublin
Autorzy:
Kozak, Małgorzata
Powiązania:
https://bibliotekanauki.pl/articles/27314360.pdf
Data publikacji:
2022
Wydawca:
Politechnika Lubelska. Wydawnictwo Politechniki Lubelskiej
Tematy:
billboard
outdoor advertisements
building facades
visual pollution
destructive effect
Opis:
Polish cities are currently facing an issue of intrusive billboards obstructing the faacades of buildings. While the majority of articles on this subject focus on the negative impact this phenomenon, little attention is drawn to the destructive technical effects the advertisements have on the facades. This article addresses phenomenon of visual pollution examins the influence of based on the example of selected buildings located in Lublin’s City Centre. The article analyses the placement of advertising signs, and categorizes of most technical and social problems that it entails. The relation between the occurrence of outdoor advertising and the increase in anti-social behaviour in commercialised space, raised in the article, could be a very important topic for further research. The results of the conducted study reveal that the installation of advertising billboards irreversibly damages the facades of buildings, which is especially visible when the advertisements are removed. The article complements the study on outdoor advertising, drawing attention to one of its little-discussed, technical aspects. Consequently, it may serve as a starting point for further discussion on the subject.
Źródło:
Budownictwo i Architektura; 2022, 21, 3; 35--50
1899-0665
Pojawia się w:
Budownictwo i Architektura
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
IMPACT OF INDIVIDUAL CULTURAL DIFFERENCES ON TV COMMERCIALS’ EFFECTIVENESS
Autorzy:
Maral, Begüm
Baybars, Miray
Bayraktaroglu, Gül
Powiązania:
https://bibliotekanauki.pl/articles/450478.pdf
Data publikacji:
2010
Wydawca:
Uniwersytet Gdański. Wydawnictwo Uniwersytetu Gdańskiego
Tematy:
Effectiveness
TV Advertisements
Individual Cultural Traits
Emerging Market
Turkey
Opis:
Every nation has its own way of living, traditions, values, and norms. The cultural practices vary among the countries all over the world. The advertisement itself, the messages conveyed and the actors performing in it depend on the cultural characteristics of the country. The development level of the countries may have an impact on the cultural values of individuals; hence on the consumption behavior and marketing applications. Individual cultural differences may call for certain adaptations in the messages, content, and style of the advertisements for a certain target group. Depending on this view, this research tries to analyze the effects of individual differences on the advertising effectiveness in an emerging country, Turkey.. The effectiveness of each advertisement was measured in terms of the persuasiveness and liking. Furthermore, individual cultural differences were analyzed on two dimensions of masculinity and power distance, which were introduced by Hofstede (1983). All the masculinity statements were grouped under one factor whereas power distance statements were grouped under two subdimensions namely “trust for subordinates” and “obedience to authority”. The masculinity scale was found to create significant difference in the effectiveness of the advertisements. However, the power distance did not create any difference between the effectiveness levels. Individual cultural traits did not create any difference in the effectiveness of advertisements except in ads which carry masculine cues (called ‘masculine ads’ throughout the text). If the ad carried masculine cues, then, feminine individuals evaluated effectiveness of masculine ads significantly lower than did the masculine individuals.
Źródło:
International Journal of Emerging and Transition Economies (IJETE); 2010, 3, 2; 225-247
1308-2701
Pojawia się w:
International Journal of Emerging and Transition Economies (IJETE)
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Nazwy nosicieli cech jako przykład perswazyjnego wyzyskiwania kategorii słowotwórczych w tekstach reklam
Autorzy:
Rogowska-Cybulska, Ewa
Powiązania:
https://bibliotekanauki.pl/articles/677535.pdf
Data publikacji:
2013
Wydawca:
Polska Akademia Nauk. Instytut Slawistyki PAN
Tematy:
nomina attributiva
attributive names
word formation in text
persuasion
advertisements
Opis:
Attributive names as an example of the persuasive usage of the word formation categories in advertising textsThe article contains a description – based on selected examples – of different ways of a persuasive use of lexemes belonging (a real one or the one created for a specific advertising text) to a word formation category of the denominative names of the feature carrier: from the text updating of a systemic categorial meaning by its text change in relation to a systemic meaning to giving such a meaning to lexemes which, when it comes to word formation, are indivisible.
Źródło:
Slavia Meridionalis; 2013, 13
1233-6173
2392-2400
Pojawia się w:
Slavia Meridionalis
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
The effectiveness of celebrity endorsements in Polish magazines
Autorzy:
Kowalewska, Kinga
Powiązania:
https://bibliotekanauki.pl/articles/652821.pdf
Data publikacji:
2018
Wydawca:
Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
Tematy:
advertising
celebrity endorsement
press advertisements
trust and efficiency
advertising recall
Opis:
Due to several cognitive processes, celebrity endorsements are effective in increasing sales. The presence of a famous person in an advertisement can command extra attention which may translate into an increase in sales. The aim of the paper is to show the scale of popularity of endorsement in Polish press advertisements in selected magazines directed at different target groups. The study relies, in part, on qualitative content analysis, and uses a survey to determine the effectiveness of celebrity endorsement as a marketing strategy in building trust around a given brand or product and the credibility of an advertising message among its target audience. The final section of the research presents the recall rates for brands/product and their endorsers. Generally, it has been found that celebrity endorsement as a marketing strategy more popular in Poland than in the USA, and a number of particular criteria have to be met in order for it to be efficient. The data reveal that the names of the endorsing celebrities are more strongly associated with advertised products and brands, than the products or brands with their endorsers’ names.
Źródło:
Annales. Etyka w Życiu Gospodarczym; 2018, 21, 4; 31-44
1899-2226
2353-4869
Pojawia się w:
Annales. Etyka w Życiu Gospodarczym
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
The Image of Men in Advertising as Perceived by Polish Students of English Philology
Wizerunek mężczyzn w reklamie w opinii polskich studentek/studentów filologii angielskiej
Autorzy:
Papaja, Katarzyna
Świątek, Artur
Powiązania:
https://bibliotekanauki.pl/articles/2051866.pdf
Data publikacji:
2021-12-15
Wydawca:
Ateneum - Akademia Nauk Stosowanych w Gdańsku
Tematy:
advertising
images
slogans
perception of advertisements
reklama
wizerunek
slogany
postrzeganie reklam
Opis:
Images presented in advertisements are very powerful and have huge impact on our perception of the world. The roles of women and men have changed within the last decade and therefore it is worth investigating the way they are perceived in advertising. The purpose of our study was twofold. First, we aimed to find out how Polish students from the English Department at a tertiary level institution in Poland, who are mainly females, perceive the image of a man in advertising. Our second purpose was to analyse their reception of slogans used in the advertisements. In order to find out the answers to our research questions concerning the image of males in advertising as well as language of advertising, we have decided to design a special questionnaire in which the students were asked to comment on advertisements associated with particular image concerning men. The advertisements had been chosen in relation to the categories established by Frith and Müeller (2010). While analysing the data we decided to use these categories, which are to be described in the theoretical part of the article. The obtained data has allowed us to find out what the image of a man is and what kind of language is used to make the advertisements effective.
Wizerunki prezentowane w reklamach są bardzo mocne i mają ogromny wpływ na nasze postrzeganie świata. Role kobiet i mężczyzn zmieniły się w ciągu ostatniego dziesięciolecia i dlatego warto zbadać sposób, w jaki są one postrzegane w reklamie. Cel naszego badania był dwojaki. Po pierwsze, chcieliśmy dowiedzieć się jak polscy studenci anglistyki, którymi są głównie kobiety, postrzegają wizerunek mężczyzny przedstawiany w reklamie. Naszym drugim celem była analiza postrzegania przez studentki sloganów zastosowanych w reklamach. W celu zebrania odpowiedzi na nasze pytania badawcze dotyczące wizerunku mężczyzn w reklamie, a także języka reklamy, postanowiliśmy przygotować specjalny kwestionariusz, w którym studentki były proszone o skomentowanie reklam związanych z danym wizerunkiem dotyczącym mężczyzn. Reklamy zostały wybrane na podstawie kategorii ustalonych przez Frith i Müeller (2010). Podczas analizy danych postanowiliśmy wykorzystać te kategorie, które opiszemy w części teoretycznej naszego artykułu. Uzyskane dane pozwoliły nam dowiedzieć się jaki jest wizerunek mężczyzn w reklamie oraz jaki rodzaj języka sprawia, że reklamy są skuteczne.
Źródło:
Forum Filologiczne Ateneum; 2021, 9, 1; 37-59
2353-2912
2719-8537
Pojawia się w:
Forum Filologiczne Ateneum
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Safe drive, save life. English as a tool in the promotion of social change in India’s public space
Autorzy:
Dąbrowska, Marta
Powiązania:
https://bibliotekanauki.pl/articles/2054308.pdf
Data publikacji:
2021
Wydawca:
Polska Akademia Nauk. Czytelnia Czasopism PAN
Tematy:
Indian English
linguistic landscape
public service advertisements
rhetoric of social intervention
Opis:
English in India evokes connotations of worldliness, education, class, and power. Although many less socially fortunate groups lack in the English language competence, its presence in the Indian street is increasing, and not only in the context of tourism and marketing. The investigation of the linguistic landscapes of a number of localities in northern India will focus on public service advertisements written in English which convey guidelines for the creation of a healthier Indian society. The study, informed by the rhetoric of social intervention approach, investigates the choice and the frequency of the persuasive rhetorical devices used in the texts. It also discusses which of the three modes of persuasion typically underlie the analysed advertisements, thereby highlighting the preferred approach to tackling local issues and, indirectly, contributing to strengthening the role of English through the positive perception of the messages conveyed.
Źródło:
Linguistica Silesiana; 2021, 42; 153-179
0208-4228
Pojawia się w:
Linguistica Silesiana
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
The Language-Based Recruitment of Migrants to Online Surveys with Facebook Advertisements: A Comparative Assessment from Three Geographical Contexts
Autorzy:
Ryndyk, Oleksandr
Powiązania:
https://bibliotekanauki.pl/articles/2049895.pdf
Data publikacji:
2021
Wydawca:
Polska Akademia Nauk. Czytelnia Czasopism PAN
Tematy:
participant recruitment online
migration research
Polish migrants
language targeting
Facebook advertisements
Opis:
A handful of studies have used Facebook’s advertisement platform – Facebook Ads Manager – to recruit migrants to online surveys. The main challenge facing migration scholars in designing effective advertisements has been to identify and accurately target migrants on Facebook. Researchers have used proxies, such as users’ previous residence abroad, language(s) or interests, to infer their migration status. Despite some progress, there remains a need to better document and reflect critically on the accuracy of targeting migrants using such proxies. Contrary to studies which relied on users’ previous residence abroad, this study used migrants’ language (Polish) to target and recruit survey participants from among Polish migrants in Norway, Sweden and the UK. Focusing on a single migrant group across three countries, the goal of this article is to assess the accuracy of a targeting strategy which relied primarily on users’ command of a language as an indicator of their migration background. Comparing the results against official migration statistics and the results reported in similar studies, the article provides a compelling case for researchers to prioritise users’ language, rather than previous residence abroad, as the proxy for migration background for migrants whose language, such as Polish, is confined to the borders of a single nation state.
Źródło:
Central and Eastern European Migration Review; 2021, 10, 2; 131-149
2300-1682
Pojawia się w:
Central and Eastern European Migration Review
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Zagrożenia dla uczestników ruchu drogowego stwarzane przez reklamy widziane z drogi
Road safety risks arising from advertisement located along the road
Autorzy:
Mackun, T.
Jamroz, K.
Żukowska, J.
Rychlewska, J.
Powiązania:
https://bibliotekanauki.pl/articles/143779.pdf
Data publikacji:
2015
Wydawca:
Stowarzyszenie Inżynierów i Techników Komunikacji Rzeczpospolitej Polskiej
Tematy:
drogi
reklamy
zagrożenia w ruchu drogowym
roads
advertisements
hazard in road traffic
Opis:
Na podstawie przeprowadzonych audytów i ocen planowanych reklam w pobliżu miejsc krzyżowania się dużych potoków pojazdów zidentyfikowano problemy, które mają rozwiązywać zarządcy dróg. Scharakteryzowano podstawowe cechy fizyczne i psychomotoryczne oka ludzkiego i wskazano występujące reakcje bezwarunkowe pod wpływem ekspozycji otoczenia. Badania treści i parametrów świetlnych reklam dynamicznych LED w Gdańsku wskazują, że spoty reklamowe trwają zbyt długo, a jasność nośników LED w nocy przekracza wielokrotnie normy jasności przyjmowane dla znaków i sygnałów drogowych.
Based on audits and assessments of planned advertising in the vicinity of crossings of large streams of traffic, the paper identifies issues which have to be solved by the road manager. It characterizes the basic physical and psychomotor properties of the human eye and points out the unconditional reactions occuring under the influence of ambient exposure. Examining the content and parameters of dynamic LED light commercials in Gdansk indicate that the commercials take too long, and the brightness of the LED media repeatedly during the night than the brightness accepted standards for traffic signs and signals.
Źródło:
Drogownictwo; 2015, 4-5; 134-142
0012-6357
Pojawia się w:
Drogownictwo
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Kulinarische Werbung im historischen Kontext
Culinary Advertising in a Historical Context
Autorzy:
Turska, Marta
Powiązania:
https://bibliotekanauki.pl/articles/36852654.pdf
Data publikacji:
2024
Wydawca:
Oficyna Wydawnicza ATUT – Wrocławskie Wydawnictwo Oświatowe
Tematy:
historische Werbung
Werbeanzeigen
kulinarische Werbung
Danzig
historical advertising
advertisements
culinary advertising
Gdańsk
Opis:
Im Beitrag wird über eine Studie zur kulinarischen Werbung aus der Presse der Freien Stadt Danzig aus den 20er und 30er Jahren des 20. Jahrhunderts berichtet und kurz auf die vorläufigen Ergebnisse der Studie eingegangen. Es wird darauf hingewiesen, wie die Textsorte Werbeanzeige aus textlinguistischer und kommunikationswissenschaftlicher Perspektive beleuchtet werden kann und welche Erkenntnisse uns eine solche Vorgehensweise bringt. Werbeanzeigen – als Produkte gegenwärtiger Aktivitäten von Sprachgemeinschaften und Artefakte einer bestimmten Kultur – werden als Spiegel gesellschaftlicher und kultureller Zustände betrachtet. Es wird überlegt, welche Informationen über die damalige Küche, Kultur und Gesellschaft uns die Werbung ein Jahrhundert später liefert und wie die kulinarische Werbung nationales und internationales Zeitgeschehen regional und lokal verarbeitet.
The article presents a study of culinary advertising from the press of the Free City of Danzig of the 1920s and 1930s and briefly discusses the preliminary results of the research. The author of the article will discuss how this kind of text can be researched from the text-linguistic perspective and the perspective of communicative studies, and what conclusions such an approach will lead to. Advertisements – as products of contemporary activities of linguistic communities and artefacts of a particular culture – are seen as a mirror of social and cultural conditioning. The author of the article will consider what information about the cuisine, culture and the society of those times advertising provides us a century later and how advertisement processes national and international contemporary events on regional and local levels.
Źródło:
Linguistische Treffen in Wrocław; 2023, 24; 147-157
2084-3062
2657-5647
Pojawia się w:
Linguistische Treffen in Wrocław
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
To Publish, Make Known and Sell or Promoting Printed Books in the Incunabula Period
Autorzy:
Lichnerová, Lucia
Powiązania:
https://bibliotekanauki.pl/articles/1927693.pdf
Data publikacji:
2021
Wydawca:
Uniwersytet Warszawski. Wydział Dziennikarstwa, Informacji i Bibliologii
Tematy:
book advertisements - incunabula period - book trade - Incunabula Short Title
Catalogue - Gesamtkatalog der Wiegendrucke
Opis:
The study To Publish, Make Known and Sell is based on the verified existence of competition tensions between the 15th-century typographers/publishers, related to the absence of functional regulatory tools of book production of the incunabula period. The increase in the number of book-printers within the relatively narrow geographical area, disregard of publishers' privileges, the emergence of pirated reprints, as well as insufficient self-promotion on the book market through introducing novelties had concentrated typographers' attention on devising new tools of securing their triumph in publisher's competition - the so-called book advertisements. The author has analysed 44 promotional posters of the incunabula period from several points of view and attempted to identify their design elements, which on the one hand showed signs of certain standardization, while on the other hand, they were subject to the personal creativity of their creator. She gives a detailed overview of the circumstances of the origin, typographic design, and contents of book advertisements of several kinds within the context of promoting either the existing or planned editions, of one edition or a group of books; specifically focusing on the unique types of advertising. In conclusion, the author cites the circumstances of the extinction of book advertisements related to the rise of the new promotional tool - booksellers' catalogue and submits a bibliography of the book advertisements dating from the 15th century.
Źródło:
Z Badań nad Książką i Księgozbiorami Historycznymi; 2021, 15, 3; 331-356
1897-0788
2544-8730
Pojawia się w:
Z Badań nad Książką i Księgozbiorami Historycznymi
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Typologie žen a mužů v českých reklamách
Man and Woman in the Czech Advertising Discourse
Autorzy:
SRPOVÁ, HANA
Powiązania:
https://bibliotekanauki.pl/articles/953869.pdf
Data publikacji:
2008-12-31
Wydawca:
Uniwersytet Opolski
Tematy:
Czech advertisements
target group
male types
female types
verbal means of expression
gender differences
Opis:
The article deals with the different types of women and men in the Czech advertisements. The author starts from the premise that in order to increase the effectiveness of advertising, it is essential for advertisers to select suitable means of expression primarily on the basis of the needs or weaknesses of the target group (the segment of the population at which the product is mainly aimed, i.e. the group which is required to start buying the product), and in verbal terms, on the particular sociolect of the target group. The author’s research leads her to claim that it is actually the target group that plays the decisive role in the selection of advertising strategies. Women and men are not only target groups, but also useful models for visual and audiovisual advertising. The way in which people are used in advertising greatly reflects the stereotypes current in a particular society and at a particular time. In this sense advertising acts as a mirror of society - of its behaviours, value system, systems of relationships, and moral principles. The author analyses individual cases in which advertisers depict women and men. She classifies various types of women and men used in Czech mass media advertising, noting the verbal means, which differ depending on the target group.
Źródło:
Stylistyka; 2008, 17; 273-284
1230-2287
2545-1669
Pojawia się w:
Stylistyka
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Źródło przekazu w reklamach telewizyjnych kosmetyków
Product Endorsements in Cosmetics Advertising on TV
Источник сообщения в телевизионных рекламах косметики
Autorzy:
Zatwarnicka-Madura, Beata
Powiązania:
https://bibliotekanauki.pl/articles/563417.pdf
Data publikacji:
2017
Wydawca:
Polski Instytut Ekonomiczny
Tematy:
źródło przekazu
reklama telewizyjna
celebrity endorsement
product endorsements
TV advertisements
источник сообщения
телевизионная реклама
Opis:
Celem artykułu badawczego jest określenie, jaką rolę pełni źródło przekazu w reklamach telewizyjnych. W szczególności analizowano źródła przekazu w telewizyjnych reklamach kosmetyków adresowanych do kobiet. Wykorzystano metodę analizy poznawczo-krytycznej literatury przedmiotu i analizę zawartości. W artykule dokonano przeglądu najbardziej doniosłych badań dotyczących wpływu nadawcy na odbiorcę komunikatu i opisano aspekt atrakcyjności źródła przekazu. Zaprezentowano również badania wtórne na temat wizerunków bohaterów występujących w polskiej reklamie telewizyjnej i scharakteryzowano celebrity endorsement. Metoda analizy zawartości dotyczyła przeglądu spotów reklamowych kosmetyków dla kobiet. Najczęściej w telewizyjnych reklamach kosmetyków wykorzystywanym źródłem przekazu jest znana osoba, co wynika z wielu teorii uzasadniających taki wybór.
The objective of the article is to determine the role played by product endorsers in TV adverts. The role of product endorsers in TV adverts of cosmetics for women is specifically analysed. The cognitive-critical analysis of related literature coupled with content analysis methods were applied. The article presents reviews of leading studies on the impact of the broadcaster on consumers of the content message and also discusses the attractiveness of the product endorser. Secondary studies concerning the image of product endorsers in Polish TV advertisements, including a description of celebrity endorsement, are also contained in the article. The content analysis method involved reviewing some cosmetics advertising spots aimed at women. Known personalities are often made use of as product endorsers in television cosmetics advertising since the results of several theories seem to justify such choices.
Цель исследовательской статьи - определить, какую роль играет источник сообщения в телевизионных рекламах. В особенности анализировали источники сообщения в телевизионных рекламах косметики, направленных женщинам. Использовали метод познавательно-критического анализа литературы предмета и анализ содержания. В статье провели обзор самых важных исследований, касающихся влияния отправителя на получателя сообщения, и описали аспект привлекательности источника сообщения. Представили также вторичные исследования имиджей героев, выступающих в польской телевизионной рекламе, и дали характеристику поддержки со стороны знаменито- стей (англ. celebrity endorsement). Метод анализа содержания касался обзора рекламных спотов косметики для женщин. Чаще всего используемым в телевизионных рекламах косметики источником сообщений является известное лицо, что вытекает из многих теорий, обосновывающих такой выбор.
Źródło:
Handel Wewnętrzny; 2017, 5 (370); 394-402
0438-5403
Pojawia się w:
Handel Wewnętrzny
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Chaos estetyczny polskich miast - zagospodarowanie przestrzeni publicznej
Aesthetic Chaos in Polish Cities – Public Spatial Management
Autorzy:
Pankowska, Marta
Powiązania:
https://bibliotekanauki.pl/articles/416814.pdf
Data publikacji:
2018-08
Wydawca:
Najwyższa Izba Kontroli
Tematy:
public space and landscape
culture park
spatial management plans
billboards
advertisements
landscape laws
monuments
Opis:
The Supreme Audit Office carried out the audit of the implementation by selected local self-government units of the tasks related to shaping public landscape and space, especially in culture parks. In accordance with the current regulations, public space can be protected in several different ways. The instruments available here include providing spatial management plans, landscape laws and commercial charges, establishment of culture parks, protection of road areas and conservation supervision. In the opinion of the Supreme Audit Office the activities undertaken in the audited cities have had an impact on public space quality improvement. Still, the level of this impact varies. The most effective activities were undertaken in Kraków and Wrocław, while the least effective – in Radom and in Zakopane – with regard to the culture park of Kotlina Zakopiańska.
Źródło:
Kontrola Państwowa; 2018, 63, 4 (381); 87-99
0452-5027
Pojawia się w:
Kontrola Państwowa
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Reklama na łamach „Powstańca Śląskiego” (1927–1936)*
The advertisements published in “Powstaniec Śląski” (1927–1936)
Autorzy:
Wilczek, Natalia
Powiązania:
https://bibliotekanauki.pl/articles/474601.pdf
Data publikacji:
2018
Wydawca:
Wydawnictwo Uniwersytetu Śląskiego
Tematy:
Dwudziestolecie międzywojenne
Reklama
Województwo śląskie
Advertisements
The inter-war period
The Voivodeship of Silesia
Opis:
Celem artykułu jest analiza treści oraz szaty graficznej reklam, które ukazały się na łamach czasopisma „Powstaniec Śląski” w latach 1927–1936. W artykule zaprezentowano statystyki i częstotliwość ukazywania się reklam, uwzględniono podział na branżę oraz miejscowości, w których reklamowane firmy miały swoją siedzibę. Omówiono kształt reklam oraz ich funkcje. Przedstawiono wybrane najciekawsze przykłady reklam.
The purpose of this article is to analyse the content and the graphical layout of advertisements which were featured in the “Powstaniec Śląski” periodical in 1927–1936. The article presents the statistics of advertisements; it takes into account a division into the field of interest, the frequency of the advertisements which appeared and the places in which the main offices of the companies which were advertised were based. There is a description of the appearance of the advertisements and their functions and a presentation of selected advertisements which are most interesting.
Źródło:
Nowa Biblioteka. Usługi, Technologie Informacyjne i Media; 2018, 1(28); 43-58
1505-4195
2451-2575
Pojawia się w:
Nowa Biblioteka. Usługi, Technologie Informacyjne i Media
Dostawca treści:
Biblioteka Nauki
Artykuł
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