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The aim of the marketing communication is to establish long-term relationships between customer and organization. Evolution of marketing communication and media development allowed advanced personalization of product messages in real time. Today, personalization is one of the strongest e-marketing trends. And it is growing still. Internet offers a lot of effective tools for individualized communications and products. This can help businesses become more competitive. The article introduces the problem of the personalization idea and tools.
In defining tabloids, the scholars suggest a number of features, most important of which are the content, form and style. The content may be characterized by the limited space for hard news replaced by the softer news, focus on entertainment and relatively low interest in foreign affairs. The formal aspect is reflected in a growing role of image at the expense of verbal message as well as changes in headlines and the language, which becomes concise, sensational, emotional and colloquial. The key elements of style include scandalization, personalization and simplification of axiology. The paper is aimed at analysing the mentioned features of the style of Polish tabloids — “Super Express” and “Fakt.” The presented analysis is based on thematic content.
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