Warianty tytułu
TV Commercials as the Case Study of Differentiation of Advertising Strategies
Języki publikacji
Abstrakty
Autor artykułu wyodrębnia elementy składowe reklamy telewizyjnej. Następnie analizuje reklamy według grup produktowych. Pozwala to na wskazanie zasad kształtowania filmów reklamowych i zawartych w nich przekazów o charakterze reklamowym.
One of the methods of systematic description of TV commercials differentiation is identifying 5 basic elements in the concept of a commercial: advertised product, endorsing actors and their language, plot, sound and soundtrack. While focusing on each of them one can follow their succeeding forms in the film being analyzed. Furthermore, typical forms of the remaining elements could be attributed to the given categories of the product. The general promotional message along with its basic element - a profit resulting from buying and/or using the product consists of particular elements of a commercial. As it turns out there are groups of specific advantages typical of products. It points to the fact that similar commercials as regards forms of elements may be totally different in terms of promotional message. The results of research presented in this paper show the possible trends of differentiation of individual elements of TV commercials and standards used while making such films.(original abstract)
Rocznik
Numer
Strony
154-164
Opis fizyczny
Twórcy
autor
Bibliografia
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000000007208