Wyniki wyszukiwania - Biblioteka Nauki

1

The characteristics of early pandemic advertising

100%

Kowalewska K.

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tom 21

133-148

EN

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.

2

The representation of mature adults in TV commercials: A cross-cultural content analysis of portrayals in Poland and in the U.S.

63%

Kowalewska K. , Grodzki E.

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nr 1

103-118

EN

The aim of the article is to examine the portrayals of mature adults (55+) in television commercials in Poland and in the United States. It is important to analyze the portrayal of this group as, on the one hand, they are a lucrative and growing consumer market, however, on the other hand, past studies have shown that this segment has been often stereotyped and underrepresented. It is hypothesized that due to clear differences in the value systems and socio-economic characteristics of both countries, the representation of the mature segment of consumers will differ significantly in terms of their overall portrayal. A purposive sample of 15 Polish commercials and 15 U.S. commercials was selected since the researchers wished to focus on particular portrayals rather than analyze a large sample of commercials. The method was a comparative content analysis. Each commercial was examined particularly for the social context, the activities performed by the individuals, gender representation, health status, race, image, role and product/service type. The findings showed that older people play various roles, however, cultural values and differences were evident in the commercials placed in both countries. This could be seen in the content and focus of the ads.

3

Educatorium – from theory to practice

63%

Kowalewska K. , Makarowska O.

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nr 60/2

396-416

EN

Teaching foreign languages is based on teaching materials understood as all means used to ensure the achievement of the assumed goals of teaching a foreign language (Styszyński, 2004). Some of these materials are intended for students and others for use by teachers. Among the latter, the most popular are methodological guides and teaching packages concerning the implementation of effective ways of teaching a foreign language. However, due to their specificity, the theoretical aspect is rather undeveloped, and the examples are usually given in only one foreign language, without demonstrating the possibility of creative modification. These challenges are faced by the development of a new type of teaching materials – an educatorium, which has been designed and published for the first time in Poland. This type of monograph, containing an extensive theoretical part and a large set of exercises, is addressed to both academic and non-academic teachers of foreign languages, at different levels of professional experience, as a tool for self-development. Our main aim is to present the goals and functions of an educatorium, intended for teachers as innovators, researchers, and reflective practitioners. The paper also explains the methods of developing teachers’ professional creativity, presents the structure and content of the educatorium, and discusses a system of listening exercises given in Polish, Russian, German, and English.

4

Szkic do portretu Jubilata

45%

Koszko M. , Kowalewska K. , Puppel J. , Wąsikiewicz-Firlej E. , Wilczyńska E.

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nr 17

17-23

PL

Szkic do portretu Jubilata: Profesora Stanisława Puppla

5

Życzenia dla Jubilata

45%

Koszko M. , Kowalewska K. , Puppel J. , Wąsikiewicz-Firlej E. , Wilczyńska E.

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nr 17

7-9

PL

Życzenia dla Jubilata: Profesora Stanisława Puppla