Wyniki wyszukiwania - Biblioteka Nauki

Ten serwis zostanie wyłączony 2025-02-11.

Nowa wersja platformy, zawierająca wyłącznie zasoby pełnotekstowe, jest już dostępna.
Przejdź na https://bibliotekanauki.pl

Ograniczanie wyników

2 Dziennikarstwo i Media

2 Wszołek M.

Znaleziono wyników: 2

Liczba wyników na stronie

Wyniki wyszukiwania

Sortuj według:

Ogranicz wyniki do:

Systemowa mechanika zmiany — innowacja i postęp w świetle nauki o komunikacji

100%

Wszołek M.

tom 8

133-142

In the article I discuss the concept of innovation and progress with regard to the results of the design process within the framework of the communication design system. I understand the concept of innovation and progress as mechanisms controlling development on two different levels. In the case of innovation we can speak of a change within a given category, while in the case of progress — a change of the entire category. The concept will correspond to a given sector of the economy.

Dyferencje rynkowe w reklamie

100%

Wszołek M.

tom 5

237 - 247

In the present article the author examines theoretical concept of market differentiations in Polish advertising, focusing in particular on press advertising. Market differentiations are understood in the article as a mechanism for generating and maintaining brand or product experience, or experience of an entire sector of the economy. These are cognitive-interpretative categories through which emerge product differentiations in possible communication offers. Market differentiations produce worlds of experiences, using relevant communication constructs for the purpose; they point to paradigmatic communication possibilities in a given situation and, taking into account static advertising, in a given market sector. From a functional perspective, market differentiations organise the communication system with regard to the production of brand/product experience by making it possible to communicate brand/product value by means of relevant communication constructs. Market differentiations are also responsible for intrasystemic distinction of a product of the same sector of the economy on the level of experience.