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Agent 007 za żelazną kurtyną. Fenomen Jamesa Bonda w piśmiennictwie kulturalnym Polski Ludowej

100%

Dudziński R.

tom 24

289 - 311

The topic of the article is the reception of the phenomenon of James Bond in cultural writings from the times of the Polish People’s Republic. Though an average member of the Polish audience could not be directly familiar with the character (neither in literature nor in film), the scale of the popularity of the brand in the West meant that the echoes of the so-called Bondomania started to reach countries behind the Iron Curtain. Polish critics and journalists tried to acquaint their readers with the issue and explain it using various interpretative categories. The article attempts to reconstruct these categories and their hierarchy of values. Based on theses formulated by Janet Staiger (Interpreting Films: Studies in the Historical Reception of American Cinema), the author analyses the changes to Polish interpretations and opinions on the Bond phenomenon in subsequent decades and indicates the historical conditions that influenced those changes. The text focuses primarily on two periods: 1964–1971 and the latter half of the 1980s, because it was in those times that the interest of Polish critics in James Bond was particularly strong.

Kultywacja czy dekonstrukcja mitu? Zmiany w paradygmacie bonzowskim w kontekście trzech najnowszych części serii (Casino Royale, Quantum of Solace, Skyfall)

85%

Przytuła P.

nr 9

142-153

The aim of this study is to identify the changes that have occurred in the paradigm of Bond movies, in the context of the last three parts of the series: Casino Royale, Quantum of Solace and Skyfall. In addition, the text is also an attempt to analyze the phenomenon of the cultural impact of Her Majesty’s most famous agent, including the reasons for his popularity. The first part of the article is the definition of the Bond movie model, which is based on narrative patterns defined and cultivated over the years. The paradigm of the Bond movie has also a strictly-demarcated form, containing such elements as the title track and the distinctive opening, soundtrack and “Gun Barrel” Theme. The next part of the text is an indication of the innovations that have been introduced to the paradigm of the Bond movie over the three most recent films of the series. Contrasts and references to the classic formula are clear.

Product placement as a way of promoting on an international scale based on a series of films about James Bond

85%

Anielak K. , University of Lodz

tom 012

This article presents the characteristics of product placement as global promotion. The reader may refer to the types of product placement, its regulatory framework and its short genesis and evolution. The paper presents the results of a survey conducted on a group of 123 respondents. The survey results indicate that product placement in James Bond films is noticeable by more than 90% of respondents. The respondents have positive opinions on the use of product placement to promote the products. This may encourage potential investors to make more use of film as a medium of product placement.