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Reklama wizerunkowa — element etycznej komunikacji w usługach prawniczych

100%

Kuczma E.

Dziennikarstwo i Media

2011

tom 2

117-131

Marketing of legal services in modern times is an extremely powerful weapon in its consequences, which, if used skillfully, can bring a law firm tangible benefits. The aim of this article is to highlight and discuss the ethical elements of marketing strategies, which are very helpful in building the image of a law firm. I also discuss the following problems: relationship marketing, public relations, advertising (in accordance with the Code of Professional Ethics), information and persuasion. Communication with a client in the legal industry should be a permanent, planned process, which should be especially emphasised, because due to such a deliberate action a law firm can distinguish itself from its competitors.

Marketingowy archetyp MIŁOŚCI i WSPÓLNOTY jako sposób tabloidyzacji komunikacji politycznej w języku mediów

88%

Nowak P.

Oblicza Komunikacji

2010

tom 3

105-113

The article presents the role of marketing communication, especially the Y&Rchetypes theory, in tabloidization of culture, politics and other forms, in the past few years. In the press material we can observe language forms and communication functions of the update of three archetypes referring to the need of LOVE and COMMUNITY — a lover, an average guy and a fool — in modern political communication. At the same time it is shown how the marketing patterns, proposed by American company Yung&Rubicam at the beginning of the 1990s, evolve not only in politics but also in tabloidized media. In the article there is also an attempt to answer the question on how Polish society assimilates these patterns, how much they approve or process them.