Wyniki wyszukiwania - Biblioteka Nauki

1

The characteristics of early pandemic advertising

100%

Kowalewska K.

Scripta Neophilologica Posnaniensia

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2021

|

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

Fusing Masculinity with ICT in American Advertising

100%

Księżniak E.

Lublin Studies in Modern Languages and Literature

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2010

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nr 34

156-169

EN

This paper examines representations of men in advertisements for ICT products and services appearing the American magazine “Wired” in 1999-2001. The research reveals reinforcement of stereotypical “masculinity” of ICT, which is achieved through associating advertised products and services with the notions appealing to males (power, sex and success). It demonstrates that, despite the gender-neutral character of ICT, the advertising practices serve to reproduce and uphold the hegemonic gender order by constructing the American male consumer as empowered by the use of marketed ICT products and/or services.

3

Kreatywność pracowników wobec znużenia reklamą internetową

100%

Baruk A. I.

Problemy Jakości

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2006

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tom R. 38, nr 8

32-36

PL

Reklama internetowa w formie bannerów nie jest wcale tak skuteczna, jak się często uważa.

4

Reklama jako moderní jazyk pro předávání informací

100%

Piskořová I.

Społeczeństwo i Edukacja. Międzynarodowe Studia Humanistyczne

|

2013

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nr 2(12)

335-346

EN

Advertising is all around us. Whenever you turn on the television, radio or you leave the house for example to go shopping, be sure you meet with advertising. Color promotion appeals us on a guaranteed great products and services. Whether you like it or not, advertising is an everyday part of our lives. But how was its development? Where its origins? Already in ancient times, we can observe the flow of information and an invitation to contemporary actions through inscriptions, drawings and invoking the announcement, which attracted the attention of passers-by.

5

Wolni czy zmanipulowani? Odbiorcy reklam w XXI wieku. Studium psychologii wpływu społecznego

80%

Stradomska M.

Prosopon. Europejskie Studia Społeczno-Humanistyczne

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2016

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nr 3(16)

99-107

EN

In the twenty-first century issue related to freedom, manipulation and advertising is an integral aspect of everyday life in society. The concept of freedom is very difficult to interpret. The literature is considered an interdisciplinary approach, therefore, is associated with many areas of psychology, philosophy, law or economics. Almost every step we meet with advertising, through which companies and institutions promote their products in a variety of ways. However, if consumers perceive them as objects or subjective? Often society is manipulated, lied to and misled by the use of various techniques of advertising on television, radio or the Internet. In view of the above, if society feel free? Is such behavior on the part of enterprises are ethical and lead to a balanced functioning of the civilization of the twenty-first century?

6

Perspektywy reklamy w procesie globalizacji

80%

Kozłowska A.

Zeszyty Naukowe Politechniki Białostockiej. Ekonomia i Zarządzanie

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2000

|

tom Z.5

223-238

PL

Obecne zmiany społeczne powodują tak ogromne przeobrażenia w wielu sferach życia człowieka, że coraz bardziej widoczna staje się konieczność przeorientowania dotychczasowych form i środków reklamy. Przede wszystkim postępująca indywidualizacja i zróżnicowanie konsumentów skłaniają twórców reklamy do operowania bardziej zindywidualizowanymi formami (In-ternet) i środkami reklamy (podkreślanie indywidualności konsumenta, swobody wyboru, oryginalności wykonania czy nowych własności użytkowych). Indywidualizacji i zróżnicowaniu działań człowieka towarzyszą jednakże dwie sprzeczne tendencje: ź tendencja do dezintegracji stylu życia i towarzysząca temu skłonność do bezrefleksyjnych wyborów konsumenckich; dająca nowe szanse reklamie emocjonalnej, działającej nawet na pograniczu z podświadomością ź tendencja do poszukiwania własnego stylu życia wraz ze skłonnością do świadomych i refleksyjnych wyborów konsumenckich; prowadząca do rozwoju reklamy informacyjnej. Warto również zauważyć, że wraz z nabraniem przez reklamę bardziej zindywidualizowanego, interaktywnego i globalnego charakteru, pojawia się również konieczność modyfikacji tradycyjnego, jednokierunkowego modelu komunikowania rynkowego. Nowy model w większym stopniu powinien podkreślać aktywną rolę konsumenta w poszukiwaniu informacji rynkowych.

EN

The present social changes couse so huge transformations in many spheres of human life that more and more visible is necessity to change the orientation of previous forms and methods of advertising. First of all developing individualization and differentiation of consumers induce advertising creators to use more individual forms (Internet) and methods of advertisements (emphasizing of consumer individuality, freedom of choice, originality of performance, new usable ownerships)

7

Ekologia a reklama

80%

Mazur B.

Zeszyty Naukowe Politechniki Białostockiej. Ekonomia i Zarządzanie

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2000

|

tom Z.5

247-253

PL

Artykuł analizuje wpływ ekologii i reklamy na zachowania konsumenta na rynku. Wskazuje możliwości oddziaływania reklamy na rzecz wzrostu wrażliwości i świadomości ekologicznej współczesnego uczestnika rynku.

EN

This paper is concerned with influence of ecology and advertisement on consumer's behaviour on the market. Its also indicates the advertisement's possibilities of increasing the sensibility and ecological counciousness of conterporary participants of the market.

8

Intertextuality and failed taboo humour in advertising

80%

Dore M.

The European Journal of Humour Research

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2020

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tom 8

|

nr 3

EN

Humour is often exploited in advertising to enhance the positive image of a brand or corporate company, as well as to promote products or services. Advertisers seek the involvement of the audience via covert or overt references that, in their opinion, may trigger humour and, hypothetically, result in a positive customer response. However, using intertextual humour in advertising can sometimes be risky because, even though the ideal interlocutor is supposed to be familiar with the humorous reference the author alludes to, the latter can never be certain of whether it will be favourably received. The matter is further complicated if the advert relies on references that play on taboo or transgressive topics, which some may find humorous while others will consider distasteful. After all, humour is a phenomenon that varies according to individual cultures and historical time, as well as in terms of how it is perceived and whether it is appreciated. In this context, this study focuses on the use of intertextual taboo humour in adverts and campaigns that exploit both verbal and non-verbal texts. It particularly explores the reasons for the target clientele’s reaction, which has had a boomerang effect on the brand and company itself. The suggested hypothesis is that the simultaneous exploitation of verbal and non-verbal intertextual references (consciously or unconsciously) activates multiple targets and scripts that cause the intended humour to fail in its scope.

9

Odległe dzieje reklamy - od czasów starożytnych ku współczesności

80%

Makowski M.

Pieniądze i Więź

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2012

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tom 15

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nr 1(54)

139-147

EN

The article presents chronologically the most important facts about the advertising activity, related both to the commercial and political activities. Using rich archival literature, the Author recreates the most important facts from the history of advertising’ functioning in society. The findings of a historical nature have led to verification of a number of circulating informations on the history of advertising in the world, from ancient times until the nineteenth century.

10

Reklama produktu leczniczego

80%

Szyszka A. , Szafrańska A.

Przegląd Prawa Publicznego

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2012

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nr 5

81-93

EN

Legal regulations for advertising medicinal products originate from the acts of European Union Law and the acts of the domestic law. The crucial ones include the Code of Medicines (the Law of European Union) and the Act: the Pharmaceutical Law with executive acts, and the Act on the Reimbursement of Medicines, Foodstuffs for Special Nutritional Purposes and Medical Devices. Advertising medicinal products, being a type of marketing activity, is subject to limitations resulting from the specificity of the advertised product. The product determines the scope of the permitted advertising and the circle of its recipients.

11

Jazyk moderní reklamy ve formování kultury

80%

Piskorova I.

Społeczeństwo i Edukacja. Międzynarodowe Studia Humanistyczne

|

2013

|

nr 1(11)

267-278

EN

Culture is relatively integrated unit involving human behavior and its creations. This behavior is governed by a particular community and we can say that culture is the accumulated experience, whih its forms of the principles, rules and social norms influencing and regulating their mutual coexistence. What is the impact of advertising this cohabitation and what is the effectiveness of ads for sex? They are interested in promotions of women more than men?

12

Character merchandisind jako nowa forma reklamy

80%

Kowalski W.

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2004

|

tom z. 24

147-156

PL

Character merchandising jest nowa forma reklamy, która swymi korzeniami sięga jednakże pewnych praktyk podejmowanych już w xix wieku. Aktualnie, instytucja obejmuje dwie podstawowe metody reklamy. Jedna z nich polega na wykorzystaniu wizerunku sławnej osoby żyjącej, druga zaś postaci fikcyjnej. Zarówno prawo amerykańskie, jak i angielskie stara się rozstrzygać problemy wynikające z ich praktycznego zastosowania, aczkolwiek prawo amerykańskie jest w tym wypadku skuteczniejsze i silniej chroni osoby żyjące przed ingerencja w ich prywatność. Polskie prawo daje w tym wypadku do dyspozycji osób zainteresowanych środki prawne chroniące dobra osobiste. W przypadku zaś postaci fikcyjnych w grę wchodzi przede wszystkim ochrona oparta na prawie autorskim oraz w niektórych przypadkach na prawie własności przemysłowej.

EN

Author presents origins of the character merchandising as legal institution as well as its current state of legal regulation primarily under American and English laws, and then, under Polish law.

13

“Product Placement”: The harmonization of the new Albanian media law with the European Audio-Visual Media Services Directive

80%

Bushati E.

Academicus. International Scientific Journal

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2011

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nr 04

60-68

EN

With the Audio-Visual Media Services (AVMS) Directive the explicit regulation of product placement is introduced into the framework of European media law. The product placement is today one of most debated issue for the media law experts in Europe. What is the “product placement”? In what kind of programmes the product placement is allowed? What are the conditions these programmes have to fulfill in order to contain the product placement? The AVMS Directive states even the programmes during which is not allowed the product placement. How are reflected into the new Albanian draft-law on audiovisual media services the AVMS Directive obligations? These are some of the questions that the following article tries to answers.

14

„Für einen guten Zweck“. Eine exemplarische linguistische Analyse der Werbekommunikation gemeinnütziger Organisationen

80%

Wengeker M.

Colloquia Germanica Stetinensia

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2012

|

nr 20

35-52

EN

The author of the paper, as a form of response to a 2005 critical study of an author from Nuremberg concerning advertising for an action of donation to poor children, gives positive examples of such advertisement actions. The author of the paper presents language means with the aid of which children are portrayed as subjects. The chosen area of advertisement not connected to economy has not been taken into consideration in linguistic research on advertising as yet. In the article communication strategies within the field of public language that serve “a good cause” are pointed out.

15

Белорусский рекламный дискурс как репрезентация постсоветских идентификационных стратегий официальной власти

80%

Серякова А. , Михеева И.

Prosopon. Europejskie Studia Społeczno-Humanistyczne

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2012

|

nr 1(3)

35-46

EN

The authors present a discussion of contemporary advertising in Belarus asserting that it is not neutral because it is linked to the official authorities.

16

O konstruowaniu wizualności jako integralnym elemencie polskiej reklamy prasowej

80%

MYŚLAK D. A.

Civitas et Lex

|

2015

|

nr 4(8)

17-31

XX

In the article the author adresses the issue of visuality of press advertisement by adhering to such elements as logotype, colour palette, photography and typeface. The author argues that all those elements should cooperate and guarantee the achievement of a desired effect, including the aesthetic one. In the author’s judgement, the message sent by the advertisement is more powerful when its creators use their knowledge of the psychology of perception. It turns out that in today’s press advertisements two techniques (recommendation and demonstration) are most commonly used alongside simple advertising patterns. The colour palette is quite limited and the designers highlight the contrasting combinations, which may be come as a result of the authors’ reliance on the proven solutions. When it comes to the language of the advertisements, neologisms occur rarely as the audience answers better to clichés.

17

Manipulacyjne mechanizmy współczesnej reklamy

80%

Zakrzewska J.

Biuletyn Edukacji Medialnej

|

2012

|

nr 1

38-49

EN

Manipulation in advertising has a significant impact on the assessment of the world as seen by a potential consumer. It imposes a certain picture of reality upon a specific recipient, which certainly affects one’s way of thinking and acting to become a kind of lawlessness. Above all, advertisers seek to achieve the desired aim, which is to sell their product, often without regard for the consequences of their actions. Therefore, it seems to be essential to put some fundamental questions concerning the reality created by advertisements. Firstly, it is worth considering what, in general, manipulation through advertising is, and to what extent it influences anyone who experiences it. Another issue worth pondering is the impact of subliminal techniques on the recipient’s subconsciousness, and thus the ethical dimension of such practices. The last yet certainly very important issue is the answer to the question of how children perceive the advertising message and how the manipulation it contains affects them?

18

APPLICATION OF REGRESSION MODELS IN ANALYSIS OF THE ADVERTISEMENT'S IMPACT ON CONSUMER'S DECISION MAKING PROCESS

80%

Chrzanowska M. , Chudzian J.

Metody Ilościowe w Badaniach Ekonomicznych

|

2014

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tom 15

|

nr 2

64-73

EN

Consumer's behaviour in the market is a widely studied and analysed problem. Complexity of social, economic and psychological determinants that influence consumer's decision process is a reason for multilevel and multi-factor approaches to analyse this problem. Therefore the aim of this paper is to describe application of parametric regression model for the effectiveness of advertising. The study described is based on a survey covering 550 consumers of dairy product, all of age over 15 and living in one of the nine biggest Polish agglomerations. Built models were examined and verified statistically. Obtained results clearly show that the approach chosen to describe AIDA model is an appropriate method for analysing impact of advertisement on consumer's decision making process.

19

RESPECT FOR HUMAN DIGNITY AS A CONDITION PEACE AND TRANQUILITY

80%

LISNIK A. , GREŇOVÁ K.

Kultura Bezpieczeństwa. Nauka – Praktyka – Refleksje

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2015

|

tom 20(20)

297-305

EN

Respect for human dignity is a prerequisite for building society, as well as the global population without war. To understand the reasons why military conflicts, so we have to realize that they still constituted a violation of the dignity of human perception. With this societal mistake that violates human dignity are encountered also in various pathological forms of organized society systems, such as it was. socializmus. Lecture Notes the importance of respecting the principles of human dignity even today. This principle is essential for the creation of legitimate and functioning society and is a prerequisite for building peace and tranquility.

20

The implications and purpose of using international phonetic symbols and English advertising slogans in advertisements in Poland

80%

Dziczek-Karlikowska H.

Scripta Neophilologica Posnaniensia

|

2018

|

nr 18

151-163

PL

This paper examines the various implications resulting from the use of English phonetic transcription in advertising in Poland. I focus on the problem of the use of phonetic transcription by copywriters as a graphic form and I make an attempt at showing that this technique can have pedagogical consequences, because a graphic form in which phonetic symbols are used is, in fact, a text message, not an image only. In addition, I analyze selected advertisements as a means of communication addressed to a specific recipient. In this case, I demonstrate that the use of advertising slogans in English and English phonetic transcription in Poland, does not guarantee that such advertising is effective.