PL EN


2006 | 42 | 2 | 379-402
Article title

Reklama v neziskovém sektoru: analýza recepce nekomerční reklamy v moderovaných skupinových diskusích

Authors
Content
Title variants
EN
ADVERTISING IN THE NON-PROFIT SECTOR: AN ANALYSIS OF THE RECEPTION OF NON-COMMERCIAL ADVERTISING IN FOCUS GROUP DISCUSSIONS
Languages of publication
CS
Abstracts
EN
This article looks at the use of advertising in the non-profit sector, which is a new phenomenon in Czech society. Using the focus group method, the author aims to examine the reception of this type of advertising among various social groups in Czech society. The analysis is based upon the axiom of the dialogic character of every semiotic act. It notes the conditions under which the offer of dialogue from the side of the advertisers, which is conveyed through the advertising campaign, is accepted or refused by the focus group members. In the analysis the respondents did in fact interpret non-commercial advertisement as having dialogic relevance, given their deliberations on who was saying what to whom and why. Special emphasis is placed in the article on methodological issues. It is argued that focus group discussions represent a specific type of communicative situation and, therefore, it is necessary to consider the specifics of this communicative situation when analysing data and interpreting results.
Keywords
Year
Volume
42
Issue
2
Pages
379-402
Physical description
Document type
ARTICLE
Contributors
  • P. Kaderka, Ústav pro jazyk ceský AV CR, Letenská 4, 118 51 Praha 1, Czech Republic
References
Document Type
Publication order reference
Identifiers
CEJSH db identifier
06CZAAAA01393100
YADDA identifier
bwmeta1.element.1a4b994b-02a9-3697-b4e6-c2f007d1a5c2
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