Message Strategy and Information Content of Advertising in Women’s Magazines in Poland

• Authors: Nowakowski Marcin , Nowakowska, Barbara

Title variants

EN

Strategia przekazu oraz treść informacyjna reklam w czasopismach kobiecych w Polsce

• Languages of publication: PL EN

Abstracts

PL

Podstawowym celem pracy jest odpowiedź na pytanie, w jaki sposób przedsiębiorstwa konstruują przekaz reklamowy. Autorzy podejmują próbę przeanalizowania treści informacyjnej oraz strategii przekazu reklamowego pojawiających się w reklamach zamieszczonych w czasopismach kobiecych w Polsce. Jako ramy dla analizy autorzy stosują kategorie treści informacyjnej zaproponowane przez Resnik i Sterna, sześcio-segmentowy schemat strategii przekazu według Taylora oraz klasyfikację strategii przekazu przedstawioną przez Laskey, Day i Craska. W badaniu poddano analizie 311 reklam w różnych segmentach czasopism opublikowanych w październiku 2015 roku. Wyniki wskazują, że treść informacyjna reklamy związana jest z kategorią reklamowanego produktu i docelową grupą odbiorów czasopisma. Podobnie, zastosowane strategie przekazu różnią się w zależności od produktu i są związane z treścią informacyjną reklamy.

EN

The primary purpose of this study is to answer the question of how companies construct their advertising message. Hence, in the article its authors attempt to analyze informative content and message strategies as they appear in advertisements posted in Women’s magazines in Poland. As a framework for the analysis the authors apply Resnik and Stern information content categories, Taylor’s Six–Segment Message Strategy Wheel, and the message strategies of Laskey, Day, and Crask. The study analyzes 311 advertisements across different segments of magazines published in October of 2015. The results show that the information content of advertising is related to the category of advertised product and target audience of the magazine. Similarly, message strategies applied differ depending on the products and are linked to the informative content of the advertisement.

Keywords

EN

advertising; marketing communication; message strategy; content analysis; reklama; komunikacja marketingowa; strategia przekazu; analiza treści

• Publisher: Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
• Journal: Studia i Materiały
• Year: 2016
• Issue: 1/2016 (20)
• Pages: 123-135

Dates

published

2016-05-30

Contributors

author

Nowakowski Marcin

• Faculty of Management, University of Warsaw

author

Nowakowska, Barbara

• Faculty of Management, University of Warsaw

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Identifiers

ISSN

1733-9758

DOI

10.7172/1733-9758.2016.20.9