Zdrowy rozsądek czy bezkrytyczny optymizm? Wokół perswazji w przekazie reklamy społecznej „Kopiuj-wklej. Pokaż mi ten lepszy świat”

• Authors: Magdalena Hensoldt-Fyda
• Languages of publication: PL

Abstracts

EN

Common sense or uncritical optimism? Around persuasion in the transmission of social advertising „Copy-paste. Show me the better world”. The aim of the article is to answer whether the means of persuasion in social advertising are to inspire confidence in consumers or, on the contrary, to create caution. Is the recipient of common sense persuasive, or does he or she uncritically trust the content delivered through persuasion? Social advertising is intended to arouse emotions in the audience, release their empathy, create attitudes, and indicate patterns of behavior. “Social persuasion”, in terms of the attitudes and behavior patterns will be analyzed in the social advertising titled “COPY-PASTE. Show me the better world” which refers to the models present in families that will later transform into the adult life of the children. This is an interesting research material because it presents two extremely different life situations that each of us knows very well and rarely talk about. Communication in the family and the domestic violence, especially against children, is still a taboo topic.

Keywords

PL

reklama społeczna; zaufanie; zaufanie społeczne; perswazja; działania odbiorcy; argumentacja emocjonalna

EN

social advertising; trust; social trust; persuasion; recipient’s actions; emotional argumentation

• Publisher: Uniwersytet Papieski Jana Pawła II w Krakowie
• Journal: Studia Socialia Cracoviensia
• Year: 2018
• Volume: 10
• Issue: 1

Dates

published

2018

online

2018-11-30

Contributors

author

Magdalena Hensoldt-Fyda

Identifiers

DOI

10.15633/ssc.2608