Empirical research on the functions of audiovisual advertising from the perspective of recipients - students of the Journalism and Social Communication Faculty at the University of Łódź

• Authors: Agnieszka Barczyk-Sitkowska , Mateusz Krzekotowski
• Languages of publication: EN

Abstracts

EN

In current research on the subject, three dominant functions of advertising can be pointed out. These are: to inform, to persuade or to remind a recipient about the product. However, watching modern commercials in the media evokes a question about this typology being sufficient enough to cover the full spectrum of the commercial industry. The main goal of the article is to test the attitudes towards commercials in students in their junior year of the Journalism and Social Communication degree at the University of Łodź. This probe is exceptionally valuable, since many of these people in years to come will become involved in creating this type of broadcast by graduating with a “Advertising, Design and Visual Communication” major at our university. The experiment has been divided into three tiers, showing different types of TV spots in two of them. Doing this has enabled us to answer the question if watching these types of broadcasts can influence the attitude towards commercials and its functions on viewers.

Keywords

EN

commercial; TV spot; function; advertainment

• Publisher: Polskie Towarzystwo Komunikacji Społecznej
• Journal: Central European Journal of Communication
• Year: 2019
• Volume: 12
• Issue: 1(22)
• Pages: 44-61

Dates

published

2019-05-13

Contributors

author

Agnieszka Barczyk-Sitkowska

• University of Łódź

author

Mateusz Krzekotowski

• University of Łódź

References

• Aronson, E., Wilson, T. D., & Akert, R. M. (1997). Psychologia społeczna. Serce i umysł [Social psychology. The heart and the mind]. Poznań: Zysk i S-ka.
• CBOS (luty, 2011). Nudzą, drażnią, dezinformują - Polacy o reklamach [They bore, they irritate, they misinform - Polish attitudes towards commercials]. Warszawa.
• Eco, U. (1996). Nieobecna struktura [The absent structure]. Transl. A. Weinsberg, P. Bravo. Warszawa: KR.
• Goban-Klas, T. (2004). Media i komunikowanie masowe. Teorie i analizy prasy, radia, telewizji i Internetu [Media and mass communication. Theories for analysing press, radio, TV and internet]. Warszawa: PWN.
• Golka, M. (1994). Świat reklamy [The world of advertising]. Puszczykowo: Agencja Badawczo-Promo-cyjna ARTIA.
• Grzegorczyk, A. (2010). Reklama [Advertising]. Warszawa: Polskie Wydawnictwo Ekonomiczne.
• Kozłowska, A. (2001). Reklama: socjotechnika oddziaływania [Advertising: Social techniques of influence]. Warszawa: Szkoła Główna Handlowa.
• Michalik, R. (2007). Rozrywkowa reklama z marką [Advertainment with brands]. Marketing w Praktyce, 2, pp. 14–17.
• National Bank of Poland, Making Key Decisions. Retrieved February 9, 2019 from https://www.you-tube.com/watch?v=-Jb-1LgCY1M.
• Olszanecka-Marmola, A. (2016). Metoda eksperymentalna w procesie badania mediów [Experiment-al methods in researching the media]. Zeszyty Naukowe Towarzystwa Doktorantów UJ. Nauki Społeczne, 2(13), pp. 103–117.
• Oniszczuk, Z. (1988). Pojęcie funkcji w badaniach nad społecznym oddziaływaniem prasy [Defining function in research on the social impact of press]. Zeszyty Prasoznawcze, 2(116), pp. 41–52.
• Russell, C. A. (2007). Advertainment: Fusing Advertising and Entertainment. Michigan: University of Michigan, Yaffe Center.
• Wszołek, M. (2016). Reklama - perspektywa empiryczna [Advertising: An empirical perspective]. Wrocław: Libron.

Identifiers

DOI

10.19195/1899-5101.12.1(22).3