The Image of Men in Advertising as Perceived by Polish Students of English Philology

• Authors: Katarzyna Papaja , Artur Świątek

Title variants

PL

Wizerunek mężczyzn w reklamie w opinii polskich studentek/studentów filologii angielskiej

Abstracts

PL

Wizerunki prezentowane w reklamach są bardzo mocne i mają ogromny wpływ na nasze postrzeganie świata. Role kobiet i mężczyzn zmieniły się w ciągu ostatniego dziesięciolecia i dlatego warto zbadać sposób, w jaki są one postrzegane w reklamie. Cel naszego badania był dwojaki. Po pierwsze, chcieliśmy dowiedzieć się jak polscy studenci anglistyki, którymi są głównie kobiety, postrzegają wizerunek mężczyzny przedstawiany w reklamie. Naszym drugim celem była analiza postrzegania przez studentki sloganów zastosowanych w reklamach. W celu zebrania odpowiedzi na nasze pytania badawcze dotyczące wizerunku mężczyzn w reklamie, a także języka reklamy, postanowiliśmy przygotować specjalny kwestionariusz, w którym studentki były proszone o skomentowanie reklam związanych z danym wizerunkiem dotyczącym mężczyzn. Reklamy zostały wybrane na podstawie kategorii ustalonych przez Frith i Müeller (2010). Podczas analizy danych postanowiliśmy wykorzystać te kategorie, które opiszemy w części teoretycznej naszego artykułu. Uzyskane dane pozwoliły nam dowiedzieć się jaki jest wizerunek mężczyzn w reklamie oraz jaki rodzaj języka sprawia, że reklamy są skuteczne.

EN

Images presented in advertisements are very powerful and have huge impact on our perception of the world. The roles of women and men have changed within the last decade and therefore it is worth investigating the way they are perceived in advertising. The purpose of our study was twofold. First, we aimed to find out how Polish students from the English Department at a tertiary level institution in Poland, who are mainly females, perceive the image of a man in advertising. Our second purpose was to analyse their reception of slogans used in the advertisements. In order to find out the answers to our research questions concerning the image of males in advertising as well as language of advertising, we have decided to design a special questionnaire in which the students were asked to comment on advertisements associated with particular image concerning men. The advertisements had been chosen in relation to the categories established by Frith and Müeller (2010). While analysing the data we decided to use these categories, which are to be described in the theoretical part of the article. The obtained data has allowed us to find out what the image of a man is and what kind of language is used to make the advertisements effective.

Keywords

EN

advertising; images; slogans; perception of advertisements

PL

reklama; wizerunek; slogany; postrzeganie reklam

• Publisher: Ateneum - Szkoła Wyższa w Gdańsku
• Journal: Forum Filologiczne Ateneum
• Year: 2021
• Volume: 9
• Issue: 1
• Pages: 37-59

Dates

published

2021

Contributors

author

Katarzyna Papaja

• Uniwersytet Śląski w Katowicach

• https://orcid.org/000000032808443X

author

Artur Świątek

• Uniwersytet Pedagogiczny w Krakowie

• https://orcid.org/0000000172643003

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Identifiers

DOI

10.36575/2353-2912/1(9)2021.037

Biblioteka Nauki

2051866