Visual Data Analysis – New Quality in the Interpretation of Advertisements. The Proposal of the Tool for Commercials Analysis

• Authors: Aleksandra Mijalska

Abstracts

EN

The issue that sociologists, psychologists and anthropologists are still facing is developing new and effective methods of qualitative research into advertising – one of the most important elements of the modern world of broadly defined consumption. This text presents not only a detailed description of visual analysis method in the qualitative research but also a proposal of an authorial and universal tool for advertising messages analysis while providing empirical examples of its application.

Keywords

EN

visual analysis; qualitative methods; advertising; advertising research

• Publisher: Uniwersytet Łódzki. Wydział Ekonomiczno-Socjologiczny
• Journal: Władza sądzenia
• Year: 2018
• Issue: 15
• Pages: 105-119

Dates

published

2018

Contributors

author

Aleksandra Mijalska

Identifiers

Biblioteka Nauki

22791245