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Quasi-film commercials. Analysis of selected car manufacturer campaigns

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Barczyk-Sitkowska A.
Acta Universitatis Lodziensis. Folia Litteraria Polonica
|
2017
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vol. 43
|
issue 5
171-183
EN
When seeking original forms of expression, contemporary commercials often reach for the achievements of film making. That is reflected in references to the conventions of certain film genres, and the references to particular films. The goal of the article was to present selected examples of the relationships between commercials and film, which can be found in car manufacturer advertising campaigns (Toyota, BMW, and Mercedes-Benz). The analysis of the gathered study material enabled me to identify two forms of quasi-film commercials: a TV spot and a short film.
2
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Reklama w konwencji zwiastuna filmowego – perswazja czy manipulacja?

100%
Barczyk-Sitkowska A.
Acta Universitatis Lodziensis. Folia Litteraria Polonica
|
2018
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vol. 48
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issue 2
263-274
EN
Popular brands, hoping to catch the attention of a bored spectator, are increasingly using advertainment, which is a combination of advertising, fun and entertainment. An example of this phenomenon is advertising imitating movie trailers. The author tries to answer the question of whether the recipient of such productions is aware that watches advertising?
PL
Znane marki, chcąc przykuć uwagę znudzonego reklamami widza, coraz częściej sięgają po advertainment, czyli połączenie reklamy z zabawą i rozrywką. Przykładem tego zjawiska są reklamy w konwencji zwiastunów filmowych. Celem artykułu jest odpowiedź na pytanie: Czy odbiorca takich przekazów jest świadomy, że ogląda reklamę?
3
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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

63%
Barczyk-Sitkowska A., Krzekotowski M.
Central European Journal of Communication
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2019
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vol. 12
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issue 1(22)
44-61
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.
4
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The Condition of Polish Autobiographical Documentaries – More Similar to a Reality Show?

63%
Fiołek-Lubczyńska B., Barczyk-Sitkowska A.
Acta Universitatis Lodziensis. Folia Litteraria Polonica
|
2016
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vol. 35
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issue 5
177-184
EN
The autobiographical documentary has a number of elements which resemble those of a reality show. Such documentaries can be considered to be young directors’ responses to this TV genre and its celebration of voyeurism. The purpose of this article is to outline the similarities and differences between these two genres. The article consists of four parts: the first discusses the essence of the autobiographical documentary, the second focuses on the reality show, the third analyses the movie Moje dwadzieścia okrążeń by Łukasz Konopa, and the fourth is a summary of the considerations made in the text.
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