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1

PROJECTS OF THE TOURIST WORLD

100%
Wieczorkiewicz A.
Kultura i Społeczeństwo
|
2005
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vol. 49
|
issue 1
95-121
EN
The article analyzes the world represented in tourist advertisements and the experiences projected by them with reference to the essential tendencies of socio-cultural life. The concept of the world represented in tourist advertisements is described in the first part of the article. The second part focuses on some problematic areas in the tourist world. The rhetoric elaboration of visiting 'Ground 0' after the terrorist attack in September 11th supplies the material for the analysis. The conclusions point to the strategies of adjusting the projects of tourist experiences with various social contexts, which not always are compatible with them. In the third part, the strategies of constructing the tourist image of the world are related to the general life projects, especially to the projects of creating individual identity. The material for the analysis are the advertisements from 'The New York Times', and from the travel supplement to 'The New York Times' from September 11th 2001 to October 30th 2001. Direct observations were made from January to October 2002 in New York
2

Komercyjny obraz sztuki jako narzędzie gier reklamowych

80%
Łuc I.
Białostockie Archiwum Językowe
|
2012
|
issue 12
115-131
EN
The article focuses on the attempt at describing the commercial image of art as a tool of advertising games. The examples of advertisements selected for the presentation were analysed and interpreted using pragmalinguistic and cognitive research concepts. The problem of the advertising strategy described was discussed in two thematic categories: 1) direct references 2) indirect references to works of art and their typology by recognizing the mechanisms responsible for their creation and classifying the basic means which accompany such creation. The problem described was looked at within the context of communication and linguistic games, understood within a very wide sociocultural context of functioning.
3
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Techniki operowania stereotypem w reklamie

80%
Bielinska-Gardziel I.
Etnolingwistyka. Problemy Języka i Kultury
|
2003
|
vol. 15
165-186
PL
Reklama bazuje na stereotypach obecnych w potocznym myśleniu danej społeczności, ale ich nie ujawnia, stereotypy stanowią bowiem narzędzie manipulowania odbiorcą, jego sposobem myślenia i jego wartościowaniem; przyczyniają się do kształtowania reakcji, postaw oraz decyzji i działań odbiorcy. Reklamodawca operuje stereotypami, zarazem przystosowuje do swoich celów, eksponuje cechy pożądane, pomija natomiast te, które mogłyby wywołać negatywne skojarzenia, np.: reklama ze względu na dominujący w społeczeństwie kult młodości przetwarza stereotyp wieku podeszłego, neutralizując nieprzyjemne skojarzenia związane ze starością i przypisując starszym ludziom zachowanie właściwe raczej młodym. Sposób profilowania stereotypu w komunikacie reklamowym zależy od specyfiki adresata – jego płci, wieku, potrzeb, przyzwyczajeń, upodobań. Potrafi schlebiać i przewartościowywać, np. cecha uchodząca powszechnie za wadę płci pięknej – gadulstwo, w jednej z reklam nabiera pozytywnego znaczenia – nadawca podchodząc z wyrozumiałością do kobiecej natury zachęca: „gadaj jak najęta!”. Reklama profiluje stereotyp tak, aby osiągnąć pożądany cel – skłonienie odbiorcy do zakupu oferowanego produktu.
EN
Advertizing rests on the stereotypes present in the folk mode of thinking characteristic of a given community. However, the stereotypes are not revealed in advertisements, which constitute a tool used to manipulate the receiver, his thinking and valuation; they contribute to the shaping of the receiver's reactions, attitudes, decisions and actions. Copywriters use stereotypes and adapt them to their purposes: desirable characteristics of stereotypes are brought to the fore, those which might evoke negative associations are downplayed. For instance, because of the cult of youth, advertisements transform the stereotype of the old age, remove the unpleasant associations it evokes and attribute to the elderly certain patterns of behaviour typical of young people. The way a stereotype is profiled in an advertisement depends on the characteristics of the receiver: his or her sex, age, needs, habits and likes. It can flatter the receiver and transform the hierarchy of values; for instance talkativeness, usually considered a vice of the fair sex, is in one advertisement presented in the positive light: the sender is lenient with the female nature and encourages women to 'talk like you were getting paid for it!'. Advertisements profile stereotypes in such a way as to achieve the desired aim: to make the receiver buy the advertized product.
4
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Reklama a style funkcjonalne języka. Zarys problematyki

80%
Cieciura P.
Bohemistyka
|
2009
|
vol. 9
|
issue 3
204 - 212
EN
The author presents an outline of a wide issue of advertisement towards the styles of language functioning. At the beginning she presents the aims of advertising communication worked out by the well-known linguists, namely: J. Brabec i J. Bralczyk. Next, the author presents a review of the Czech and Polish positions of linguists concerning the adjunction of the advertising texts to a given language style (feature style, administrative, artistic or individual style of advertisement) in order to reach a conclusion, that there is still an open question concerning the style of the advertising texts.
5

DOES NEGATION ENHANCE SALES? THE USE OF NEGATION IN ADVERTISEMENT

80%
Rodak R.
Slavia Orientalis
|
2008
|
vol. 57
|
issue 1
107-115
EN
As shown in the material analysed in this paper, negation is a language mechanism that is used quite frequently in advertising slogans. Correct interpretation of advertising messages is based on the creative process of inference, functioning through reference to semantic standards. Negation has a variety of functions in advertising slogans. It may be the means of de-trivialising a message, i.e. a basic linguistic process converting systemic configurations (semantic standards) into non-systemic ones. Various negative senses are also indicated by means of inherent operators of negation, also called pragmatic or presupposition-triggering operators. Similar exponents of negative meanings are adjectives in the comparative and superlative degree, which are remarkably frequent in advertising slogans. The equally frequent negative functor 'nie' in conjunction with imperative forms becomes de-semanticised and may realise various speech acts: in slogans mainly the act of 'positive' advice (encouragement, suggestion/offer) or the act of warning.
6
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Nová česká oikonyma typu Chodovec City, Barrandov Hills, Nové Měcholupy… a Šmoulov

80%
David J.
Naše řeč (Our Speech)
|
2008
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vol. 69
|
issue 4
192-197
EN
This text focuses on new type of place names created as for the advertisement of newly built residences and blocks of flats. They are presented as new, sunny, city or country areas suitable for living, e.g. Nove Petriny, Slunecni vrch, City Park Jihlava and Vyhledy Hostivar. They use mostly English appellatives such as city, hill, park and river and the English forms of place names to raise the prestige of the real estate on offer, e.g. Barrandov Hills, Danube House and Sun House.
7

Reklama bez zasad etycznych?

80%
Slomski W.
Contemporary Economics
|
2007
|
issue 4(4)
89-102
EN
The article replies to the question, whether the advertisement can exist without ethical principles or ethics should be the basis of the advertisement. One can say that the ethical opinion of the advertisement does not depend on content and the form of advertising content exclusively, but also on recipient's consciousness. The advertisement appeals to the emotions more than to the intellect, thus restricting the area of conscious and based on rational premises choice, so it is morally bad. It is not that the moral evil immanently underlines the advertisement, but it concerns the mechanisms which cause that the advertisement turns out to be effective. The only admissible form of the advertisement would be the reliable full information about the advantages and flaws of the concrete advertised product. The only admissible form of the advertisement would be the reliable full information about the advantages and defects of the concrete advertised product. The most serious difficulty connected with the ethical opinion of the advertisement is the fact that the advertisement is the indispensable link of the present economy, and everyone who accepts the free market and perceives the positives of the economic growth, should also accept the advertisement. The advertisement constitutes the element of the economic activity, so in consequence the responsibility first of all lies with enterprises for its far-reaching results.
8

THE USAGE OF ANIMATED CHARACTERS IN ADVERTISEMENT (Wykorzystanie postaci animowanych w przekazie reklamowym)

80%
Makowski M.
Pieniądze i Więź
|
2009
|
vol. 12
|
issue 3(44)
EN
Fictitious, animated characters appear in commercial transmission much more frequently than just a few years ago. The main reason for the popularity of this type of advertising production is significant technical and technological development that facilitates the work of creative graphic designers and animators. To explain the importance of the cartoon characters' usage in advertising the author used numerous examples of films emitted in Polish television. As a source of inspiration for creative advertisers the article presents also manga, a popularity gaining technique, in which there are prepared a number of animated advertising films in Japan. In this context, the author also proposed the introduction of two new concepts - 'mangavertising' and 'animevertising'.
9
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Wymiany komponentów związków frazeologicznych w tekstach czeskich reklam

70%
Cieciura P.
Bohemistyka
|
2009
|
vol. 9
|
issue 4
261 - 278
EN
In his article the author presents the problem of phraseological innovation in texts of Czech advertisements. He presents four types of changes in the components of set phrases: changes into a synonymous element, changes into an element with similar formal properties, changes determined by the character of the advertised product and free changes of the elements.
10

PRÁVNA REGULÁCIA SEXIZMU V REKLAME – ZÁKLADNÉ VÝCHODISKÁ

70%
Zlocha Ľ.
Právny obzor. Teoretický časopis pre otázky štátu a práva (Juridical Review. Theoretical journal for the questions of state and law)
|
2023
|
vol. 106
|
issue 2
99 – 115
EN
The presented article deals with the regulation of sexism in advertising, especially from the point of view of public law regulation. In the introduction, the author discusses the general definitions. Before the author proceeded to the analysis of the sexist elements in advertising practice, he defined the constitutional anchoring of the protection of advertising as such, as initially there were various controversies as to whether it is even possible to consider advertising as a means of exercising freedom of expression. The primary purpose of the article is to define the scope of the legal regulation of sexism in advertising in the Advertising Act and the method of application of the currently valid legislation by Slovak public authorities and courts. The author points to the jurisprudence of foreign courts and the European Court of Human Rights.
11
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Kontrowersje wokół reklamy. Próba podsumowania społecznej krytyki tego zjawiska

61%
Duda A.
Roczniki Nauk Społecznych
|
2011
|
vol. 3(39)
177-193
EN
Advertising is criticized from many angles, offering a variety of arguments and referring them to different contexts. However, it turns out that this fragmented and chaotic debate is concentrated on conclusions that have been formulated many times in the past, or on rather trivial statements that do not contribute much to the relation between the world of business and its „environment” on the one hand and consumers on the other. The basic meaning of advertisements should not arouse any controversies. Advertising promotes the ideology of consumption. It creates the desired patterns of behavior and of images that are available along with the purchase of a product in any drugstore or supermarket. One also can have no doubts about the fact that advertising does work. It is also able to instruct the consumer in such a way that he forgets where he got the information from. Advertising does work, although it does not control our behavior so closely as its most severe critics say.
12

PRÁVNA REGULÁCIA REKLAMY ŠÍRENEJ PROSTREDNÍCTVOM ELEKTRONICKEJ POŠTY

61%
Zlocha Ľ.
Právny obzor. Teoretický časopis pre otázky štátu a práva (Juridical Review. Theoretical journal for the questions of state and law)
|
2016
|
vol. 99
|
issue 3
204 – 218
EN
Advertising is a phenomenon of modern society, without which we cannot imagine functioning and prosperous economy. Internet advertising is nowadays regarded as an independent marketing tool. Increasingly, however we can still observe sending of unsolicited advertising messages that present a product or service or encourage the recipient in that direction to do more. In this article the author analyses legal regulation of advertising disseminated via e-mail. Dissemination of advertising via e-mail is regulated not only by public or private national law, but is also regulated and harmonised by EU law. Whereas the dissemination of advertisements via electronic mail is an advertising action, legal regulation also applies to the use of electronic mail as an advertising tool. Doctrinal understanding of spam as unsolicited messages of any content is broader than the definition contained in the framework of EU legislation, which is limited to unsolicited advertising messages disseminated by e-mail. What remains questionable is the issue of the effectiveness of anti-spam rules because the possibility of using anti-spam law standards is considerably restricted taking into account existing limits of national jurisdictions.
13

Audiovizualnost z aspektu masmedialnej manipulacie

41%
Rozenberg S.
Communication Today
|
2010
|
vol. 1
|
issue 2
22-38
EN
Media information manipulation in the present days has lost its features of an extraordinary, extremely non-ethical and mainly inacceptable banned mean. Information manipulation has been used everywhere where there are for a particular subject no reasons, opportunities, possibilities and means from the view of its particular (utilitarian) interests to purposely influence attitudes, opinions, motivation and behaviour of individuals and social groups. To conclude and to do it gently, it is to be called the manipulation with the public opinion. When examining particular aspects of this issue it is impossible to rely upon the terminology which would be sufficiently complex, in Slovak conditions stable and generally accepted. This fact causes it is impossible to start examining particular problems, as before doing so it is necessary to explain and define the basic points and draw the line of a possible effective approach. The effect of manipulation is the change of an existing or creation of a new evaluating viewpoint and relation of the recipient to something definite what influences (manipulates) its future actions, behaviour, opinions and attitudes. The viewpoint from the aspect of basic information and communication knowledge theory is crucial: if some of the real information systems reach the dominant mass media position and are used as the source of prevailing inadequate or redundant information, logically, instead of processes deepening the composition of information system - such as human consciousness (shaping and development of personality, its autonomy and integrity), it initiates the growth of entropy in mind. It is true that each piece of inadequate information, which is 'pressed' on the structure of system, changes it as a whole and from the human viewpoint devalues the system as it weakens its ability to regenerate. Positive, full-value informedness can be achieved only through the exchange of adequate and additive information.
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