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Specyfika reklamy kontrowersyjnej w oparciu o wybrane przykłady reklamy telewizyjnej w Polsce

100%
Dołhasz M.
Eruditio et Ars
|
2022
|
vol. 4
|
issue 1
107-124
EN
This compilation is devoted to the issue of a controversial advertisement which is currently one of the more dynamically developing manners of influencing a consumer in marketing communication. The goal of this paper is to present the essence and specificity of a controversial advertisement on the basis of Polish television advertisements. In its first part this paper is of a theoretical character and constitutes an introduction to the issues of specificity of a controversial advertisement and a television advertisement touched upon in this publication. The second part includes results of the analysis of selected television advertisements. A controversial advertisement is a term which is more of a definition of the character of the advertisement rather than the manner in which it influences the recipient because the controversial advertisements are these advertisements which utilize violent imagery and aggressive attitude violating taboo subjects etc. However, completely innocent advertisements are sometimes also recognized as controversial. Thus the primary issue of the paper is contained in the statement claiming that an advertisement defined as controversial is in reality a shocking advertisement the message of which incites disputes and discussions among recipients and ambiguous assessment of consumers.
PL
Niniejsze opracowanie poświęcono problematyce reklamy kontrowersyjnej, będącej jednym z dynamicznie rozwijających się obecnie sposobów oddziaływania na odbiorcę-klienta rodzajów komunikacji marketingowej. Celem artykułu jest zaprezentowanie istoty i specyfiki reklamy kontrowersyjnej w oparciu o przykłady reklamy telewizyjnej w Polsce. Opracowanie w pierwszej części ma charakter teoretyczny i stanowi wprowadzenie do poruszanych w tekście problemów specyfiki reklamy kontrowersyjnej i reklamy telewizyjnej. Druga część zawiera wyniki analizy wybranych reklam telewizyjnych. Reklama kontrowersyjna to raczej określenie charakteru reklamy niż sposobu oddziaływania na odbiorcę, ponieważ za kontrowersyjne uznaje się reklamy wykorzystujące przemoc i postawy agresywne, naruszające tematy tabu itp. Bywa jednak i tak, że za kontrowersyjne uznaje się reklamy całkiem zwykłe. Główny wniosek artykułu zawiera się w zdaniu, że reklama określana jako kontrowersyjna to de facto reklama szokująca, której przekaz budzi spory i dyskusje wśród odbiorców oraz niejednoznaczną ocenę klientów.
2
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Skinner's Box And AIDA Marketing Communication Model As Reflexive Control Tools

85%
Chaikovska M., Shkeda O.
MIND Journal
|
2021
|
issue 12
1-13
EN
The article examines the experiment with Skinner's box from the point of view of marketing and reflexive control in the context of digitalization. The relevance of this method is determined and a model of the Skinner box marketing strategy is formed. The main components of the last one are: emotional manipulation, information technology and big data. The principles of integrating the AIDA marketing communications model into the SBM strategy, that are oriented on the manipulation object and the information platform used, are formulated.
3
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Przestępstwo miastobójstwa? : projekt Konwencji Międzynarodowej AIDA

57%
Pruszyński J. P.
Ochrona Zabytków
|
1996
|
issue 1
45-51
EN
In spite of the existing international regulations protecting the cultural heritage of mankind during wartime, the problem itself remains unsolved. Observing the atrocities of the Gulf War, the hostilities in Afghanistan and the recent war in Chechnya as well as former Yugoslavia we pay insufficient attention to the intentional destruction of cultural property. Taking these facts into consideration, the International Association of Art Law (AIDA) prepared a draft for an international convention against crimes known as: URBICIDE and CULTURAL GENOCIDE which, in fact, constitute wilful damage of monuments of national culture. The text, first discussed during an AIDA symposium held in Venice in September 1995, and then published in „AIDA News”, no. 7/1995, appears to be a particularly important effort to cease the unrestricted destruction of historic towns, temples, monastic complexes, museums and archives by means of increasingly efficient weapons. In a foreword to the translated text, the author recalls the premises of international conventions and expresses his conviction that the AIDA convention should become widely known in Poland, a country deprived of its cultural heritage during the second world war, where the convention should find, at the very least, strong moral support.
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