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

100%
Mijalska A.
Władza sądzenia
|
2018
|
issue 15
105-119
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.
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