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WENN WERBUNG ÜBER DIE WERBUNG SPRICHT. METAKOMMUNIKATIVE STRATEGIEN IN DER WERBUNG

100%
Opiłowski R.
Germanica Wratislaviensia
|
2010
|
vol. 131
125-135
EN
Among many advertising strategies there appeared recently a special one: an advertising which refersto itself in metacommunicative way. An advertising medium, a formal component (e.g. a headline), an advertising design as well as a transmitter and receiver become themselves a persuasive, directly verbalized theme of an advertising. This creates a unique metacommunicative parallel text, which forms together with other advertising elements through words and image a whole advertising. This self-referential strategy allows a recipient to recognize the advertising as a text class, because of his/ her passive knowledge. Through that an advertising meets the persuasive function of aestheticization, acceptability, comprehensibility and attractiveness.
2
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Wskrzeszenie mitu dziewictwa czy próba stworzenia społeczności sieciowej? O kampanii Virginity w kontekście strategii reklamowych marki House

63%
Twardoch E.
Media – Kultura – Komunikacja Społeczna
|
2014
|
issue 10/3
45-60
EN
The aim of this article is to analyse one of the most (if not the most) controversial advertising campaign in Poland, which became symptomatic for subsequent marketing strategies. This campaign was known as Virginity and was created in 2008 for the House brand. The author analysed the campaign from the perspective of using various media, paying attention to a few issues that stood out from another campaign created at that time (as well as many of the current campaigns). The most important of these are: a new way of communicating with people who were the target of the campaign (consciously and carefully planned interactivity) and convergence of the advertising message. In the article, the author also tried to show why many of House’s actions from 2008 can be considered as anticipations of contemporary advertising strategies and how they are transformed (e.g. a television programme into the vlog). The article refers to the thesis of selected contemporary media theorists, but an essential part of the article is a detailed analysis of different marketing strategies and promotional materials used in the campaign.
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