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Advertorial prasowy jako gatunek o polimorficznej naturze

100%
Camm S.
Linguistische Treffen in Wrocław
|
2021
|
issue 20
179-196
EN
The article attempts to define the print advertorial in the perspective of the Polish theory of the genre and the French school of discourse analysis: to describe the genre signals that distinguish it from editorial content on the one hand and advertising content on the other, and to identify the relevant and idiosyncratic features of its prototypical core. It complements existing linguistic, media and press studies (Polish, European, American and Canadian), which – despite the dynamically growing importance of advertorial communication, becoming a dominant marketing tool in the magazine press – marginalise this phenomenon and do not devote much attention to it. The print advertorial is an advertising genre where messages are (as required by law) labelled, not listed, paginated or journalistically signed. They become genologically similar – to other press genres – and physically similar – to the editorial content around them – through the mechanisms of polymorphic mimesis. This strategy includes techniques of a greater or lesser degree of manipulation, such as nomenclature diversification, signature written in tiny print, low-visibility places and vertically, harmonisation of the topic and layout, genre adaptations as well as imitating the appearance of a typical newspaper article. A particularly interesting case is the mechanism of nomenclature diversification, which is completely overlooked in research. As it turns out, on the advertising market in Poland, there are 20 different signatures of the advertorial operating simultaneously, which – let me emphasise – are fully synonymous. These include terms such as: prezentacja partnera, promocja, materiał prasowy, materiał przygotowany przez + [brand name] (e.g., Material prepared by Optegra) or [brand name] + in + [magazine name] (e.g., Davines in Wysokie Obcasy Extra). Per analogiam, advertorials in French are covered by 12 different signatures (including publi-communiqué, publi-information, publi-story, publi-reportage, publi-évasion) and in English by three names (advertorial, special advertising section, promotion). The author presents the advertorial in its proper socio-cultural and historical context and carries out semiotic and discursive analyses of numerous examples from Polish, French and English magazine press from the years 2000–2021. That allows her to propose a broad definition of the print advertorial in question and, at the same time, to illustrate its complex, polymorphic nature.
2
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Artykuł sponsorowany w internecie

100%
Wyrwas K.
Świat i Słowo
|
2019
|
vol. 33(2)
1-1
PL
Artykuł zawiera opis gatunku reklamowego, jakim jest artykuł sponsorowany publikowany na stronach internetowych. Advertorial to duża rozmiarowo reklama zaprojektowana tak, aby wyglądała jak materiał redakcyjny. Autor wymienia i analizuje elementy strukturalne i słownictwo tego typu tekstów, ukazując elementy nadające im charakter perswazyjny.
3

Problemy prawne reklamy w Internecie – wybrane zagadnienia

51%
Oliwa M.
Studia z Zakresu Nauk Prawnoustrojowych. Miscellanea
|
2016
|
vol. VI
157-171
PL
Celem niniejszej pracy jest przybliżenie czytelnikowi problemów prawnych związanych z reklamami internetowymi. Autor w sposób przystępny przybliża znaczenie reklamy w gospodarce oraz ekonomii. Wskazuje, iż w obecnie coraz większe znaczenie ma reklama internetowa, której udział w rynku reklamy stale ulega zwiększeniu. Autor nakreśla możliwe problemy prawne wynikające z faktu umieszczenia przepisów prawa reklamowego w wielu aktach prawnych. Przybliża treść i znaczenie przepisów niezbędnych do prawidłowej analizy problematyki prawnej reklamy w aspekcie ekonomicznym.
EN
The aim of this study is to introduce reader with legal problems related to advertising in the Internet. The author in an accessible way introduces importance of advertising in the economy. It is also indicated that today Internet advertising is becoming increasingly important and it’s market share is constantly increasing. The author outlines possible legal problems resulting from the fact of placing legal provisions related to advertising in multiple legal acts. It has been also presented the content and meaning of the provisions necessary for the proper analysis of the legal issues of advertising in the economic aspect.
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