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Źródło przekazu w reklamach telewizyjnych kosmetyków

100%
Zatwarnicka-Madura B.
Handel Wewnętrzny
|
2017
|
issue 5 (370)
394-402
PL
Celem artykułu badawczego jest określenie, jaką rolę pełni źródło przekazu w reklamach telewizyjnych. W szczególności analizowano źródła przekazu w telewizyjnych reklamach kosmetyków adresowanych do kobiet. Wykorzystano metodę analizy poznawczo-krytycznej literatury przedmiotu i analizę zawartości. W artykule dokonano przeglądu najbardziej doniosłych badań dotyczących wpływu nadawcy na odbiorcę komunikatu i opisano aspekt atrakcyjności źródła przekazu. Zaprezentowano również badania wtórne na temat wizerunków bohaterów występujących w polskiej reklamie telewizyjnej i scharakteryzowano celebrity endorsement. Metoda analizy zawartości dotyczyła przeglądu spotów reklamowych kosmetyków dla kobiet. Najczęściej w telewizyjnych reklamach kosmetyków wykorzystywanym źródłem przekazu jest znana osoba, co wynika z wielu teorii uzasadniających taki wybór.
EN
The objective of the article is to determine the role played by product endorsers in TV adverts. The role of product endorsers in TV adverts of cosmetics for women is specifically analysed. The cognitive-critical analysis of related literature coupled with content analysis methods were applied. The article presents reviews of leading studies on the impact of the broadcaster on consumers of the content message and also discusses the attractiveness of the product endorser. Secondary studies concerning the image of product endorsers in Polish TV advertisements, including a description of celebrity endorsement, are also contained in the article. The content analysis method involved reviewing some cosmetics advertising spots aimed at women. Known personalities are often made use of as product endorsers in television cosmetics advertising since the results of several theories seem to justify such choices.
RU
Цель исследовательской статьи - определить, какую роль играет источник сообщения в телевизионных рекламах. В особенности анализировали источники сообщения в телевизионных рекламах косметики, направленных женщинам. Использовали метод познавательно-критического анализа литературы предмета и анализ содержания. В статье провели обзор самых важных исследований, касающихся влияния отправителя на получателя сообщения, и описали аспект привлекательности источника сообщения. Представили также вторичные исследования имиджей героев, выступающих в польской телевизионной рекламе, и дали характеристику поддержки со стороны знаменито- стей (англ. celebrity endorsement). Метод анализа содержания касался обзора рекламных спотов косметики для женщин. Чаще всего используемым в телевизионных рекламах косметики источником сообщений является известное лицо, что вытекает из многих теорий, обосновывающих такой выбор.
2
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Poparcie celebryckie (celebrity endorsement) w komunikowaniu politycznym – doświadczenia polskie na amerykańskiej licencji

92%
Olczyk T.
Kwartalnik Naukowy OAP UW "e-Politikon"
|
2013
|
issue 5
47-67
PL
Artykuł opisuje zjawisko celebrity endorsement (wsparcia celebryckiego) w komunikacji politycznej. Punktem wyjścia artykułu jest dostosowanie definicji celebrity endorsementw marketingu komercyjnym do realiów komunikowania wyborczego. W artykule opisano typy endorsmentów celebryckich i przykłady ich zastosowania w polskich kampaniach wyborczych. Kolejna część tekstu służy przedstawieniu teoretycznych modeli skuteczności wsparcia celebryckiego, takich jak: modele źródła, teoria transferu znaczeń, model zaangażowania widowni, model skrótu poznawczego i efekt ingerencji w agendę. Artykuł kończy opis empirycznych efektów oddziaływania celebrytów w kampanii wyborczej, który opiera się na przypadku poparcia, jakiego udzieliła w prawyborach 2007 roku Barackowi Obamie Oprah Winfrey.
EN
The paper describes theoretical and empirical aspects of celebrity endorsement in political communication. Definition of celebrity endorsement laid out in commercial marketing is adopted and adjusted to political communication. Various types of celebrity endorsements and their examples in Polish electoral campaigns are then described. The paper presents theoretical models of celebrity endorsement effects, such as: source models, meaning transfer theory, audience intensity model, cognitive shortcut model and agenda setting effect of celebrity endorsement. The case of Oprah Winfrey endorsment of Barack Obama in 2007 primaries is discussed as a source of empirical evidence of impact of celebrity endorsement in political communication.
3

Coworking sposobem motywacji dla członków gospodarstwa domowego prowadzących niewielką działalność bądź pracujących jako freelancerzy

81%
Marta Wudarzewska M.
Zeszyty Naukowe Wyższej Szkoły Bankowej we Wrocławiu
|
2014
|
issue 4(42)
63-72
PL
Kwestie poruszone w artykule dotykają problemu motywowania, zarówno w aspekcie teoretycznym, jak i w praktyce. W szczególności mowa jest o osobach, które nie mają zwierzchnika – są samozatrudnione bądź wykonują wolny zawód (freelancer). Artykuł przybliża ideę coworkingu i korzyści, jakie on przynosi w sferze motywowania do pracy.
XX
The development of the Internet as well as the technology has caused the evolution of traditional marketing communication. The traditional media do not offer the interactivity. The content of the message nowadays seems to be the most important. Not only the sender is responsible for the context, but in the multimedia era, it is also the recipient who begins to shape the content. Also, the role of emotions in the communication seems to increase. Celebrity endorsement is an example of using well known persons (movie or sport stars) to create emotions in marketing communication. The main goal of the article is to presents the idea of marketing communication involved in celebrity endorsement. The article presents examples of celebrity endorsement and its influence on the brand image.
4
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The effectiveness of celebrity endorsements in Polish magazines

81%
Kowalewska K.
Annales. Etyka w Życiu Gospodarczym
|
2018
|
vol. 21
|
issue 4
31-44
EN
Due to several cognitive processes, celebrity endorsements are effective in increasing sales. The presence of a famous person in an advertisement can command extra attention which may translate into an increase in sales. The aim of the paper is to show the scale of popularity of endorsement in Polish press advertisements in selected magazines directed at different target groups. The study relies, in part, on qualitative content analysis, and uses a survey to determine the effectiveness of celebrity endorsement as a marketing strategy in building trust around a given brand or product and the credibility of an advertising message among its target audience. The final section of the research presents the recall rates for brands/product and their endorsers. Generally, it has been found that celebrity endorsement as a marketing strategy more popular in Poland than in the USA, and a number of particular criteria have to be met in order for it to be efficient. The data reveal that the names of the endorsing celebrities are more strongly associated with advertised products and brands, than the products or brands with their endorsers’ names.
5
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Holistic Model of Celebrity Endorsement in Political Marketing

81%
Mikuláš P.
Political Preferences
|
2016
|
issue 13
87-95
EN
The aim of the paper is to provide useful tools for integral look at the celebrity endorsement process in political marketing that results in a holistic concept. The need for its creation was initiated by several authors, highlighting the inadequacy of partial approaches and thus limited possibilities for application of the existing models. Today, the main shortcomings of existing concepts of the theory and research in the field of celebrity endorsement lie in its fragmentation and inconsistency. The proposed model, based on theoretical research, has the ambition to open a wider debate on the issue and to provide practical tools for better understanding of the phenomenon.
6
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The Impact of the Internet 2.0 on the Voting Behaviour in the United States of America – the Analysis of the 2016 Presidential Primaries

70%
Tomaszewski N.
Annales Universitatis Mariae Curie-Skłodowska, sectio K – Politologia
|
2017
|
vol. 24
|
issue 1
EN
The aim of the article is to study, whether the voting behaviour of the electorate in the US can be heavily influenced by the use of social media during the political campaign. It also focuses on the celebrity endorsement, which is becoming one of the most important parts of the campaigning process in the United States. The article analyses the presidential primary campaigns of four most popular politicians who took part in the 2016 elections.
7
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The Overview of the Presidential Primary Campaign of Bernie Sanders: the Analysis of his Political Background and the Influence of Celebrity Endorsement and Social Media on Voters

70%
Tomaszewski N.
Political Preferences
|
2017
|
issue 14
137-156
EN
Bernie Sanders became the phenomenon of this year's Presidential Primary campaign in the Democratic Party. In order to analyse his road to success, I have decided to focus on three main factors, that helped him conquer on an equal level with Hillary Clinton: his political background, the social media activity of his campaign staff and the celebrity endorsement. The aim of this article is to show, how in the 21st century, the role of the traditional media during the campaign is weakened by the influence of the Internet 2.0 tools. The work also focuses on the behaviour of the American voters and what impact does the regular internet use have on them.
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