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1
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Empirical research on the functions of audiovisual advertising from the perspective of recipients - students of the Journalism and Social Communication Faculty at the University of Łódź

100%
Barczyk-Sitkowska A., Krzekotowski M.
Central European Journal of Communication
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2019
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vol. 12
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issue 1(22)
44-61
EN
In current research on the subject, three dominant functions of advertising can be pointed out. These are: to inform, to persuade or to remind a recipient about the product. However, watching modern commercials in the media evokes a question about this typology being sufficient enough to cover the full spectrum of the commercial industry. The main goal of the article is to test the attitudes towards commercials in students in their junior year of the Journalism and Social Communication degree at the University of Łodź. This probe is exceptionally valuable, since many of these people in years to come will become involved in creating this type of broadcast by graduating with a “Advertising, Design and Visual Communication” major at our university. The experiment has been divided into three tiers, showing different types of TV spots in two of them. Doing this has enabled us to answer the question if watching these types of broadcasts can influence the attitude towards commercials and its functions on viewers.
2
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Quasi-film commercials. Analysis of selected car manufacturer campaigns

88%
Barczyk-Sitkowska A.
Acta Universitatis Lodziensis. Folia Litteraria Polonica
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2017
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vol. 43
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issue 5
171-183
EN
When seeking original forms of expression, contemporary commercials often reach for the achievements of film making. That is reflected in references to the conventions of certain film genres, and the references to particular films. The goal of the article was to present selected examples of the relationships between commercials and film, which can be found in car manufacturer advertising campaigns (Toyota, BMW, and Mercedes-Benz). The analysis of the gathered study material enabled me to identify two forms of quasi-film commercials: a TV spot and a short film.
3
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Projekt dyrektywy Parlamentu Europejskiego i Rady w sprawie poprawy równowagi płci wśród dyrektorów niewykonawczych spółek giełdowych a suwerenność parlamentu narodowego. Wokół idei prawa prywatnego i zasady pomocniczości

88%
Romanowski M.
Zeszyty Prawnicze BAS
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2013
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issue 1(37)
24-58
EN
The aim of the article is to assess substantive rightness and consistency with EU law of the Proposal for a Directive on improving the gender balance among non‑executive directors (members of supervisory boards) of companies listed on stock exchanges. The article explains the reasons for under‑representation of women in supervisory boards of companies (corporations). It focuses on a formal analysis of the proposed binding acts of the European Union. The assessment is performed in the context of the principles of private law and conformity with EU legal standards, particularly the principles of proportionality and subsidiarity. The author proves that the proposal is not consistent with the subsidiarity principle, as the proposed action is not necessary and its objectives can be achieved by other means.
4

Starsi ludzie jako segment rynku reklamy w Polsce

88%
Widerski J.
Ekonomia. Wrocław Economic Review
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2018
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vol. 24
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issue 4
39 - 50
EN
For the purpose of this publication, current advertisements, in which there are protagonists symbolizing the older generation, were analyzed. In the publication the author presents the results of analyses of TV commercials broadcast from January 1 to May 15, 2018. The purpose of the observation was first of all to show the image of older people present in commercials and the visual and verbal means used for this purpose. The task of the analysis was also to present social roles assigned to the characters from commercials and the products (categories and sub-categories), which are positioned in these spots. The aim of the article is to show the marketing aspect of old age, which is the buyer model created in current commercials.
5
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Public service market? Commercial activities of the Norwegian Broadcasting Corporation (NRK)

88%
Roppen J.
Central European Journal of Communication
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2008
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vol. 1
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issue 1
79-94
EN
In this paper the commercial activities of the Norwegian Broadcasting Corporation are presented and discussed. The legal framework and political discussion is presented in the context of media policy as well as competition at the national level and state-subsidies at the European (EFTA/EU) level.
6
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,,BIERZESZ CZTERY LUB PIĘĆ NUT, JEDNĄ WYRZUCASZ, JEDNĄ PRZESUWASZ…”, czyli temat główny z Gwiezdnych wojen i Marsz imperialny jako standardy muzyki filmowej oraz ich wpływ na kulturę popularną

75%
SKORUPSKI P.
Historia@Teoria
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2018
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vol. 1
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issue 7
119-125
EN
Każdy ma swoje zapachy, smaki, zdjęcia, które są związane z nami w konkretnych sytuacjach. Podobnie jest z muzyką i melodiami. Większość z nas może nucić „Ode to Joy”, „Für Elise” lub… „Imperial March” z „Gwiezdnych wojen”. Jaka jest najsilniejsza jakość muzyki z tej sagi? Dynamizm? Prostota? A może ton instrumentów? Spróbuję znaleźć powód.
PL
Zdjęcia z tego zdjęcia są i są z nim związane. Wies jest z muzyką i melodiami. Większość z nas może nucić „Oda do radości”, „Für Elise” lub… „Imperial March” z „Gwiezdnych wojen”. Jaka jest najsilniejsza jakość muzyki z tej sagi? Dynamizm? Prostota? A może ton instrumentów? Spróbuję znaleźć powód.
7
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„Komercjalizacja Barbary” - pozasemantyczne uzasadnienie identyfikacji językowej w reklamie

75%
Jasielska A.
Kultura i Edukacja
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2015
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issue 3(109)
205-218
EN
One of the advertising strategies is the use of names of their own. The name is given to products or to the characters of commercials. The name Basia is especially operated in Polish commercials. This article assumes that the popularity of this name is conducted beyond its semantic, denotative meaning and is result of emotive associations. The sound symbolism, the infant/child-directed speech and connotative meaning were used to analysis the Basia’s “commercial potency”. It was established, that every of these phenomena was assigned to another level of lingual organization - from phonological to pragmatic - and has a specific impact into evoking the positive associations to neutral objects, which are signed by lingual symbol, which initiates pleasant feelings.
8
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Starość – „Jak pięknie być sobą”

75%
Zakowicz I.
Ogrody Nauk i Sztuk
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2012
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issue 2
EN
Every epoch adopts a different attitude towards the old age, the process of fading away and old people, which manifests itself in distinct attitudes and ideas about this specific period of life. The “visual reality” of the 21st century worships beauty and youth. This entails increased social expectations about appearance. The body, especially the old man’s body, should be attractive. Nowadays there is a noticeable increase in the total number of elderly. They become therefore an attentively observed social class. In the mass media, the “appealing” old men’s images are becoming more and more popular and common, so reflections on this subject constitute an interesting and important area of investigation. This article is an attempt to reconstruct “post-modern” strategies of creating and showing the old age through images.
9
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Bohater reklamy – człowiek ponowoczesny?

75%
Widerski J.
Państwo i Społeczeństwo
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2019
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issue 2
187-200
EN
The basic thesis contained in this publication is the conviction that commercial can be treated as a mirror of a modern man. It is created as a result of detailed research and its aim is to reach a precisely defined recipient. The article contains the results of the analysis of character traits found in commercials. The aim of the study is to answer the question whether the hero of commercials has the features of a postmodern man. The starting point is the psychological theory of Zygmunt Bauman and the subject of research are television commercials, and in particular their visual and verbal layers.
PL
Podstawową tezą zawartą w publikacji jest przekonanie, że reklama może być traktowana jako zwierciadło współczesnego człowieka. Powstaje ona bowiem w wyniku szczegółowych badań, a jej celem jest dotarcie do precyzyjnie zdefiniowanego odbiorcy. Artykuł zawiera wyniki analizy cech postaci występujących w spotach reklamowych. Celem badania jest odpowiedź na pytanie, czy bohater reklam telewizyjnych posiada cechy człowieka ponowoczesnego. Punkt wyjścia stanowi psychologiczna teoria Zygmunta Baumana, a przedmiotem badań są reklamy telewizyjne – w szczególności ich warstwa wizualna i werbalna.
10
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Wizerunek kobiety w reklamie a percepcja i ocena własnego wyglądu przez dorastające dziewczęta

63%
Romanowska-Tołłoczko A.
Rozprawy Naukowe Akademii Wychowania Fizycznego we Wrocławiu
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2015
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vol. 49
34-41
EN
Background. Human self-esteem is being created along with development of self-consciousness and self-knowledge under the influence of anatomical, physiological, psychological and social factors. Psychological and social factors are opinions, criticism made by other people which one hears about oneself, also personal triumphs and failures and comparisons with role-models. Comparison concerns a lot of aspects of life including personal appearance. The aim of this paper was to learn how women’s image presented in TV commercials is seen by girls in late adolescence and to establish its effect on their self-esteem and their perception of others. Material and methods. A group of 256 school girls from Wrocław aged 16–18 years was analysed. The methods of diagnostic survey and survey techniques were used. Results. It was found that advertising has a major impact on the image of modern women’s and girls’ perception of themselves and other women. This was reflected in their decisions to change their appearance. Conclusions. The image of a woman created by advertisements affected the girls’ appreciation of their appearance, which, however, did not translate into their global self-esteem.
11
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Importance of Documentary Evidence in Separate Proceedings in Commercial Cases

63%
Chrapoński D.
Roczniki Administracji i Prawa
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2022
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vol. 4(XXII)
227-240
PL
Dowód z dokumentu odgrywa istotną rolę w postępowaniu odrębnym w sprawach gospodarczych, czego wyrazem jest regulacja zawarta w art. 45811 k.p.c. Wynika z niego, że wszystkie istotne okoliczności faktyczne związane ze zmianą stosunków cywilnoprawnych, które wpływają na rozstrzygnięcie sprawy, mogą być wykazane wyłącznie za pomocą dowodu z dokumentów. Przeprowadzenie natomiast dowodów z innych źródeł dowodowych byłoby niedopuszczalne. Taka interpretacja oznaczałaby jednak, że dowód z dokumentu w postępowaniu gospodarczym jest dowodem wyłącznym dla wykazania okoliczności, o których mowa w tym przepisie. Właściwa interpretacja tego przepisu winna prowadzić do wniosku, że dowód z dokumentu ma prymat nad innymi dowodami w tym znaczeniu, że sąd w pierwszej kolejności przeprowadza postępowanie dowodowe z takich środków dowodowych, a jeśli nie zostały wyjaśnione wszystkie okoliczności mające znaczenie dla sprawy – z innych rodzajów dowodów.
EN
Documentary evidence plays an important role in separate proceedings in commercial cases, which is reflected in the regulation contained in Article 45811 of the Code of Civil Procedure. It stipulates that all material factual circumstances related to a change in civil law relations that affect the resolution of the case can only be proven by documentary evidence. In contrast, the taking of evidence from other sources of evidence would be inadmissible. Such an interpretation, however, would mean that documentary evidence in commercial proceedings is the exclusive evidence to prove the circumstances referred to in this provision. A proper interpretation of this provision should lead to the conclusion that documentary evidence has primacy over other evidence in the sense that the court shall first take evidence from such evidence and, and if all the circumstances relevant to the case have not been clarified, from other types of evidence.
12
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Marketing farmaceutyczny w Polsce – badanie przekazów reklamowych leków, suplementów diety i wyrobów medycznych

51%
Zalewski A.
Rozprawy Społeczne
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2020
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vol. 14
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issue 2
107-127
EN
Abstract In this study, I would like to draw the readers' attention to the size reached by the contemporary advertising market of medications, dietary supplements and medical devices. It is probably the first market analysis on such a broad scale, conducted by the same person Material and methods For this purpose I managed to measure the intensity of advertising of these products on television, on the radio and on the Internet. The advertisements are classified according to several parameters (quantitative analysis) . I also selected some marketing strategies which, in my opinion, influence recipients the most and encourage them to purchase a given product (qualitative analysis). Results Medications, dietary supplements and medical devices are the most-advertised product category in the mass media. Conclusions The high frequency of broadcasting, large expenditure on advertising and appropriate marketing efforts build the habit of consumers reaching for a tablet in many situations.
PL
Streszczenie W niniejszym opracowaniu chciałem zwrócić uwagę czytelników, do jak dużych rozmiarów rozrósł się współczesny rynek reklam leków, suplementów diety i wyrobów medycznych. Według mojej najlepszej wiedzy, niniejszy artykuł stanowi pierwszą tak dużą analizę rynku, przygotowaną wyłącznie przez jednego autora. Materiał i metody W tym celu podjąłem się analizy treści reklam leków, suplementów diety i wyrobów medycznych w polskich mediach. Udało mi się zmierzyć natężenie reklam tych grup produktów w radio, telewizji i Internecie, klasyfikując je według kilku wybranych parametrów (analiza ilościowa). Wybrałem z tych przekazów również takie zabiegi marketingowe, które moim zdaniem najbardziej oddziałują na odbiorców i zachęcają ich do zakupu danego preparatu (analiza jakościowa). Wyniki Leki, suplementy diety i wyroby medyczne to najczęściej reklamowana kategoria produktów w mass mediach. Wnioski Wysoka częstotliwość emisji, duże nakłady na reklamę i odpowiednie zabiegi marketingowe budują wśród konsumentów nawyk sięgania po tabletkę w wielu sytuacjach.
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