Search results - CEJSH

1

Fusing Masculinity with ICT in American Advertising

100%

Księżniak E.

Lublin Studies in Modern Languages and Literature

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2010

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issue 34

156-169

EN

This paper examines representations of men in advertisements for ICT products and services appearing the American magazine “Wired” in 1999-2001. The research reveals reinforcement of stereotypical “masculinity” of ICT, which is achieved through associating advertised products and services with the notions appealing to males (power, sex and success). It demonstrates that, despite the gender-neutral character of ICT, the advertising practices serve to reproduce and uphold the hegemonic gender order by constructing the American male consumer as empowered by the use of marketed ICT products and/or services.

2

Reklama jako moderní jazyk pro předávání informací

100%

Piskořová I.

Społeczeństwo i Edukacja. Międzynarodowe Studia Humanistyczne

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2013

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issue 2(12)

335-346

EN

Advertising is all around us. Whenever you turn on the television, radio or you leave the house for example to go shopping, be sure you meet with advertising. Color promotion appeals us on a guaranteed great products and services. Whether you like it or not, advertising is an everyday part of our lives. But how was its development? Where its origins? Already in ancient times, we can observe the flow of information and an invitation to contemporary actions through inscriptions, drawings and invoking the announcement, which attracted the attention of passers-by.

3

The characteristics of early pandemic advertising

100%

Kowalewska K.

Scripta Neophilologica Posnaniensia

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2021

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vol. 21

133-148

EN

The aim of this paper is to examine early pandemic commercials and show the main changes in their focus from the point of view of communication. In terms of the contents, COVID-19 lockdown, heroism of health care workers, social distancing, online learning, remote work, and the strong shift towards online communication are underlined with an enormous stress put on such values as family, helping each other and being together in these difficult times. Characteristic nonverbal components of commercials referring to the pandemic situation include, for example, sentimental piano music, dimmed colours, a specific style of filming, or showing ordinary people as actors. Finally, it is noticed that some ad makers decide to use the sense of humour in their spots. In conclusion, the coronavirus pandemic and its effects can be easily observed on every level of an advertising message.

4

Onimy marketingowe – między informacją a perswazją

80%

Graf M.

LingVaria : Półrocznik Wydziału Polonistyki UJ poświęcony zagadnieniom języka i językoznawstwa

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2015

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issue 19

49-59

EN

The paper analyses selected types of marketing names representing modern chrematonymy, in a wide sense of the word. It focuses on names of jewelery, of housing estates, and – if they were utilized in advertising – of cities. The author emphasizes the fluidity of the borders between specific onomastic categories, and the different ranks and functions of names that appear in advertising.

5

O lokowaniu produktu jako elemencie strategii reklamowej na przykładzie polskiego serialu Przyjaciółki

80%

MYŚLAK D. A.

Civitas et Lex

|

2016

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issue 1(9)

7-21

EN

Product placement is an example of a popular form of advertising characteristic for the Polish TV shows. Film and TV writers in Poland are keen on using this method also in TV shows. As product placement has got a strong influence on the audience, the viewers perceive the film reality as the reflection of real life. TV series fiction in turn influences the consumerist preferences of the adresses. The strategy of product placement in the Polish TV series, however, still leaves much to be desired as directors find it difficult to apply the method to suitable scenes in a subtle way. It happens that the product being placed remains onscreen for too long, the number of the products per single episode is too high and the dialogues aimed at highlighting the advantages of given products seem too artificial. All those actions have a negative result on the final decision of the viewers on whether to buy the advertised goods or not.

6

Reklama dziecięca w świetle prawa

80%

Nowińska E.

Psychologia Rozwojowa

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2012

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vol. 17

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issue 1

77-84

EN

Children consist the significant part of commercial recipients and as a consumers have a great importance for companies. At the same time commercials have significant and multidimensional influence on children. It is truism to say that adults make their buy or not decisions under the pressure of their children, who obtain the knowledge about the market and products straight from the commercials. They receive the commercial content from plethora of media. Until recently mostly from the TV screen, nowadays more often from computer one. If we take into account that commercials are at the same time the instrument of creation of needs, pointer of their fulfillment, trendsetter and identity builder we can not be blind on its significance for the personality of young men. Because of the obvious commercial reasons there is no possibility to eliminate the products and the children addressed advertising out of the market. However this do not mean we should no constrain such broadcasts because of their form or content. That is the main reason to construct legal constrains. The fundamental ones are included in regulations fighting the unfair competition. In the Polish unfair competition act legislator included the ‘commercial’ article 16 combating forms and contents that infringe the fair competition rules. One of the clauses prohibits advertising that ‘uses the credulity of the children’ – pt 3) pt 1 art. 16 unfair competition act. This is solely one clause within whole act that tackles this issue. Additionally it’s construction causes doubts about the interpretation. It is hard to asses when actually one can say about the use of immanent children virtue of credulity. Another, important act is the statue on the radio and television containing clauses directly regulating rules on children advertising. According to the act it is prohibited to broadcast commercials that directly incite children to buy products or services, or encourage children to uphold pressure on their parents or other persons in the aim to incite them to buy advertised products or services (art. 16). Among the most important regulation falls provisions of pharmaceutical law. According to them “Advertising of healing product can not be directed to children or contain element addressed to them” (art. 53 p. 2). However even short analyze of tv commercials of healing products for children leads to the conclusion that almost each is apparently addressed to them taking into account their content, fairytale scenery, costumes or children actors. Above leads to the conclusions that even the most detail regulation does not prevent children against harming influence of commercial content, if the traders would not have will to do it.

7

Reklama w świecie osób niesłyszących

80%

Makowski M.

Pieniądze i Więź

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2013

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vol. 16

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issue 1(58)

84-95

EN

The article discusses the basic principles for implementing the communication process with particular emphasis on the specifics of the deaf people. Indicating the need for information of this type of consumers, reference is made to conditions of marketing communication implemented in practice. An important complement to the theoretical study is presented data from a representative survey research among members of the Polish Association of the Deaf conducted in the first quarter of 2012. The primary objective of the study was to determine the attitude of the deaf to advertising, with particular emphasis on non-verbal and non-language content contained in the broadcast television commercials.

8

APPLICATION OF REGRESSION MODELS IN ANALYSIS OF THE ADVERTISEMENT'S IMPACT ON CONSUMER'S DECISION MAKING PROCESS

80%

Chrzanowska M., Chudzian J.

Metody Ilościowe w Badaniach Ekonomicznych

|

2014

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vol. 15

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issue 2

64-73

EN

Consumer's behaviour in the market is a widely studied and analysed problem. Complexity of social, economic and psychological determinants that influence consumer's decision process is a reason for multilevel and multi-factor approaches to analyse this problem. Therefore the aim of this paper is to describe application of parametric regression model for the effectiveness of advertising. The study described is based on a survey covering 550 consumers of dairy product, all of age over 15 and living in one of the nine biggest Polish agglomerations. Built models were examined and verified statistically. Obtained results clearly show that the approach chosen to describe AIDA model is an appropriate method for analysing impact of advertisement on consumer's decision making process.

9

Wideoidelogia i youtubizacja jako narzędzia politycznego public relations

80%

Walecka-Rynduch A.

Politeja : Pismo Wydziału Studiów Miedzynarodowych i Politycznych Uniwersytetu Jagiellońskiego

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2013

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issue 3(25)

481-499

EN

Quantifier of our century is the media that define the present century as a time of media democracy, or, more narrowly, of e-democracy. Politicians around the world submitting their political campaigns, interviews, speeches to the plans of media. They need media to communicate with the citizens of their countries, with voters, with national and international institutions. Models of communication created this way, according to the theory of public relations, can have the character of propaganda, marketing or of a dialog. The phenomenon of video-ideology and the resulting political youtubization analyzed by the Author fits in all these three models. The paper identifies three channels of PR communication of the world of politics to the world of audience/electorate. The first two channels are top-down schemes, created by the political power base, applied to influence and shape political attitudes of citizens. The third channel is bottom-up formed grassroots citizens’ attitude, which is a meaningful response of the electorate to the political action.

10

Vom Vital-Macher zum Frische-Flirt. Strukturtypen der werbetauglichen deutschen Komposita und deren polnischer Entsprechungen

80%

Golonka J.

Germanica Wratislaviensia

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2011

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vol. 134

117-129

EN

Values are the most important aspect of any advertising message. Compounds (both nouns and adjectives) are a very effective means to express values (related to the advantages of a product). This, however, pertains only with respect to the German language. Therefore, the investigation starts with German structural patterns that are to be found in compounds in German commercials. In Polish advertising compounds are much rarer, so only a few Polish examples will be given for each pattern.

11

O konstruowaniu wizualności jako integralnym elemencie polskiej reklamy prasowej

80%

MYŚLAK D. A.

Civitas et Lex

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2015

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issue 4(8)

17-31

XX

In the article the author adresses the issue of visuality of press advertisement by adhering to such elements as logotype, colour palette, photography and typeface. The author argues that all those elements should cooperate and guarantee the achievement of a desired effect, including the aesthetic one. In the author’s judgement, the message sent by the advertisement is more powerful when its creators use their knowledge of the psychology of perception. It turns out that in today’s press advertisements two techniques (recommendation and demonstration) are most commonly used alongside simple advertising patterns. The colour palette is quite limited and the designers highlight the contrasting combinations, which may be come as a result of the authors’ reliance on the proven solutions. When it comes to the language of the advertisements, neologisms occur rarely as the audience answers better to clichés.

12

Female Food-Induced Dreams in Advertising: A Case Study of Three Polish TV Commercials

80%

Augustynowicz N.

Acta Philologica

|

2014

|

issue 45

85-92

XX

Celem artykułu jest analiza reklam telewizyjnych pod kątem występującego w nich przedstawienia kobiety wpadającej w stan marzenia sennego pod wpływem spożyciareklamowanego produktu i zaproponowanie nowego sposobu ich czytania w oparciu o współczesne teorie reklamy oraz prace Susan Bordo dotyczące ideologii głodu w kulturze popularnej. Dzięki zastosowanej metodologii autorka pokazuje, iż pomimo powierzchownego odczucia wyzwolenia, które mogą one wywoływać, te przedstawienia wskazują na istnienie głęboko zakorzenionych restrykcji dotyczących satysfakcji cielesnej u kobiet. Związek łączący kobiety i jedzenie ma dużą wartość emocjonalną, która zmusza do negocjowania delikatnej równowagi pomiędzy przerażającą żarłocznością a bezcielesną transcendencją. Wreszcie, przeprowadzona analiza ukazuje, że reklamy te mocno podkreślająz jednej strony kwestie samokontroli i samoograniczania się, a z drugiej kładą nacisk na występujące zakłócenia percepcji siebie i otoczenia, co stanowi cechy charakterystyczne dyskursu zaburzeń odżywiania.

13

Bezwzględny zakaz reklamy kancelarii adwokackich w realiach współczesnego funkcjonowania rynku usług prawniczych

80%

Zadęcka E.

Przegląd Prawa i Administracji

|

2018

|

vol. 115

97-106

EN

Running a lawyer’s office in the current realities of the legal services market is a challenge. An advocate must possess not only legal knowledge but also demonstrate knowledge of market mechanisms. Nowadays, the client decides which lawyer to choose, and this forces lawyers to take action in order to acquire and maintain clients. Hence, marketing instruments (typical for other service markets) are increasingly used to build and achieve market advantage. However, there are numerous barriers on the legal services market that hinder or even prevent extensive marketing activities. Advertising is the main concern here, as its use by attorneys is strictly prohibited. The question arises as to whether in the present reality the provision contained in the Collection of Rules on Barrister’s Ethics and Dignity of Profession and other regulations limiting the use of marketing should not be subject to liberalization.

14

Współczesne dzieje reklamy – rozwój mediów i potrzeb informacyjnych.) Source: Pieniadze i Wiez (Money and Social Bond

80%

Makowski M.

Pieniądze i Więź

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2012

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vol. 15

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issue 2(55)

137-149

EN

The article presents the key facts of history (from the late nineteenth century to the twenty-first century), which were not without significance for the development of advertising activity in the world. Contents of the paper refer to the important social and political events in the world, and clearly indicate the possibilities and circumstances of the development of advertising activity and its content in such specific conditions. It should be noted that a key element in determining the chronology in the presented article is technical and technological advances in the area of using media in the advertising business, in the indicated period.

15

Prowokacja kulturowa jako forma komunikacji

80%

Nierenberg B., Jakubiszyn A.

Przegląd Kulturoznawczy

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2013

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issue 4(18)

311–321

EN

The aim of this work is the analysis of advertising message in expression culture jamming. Adbusting, subverting, billboard banity, hoating are techniques, which create new advertising message without primary meaning. The inspiration of culture jamming are samizdat, monkeywrenching, guerrilla graffi ti, underground journalism, subcultural bricol guerrilla art, poetica terrorism, technique cut and paste and turntablism. Culture jamming oppose to customer life style and globalization. The aim of activists culture jamming is to unmask mechanism and message of advertising. In this situation message of advertising lose primary meaning. New semiology of advertising, which come into being communicative fuss. In this situation secondary meaning replaces to primary meaning. Important for progress of culture jamming is memetics, science, which investigate disseminate and comprehend signs in culture. Understanding of denotation and connotation signs and symbols in culture facilitate using the linguistic code.

16

Reklama produktu leczniczego

80%

Szyszka A., Szafrańska A.

Przegląd Prawa Publicznego

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2012

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issue 5

81-93

EN

Legal regulations for advertising medicinal products originate from the acts of European Union Law and the acts of the domestic law. The crucial ones include the Code of Medicines (the Law of European Union) and the Act: the Pharmaceutical Law with executive acts, and the Act on the Reimbursement of Medicines, Foodstuffs for Special Nutritional Purposes and Medical Devices. Advertising medicinal products, being a type of marketing activity, is subject to limitations resulting from the specificity of the advertised product. The product determines the scope of the permitted advertising and the circle of its recipients.

17

Intertextuality and failed taboo humour in advertising

80%

Dore M.

The European Journal of Humour Research

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2020

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vol. 8

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issue 3

EN

Humour is often exploited in advertising to enhance the positive image of a brand or corporate company, as well as to promote products or services. Advertisers seek the involvement of the audience via covert or overt references that, in their opinion, may trigger humour and, hypothetically, result in a positive customer response. However, using intertextual humour in advertising can sometimes be risky because, even though the ideal interlocutor is supposed to be familiar with the humorous reference the author alludes to, the latter can never be certain of whether it will be favourably received. The matter is further complicated if the advert relies on references that play on taboo or transgressive topics, which some may find humorous while others will consider distasteful. After all, humour is a phenomenon that varies according to individual cultures and historical time, as well as in terms of how it is perceived and whether it is appreciated. In this context, this study focuses on the use of intertextual taboo humour in adverts and campaigns that exploit both verbal and non-verbal texts. It particularly explores the reasons for the target clientele’s reaction, which has had a boomerang effect on the brand and company itself. The suggested hypothesis is that the simultaneous exploitation of verbal and non-verbal intertextual references (consciously or unconsciously) activates multiple targets and scripts that cause the intended humour to fail in its scope.

18

Odległe dzieje reklamy - od czasów starożytnych ku współczesności

80%

Makowski M.

Pieniądze i Więź

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2012

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vol. 15

|

issue 1(54)

139-147

EN

The article presents chronologically the most important facts about the advertising activity, related both to the commercial and political activities. Using rich archival literature, the Author recreates the most important facts from the history of advertising’ functioning in society. The findings of a historical nature have led to verification of a number of circulating informations on the history of advertising in the world, from ancient times until the nineteenth century.

19

Potenzialità glottodidattiche della comunicazione pubblicitaria

80%

Giusto M.

Studia Romanica Posnaniensia

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2020

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vol. 47

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issue 2

5-19

PL

The aim of the present article is to shed the light on educational aspects which can be obtained by the exploration of an authentic, advertising material. The analysis attempts to demonstrate how communicative and linguistic characteristics, argumentative patterns, rhetorical figures and cultural aspects, which constitute the complex structure which is advertising message, convey values, stereotypes, social and linguistic tendencies. All of the above are conceived in order to complete the goals of persuasion. For the teacher, it is a rich, authentic and precious resource which gives the student the opportunity to extend his abilities and skills, to face and approach a new, linguistic and cultural context.

20

The role of non-verbal cues in image making on the basis of selected press advertisements showing elderly women

80%

Kowalewska K.

Scripta Neophilologica Posnaniensia

|

2018

|

issue 18

55-65

PL

In Europe, the population of people over 60 years old has increased dramatically in the last few decades. Due to the demographic changes, in Poland, the world of marketing seems to discover the purchasing power of the elderly. Seniors become not only the receivers but also the senders of advertising messages. In order to sell a product, ad makers present people who are supposed to be liked, trusted, identified with and finally followed. In a press advertisement, to which an average consumer devotes 1.5 seconds, the picture is of top priority. The present research aims at analyzing the image of elderly women in press advertisements on the basis of their physical appearance, the context of the depicted situation, their clothes, facial expressions, eye-contact, and other visible traits. The survey study was conducted among young people to see the difference in their perception of elderly women in the pictures illustrating press advertisements for different products. The research results show how the positive image of the elderly in advertising can be created.

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