Rola kreowanych sytuacji antropologicznych w kształtowaniu aksjosfery audiowizualnej reklamy społecznej.

• Authors: Arkadiusz Dudziak

Title variants

EN

The role of created anthropological situations in forming the axiosphere of audiovisual social advertising.

• Languages of publication: PL

Abstracts

EN

The article presents a methodological position representative of the anthropological and axiological trends in the thought on advertising communication in social campaigns. The paper focuses on the issue of axiosphere of audiovisual social advertising formed as a result of creating anthropological situations. The anthropological perspective provides knowledge of man as an element of the contents of an advertising message, i.e. their (of men) entire identity - a bio-psycho-socio-spiritual being. The axiological approach, in turn, allows us to show creative cultural potential of values which are present in social advertising, as well as to disclose their impact on the efficiency of the influence of such messages. The study also brings forward conclusions stemming from the survey carried out among students of journalism and social communication about their expectations and preferences of certain categoriesof persuasion, aesthetics and ethics in social advertising.

Keywords

EN

audiovisual social advertising; advertising communication in social campaign; journalism and social communication

• Publisher: Wydawnictwo Uniwersytetu Warmińsko-Mazurskiego
• Journal: Przegląd Wschodnioeuropejski
• Year: 2013
• Volume: 4
• Pages: 317-328

Dates

published

2013

Contributors

author

Arkadiusz Dudziak

• Uniwersytet Warmińsko-Mazurski w Olsztynie

Identifiers

ISSN

2081-1128