O konstruowaniu wizualności jako integralnym elemencie polskiej reklamy prasowej

• Authors: MYŚLAK DOMINIKA AGATA

Title variants

EN

The construction of visuality as an integral element of the Polish press advertisement

• Languages of publication: PL

Abstracts

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.

Keywords

EN

advertising; visuality; press advertisement in Poland

• Publisher: Wydawnictwo Uniwersytetu Warmińsko-Mazurskiego
• Journal: Civitas et Lex
• Year: 2015
• Issue: 4(8)
• Pages: 17-31

Contributors

author

MYŚLAK DOMINIKA AGATA

• Instytut Dziennikarstwa Uniwersytetu Warmińsko- -Mazurskiego w Olsztynie