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1
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Wykorzystanie ambient marketingu w promocji filmów i seriali

100%
Wojciechowski Ł. P.
Media Biznes Kultura
|
2018
|
issue 1(4)
141-154
EN
The film industry does not exist today without extensive marketing activities based on non-standard solutions. The article presents the ways in which the film industry uses activities from the borderline of art and marketing activities, based mainly on the shock of recipients, to the promotion of films and series from the horror genre. The article presents relationships between various art forms (e.g. site-specific) and phenomena from the field of marketing communication (e.g. guerrilla marketing, ambient marketing). The basis for the conclusions is the analysis of information about the subject of the study (the so-called desk research method) and the review of the literature related to the studied issues.
PL
Przemysł filmowy nie istnieje dzisiaj bez rozbudowanych działań marketingowych, opartych na niestandardowych rozwiązaniach. W artykule zaprezentowano, w jaki sposób przemysł filmowy wykorzystuje działania z pogranicza sztuki oraz działania marketingowe, oparte głównie na szokowaniu odbiorców, do promocji filmów i seriali z gatunku horrorów. W artykule przedstawiono związki pomiędzy różnymi formami sztuki (np. site-specific) a zjawiskami z obszaru komunikacji marketingowej (np. guerrilla marketing, ambient marketing). Podstawą do wysunięcia wniosków jest analiza informacji o przedmiocie badania (tzw. metoda desk research) oraz przegląd literatury dotyczącej badanej problematyki.
2
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Detroit: Become Human

100%
Wojciechowski Ł. P.
Acta Ludologica
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2020
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vol. 3
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issue 1
75-77
EN
Review of: QUANTIC DREAM: Detroit: Become Human (PlayStation 4 version). [digital game]. Tokyo, San Mateo, CA : Sony Interactive Entertainment, 2018.
3
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Necromarketing as Advertising Strategy in American Television

63%
Shelton A. J., Wojciechowski Ł. P.
Annales Universitatis Paedagogicae Cracoviensis. Studia de Cultura
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2020
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vol. 12
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issue 2
18-34
PL
Dzięki analizie treści 1012 amerykańskich reklam telewizyjnych ustaliliśmy formy, treść i funkcjonowanie nekromarketingu w amerykańskiej reklamie telewizyjnej. Ustalenia pokazują, że niejawny nekromarketing jest częściej stosowaną taktyką marketingową niż jawny nekromarketing w medium. W szczególności branże ubezpieczeń i rozrywki przed programami czy wiadomościami częściej korzystają z odwołań do nekromarketingu w telewizji w prime timie niż inne branże w ciągu dnia.
EN
Thanks to the analysis of 1012 American TV commercials, we determined the form, contents and functioning of necromarketing in American TV advertising. Our conclusions demonstrate that implicit necromarketing is a more frequently used strategy than explicit necromarketing. In particular, insurance and entertainment sectors, before programmes or news, more often resort to necromarketing on TV in prime-time than other branches during the day.
4
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New technologies and ambient marketing communication

63%
Wojciechowski Ł. P., Fichnová K.
Annales Universitatis Paedagogicae Cracoviensis. Studia de Cultura
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2022
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vol. 14
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issue 2
22-46
PL
Artykuł przedstawia niekonwencjonalne formy i technologie komunikacji cyfrowej, które partyzancka i ambientowa komunikacja marketingowa wykorzystuje do realizacji strategii komunikacyjnych klienta. Przedstawia specyfikę tych rodzajów komunikacji, wskazując na kreatywność jako ich immanentny składnik wraz z jej podstawowymi atrybutami (oryginalność, perswazyjność, użyteczność itp.). Na próbie 300 respondentów zidentyfikowano różnice w subiektywnym postrzeganiu atrybutów komunikacji marketingowej typu ambient i klasycznej kreatywnej formy komunikacji marketingowej. W artykule scharakteryzowano strategie i techniki wizualne oraz nowe technologie wykorzystywane w nich do wywołania efektów zaskoczenia i wywoływania pozytywnych emocji. Wybrane przykłady ilustrują możliwości komunikacji cyfrowej w ramach realizacji strategii komunikacyjnej. Proponujemy również własny schemat syntetyzujący poziomy kreatywności komunikacji marketingowej pod względem istotnych składników kreatywności z uwzględnieniem nowych technologii oraz miejsca komunikacji ambientowej i partyzanckiej z wykorzystaniem technologii na tych poziomach.
EN
This paper introduces unconventional forms and technology of digital communication, which guerilla and ambient marketing communication utilize to implement strategies of communi-cation with clients. It presents specifics of the mentioned types of communication, pointing out creativity and its remarkable unique attributes (originality, the element of surprise, effectivity and others). In our selection of 300 respondents, differences in subjective perception of attributes were identified in ambient marketing communication and in classical creative form of marketing communication. Our paper characterizes strategies and visual techniques used in them, and new technologies implementing the element of surprise for creation of positive emotions. With the use of selected examples, we illustrate possibilities for digital communication with implemented communication strategies. At the end, we offer our own synthesized scheme of creativity levels in marketing communication addressing the special importance ofcreativity, with a regard to the new technologies and with an investigative approach towards the ambient and guerilla marketing communications using these new technologies at the set levels.
5
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The Creative Remediation and Promotional Use of Photographic Modes in Digital Games

63%
Wojciechowski Ł. P., Shelton A. J.
Acta Ludologica
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2022
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vol. 5
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issue 2
18-28
EN
From photoblogs to mobile phone cameras, digital technology is rapidly and fundamentally changing the cultural practice of photographic representation. Across games and gaming communities, the aesthetics of screenshots and the aesthetics of photographs are increasingly intertwined. The latest photographic modes in digital games mimic real photographs by incorporating controls that are found in physical cameras and allow for great creativity, yet yield some limits and potential issues. The aim of this explorative study is to describe the creative potential of the specific functionality of photo modes in digital games, the intent and development of the tool, promotional uses, and the limits of the emerging art form of virtual photography.
6
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Learning by Playing. A Case Study of the Education in Photography by Digital Games

51%
Mago Z., Wojciechowski Ł. P., Balážiková M., Shelton A. J.
Journal of Education Culture and Society
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2023
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vol. 14
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issue 1
465-479
EN
Aim. The study aims to explore the current state of digital game-based learning to reflect the extent, possibilities, opportunities, and limitations of its implementation in the specific field of education as visual art, especially photography. Method. The explorative study employed the method of theoretical analysis of available literature and other secondary sources related to the issue, and subsequently applied the method of an illustrative (descriptive) case study. Results. Photo modes of commercially available digital games, originally intended to increase the players’ retention and participation, have led to the birth of a new art form, virtual photography. The technology of photo modes in a larger variety of recent games has made virtual photography available to significantly more players. Photo modes provide artistic control and creative options alongside a whole catalogue of lenses, camera parameters, and other features, reducing the financial burden associated with the purchase of photographic equipment. Furthermore, photo modes offer more than just a substitutable alternative to traditional photography, as added artistic value is found within virtual worlds. Conclusions. Despite some limitations regarding the overall implementation of digital game-based learning in photography classrooms, photo modes of commercially available digital games are a suitable tool for educational efforts in photography through both self-development and measurement of outcome-based learning.
7

Ambient Marketing Practices in the United States: A Professional View

51%
Shelton A. J., Wojciechowski Ł. P., Warner J.
Communication Today
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2016
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vol. 7
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issue 1
66–81
EN
Although ambient communication has been of particular interest to both marketers and advertising agencies over the last several years, there is a paucity of academic research concerning ambient media usage. Academic research is limited to traditional outdoor advertising, specifically investigating billboards and outdoor and point-in-time examples of ambient success. This present study investigates the use of ambient marketing strategies by professionals in the various fields that make up marketing communication in order to fill a void in the existing literature. Overall, this study provides clarity regarding how marketing and public relations professionals (i.e. professional communicators) consider ambient media practices as a strategy for overall communication efforts. This qualitative study investigated the attitudes and feelings of marketing and public relations professionals regarding the use of ambient marketing practices. Findings stem from 39 in-depth interviews with communication professionals in the New England region of the United States. Analysis reveals a detailed picture showing that professional communicators are not completely knowledgeable about the term “ambient” but are generally knowledgeable about non-traditional types of marketing techniques. We found that the degree of attitudes, knowledge and use varied between specific disciplines within the professional communication field, and as well as between the age levels of participants. This study may form the basis for survey-based studies investigating the specific variables inherent in ambient media usage.
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