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1
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Reklama v neziskovém sektoru: analýza recepce nekomerční reklamy v moderovaných skupinových diskusích

100%
Kaderka P.
Sociologický časopis. Czech Sociological Review
|
2006
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vol. 42
|
issue 2
379-402
EN
This article looks at the use of advertising in the non-profit sector, which is a new phenomenon in Czech society. Using the focus group method, the author aims to examine the reception of this type of advertising among various social groups in Czech society. The analysis is based upon the axiom of the dialogic character of every semiotic act. It notes the conditions under which the offer of dialogue from the side of the advertisers, which is conveyed through the advertising campaign, is accepted or refused by the focus group members. In the analysis the respondents did in fact interpret non-commercial advertisement as having dialogic relevance, given their deliberations on who was saying what to whom and why. Special emphasis is placed in the article on methodological issues. It is argued that focus group discussions represent a specific type of communicative situation and, therefore, it is necessary to consider the specifics of this communicative situation when analysing data and interpreting results.
2

PRAGMATIC INTERPRETATION OF COMMERCIAL ERGONYMS ON THE EXAMPLE OF THE NAMES OF LANGUAGES SCHOOLS

100%
Szelewski M.
Onomastica
|
2004
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vol. 49
165-179
EN
Commercial ergonyms, or names of companies or other financial structures whose main goal is to make a profit, in addition to the constitutive identificational-differentiational function for proper names, also have an advertising function (advertising and promotional). Analysis of the functionality of business entities that deal with instruction in foreign languages leads to the conclusion that almost all names in this business (99%) can be interpreted pragmatically, most often as intended by those who named them. The diverse and often very inventive onomastical models that evoke in consumers appropriate connotations and associations are, according to the namers' assumption, supposed to influence the forming of a positive view of the enterprise. An unusually important role of the advertising function is a factor that differentiates commercial ergonymy from other onomastic groups, where the leading role is usually played by other functions.
3

MOTIVÁCIA V JAZYKU REKLAMY

80%
Lalík I.
Motus in verbo: časopis mladej vedeckej generácie
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2013
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vol. 2
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issue 1
75 – 82
EN
The goal of the presented paper is to present general overview of lexical motivation in the language of advertising. It provides short description of the advertising in general and description of its language. The advertising basically contains verbal or visual representation of the advertised product, or the combination of verbal and visual signs that should be in balance and should cooperate to successfully accomplish the aims of advertising – to engage attention of percipients, to arouse their interest in the advertised product, to be memorable and, finally, to sell the product. Besides the visual representation of the advertised product the language of advertisement is very important. The lexical representation of advertising can be motivated in several ways. The paper deals with the selected specific lexical motivations in advertising – semantic/figurative, phraseological, inter-lingual, expressive, sociolectical, territorial and individual motivations. The paper provides general description of the respective motivation and its application to the language of advertisement with a set of specific examples.
4

ADVETISING LANGUAGE AS A SOURCE OF INFLUENCE ON THE CONSUMER'S MIND (Mova reklamnykh tekstiv yak dzhelelo manmipulatsii psikhikoyu spozhivacha))

80%
Gladys E.
Slavia Orientalis
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2010
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vol. 59
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issue 1
57-69
EN
The article takes a closer look at the issue of mental manipulation of advertising language, on the basis of examples of Ukrainian and Polish advertising slogans. The influence of advertising on the receiver's mentality takes place in two ways, both through elements closely concerned with the language system (pragmatic presupposition, positive-connotation lexion & absolutisation of the advertised object), and those outside the language system (the so-called 'scientific argument', playing of human emotions, implication, the power of authority, and crypto-advertising). In the article the notion of advertising rhetoric and the richness of stylistic means used in advertising have been discussed. The following terms have been distinguished, among others: epithet, comparison, metaphor, metonymy, hyperbole, alliteration and gemation, which not only diversify the terms of stylistics and general impression, and in that way are also the source of manipulation of the consumer's mind. The conclusion of the study is to present advertising content as a communication whose form and structure are dedicated to one aim - to encourage the consumer to buy the product.
5

Reklama wizerunkowa — element etycznej komunikacji w usługach prawniczych

80%
Kuczma E.
Dziennikarstwo i Media
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2011
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vol. 2
117-131
EN
Marketing of legal services in modern times is an extremely powerful weapon in its consequences, which, if used skillfully, can bring a law firm tangible benefits. The aim of this article is to highlight and discuss the ethical elements of marketing strategies, which are very helpful in building the image of a law firm. I also discuss the following problems: relationship marketing, public relations, advertising (in accordance with the Code of Professional Ethics), information and persuasion. Communication with a client in the legal industry should be a permanent, planned process, which should be especially emphasised, because due to such a deliberate action a law firm can distinguish itself from its competitors.
6

The Beginnings of Market Research and Measurement of Market Advertising Effectiveness

80%
Pavlů D.
Communication Today
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2016
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vol. 7
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issue 1
52–65
EN
Our academic literature about the history of Czech and Slovak advertising has been sketchy at best, often written under the influence of impressions rather than based on a real scientific analysis of historic reality, facts and development tendencies; in many cases it lacks thorough knowledge on the background of advertising, i.e. on the socio-economic, media, cultural, and creative environment in general. This study intends to analyse the beginnings of objectivization of analyses reflecting on the conditions for effective advertising at the turn of the 19th and 20th century, i.e. on the stages of development from the first dictionary definitions of the concept in 1868 up to the year 1927. It comes out of the contemporary local books, particularly, dictionary compendia – Slovník náučný (in English The Rigger’s Dictionary) published in 1868 and Ottův slovník naučný: ilustrovaná encyklopedie obecných vědomostí (In English The Otto´s Dictionary) in 1904. The author studies in detail two key books – monographs written by Zdenko Šindler (Moderní reklama, in English Modern Advertising, published in 1906), and by Vojta Holman (Reklama a život, i.e. Advertising and Life published in 1909) – and by doing so concentrates on their concept of an effective advertising activity. However, most attention is paid to Jan Brabec and his book published in 1927 under the title Zásady výnosné obchodní reklamy – na základě amerických studií a zkušeností, i.e. in English The Principles of Profitable Commercial Advertising – On the Basis of American Studies and Experience.1 The study comes to the conclusion that this book published by Jan Brabec actually laid the foundations for building a scientific theory associated with a specific communication activity, i.e. with the Czech advertising.
7

Advertising, urban area, and cultural colloquality

80%
Kloch Z.
Teksty Drugie (Second Texts)
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2006
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issue 4(100)
161-177
EN
This article attempts at describing the role of town-space advertising in the shaping of semiosphere of colloquial experience in our culture and in the building of our beliefs and images on the semiosphere of daily life.
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Prawne uwarunkowania działalności reklamowej w Polsce w kontekście regulacji Unii Europejskiej

80%
Dołhasz M.
Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie
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2012
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issue 890
53-72
EN
The increasing importance of one factor conditioning contemporary enterprises operating on international markets cannot be overlooked. That factor is the study of all the different types of legal regulations in the European Union, as they determine the framework of business activity. These legal regulations have a significant influence on the final shape of marketing strategy which can be perfectly visible in marketing communication activity and the putting into practice of various instruments on the international market.These legal conditions are among those changing the most in the European Union’s markets, and in Poland as well. This article is a contribution to the analyses of changes in the regulation of advertisement implemented on the Polish and European markets.
9

Zity prostor, mentalni mapy a reklama

70%
Zich F.
Communication Today
|
2013
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vol. 4
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issue 1
6-17
EN
This paper deals with the issue of living space and mental maps in relation to advertising. Lived area means the place where a person moves most, like home, streets, means of transportation, workplaces, schools, sports facilities, cultural facilities, etc. The mental map is subjectively mirrored space saved in the consciousness of man. It is a tool of spontaneous orientation in space, the assumption for the decision-making about location of their activities. The methods of exploring mental maps are being mentioned. Research probe results indicate the role of advertising in the lived space and the mental map. In relation to advertising and its place in the lived space a conclusion is being stated that advertising does not belong to the identification characteristics of mental maps, neither in positive - nor in negative sense. Its presence in the lived space is registered by most people; anyway it is accepted as its self-evident integral part, without any significant impact on spatial identification.
10
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REKLAMA AKO POPKULTÚRNY PRODUCT

70%
Peknušiaková E.
ESPES
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2015
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vol. 4
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issue 1
47 – 56
EN
The article analyses the ad text as pop-cultural product. It can stand in its centre - the mainstream or on the periphery. The text is approaching the issue from a broader cultural context, through the issue of mass and popular culture. Short analysis brings television advertising spot both as a common commercial product, and as a product of artistic value.
11

IDENTIFIKOVANIE FAKTOROV VNÍMANIA REKLAMY A FAKTOROV VNÍMANIA MANIPULÁCIE

70%
Frankovský M., Birknerová Z.
Človek a spoločnosť. Internetový časopis pre pôvodné teoretické a výskumné štúdie z oblasti spoločenských vied
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2016
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vol. 19
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issue 2
-
EN
In the discussions about advertising, a significant place is taken up by the issues related to the attributes of its manipulative effects which are based on the cognitive evaluation of reality represented by the attributes such as rationality, wariness and coldness. The essence of manipulation is to promote personal goals at any cost and increase and maintain the power over others. Manipulation is based on unethical behaviour, intentional lies, blandishment, and lack of moral judgment. Usually, the issues of manipulative effects are studied within the cognitive, emotional and behavioural contexts. This report presents the results of extraction of factor structures of two original authors’ methodologies: POA (Perception Of Advertising; originally: VNR) and POM (Perception Of Manipulation; originally: VNM). By means of the Principal Components factor analysis with Varimax rotation, three factors of Perception of Advertising, which explain 59% of variance, were extracted. These factors were specified as the Cognitive factor - perception of advertising as truthful and knowledge-enriching (Cronbach’s alpha: 0.810), the Emotional factor - emotions invoked in respondents by advertising (Cronbach’s alpha: 0.866) and the Behavioural factor - impact of advertising on the buying behaviour of respondents (Cronbach’s alpha: 0.906). The extracted factors of Perception Of Manipulation explain 50% of variance and were specified as the factor of Honesty - honesty, modesty, morality (Cronbach’s alpha: 0.780), the factor of Manipulation identification - ability to reveal manipulative behaviour (Cronbach’s alpha: 0.766) and the factor of Distrust - tendency to credulity/incredulity towards other people (Cronbach’s alpha: 0.552). Adequacy of the specified structure of factors of Perception of Advertising and Perception of Manipulation is supported by the values of the total explained variance of Cronbach’s alpha, by the mutual inter-correlations among the extracted factors, as well as by correlations between the factor-saturating item and the overall score of the particular factor. The cognitive and emotional elements in the concepts of perception, assessment and attitudes towards advertising have been identified by various authors and the presented concept includes also the attribute of buying behaviour. According to the research results, the elements of manipulative behaviour are more frequently revealed by honest people.
12

FEELING OF GUILT AND PERCEPTION OF SEX-APPEALING ADVERTISEMENT

70%
Grochowska A.
Psychological Studies
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2007
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vol. 45
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issue 2
49-62
EN
The study investigated a relation between the level of feeling of guilt and information processing of sex-appealing advertisements. Two levels of information processing were taken into consideration: uncontrolled and controlled one. It was hypothesised that the feeling of guilt level has its specific impact on physiological and cognitive response to erotic ads. 64 undergraduates completed 'The Feeling of Guilt Questionnaire' by Kofta, Brzezinski and Ignaczak. Physiological reactions to three print ads varying on level of sex-appeals were registered and analysed by the computer polygraph system Lafayette LX-3000W. The EDA amplitude, pulse frequency, respiration maximal amplitude indices were taken in. At the level of controlled processes the semantic differentials 'The Advertisement Measurement Scale' were used. Subjects low in feeling of guilt manifested differentiated and adequate physiological reactions to erotic ads. However, Ss high in feeling of guilt manifested strong physiological reactions to all erotic ads. Thus, it can be claimed that personality processes are moderators for the intensity of uncontrolled processes. At the level of controlled processes the feeling of guilt did not differentiate cognitive assessments of erotic ads. Erotic ad was assessed as strong and efficient by all subjects, independently on personality traits. The research showed that personality traits act at the very early, uncontrolled stages of information processing. In the light of the consumer psychology this conclusion is important as well for marketers as for consumers. From a psychographic segmentation point of view: erotic ads would be addressed to consumers with low feeling of guilt. The significance of the presented research seems to be important especially for consumers - they learn how advertisement works.
13

VZNIK REKLAMNIHO PRUMYSLU V CESKYCH ZEMICH Pocatky institucionalizace reklamniho prumyslu v ceskych zemich od poloviny 19. stoleti do 20. let 20. stoleti

70%
Pavlu D.
Communication Today
|
2013
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vol. 4
|
issue 1
48-59
EN
The first provable efforts to make a specific commercial communication in the Czech Lands go deep into history - we identify them in the development of commercial communication in the rural markets in the 11th and 12th century, in the attempt to attach distinctive marks to products – predecessors of trademarks, create advertising posters on the facades of houses, and also in the development of various street communication forms of criers and naturally in the use of the only mass medium in the 18th and 19th century – periodical press as the carrier of advertising messages – advertisements, illustrations with an advertising focus which were offering goods and services. The second half of the 19th century shows efforts to codify the industry to a certain extent through the development of terminology and attempts to define advertising in encyclopaedic dictionaries, stabilize exhibitions and fairs as the most mass medium of its time. With the development of photography and film comes the era of using these media for the benefit of the advertising message, the motoring at the beginning of the 20st century gives room to the existence of mobile advertising. The turn of the century in the Czech circumstances is rich in two publications summarizing the period opinions and codifying the terminology and philosophy of this industry. The founding of the Reklamni klub československy (the Czechoslovak Advertising Club) and its development as a professional association uniting creative professionals and advertisers represents a meaningful contribution, a real boost to the industry.
14

REKLAMA CÍLENÁ NA DĚTI A JEJÍ SOUČASNÉ POJETÍ S DŮRAZEM NA REKLAMU ČESKOU A NĚMECKOU

70%
Tesařová P.
Motus in verbo: časopis mladej vedeckej generácie
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2014
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vol. 3
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issue 1
38 – 46
EN
The article deals with the genre of contemporary advertising targeting children. It uses examples from the Czech Republic and Germany, defines the target audience by age and presents preferences of respective age groups with respect to the type of media used for advertising. The article also pays attention to the sociodemographic factors in the background of marketing strategies. Ethical issues are also mentioned. The study sheds light on the reasons why a certain target group is attractive and with the aid of examples it exposes the principles of advertising targeting children from the visual, perception and linguistic point of view.
15
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Prawne i ekonomiczne aspekty informacji handlowej w swietle ustawy o swiadczeniu uslug droga elektroniczna z dnia 18 lipca 2002

70%
Smus T. R.
Nauki o Finansach
|
2011
|
issue 6
157-170
EN
The article presents the origin of the Act on Rendering Electronic Services of 18 July 2002. The draft of the Act as well as the problems of the electronics trade and its regulation are discussed. The legal aspects of commercial information with reference to certain economic elements are presented in detail.
16

PROMĚNY ŽIVOTNÍHO STYLU V ZRCADLE REKLAMY

61%
Vošahlíková P.
Studia Historica Nitriensia
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2015
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vol. 19
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issue 2
241 – 246
EN
Changes in lifestyles in the 19th and early 20th century were mainly associated with the modernization processes. The advertisement belonged among the important tools enforcing these changes. Following contribution deals primary with the Czech society. The assumptions of adapting new lifestyles were visible since the 1860s´ in the perspective region. The acceleration achieved peak after WWI. Important role played technical innovations on which focused also advertisement.
17

Controversial Themes in Advertisements: On Manipulating the Emotions of Audiences and Extending the Boundaries of the Social ‘Taboo’

61%
Koszembar-Wiklik M.
Communication Today
|
2016
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vol. 7
|
issue 1
18-31
EN
In the modern world, manipulation is being experienced practically every day. Manipulation is an important element of the strategy of communication and advertising in business. A large selection of competitive products and advertising noise make it increasingly difficult for a product to break through to customer awareness. On the one hand, advertising creates consumer attitudes and, on the other hand, the clutter of advertising and promotional announcements forces companies to search for more and more sophisticated ways to get to the customers and attract their attention. Advertisers reach for controversial themes, shocking with carefully selected images. Advertising starts to involve themes that used to be considered social taboos or at least they were the embarrassing ones, intimate or not-discussed openly in many cultures. Advertising functions as a mirror that reflects reality and, at the same time, it can shape the reality. Contemporary advertisements exhibit neutralisation of violence, pornography, attacking religious, and/or social values, often even forming the canon of a given culture. The article addresses the issue of manipulation in advertising. The author points out the phenomenon of manipulation in advertising, giving examples of controversial themes in various commercials and discussing their implications in extending social taboos’ boundaries.
18
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Instrumentalizm działań marketingowych w kampaniach wyborczych

61%
Narloch M.
Colloquium Wydziału Nauk Humanistycznych i Społecznych AMW
|
2012
|
issue 1
29-44
EN
Political marketing implements to the policy many tools by which communication becomes easier and the effectiveness of the political marketing activities increase. This article is an attempt to describe the most popular tools which are use in the modern election campaigns.
19

ONLINE SHOPPING ROUTINES AMONG CHILEAN CHILDREN: LEVEL OF EXPANSION AND MAIN CAUSES

61%
FEIJOO F. B., GARCÍA G. A.
Communication Today
|
2020
|
vol. 11
|
issue 1
126 - 139
EN
This research focuses on the last phase of advertising1 and seeks to analyse the frequency of purchase via mobile devices by children and adolescents (aged 10 to 14) living in the Metropolitan Region of Santiago de Chile. The interest in this particular cohort stems from the fact that recent studies have shown that online purchases have increased significantly among Chileans. The study addresses online shopping tendencies among children based on how they respond to the advertising they are exposed to through their mobile devices. Specifically, the text analyses the level of expansion, reasons for online purchases, access and payment, and interest categories, among other issues. To this avail, a survey was conducted in 501 households in the Metropolitan Region of Santiago de Chile. The results show that less than 10% of the respondents said they had made online purchases over the last year, and among those who had made purchases, most of these corresponded to the acquisition of video games, event tickets and clothing. Nearly 50% stated that online purchases were motivated by lower prices or access to promotions. This research aims to contribute to establishing a solid starting point and promote subsequent research on better child rearing practices, content supervision and parental and social mediation.
20

VIZUÁLNE FIGURATÍVNE PROSTRIEDKY V TELEVÍZNEJ REKLAME NA FARMACEUTICKÉ PRODUKTY

61%
Lalík I.
Motus in verbo: časopis mladej vedeckej generácie
|
2015
|
vol. 4
|
issue 1
26 – 33
EN
Submitted paper is aimed to present an overview of visual imagery used in the television advertising of pharmaceutical products. With brief description of the nature of television adverts, persuasive means and figurativeness the paper further introduces the possibilities of visual imagery in advertising. The focus is mainly on metaphors, personification (seen as a subtype of metaphor), simile and hyperbole. These are the most used means to persuade percipients of television adverts in general. As demonstrated on chosen examples, these figurative means work fine in the television adverts of pharmaceutical products as well – especially personification of bacteria, viruses, phlegm just as symptoms, vitamins and medicines; metaphors of fight/war between illness and medicines; similes of tangles and crumps; hyperboles of symptoms and recovery etc. Examples with short description of advert (story, scene, narrative) and analysis of figures used are provided to support a better understanding of the topic.
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