Search results

1

Advertisement in the Perspective of World Religions – from Negation to Necessary Acceptance

100%

Ignatowski G.

Journal of Intercultural Management

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2013

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vol. 5

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issue 3

13-21

EN

There are a few factors which influence the awareness and culture of the modern man. The most essentials include: religions, developing globalization and advertisements. The mentioned elements are related to each other and mutually restricted. Authors of advertisements still often use elements of religious life in order to encourage customers to buy particular products or make them loyal to a particular brand. Developing globalization allows for using multicultural elements, including the elements related to all major religions. We should point out that religions which promote self-restriction, renouncement and devotion remain in opposition to the developing advertising industry. In this world of advertisement, which seems unavoidable, religions have no choice but accept them. By setting forth justified ideas they make people think over the methods and limits of using religious elements in advertisements of products.

2

Automatyczny wpływ reklamy na postawy i zachowania konsumentów

100%

Ossowska J.

Pieniądze i Więź

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2012

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vol. 15

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issue 3(56)

56-69

EN

The article aims to show automatic influence of advertising messages on attitudes and, consequently, the behavior of consumers. The Author discusses the less rational consumer behavior, automatic processes of building and changing consumer attitudes, and heuristics used to support the automatic impact of advertising. Article also draws attention to individual differences in perception of advertising and the impact of these messages on cognitive functioning and behavior of the recipient.

3

Projekt stanowiska Sejmu w sprawie o sygn. akt K 12/16

100%

Brzozowski W.

Zeszyty Prawnicze BAS

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2016

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issue 4(52)

191-211

EN

In this draft position the author states that one of the provisions of the Act on combating unfair competition, concerning criminal liability for acts of dishonest competition in the field of advertising, is inconsistent with the Constitution. First, it provides an open catalogue of punishable acts, which violates the standard of specificity of criminal law. Second, the required elements of an offence were not sufficiently defined and they leave a subject of law in doubt as to whether his or her actions might result in criminal liability. Declaring the contested provision to be inconsistent with the Constitution eliminates the necessity of examining its conformity with Article 7 of the European Convention of Human Rights. Since in the examined case the constitutional standard and the international standard are practically the same, the proceedings regarding the latter should be discontinued.

4

Advertorial prasowy jako gatunek o polimorficznej naturze

100%

Camm S.

Linguistische Treffen in Wrocław

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2021

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issue 20

179-196

EN

The article attempts to define the print advertorial in the perspective of the Polish theory of the genre and the French school of discourse analysis: to describe the genre signals that distinguish it from editorial content on the one hand and advertising content on the other, and to identify the relevant and idiosyncratic features of its prototypical core. It complements existing linguistic, media and press studies (Polish, European, American and Canadian), which – despite the dynamically growing importance of advertorial communication, becoming a dominant marketing tool in the magazine press – marginalise this phenomenon and do not devote much attention to it. The print advertorial is an advertising genre where messages are (as required by law) labelled, not listed, paginated or journalistically signed. They become genologically similar – to other press genres – and physically similar – to the editorial content around them – through the mechanisms of polymorphic mimesis. This strategy includes techniques of a greater or lesser degree of manipulation, such as nomenclature diversification, signature written in tiny print, low-visibility places and vertically, harmonisation of the topic and layout, genre adaptations as well as imitating the appearance of a typical newspaper article. A particularly interesting case is the mechanism of nomenclature diversification, which is completely overlooked in research. As it turns out, on the advertising market in Poland, there are 20 different signatures of the advertorial operating simultaneously, which – let me emphasise – are fully synonymous. These include terms such as: prezentacja partnera, promocja, materiał prasowy, materiał przygotowany przez + [brand name] (e.g., Material prepared by Optegra) or [brand name] + in + [magazine name] (e.g., Davines in Wysokie Obcasy Extra). Per analogiam, advertorials in French are covered by 12 different signatures (including publi-communiqué, publi-information, publi-story, publi-reportage, publi-évasion) and in English by three names (advertorial, special advertising section, promotion). The author presents the advertorial in its proper socio-cultural and historical context and carries out semiotic and discursive analyses of numerous examples from Polish, French and English magazine press from the years 2000–2021. That allows her to propose a broad definition of the print advertorial in question and, at the same time, to illustrate its complex, polymorphic nature.

5

Mass media i reklama a choroby cywilizacyjne: anoreksja i bulimia

100%

Dycht M., Marszałek L.

Seminare. Poszukiwania naukowe

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2011

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vol. 30

147-158

EN

Many educators, psychologists, sociologists and representatives of other social sciences draws attention to the increasing destruction of the body, mind and psyche of modern man. Support of this view may be that the emergence of an increasing number of disorders, mental illness and irrational behavior of people. Anorexia and bulimia have existed for many years, but in modern times, their range is seriously exacerbated. Contemporary media greatly determine the functioning and human development. Their unique position stems primarily from the fact that almost every man is still dependent on the main channel of global communication. New information technologies are global in nature, take a significant role in creating a culture of twenty-first century. They shape relationships, form a political and economic life of countries, develop personal patterns. Article covers the importance of developing issues of mass media for the spread of the phenomenon of anorexia and bulimia.

6

Wizerunek mężczyzny w reklamie na ulicach Londynu

100%

Czubińska G.

Zeszyty Naukowe PUNO

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2021

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issue 9

161-182

EN

Advertising accompanies us on almost every step. Manufacturers use all kinds of media to reach as many potential customers as possible. What is the conclusion? It’s impossible to hide that advertising has a huge impact on our lives, also on our beliefs and value system, although maybe we do not always realize it. The creators of ads realize that a better recipient is a person who does not realize that he is convinced. But not only advertising affects our lives. We also have impact on it. It draws from our culture – it shows our reality, and oen the reality of our dreams. ¥erefore, if we carefully look at the ads and their heroes, we will learn a lot about the modern man, his life, dreams and needs – means about ourselves. The pace of socio-moral changes taking place in Europe and the world is very large. Our knowledge and approach to issues related to sex, sexism, stereotypes, gender roles and discrimination have undergone significant changes over the past years. The dynamic course of these changes has brought us not only new solutions, but also new, widely discussed problems today – the phenomenon of sexism and stereotypical perception of gender norms. It would seem that stereotypes about gender norms, reproduced and recorded inter alia in advertisements, hit only women. We see in them that the range of women’s roles is rigid and limited. It turns out, however, that artificial simplifications also affect men. There are several categories in which they are „pressed”.

7

Wizerunek kobiety w reklamie na ulicach Londynu

100%

Czubińska G.

Zeszyty Naukowe PUNO

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2021

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issue 9

137-160

EN

Advertisement is spreading into almost every step of our everyday life in London. As a matter of fact, visual ads can be met mostly at London’s underground stations or bus stops, but private companies use all sorts of media to get to as many prospect customers as possible. What is the general meaning of it? It’s impossible to deny that advertising has a huge impact upon our lives, including our beliefs and system of values we believe in. It happens even though we do not always realise it. All the creators of ads aim at getting to people who are not aware that they are being convinced to buy something. But not only advertisement affects our lives. We also exert influence on it. British ads have been adjusted to our life – they show our culture, and often the reality of our dreams. Therefore, if we carefully look at them and human characters exposed by them, we can learn a lot about modern man, his life, aspirations and needs. The range of social changes taking place in Europe and contemporary world is very vast. Our knowledge and approach to issues related to sex, sexism, stereotypes, gender roles and discrimination have undergone signicant changes over the past years. The dynamics of these changes has brought to us not only new solutions, but also new, widely discussed issues today. One of them is the phenomenon of sexism and stereotypical perception of gender norms. Stereotypes regarding gender norms that we notice in advertisements concern not only women but also men - as I mentioned during the conference in London. In fact, the image of a woman in advertising has been limited to old-fashion female roles (including the role of sexual objects for men). But more and more oen it’s beginning to evolve towards images of modern aspiring women. This diversity can be seen in London’s outdoor advertising more and more.

8

WPŁYW MALARSTWA SURREALISTYCZNEGO NA REKLAMĘ WSPÓŁCZESNĄ

100%

Bednarska S.

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2012

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vol. 11

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issue 1

EN

The purpose of this article is to examine the influence of surrealistic painting on contemporary advertising, taking into consideration the differences in use of surrealistic references on three levels of literalness: advertisement citing specific, surrealistic images, advertisement made of mosaic of various borrowings from surrealistic painting, finally advertisement created in a surrealistic manner, considered as a type of post-surrealistic masterpiece. To begin with theoretical issues connected with postmodern culture of image, the phenomena of contemporary advertisement and its intertextual relations with art, author tries to find answers on following questions: Why surrealism became so attractive material for advertisement? Is it possible, to acknowledge advertisement profiting from surrealistic painting, as an example of postmodern statement? Is it valid, basing on its example, to treat about the type of transgression in contemporary advertisement? The conclusions of this analysis include: purpose and function of use of surrealism in advertisement, the role of visual layer, disappearance of persuasive function to the benefit of strengthening the esthetic function and inscribing advertisement into postmodern paradigm of culture.

9

The Perception and Comprehension of Audiovisual Advertisements Among Learners of Polish

100%

Bartosik D.

Cognitive Studies

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2020

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issue 20

EN

The Perception and Comprehension of Audiovisual Advertisements Among Learners of PolishThe main aim of this article is to examine the extent to which international learners of the Polish language are able to understand audio-visual advertisements based on idiomatic phrases. To answer this question, research was conducted amongst students of B2 level or higher, according to the Common European Framework of References for Languages (Council of Europe, 2002). This paper joins two distinct but inseparable disciplines in this field of study – namely marketing and language – in order to demonstrate audio-visual commercial advertising as a language discourse. Postrzeganie i rozumienie reklam audiowizualnych wśród uczących się języka polskiego jako obcegoCelem artykułu jest zbadanie, w jakim stopniu uczący się języka polskiego jako obcego są w stanie zrozumieć audiowizualne przekazy reklamowe, oparte na związkach idiomatycznych. Aby odpowiedzieć na to pytanie, przeprowadzono badania wśród studentów na poziomie B2 lub wyższym, zgodnie z Europejskim systemem kształcenia językowego (Rada Europy, 2002). Artykuł ten łączy dwie odrębne, ale nierozłączne dyscypliny nauki – marketing i lingwistykę – w celu przedstawienia reklamy audiowizualnej jako dyskursu językowego.

10

Controversial advertising of medicines. A comparison between Poland and the United States

88%

Makowska M.

Annales. Etyka w Życiu Gospodarczym

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2018

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vol. 21

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issue 5

67-79

EN

For many years, the subject of aggressive marketing campaigns conducted by pharmaceutical companies has been raised in Poland. Drug ads are everywhere, on television, the radio, magazines and on the Internet. Therefore, it is extremely important is to ensure both their legal and ethical dimension. This article will present the differences between direct-to-consumer advertising of medicines in Poland and in the US. The dissimilarities result mainly from differences in legislation. In Poland, the law is much stricter than in the US. For example, in the United States companies are allowed to advertise prescription drugs directly to patients. In the whole of the European Union, and thus in Poland, it is strictly prohibited. The article will also present other regulations existing in Poland and in the United States and it will compare them. It will offer examples of violations of the law and ethics in the advertising of medicine in both countries. Lastly, it will briefly outline the negative consequences of unacceptable pharmaceutical marketing.

11

Reklama teatralna w nowych mediach

88%

Rak D.

Zarządzanie Mediami

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2014

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vol. 2

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issue 1

29–49

EN

This article is a result of research of chosen Polish theatre advertising activity in new media. An author tried to extract their forms, starting from definitions of the “new media” and “theatrical advertisement”. She attempted to bring examples of the internet and off-line advertisements in the new media, using by theaters. The article is complemented by a list of the analyzed theaters and their presence in social media as a one of the form of advertisement in the new media.

12

Ogłoszenia sprzedaży odzieży damskiej a metody wpływania na odbiorcę

88%

Karwowski S.

Poznańskie Studia Polonistyczne. Seria Językoznawcza

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2014

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vol. 21

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issue 1

63-73

PL

The article is devoted to a linguistic analysis of sale advertisements for women’s clothing. The main purpose of the article is to identify the means used by the authors of advertisements for women’s clothing in order to encourage the customers to make purchase. The study concentrates on the linguistic and visual aspects of the discussed microtexts. Firstly, the conducted studies have showed that the authors of advertisements try to establish dialog with an addressee of their message by the use of question forms or imperative mode. Secondly, a macroact which is the advertisement of clothing, can be composed of at least nine microacts that are intended to encourage, praise, advise or promise. In order to achieve this, the advertisers use statements, abuse exclamations, emoticons, create messages that are informatively worthless. Thirdly, the authors of advertisements attach great attention to the aspect of credibility of the message, and because of that often direct attention to well-known persons, institutions or the terms of warranty. The conducted study has demonstrated that language is a basic and most important tool in constructing effective advertising messages.

13

WYBRANE ASPEKTY PRAWNE DZIAŁALNOŚCI REKLAMOWEJ W PRAKTYCE MUZEÓW

88%

Golat R.

Muzealnictwo

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2013

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vol. 54

59-61

PL

Reklama na co dzień kojarzona jest z promowaniem działalności przedsiębiorców, ale w praktyce muzea często sięgają po różne możliwości promowania swojej statutowej działalności, w oparciu o swoich pracowników lub wyspecjalizowane w działalności reklamowej podmioty zewnętrzne, świadczące usługi w tym zakresie. Korzystanie ze wsparcia innych podmiotów wymaga uzgodnienia warunków współpracy, co przekłada się na zawieranie przez muzeum różnych umów o świadczenie usług reklamowych.W innej roli muzeum występuje w relacji ze wspomagającymi jego działalność sponsorami, którzy uzależniają udzielenie określonego wsparcia, np. finansowego, od zareklamowania przez muzeum ich działalności. Muzeum w tym przypadku świadczy na rzecz sponsorów usługi reklamowe. Warunki ich świadczenia określane są w umowach sponsorskich, określających wzajemne prawa i obowiązki stron.Korzystanie przez muzeum ze wsparcia sponsorów, związane ze świadczeniem przez muzeum usług reklamowych, przekłada się na postanowienia statutów (regulaminów) muzeów, w których powinien znaleźć się zapis o prowadzeniu przez muzeum dodatkowej działalności gospodarczej w celu finansowania działalności podstawowej. Świadczenie usług reklamowych przez muzea należy poza tym rozpatrywać w kontekście obowiązków podatkowych, w szczególności odnośnie do obowiązku rozliczana podatku VAT, który jest podatkiem obciążającym podmioty wykonujące działalność gospodarcza w rozumieniu ustawy o podatku od towarów i usług.Specyfika aktywności promocyjno-reklamowej uwzględniona została w przepisach ustawy o prawie autorskim i prawach pokrewnych – w zakresie dwóch licencji ustawowych, regulujących przypadki dozwolonego użytku, określonych w art. 33 pkt 2 i w art. 333 powyższej ustawy.

14

SELECT LEGAL ASPECTS OF ADVERTISEMENTS IN MUSEUM PRAXIS

88%

Golat R.

Muzealnictwo

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2013

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vol. 54

59-61

EN

On a daily basis advertisements are associated with the promotion of the activity of assorted entrepreneurs, but in practice museums frequently opt for various possibilities of promoting their statutory activity based on their employees or specialised external subjects offering suitable services. Benefiting from the support of other subjects calls for coordinating the conditions for cooperation, which means that museums sign various contracts involving advertisement services. The museum plays a different role in relations with sponsors who assist it and render their support, e.g. financial, dependent on the museum advertising their activity. In such cases, it is the museum that advertises its sponsors. Suitable conditions are defined in sponsorship contracts describing the mutual rights and obligations of the signatories. The use of sponsor support on the part of the museum is connected with the establishment of statutes (rules) for museums that should include an entry about the museum’s additional economic activity for the purposes of financing its basic work. The provision of an advertisement service by a museum should be also considered within the context of tax duties, in particular those concerning obligatory VAT, a tax encumbering subjects performing economic activity according to the law on a tax on commodities and services. The specificity of promotion advertisement activity was taken into account in the regulations of a statute on copyright and affiliated rights – within the range of two statutory licenses regulating cases of permitted usage defined in article 22 point 2 and article 33 of the above law.

15

Metaphors Instrumental in Achieving the Pragmatic Effect in Animal Rights Advertisements

88%

Oļehnoviča I., Tretjakova J., Liepa S.

Research in Language

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2020

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vol. 18

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issue 4

441-451

EN

Metaphor can manifest itself in a variety of form including the visual one, which can be an extremely expressive means of communication. That is why visual metaphors are widely used by marketers and advertisers thus becoming a topical object of linguistic research programmes. The study of visual metaphor is tightly related to the study of conceptual metaphor as the target message delivered by a picture is derived from a certain source field that is employed for metaphorical representation. Another type of metaphor commonly used in visual representation is a multimodal metaphor. The present research dwells upon the study of metaphor use in animal rights protection advertisements. The hypothesis of the study is that visual metaphors present strong content that can activate emotions and contribute to the marketers’ desire to influence the audience.

16

Reklama w świetle legendy. „Dźwignia” Rafała Wojaczka

87%

Pertek G.

Poznańskie Studia Polonistyczne. Seria Literacka

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2014

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issue 24

333-353

EN

The article entitled “Rafał Wojaczek: Advertisement in the Light of a Legend” is the first part of a draft which tries to describe a breakthrough moment, in which the biography of Rafał Wojaczek coincides with the beginning of his literary output. The author makes a central point of the formula: “advertisement is the engine of trade” (appearing in the notebook collecting his early poetical notes from the period of studies at Polish philology), which is placed in contrast to the statement by Julian Przyboś: “the art of a poem is the engine of poetry”. The author, examining the earlier editions of Wojaczek’s poems explains (using the sociological and philosophical apparatus) the mechanisms conditioning the phenomenon of the reception of his poetry. At the same time, he launches the notion of pre-reception, which-being a labile notion, situated in the borderland between reception and advertise-ment-indicates a dual position of an object, to which the pre-reception refers (presence and absence at the same time). This, in turn, announces the poetic strategy of Wojaczek, embracing the form and the subject matter of a poem (expressiveness against a precise structure of a poem), and foretells a subsequent part focusing on the question of the actual reception, taking into consideration the somatic character of his output as well as its autothematic involvement.

17

Zakres przedmiotowy tzw. uchwały krajobrazowej. Uwagi na tle wyroku Wojewódzkiego Sądu Administracyjnego w Gdańsku z 18 września 2018 r., sygn. II SA/Gd 328/18

87%

Lizak A.

Studia Prawa Publicznego

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2020

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issue 1(29)

181-196

EN

The text concerns an analysis of theses and justification for the judgment of Province Administrative Court in Gdańsk dated 18 September 2018 (case no. II SA/Gd 328/18). Although the judgment is based on particular factual state of affairs, its conclusions seem to be connected with common problems in the area of so-called ‘landscape acts’ adopted at the municipal level. Firstly, the judgment states that landscape acts may refer to campaign materials presented in connection with elections or referendum. In the commentary, this approach is approved, although the reasoning is developed via a detailed interpretation of the spatial management and planning act and electoral code. Later in the judgment it is claimed that landscape acts may cover rules of locating advertisements nearby elements of the road infrastructure. Moreover, this standpoint is shared in the gloss, detailed relations between landscape act and act on public roads as well as judgments in similar cases have been additionally presented. The last issue raised in the judgment was the problem of the legal grounds of imposing an obligation to maintain small architecture objects, advertisement boards /units and fences in the proper condition. As the court claimed, this is possible, because maintenance of the object is the element of its location, and this is also connected with the obligation to use high-quality materials. Moreover, it is stated that the problem of maintaining these objects has not been fully regulated in building law. This approach is accepted in the gloss, although attention is drawn to some inconsistencies in the justification, as well as to the possibility of raising other, more accurate arguments by the court.

18

Dialog z kulturą popularną w języku współczesnej powieści dla młodzieży. Gry ze sloganem reklamowym

75%

Lizak J.

Język Polski

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2012

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vol. 92

|

issue 1

55–61

EN

For many years various works inspired by new genres which occurred in communication between the 20th and 21st century have been appearing on the publishing market. It is worth noticing that there are novels based on such statements as e-mail messages, blogs, chats, text messages or advertisements. The last of them which is advertisement is especially present in the literature for teenagers. The texts introduce advertisement in form of the literal quotation or in a modified version in which the interpretational key is the knowledge of the text of the actual advert as well as the ability to decipher the game/play by the means of the popular culture language. It is a fact that the novels of Marta Fox, an author popular among the youth, are mainly based on such a mechanism and those novels are the matter of the analysis.

19

Wpływ emocji na ocenę i pamięć reklamy: badania w paradygmacie wstecznego kształtowania pamięci

75%

Falkowski A., Grochowska A.

Roczniki Psychologiczne

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2008

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vol. 11

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issue 2

107-133

PL

Prezentowane badanie składało się z dwu części. W pierwszej z nich zostało sprawdzone, jak emocje wpływają na ocenę reklamy, ocenę marki i pamięć informacji o produkcie. Druga część dotyczyła wstecznego kształtowania pamięci: odpowiadała na pytanie, jak zostaje zniekształcona pamięć ocen marki, ocen produktu i informacji o produkcie pod wpływem później napływającej informacji, w zależności od siły emocji, jakie wzbudza reklama. Zastosowano dwa konteksty spostrzegania reklamy: spostrzeganie reklamy ze względu na jej atrakcyjność oraz markę. Wykorzystano trzy reklamy: autobiograficzną odnoszącą się do wspomnień pozytywnych, autobiograficzną odnoszącą się do wspomnień negatywnych i neutralną nieautobiograficzną. Jako informację zniekształcającą wykorzystano inną formę komunikatu perswazyjnego (ulotka reklamowa). Wyniki wykazały wpływ treści autobiograficznych na emocje wywołane reklamą oraz na oceny reklamy i marki. Pamięć reklam wywołujących silniejsze emocje ulegała mniejszym zniekształceniom niż pamięć reklam wywołujących emocje słabsze.

EN

The study consisted of two parts. In the first part, the influence of emotions on evaluation of advertisement and on memory of brand claims has been examined. The second part was designed in the backward framing paradigm: memory distortions of ad evaluation and of brand claims have been examined in the conditions of weak and strong emotions, depending on the strength of emotions elicited by the ad. The study was designed in the 2x3 paradigm. Two contexts of ad perception: ad-directed and brand-directed processing, and three ads: autobiographical appealing to positive memories, autobiographical appealing to negative memories, and non-autobiographical, were used. Another form of advertisement was used as a post event information. The results showed the influence of autobiographical ad on emotions elicited by the ad and on evaluation of ad and brand. Memory of ads eliciting stronger emotions was less distorted than in the case of ads eliciting weaker emotions.

20

Temperament a reakcje na reklamy stymulujące

75%

Grochowska A.

Roczniki Psychologiczne

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2007

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vol. 10

|

issue 2

135-159

PL

Utwory literackie, muzyczne, plastyczne, a także reklama mogą być badane ze względu na ich wartość stymulacyjną. Zarówno formalne, jak i treściowe cechy tych dzieł mogą wywoływać pobudzenie. W niniejszym artykule badano wpływ ekstrawersji, neurotyzmu i psychotyzmu na reakcje na reklamę o zabarwieniu erotycznym, rozumianą jako stymulującą. Badani studenci (N = 95) oglądali trzy reklamy prasowe różniące się natężeniem bodźców stymulujących. Za pomocą poligrafu Lafayette LX-3000W mierzono natężenie reakcji psychofizjologicznych (tętno, amplituda EDA, amplituda oddechu) i oceny emocjonalno-poznawcze (na skalach dyferencjału semantycznego). Prezentowane reklamy wywoływały silniejsze pobudzenie fizjologiczne u introwertyków i neurotyków niż u ekstrawertyków i u osób zrównoważonych emocjonalnie. Zrównoważeni introwertycy, neurotyczni ekstrawertycy i nisko psychotyczni introwertycy wysoko oceniali reklamy silnie stymulujące.

EN

Works of art, literature, architecture, music and advertisements can all be analysed and studied with regard to their stimulating value. Formal and semantic properties of such objects can elicit arousal. In this study the associations of Extraversion, Neuroticism and Psychoticism as conceptualised by Eysenck (and measured by EPQ-R) with response to stimulating (erotic) press advertisements were examined. Three print ads were presented to 95 students. Physiological responses (EDA amplitude, pulse frequency and respiration maximal amplitude) were registered and analysed by the computer polygraph system Lafayette LX-3000W. Cognitive assessments were reported by the participants on semantic differentials. The results showed that stimulating ads elicited stronger physiological arousal in introverts and neurotics than in extraverts and emotionally stable participants. Positive cognitive assessments of stimulating ads were observed in emotionally stable introverts, neurotic extraverts and low psychotic introverts.

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