Search results - CEJSH

1

The characteristics of early pandemic advertising

100%

Kowalewska K.

Scripta Neophilologica Posnaniensia

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2021

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vol. 21

133-148

EN

The aim of this paper is to examine early pandemic commercials and show the main changes in their focus from the point of view of communication. In terms of the contents, COVID-19 lockdown, heroism of health care workers, social distancing, online learning, remote work, and the strong shift towards online communication are underlined with an enormous stress put on such values as family, helping each other and being together in these difficult times. Characteristic nonverbal components of commercials referring to the pandemic situation include, for example, sentimental piano music, dimmed colours, a specific style of filming, or showing ordinary people as actors. Finally, it is noticed that some ad makers decide to use the sense of humour in their spots. In conclusion, the coronavirus pandemic and its effects can be easily observed on every level of an advertising message.

2

Reklama jako moderní jazyk pro předávání informací

100%

Piskořová I.

Społeczeństwo i Edukacja. Międzynarodowe Studia Humanistyczne

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2013

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issue 2(12)

335-346

EN

Advertising is all around us. Whenever you turn on the television, radio or you leave the house for example to go shopping, be sure you meet with advertising. Color promotion appeals us on a guaranteed great products and services. Whether you like it or not, advertising is an everyday part of our lives. But how was its development? Where its origins? Already in ancient times, we can observe the flow of information and an invitation to contemporary actions through inscriptions, drawings and invoking the announcement, which attracted the attention of passers-by.

3

Fusing Masculinity with ICT in American Advertising

100%

Księżniak E.

Lublin Studies in Modern Languages and Literature

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2010

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issue 34

156-169

EN

This paper examines representations of men in advertisements for ICT products and services appearing the American magazine “Wired” in 1999-2001. The research reveals reinforcement of stereotypical “masculinity” of ICT, which is achieved through associating advertised products and services with the notions appealing to males (power, sex and success). It demonstrates that, despite the gender-neutral character of ICT, the advertising practices serve to reproduce and uphold the hegemonic gender order by constructing the American male consumer as empowered by the use of marketed ICT products and/or services.

4

Wolni czy zmanipulowani? Odbiorcy reklam w XXI wieku. Studium psychologii wpływu społecznego

80%

Stradomska M.

Prosopon. Europejskie Studia Społeczno-Humanistyczne

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2016

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issue 3(16)

99-107

EN

In the twenty-first century issue related to freedom, manipulation and advertising is an integral aspect of everyday life in society. The concept of freedom is very difficult to interpret. The literature is considered an interdisciplinary approach, therefore, is associated with many areas of psychology, philosophy, law or economics. Almost every step we meet with advertising, through which companies and institutions promote their products in a variety of ways. However, if consumers perceive them as objects or subjective? Often society is manipulated, lied to and misled by the use of various techniques of advertising on television, radio or the Internet. In view of the above, if society feel free? Is such behavior on the part of enterprises are ethical and lead to a balanced functioning of the civilization of the twenty-first century?

5

Wideoidelogia i youtubizacja jako narzędzia politycznego public relations

80%

Walecka-Rynduch A.

Politeja : Pismo Wydziału Studiów Miedzynarodowych i Politycznych Uniwersytetu Jagiellońskiego

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2013

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issue 3(25)

481-499

EN

Quantifier of our century is the media that define the present century as a time of media democracy, or, more narrowly, of e-democracy. Politicians around the world submitting their political campaigns, interviews, speeches to the plans of media. They need media to communicate with the citizens of their countries, with voters, with national and international institutions. Models of communication created this way, according to the theory of public relations, can have the character of propaganda, marketing or of a dialog. The phenomenon of video-ideology and the resulting political youtubization analyzed by the Author fits in all these three models. The paper identifies three channels of PR communication of the world of politics to the world of audience/electorate. The first two channels are top-down schemes, created by the political power base, applied to influence and shape political attitudes of citizens. The third channel is bottom-up formed grassroots citizens’ attitude, which is a meaningful response of the electorate to the political action.

6

RESPECT FOR HUMAN DIGNITY AS A CONDITION PEACE AND TRANQUILITY

80%

LISNIK A., GREŇOVÁ K.

Kultura Bezpieczeństwa. Nauka – Praktyka – Refleksje

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2015

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vol. 20(20)

297-305

EN

Respect for human dignity is a prerequisite for building society, as well as the global population without war. To understand the reasons why military conflicts, so we have to realize that they still constituted a violation of the dignity of human perception. With this societal mistake that violates human dignity are encountered also in various pathological forms of organized society systems, such as it was. socializmus. Lecture Notes the importance of respecting the principles of human dignity even today. This principle is essential for the creation of legitimate and functioning society and is a prerequisite for building peace and tranquility.

7

KAMPANIE SPOŁECZNE W MEDIACH A KULTURA BEZPIECZEŃSTWA

80%

Seweryn A., Piwowarski J.

Kultura Bezpieczeństwa. Nauka – Praktyka – Refleksje

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2013

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vol. 13(13)

98-115

EN

The choice of media is an essential part of the preparation of an advertising campaign. Specialists in numerous publications and books are written, it is important to pay attention to the proper selection of media based on the difference between the target groups to whom it is addressed campaign. The differences that may impact on the choice of advertising media are: age of the respondents, place of residence, sex. The target group to which it is addressed campaign has its own particular way of communication and perception of the world, so examine it may be important for advertisers in the selection of appropriate media and communication. Advertisers often save money for preliminary studies on the target group, which is reflected in the end result of the campaign. This paper presents the above depending on the two campaigns in the context of social security.

8

Jazyk moderní reklamy ve formování kultury

80%

Piskorova I.

Społeczeństwo i Edukacja. Międzynarodowe Studia Humanistyczne

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2013

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issue 1(11)

267-278

EN

Culture is relatively integrated unit involving human behavior and its creations. This behavior is governed by a particular community and we can say that culture is the accumulated experience, whih its forms of the principles, rules and social norms influencing and regulating their mutual coexistence. What is the impact of advertising this cohabitation and what is the effectiveness of ads for sex? They are interested in promotions of women more than men?

9

The role of non-verbal cues in image making on the basis of selected press advertisements showing elderly women

80%

Kowalewska K.

Scripta Neophilologica Posnaniensia

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2018

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issue 18

55-65

PL

In Europe, the population of people over 60 years old has increased dramatically in the last few decades. Due to the demographic changes, in Poland, the world of marketing seems to discover the purchasing power of the elderly. Seniors become not only the receivers but also the senders of advertising messages. In order to sell a product, ad makers present people who are supposed to be liked, trusted, identified with and finally followed. In a press advertisement, to which an average consumer devotes 1.5 seconds, the picture is of top priority. The present research aims at analyzing the image of elderly women in press advertisements on the basis of their physical appearance, the context of the depicted situation, their clothes, facial expressions, eye-contact, and other visible traits. The survey study was conducted among young people to see the difference in their perception of elderly women in the pictures illustrating press advertisements for different products. The research results show how the positive image of the elderly in advertising can be created.

10

The implications and purpose of using international phonetic symbols and English advertising slogans in advertisements in Poland

80%

Dziczek-Karlikowska H.

Scripta Neophilologica Posnaniensia

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2018

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issue 18

151-163

PL

This paper examines the various implications resulting from the use of English phonetic transcription in advertising in Poland. I focus on the problem of the use of phonetic transcription by copywriters as a graphic form and I make an attempt at showing that this technique can have pedagogical consequences, because a graphic form in which phonetic symbols are used is, in fact, a text message, not an image only. In addition, I analyze selected advertisements as a means of communication addressed to a specific recipient. In this case, I demonstrate that the use of advertising slogans in English and English phonetic transcription in Poland, does not guarantee that such advertising is effective.

11

Reklama w świecie osób niesłyszących

80%

Makowski M.

Pieniądze i Więź

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2013

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vol. 16

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issue 1(58)

84-95

EN

The article discusses the basic principles for implementing the communication process with particular emphasis on the specifics of the deaf people. Indicating the need for information of this type of consumers, reference is made to conditions of marketing communication implemented in practice. An important complement to the theoretical study is presented data from a representative survey research among members of the Polish Association of the Deaf conducted in the first quarter of 2012. The primary objective of the study was to determine the attitude of the deaf to advertising, with particular emphasis on non-verbal and non-language content contained in the broadcast television commercials.

12

Interdisziplinäres Marketing. Marketing und Linguistik

80%

Mátyás J.

Linguistische Treffen in Wrocław

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2022

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issue 22

115-124

EN

Marketing is an interdisciplinary field of science. Many fields of science support the successful marketing activities of companies, such as sociology, psychology, management, mathematics, statistics, anthropology, computer science, aesthetics. Sociology and psychology help in the analysis of customer and consumer behavior, mathematics and statistics in the evaluation of primary research results, and information technology supports the functioning of online marketing. Information technology supports the functioning of online marketing. Sociology, anthropology and psychology can be used to successfully analyse customer and consumer behaviour. Management helps in running the business, aesthetics contributes to the design of the imaginative and creative advertisements. At the same time, there is relatively little talk about the role of linguistics, although effective marketing communication is based on an imaginative, linguistically correct, well-formulated message, above all tailored to the needs of the target group, through which potential customers can be addressed. Linguists are of great help in successfully implementing corporate marketing communications. Linguistics examines – among other things – the characteristics of advertising and advertising language. The linguistic research can therefore contribute to the conscious and professional design of advertising, the advertising message. But the important role of linguistics in conducting marketing communication activities as well as research is often underestimated. The article presents the importance of linguistics and marketolinguistics with regard to marketing communication.

13

Vybrané aspekty manažmentu spotrebiteľského správania sa generácie Y vo vzťahu k reklame

80%

Baláž I.

Prosopon. Europejskie Studia Społeczno-Humanistyczne

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2012

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issue 2(4)

135-141

EN

According to the author, the advertising market should respond to the needs of Generation Y. In this article the author has the latest trends in behaviour.

14

“Product Placement”: The harmonization of the new Albanian media law with the European Audio-Visual Media Services Directive

80%

Bushati E.

Academicus. International Scientific Journal

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2011

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issue 04

60-68

EN

With the Audio-Visual Media Services (AVMS) Directive the explicit regulation of product placement is introduced into the framework of European media law. The product placement is today one of most debated issue for the media law experts in Europe. What is the “product placement”? In what kind of programmes the product placement is allowed? What are the conditions these programmes have to fulfill in order to contain the product placement? The AVMS Directive states even the programmes during which is not allowed the product placement. How are reflected into the new Albanian draft-law on audiovisual media services the AVMS Directive obligations? These are some of the questions that the following article tries to answers.

15

Colour temperature in advertising and its impact on consumer purchase intentions

80%

Pilelienė L., Grigaliūnaitė V.

Oeconomia Copernicana

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2017

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vol. 8

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issue 4

657-669

EN

Research background: The conditions of globalization lead to a situation where consumers are overloaded with commercial information. Moreover, abundance of various promotional techniques makes consumers indifferent to many companies' efforts. On the other hand, organizations are allocating tremendous parts of their budgets to create advertisements which sometimes remain unnoticed or do not stimulate consumer purchase intentions. Therefore, a wide body of scientific re-search on advertising effectiveness has emerged in recent years. Many aspects of advertising have been analysed, e.g. the effectiveness of advertising spokesperson, appeal, layout, etc. However, the research on advertising colour temperature and its impact on advertising effectiveness is still scarce. Purpose of the article: Considering the intensifying competition in the retail sector, creating attractive and stimulating advertisements becomes an important task for many organizations. The aim of this research is to determine the impact of the colour temperature used in advertisements on consumer purchase intentions. Methods: In order to determine the impact of advertising colour temperature on consumer purchase intentions, a questionnaire survey was provided. The questionnaire was elaborated based on the analysis and synthesis of scientific literature. Findings & Value added: The theoretical analysis substantiated the different influence of colours and colour temperature on consumer perception. Therefore, the assumption was made: all other parameters being constant, the colour temperature of an advertisement might have a different impact on consumer perception. The results of empiric research revealed the differences of the impact of colour temperature on consumer purchase decisions in terms of an attitude toward advertising and the brand, reported brand-related behaviour. The colour temperature related to insights for the enhancement of advertising effectiveness and guidelines for future research are provided.

16

Reklama produktu leczniczego

80%

Szyszka A., Szafrańska A.

Przegląd Prawa Publicznego

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2012

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issue 5

81-93

EN

Legal regulations for advertising medicinal products originate from the acts of European Union Law and the acts of the domestic law. The crucial ones include the Code of Medicines (the Law of European Union) and the Act: the Pharmaceutical Law with executive acts, and the Act on the Reimbursement of Medicines, Foodstuffs for Special Nutritional Purposes and Medical Devices. Advertising medicinal products, being a type of marketing activity, is subject to limitations resulting from the specificity of the advertised product. The product determines the scope of the permitted advertising and the circle of its recipients.

17

Белорусский рекламный дискурс как репрезентация постсоветских идентификационных стратегий официальной власти

80%

Серякова А., Михеева И.

Prosopon. Europejskie Studia Społeczno-Humanistyczne

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2012

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issue 1(3)

35-46

EN

The authors present a discussion of contemporary advertising in Belarus asserting that it is not neutral because it is linked to the official authorities.

18

Współczesne dzieje reklamy – rozwój mediów i potrzeb informacyjnych.) Source: Pieniadze i Wiez (Money and Social Bond

80%

Makowski M.

Pieniądze i Więź

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2012

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vol. 15

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issue 2(55)

137-149

EN

The article presents the key facts of history (from the late nineteenth century to the twenty-first century), which were not without significance for the development of advertising activity in the world. Contents of the paper refer to the important social and political events in the world, and clearly indicate the possibilities and circumstances of the development of advertising activity and its content in such specific conditions. It should be noted that a key element in determining the chronology in the presented article is technical and technological advances in the area of using media in the advertising business, in the indicated period.

19

Bezwzględny zakaz reklamy kancelarii adwokackich w realiach współczesnego funkcjonowania rynku usług prawniczych

80%

Zadęcka E.

Przegląd Prawa i Administracji

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2018

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vol. 115

97-106

EN

Running a lawyer’s office in the current realities of the legal services market is a challenge. An advocate must possess not only legal knowledge but also demonstrate knowledge of market mechanisms. Nowadays, the client decides which lawyer to choose, and this forces lawyers to take action in order to acquire and maintain clients. Hence, marketing instruments (typical for other service markets) are increasingly used to build and achieve market advantage. However, there are numerous barriers on the legal services market that hinder or even prevent extensive marketing activities. Advertising is the main concern here, as its use by attorneys is strictly prohibited. The question arises as to whether in the present reality the provision contained in the Collection of Rules on Barrister’s Ethics and Dignity of Profession and other regulations limiting the use of marketing should not be subject to liberalization.

20

Potenzialità glottodidattiche della comunicazione pubblicitaria

80%

Giusto M.

Studia Romanica Posnaniensia

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2020

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vol. 47

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issue 2

5-19

PL

The aim of the present article is to shed the light on educational aspects which can be obtained by the exploration of an authentic, advertising material. The analysis attempts to demonstrate how communicative and linguistic characteristics, argumentative patterns, rhetorical figures and cultural aspects, which constitute the complex structure which is advertising message, convey values, stereotypes, social and linguistic tendencies. All of the above are conceived in order to complete the goals of persuasion. For the teacher, it is a rich, authentic and precious resource which gives the student the opportunity to extend his abilities and skills, to face and approach a new, linguistic and cultural context.

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