ISSN: 2450-775X eISSN: 2353-2874 OAI
DOI: 10.18276/miz.2016.45-31
Issue archive /
nr 4 (45) 2016
Wybrane elementy komunikatów reklamowych
(Selected Elements of Advertising Messages)
| Authors: |
Alina
Oczachowska
Politechnika Koszalińska, Wydział Nauk Ekonomicznych |
| Keywords: | narration sender communication attitude persuasion |
| Whole issue publication date: | 2016 |
| Page range: | 9 (351-359) |
| Klasyfikacja JEL: | M31 |
Abstract
The objective of the article is to present selected elements of advertising messages, taking into account the psychology of perceiving advertisements. The article shows the features of message senders and the influence of positive and negative emotions on the perception of advertisements. In the light of the results of the research the expectation of receivers towards advertisements with sense of humor and objections towards too abstract advertisements have been confirmed. The article tries to show what strengthen and what weakens the perception of a modern TV advertisement. The researched youths are still convinced that TV spots have no influence on their purchasing habits, although each respondent has bought a product being under the influence of a TV advertisement.
Download file
Article file
Bibliography
| 1. | Goryniak, M. (2016). Słowa, które otwierają nas na siebie. Charaktery, 3, 20. |
| 2. | Narracja, https://pl.wikipedia.org/wiki/Narracja. |
| 3. | Maj, K. (2012). Opowieści rządzą światem. Charaktery, 9, 57. |
| 4. | Morreale, S.P., Spitzberg, B.H., Barge, J.K. (2008). Komunikacja między ludźmi. Motywacja, wiedza i umiejętności. Warszawa: Wydawnictwo Naukowe PWN. |
| 5. | Wojciszke, B. (2012). Psychologia społeczna. Warszawa: Wydawnictwo Naukowe Scholar. |
| 6. | Wrabec, P. (2010). Uciec spod spota. Polityka, 1 (1). Ja. My. Oni. Poradnik Psychologiczny Polityki, t. 4, 78‒79. |
| 7. | Zimbardo, Ph.G., Johnson, R.L., Mc Cann, V. (2010). Psychologia, kluczowe koncepcje. Tom 5. Warszawa: Wydawnictwo Naukowe PWN. |