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http://hdl.handle.net/20.500.12128/20554
Tytuł: | Techniki perswazyjne w telewizyjnych reklamach sieci sklepów spożywczych, firm telekomunikacyjnych oraz banków w początkowej fazie pandemii COVID-19 |
Autor: | Olszanecka-Marmola, Agata |
Słowa kluczowe: | advertising; TV advertising; commercial; persuasion techniques; COVID-19 pandemic |
Data wydania: | 2021 |
Źródło: | "Zarządzanie Mediami" T. 9, Nr 2 (2021), s. 369-385 |
Abstrakt: | The COVID-19 pandemic affects the media market, including the advertising strategies of most
companies. Brands have to revise their messages and adapt them to the changing needs of consumers.
The aim of this article is to identify the linguistic and visual techniques of persuasion used in TV
commercials during the “national quarantine.” To achieve the research goal, the advertising messages
were analyzed both in terms of image and sound used in the commercial. In presented research
the examined TV spots were transcribed and divided into consecutive shots. The way of using these
techniques was discussed on the example of advertisements for three critical industries during the
pandemic: discount stores (Biedronka, Carrefour, Lidl), telecommunication companies (T-Mobile,
Plus) and banks (ING Bank Śląski, Millennium). The conducted analysis shows that brands changed
the advertising production process (handheld shots, usage of video conferencing tools, ads filmed
at home) and adjusted their strategies to consumer expectations (focusing on safety and belongingness
needs). |
URI: | http://hdl.handle.net/20.500.12128/20554 |
ISSN: | 2354-0214 |
Pojawia się w kolekcji: | Artykuły (WNS)
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