Jak zaskoczyć odbiorców i nakłonić ich do działania? : rola reklamy teaserowej w promowaniu przedmiotu przekazu reklamowego

Abstract

Every day the audiences are inundated with a variety of advertisements, which take numerous different forms. It is not difficult, then, to overlook some of those messages. For that reason, in order to gain the attention of the au- diences, the advertisers propose new, original and attention -grabbing advertis-ing messages, which employ a variety of linguistic, visual and audio persuasion techniques which influence the brain as well as feelings and emotions. One of such new, innovative forms of advertising is the teaser. The following article ad-dresses the characteristics of such teaser advertising in Poland, on the example of posters. The research material comprises thirty randomly selected commer-cial, social and political advertisements.