Perswazja w telewizyjnej reklamie społecznej : studium socjologiczne

Abstract

The book is devoted to the phenomenon of persuasiveness in television public service advertisements. The said type of advertisements is aimed at prompting particular socially desirable attitudes or persuading members of the audience to cease their socially undesirable behaviour. Therefore, such campaigns serve to transform currently existing reality and disseminate knowledge related to social phenomena and to engage audience in social matters. The monograph is composed of seven chapters, complemented with introduction and summarising section, along with an extensive bibliography, and the lists of tables and figures appearing therein. First four chapters, written on the basis of rich literature on the subject in question, are of theoretical character. In a form of an outline, they present the history of advertising and its defining features, fundamental issues involving contemporary advertisements and their role in shaping public opinion; but also important questions falling into the scope of public service marketing, its origin, devices, and functions performed by it. Another discussed issue are the methods of exerting influence by mean of a message contained in an advertisement, which are synonymous with persuasion and targeted at changing the members of the audience’s attitudes. The chapter concluding this part of the publication deals with persuasion in public service advertisements directly. Polish public service advertisements, characterised according to their problematic, are presented in the said chapter, along with the discussion of the means of persuasion used in them, particularly: the formal concept, auditory, verbal and visual layers, and a type of protagonists featured.