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Kuzio Anna (Wyższa Szkoła Zarządzania Edukacja we Wrocławiu)
An Approach to Study Pleasure and Arousal Reactions in Advertising: A Case Study of Polish and English Print Advertisements
Badania aspektu przyjemności i pobudzenia w kontekście dyskursu reklamy: analiza reklam w języku angielskim i polskim
Gospodarka, Rynek, Edukacja, 2014, vol. 15, nr 1, s. 15-20, bibliogr. 41 poz.
Słowa kluczowe
Studium przypadku, Komunikowanie, Psychologia reklamy, Efektywność reklamy, Reklama
Case study, Communication, Psychology of advertising, Advertising efficiency, Advertising
summ., streszcz.
Wiele dotychczasowych badań wskazało, że emocje odgrywają znaczącą rolę w procesie komunikowania perswazyjnego. Emocje były w centrum wielu badań analizujących skuteczność reklamy komercyjnej, która jest swoistym przykładem komunikacji perswazyjnej. Niniejszy artykuł analizuje rolę reklamy w procesie komunikacji i bada wymiar emocjonalny wykorzystywany przez tego rodzaju przekaz. (abstrakt oryginalny)

Present research has shown that emotions appear to play a vital role in the persuasive communication process. Furthermore, emotions have been the center of many studies investigating the effectiveness of commercial advertising. The current paper aims at this particular field of persuasive communication in commercial advertising or, more exclusively, emotional reactions to commercial print advertising. The purpose of this paper is to recognize and unravel one particular structural characteristic of emotional responding to persuasive communication, that is: the rigid connection between pleasure and arousal reactions. It will be demonstrated that pleasure and arousal ratings display particularly high correlations, and it will be disputed that this reveals an implicit schema that is exploited in both the evaluation and the creation of persuasive messages. (original abstract)
Pełny tekst
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