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Kuzio Anna (Wyższa Szkoła Zarządzania Edukacja we Wrocławiu)
The Exploitation of Pleasure and Arousal Reactions in Appetitive Motivational Schema in Advertising: a Case Study of Polish and English Print Advertisements
Wykorzystanie koceptu przyjemności i pobudzenia w konstruowaniu schematu pożądania motywacyjnego w reklamie: studium przypadku na przykładzie drukowanych reklam w języku polskim i angielskim
Gospodarka, Rynek, Edukacja, 2013, vol. 14, nr 4, s. 51-58, bibliogr. 50 poz.
Słowa kluczowe
Reklama, Komunikowanie, Studium przypadku
Advertising, Communication, Case study
summ., streszcz.
W ostatnich latach badania wskazały, że emocje odgrywają kluczową rolę w procesie komunikowania perswazyjnego. Emocje były w centrum wielu badań analizujących skuteczność reklamy komercyjnej, która jest swoistym przykładem komunikacji preswazyjnej. Niniejszy artykuł koncentruje się na tym aspekcie, a w szczególności zwraca uwagę na rolę reklamy w procesie komunikacji i bada wymiar emocjonalny wykorzystywany przez tego rodzaju przekaz. (abstrakt oryginalny)

In the past decades, research has indicated that emotions seem to play a key role in the persuasive communication process. Additionally, emotions have been the center of many studies examining the effectiveness of commercial advertising. The present paper concentrates on this particular field of persuasive communication in commercial advertising or, more exclusively, emotional reactions to commercial print advertising. The objective of this paper is to identify 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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