KONSEKWENCJE KSZTAŁTOWANIA PRZEKAZÓW REKLAMOWYCH Z WYKORZYSTANIEM TECHNIK MANIPULACJI
THE CONSEQUENCES OF SHAPING AN ADVERTISING MESSAGES USING MANIPULATION TECHNIQUES
Author(s): Izabela OstrowskaSubject(s): Economy, Communication studies, Theory of Communication, Marketing / Advertising, Business Ethics, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: marketing communication; untruthful advertisement; manipulation;
Summary/Abstract: The aim of the paper is to present chosen techniques getting to the customers which are used by companies in advertising communication and clarify the mechanism of their impact. In article are also presented the possible consequences of untruthful communication. The author indicate that such an approach to advertising communication which trays to manipulate the buyer, quickly generates negative emotions and certainly does not affect the willingness to maintain a longer relationship with the brand.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 37
- Page Range: 133-143
- Page Count: 11
- Language: Polish