Środki perswazyjne w reklamie społecznej (na przykładzie profilaktyki AIDS)
The Persuasion Means in Social Advertising (Based on the Example of HIV Prophylaxis)
Author(s): Katarzyna Pawlak- SobczakSubject(s): Media studies, Theory of Communication, Health and medicine and law, Marketing / Advertising
Published by: Wydawnictwo Uniwersytetu Jagiellońskiego
Keywords: social advertising; persuasion; AIDS;
Summary/Abstract: The emergence and the evolution of the mass media has had a great impact on fast development of the advertising, refining of its devices, and the appearance of new brands of ads. Nowadays we have not only commercial advertisements, but also the corporate, political, philanthropic, or social ones. The author of the article analyses social advertisements aimed at the AIDS prevention; devotes her attention to their structure, persuasive means, and the conditioning of their possible success. She also does carry out the comparative analysis of Polish and Western- European and American anti- HIV campaigns.
Journal: Zeszyty Prasoznawcze
- Issue Year: 2015
- Issue No: 3 (223)
- Page Range: 704 - 716
- Page Count: 13
- Language: Polish